september 2013 dashboard/visitor profile · west palm beach -- 11 4. better than one of every three...

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Visit St. Petersburg/Clearwater

September 2013 Dashboard/Visitor Profile

Prepared for:

Pinellas County Tourist Development Council

and

Visit St. Petersburg/Clearwater

Prepared by:

Research Data Services, Inc.

[email protected]

November 2013

St. Petersburg/Clearwater Area Visitor Profile: September 2013

i © Copyright 2013. | PCD – 11.18.13

Executive Summary: September 2013 (Survey Sample: n = 477)

Visitation Statistics:

1. This month, 252,800 overnight visitors chose Pinellas for their stay (2012: 240,700). In total, visitation injected better than

$347 million into the County economy (+8.2%). Pinellas’ key tourism performance metrics are:

Variables 2012 2013 % ‘12/‘13

Occupancy 57.7% 59.7% +3.5

ADR $104.38 $109.43 +4.8

RevPAR $60.23 $65.33 +8.5

2. September’s primary visitor origins are as follows:

September Visitor Segments (H/M/C and V F/R)

2012 Visitor #

2013 Visitor #

% ‘12/‘13

Florida 45,492 48,538 +6.7

Southeast 10,832 11,629 +7.4

Northeast 44,530 47,273 +6.2

Midwest 56,083 57,133 +1.9

Canada 8,906 8,848 -0.7

Europe 66,192 70,278 +6.2

Markets of Opportunity 8,665 9,101 +5.0

Total 240,700 252,800 +5.0


ii © Copyright 2013. | PCD – 11.18.13

3. For this September’s visitor activity level, Pinellas’ top domestic feeder markets are (in rank order):

September 2012 Rank 2013 Rank

Tampa/St. Petersburg 1 1

Greater Orlando Area 3 2

New York 2 3

Chicago 4 4

Cincinnati 8 5

Pittsburgh -- 6

Philadelphia 5 7

Boston 9 8

Cleveland -- 9

Atlanta -- 10

West Palm Beach -- 11

4. Better than one of every three visitors (33.6%) report being in the St. Petersburg/Clearwater area for the first time.

5. On their September visit, the typical traveler party averaged 2.7 people, who stayed for 5.9 days in the destination.

Transportation:

6. Better than two-thirds of Pinellas’ September 2013 visitors used air transportation to reach the area (2013: 69.7%). Both

Tampa International (TIA) and St. Petersburg-Clearwater International (PIE) have increased their share of air travelers this

month (Tampa International Airport - 2012: 59.1%; 2013: 60.5%; St. Petersburg-Clearwater International (PIE) - 2012:

5.7%; 2013: 8.6%)


iii © Copyright 2013. | PCD – 11.18.13

Satisfaction:

7. Fully 98.8% of September visitors are satisfied with their stay and 92.8% plan a return trip to Pinellas (2012: 92.1%).

Information:

8. The Internet is cited as the primary information source as follows:

Accommodation websites (80.1%),

Review/Rating sites (i.e., TripAdvisor, etc.) (52.2%),

Mapping sites (45.7%),

Airline websites (44.5%),

VisitStPeteClearwater.com (44.0%),

Social networking sites (35.9%),

Daily deal/coupon sites (24.5%),

Booking sites (21.9%).

Management Occupancy Barometer:

9. This September, 90.6% of lodging managers report their property’s three month forward reservation levels as the “same” or

“better” than last September’s:

% of Property Managers Reporting Reservations: 2012 2013

Up 56.4% 53.4%

Same 16.9 37.2

Down 24.7 8.7

St. Petersburg/Clearwater Area Visitor Profile September 2013

© Copyright 2013. | PCD – 11.18.13

Table of Contents

Page

I. Section A: September 2013 Visitor Dashboard ....................................................................................................................................... 1 September 2013 Lodging Statistics (Occupancy/ADR) .......................................................................................................... 2 September 2013 Visitor Profile Data ..................................................................................................................................... 3

II. Section B: Visitor Origin Tracking .......................................................................................................................................................... 10 Top Feeder Markets (DMA’s) ............................................................................................................................................... 11

III. Section C: Visitor Origins -- Actual Number of Visitors (2008 -- 2013) ............................................................................................. 12


1 © Copyright 2013. | PCD – 11.18.13

Visitation:

Calendar Year to Date (Jan – Sep) (H/M/C/C & V F/R)

September (H/M/C/C & V F/R)

Annual % %

2012 * 2012 * 2013 * ‘12/‘13 2012 2013 ‘12/‘13

H/M/C/C Visitors 2,871,600 2,324,400 2,412,000 +3.8 165,900 176,900 +6.6

V F/R Visitors 2,563,400 1,999,500 1,998,800 -0.04 74,800 75,900 +1.5

Total Visitors 5,435,000 4,323,900 4,410,800 +2.0 240,700 252,800 +5.0

H/M/C/C Exp. $2,270,047,300 $1,845,627,800 $1,995,984,900 +8.1 $120,876,700 $133,092,600 +10.1

V F/R Exp. 1,378,537,200 1,075,597,200 1,087,471,700 +1.1 40,167,600 41,213,700 +2.6

Total Exp. $3,648,584,500 $2,921,225,000 $3,083,456,600 +5.6 $161,044,300 $174,306,300 +8.2

Total Eco. Impact $7,266,520,890 $5,817,911,710 $6,141,012,165 +5.6 $320,735,828 $347,148,400 +8.2

Room Nights (e)* 6,529,300 5,210,500 5,257,100 +0.9 405,600 423,700 +4.5

*Based on Industry REVPAR

Calendar Year to Date (Jan – Sep) September

Origin Annual 2012 2013 % Share of 2012 Share of 2013 Vis.

H/M/C/C & V F/R 2011 * Visitor # * Visitor # * ‘12/‘13 Market Visitor # Market Visitor # ‘12/‘13

Florida 672,891 565,850 595,400 +5.2 18.9% 45,492 19.2% 48,538 +6.7

Southeast 333,836 287,833 291,866 +1.4 4.5 10,832 4.6 11,629 +7.4

Northeast 1,215,923 1,004,144 1,014,351 +1.0 18.5 44,530 18.7 47,273 +6.2

Midwest 1,559,622 1,310,535 1,314,186 +0.3 23.3 56,083 22.6 57,133 +1.9

Canada 320,663 270,746 278,537 +2.9 3.7 8,906 3.5 8,848 -0.7

Europe 934,335 713,617 724,170 +1.5 27.5 66,192 27.8 70,278 +6.2

U.S. Opp. Mkts 149,830 105,075 106,290 +1.2 3.6 8,665 3.6 9,101 +5.0

Latin American 48,100 66,100 86,000 +30.1 n/a n/a n/a n/a n/a

Total 5,235,200 4,323,900 4,410,800 +2.0 100.0 240,700 100.0 252,800 +5.0

Please Note: Latin American Visitor numbers published seasonally only.

0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

160.0

180.0

H/M/C/C V F/R

165.9

74.8

176.9

75.9

# 2012 2013

0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

H/M/C/C V F/R

120.9

40.2

133.1

41.2

$ 2012 2013

Visitors Expenditures

(in Thousands) (in Millions)

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

FL SE NE MW CAN EUR MO

45.5

10.8

44.5

56.1

8.9

66.2

8.7

48.5

11.6

47.3

57.1

8.8

70.3

9.1

#

September Visitor Origins (in Thousands)

2012 2013

$0

$100,000,000

$200,000,000

$300,000,000

$400,000,000

2012 2013

161,044,300 174,306,300

159,691,528 172,842,100

320,735,828 347,148,400

September Economic Impact

Direct Exp. Indirect/Induced Total Eco. Impact


2 © Copyright 2013. | PCD – 11.18.13

Occupancy:

Occupancy % ADR %

Industry (Weighted) 2011 2012 2013 ‘12/‘13 2011 2012 2013 ‘12/‘13

January 58.4% 60.8% 62.9% +3.5 $91.70 $98.46 $106.98 +8.7

February 75.2 79.2 81.5 +2.9 111.30 119.38 126.62 +6.1

March 88.8 91.3 90.5 -0.9 134.70 143.53 161.30 +12.4

April 79.7 81.5 78.9 -3.2 120.32 128.33 132.68 +3.4

May 72.1 73.6 74.0 +0.5 108.35 118.76 126.09 +6.2

June 73.5 74.9 76.6 +2.3 102.30 110.46 114.87 +4.0

July 76.5 78.1 78.7 +0.8 101.66 107.68 115.71 +7.5

August 64.3 67.7* 66.5 -1.8 99.49 119.79* 112.24 -6.3

September 56.4 57.7 59.7 +3.5 98.37 104.38 109.43 +4.8

October 64.4 65.1 93.73 100.46

November 55.1 55.5 95.24 100.27

December 53.4 54.1 100.85 106.56 *Note: August 2012 RNC

September Occ./ADR: 2012 2013 % 2012 2013 %

< 20 units 48.2% 51.5% +6.8 $107.58 $117.86 +9.6

21 - 50 units 54.6 54.3 -0.5 94.83 100.08 +5.5

51 - 100 units 55.6 54.6 -1.8 90.13 89.16 -1.1

101+ units 60.5 63.6 +5.1 115.44 120.60 +4.5

Condominiums 52.5% 54.6% +4.0 $110.20 $113.86 +3.3

Seasonal Averages Occupancy % ADR % Industry (Weighted) 2011 2012 2013 ‘12/‘13 2011 2012 2013 ‘12/‘13

Winter Season 75.5% 78.2% 78.5% +0.4 $114.51 $122.43 $131.90 +7.7

Spring/Summer Season 71.6 73.6 74.0 +0.5 102.95 114.17 117.23 +2.7

Fall Season 57.3 58.1 97.05 102.92

Annual 68.2 70.0 104.83 113.17

0.0 20.0 40.0 60.0 80.0

Sep.

Aug.

Jul.

Jun.

59.7

66.5

78.7

76.6

57.7

67.7

78.1

74.9

56.4

64.3

76.5

73.5

Industry Occupancy

2011 2012 2013

%

0.0 25.0 50.0 75.0 100.0 125.0

Sep.

Aug.

Jul.

Jun.

109.43

112.24

115.71

114.87

104.38

119.79

107.68

110.46

98.37

99.49

101.66

102.30

Industry Room Rates

2011 2012 2013

$


© Copyright 2013. | PCD – 11.18.13

St. Petersburg/Clearwater Area: September 2013 Visitor Profile


3 © Copyright 2013. | PCD – 11.18.13

Visitor Profile:

Length of Stay (Days) 2012 2013

Away from Home 9.0 8.7 In the St. Petersburg/Clearwater Area 5.8 5.9

Party Size 2012 2013

Number of People 2.6 2.7

Party Composition 2012 2013

Couple (Traveling without Children) 60.9% 58.1% Family 34.3 36.6 Single 6.6 7.2

Transportation (Multiple Response)

(Percentaged to the Base of All Respondents) 2012

2013

Plane 74.6% 69.7% Rental Car 58.9 55.5 Personal Car 24.1 28.7

Total Europe

Airport Deplaned (Base: Flew) 2012 2013 2012 2013

Tampa International 59.1% 60.5% 29.3% 30.4% Orlando International/Sanford 25.4 20.6 58.6 54.3 St. Petersburg-Clearwater International 5.7 8.6 N/A N/A Miami International 7.5 4.6 12.0 9.1

Car Rental Location (Base: Rented a Car) 2012 2013 2012 2013

Tampa 51.5% 54.6% 24.3% 26.2% Greater Orlando Area 32.4 26.3 60.7 56.2 St. Petersburg/Clearwater 5.2 7.8 N/A N/A Miami 8.9 5.5 13.7 10.4

0.0

20.0

40.0

60.0

80.0

100.0

Vacation Visit with F/R

87.9

12.5

%

Purpose of Trip

2011 2012

0.0

2.0

4.0

6.0

8.0

10.0

Away/Home St. Pete/Clw

9.0

5.8

8.7

5.9

Days

Length of Stay (Days)

2012 2013

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

Tampa Orlando St. Pete-Clr Miami

59.1

25.4

5.7 7.5

60.5

20.6

8.6 4.6

%

Airport Deplaned

2012 2013

0.0

20.0

40.0

60.0

80.0

Plane Rental Personal Car

74.6

58.9

24.1

69.7

55.5

28.7

%

Transportation

2012 2013


4 © Copyright 2013. | PCD – 11.18.13

Total Europe

Purpose of Trip (Multiple Response) A. Profile Data

2012

2013

2012

2013

Vacation 87.7% 87.0% 97.3% 98.3% Visit with Friends/Relatives 13.0 14.7 1.7 4.4

B. Occupancy Survey Data 2012 2013 2012 2013

Group 21.0% 20.1% N/A N/A

Total Europe

First Visit to (% yes) 2012 2013 2012 2013

St. Petersburg/Clearwater Area 36.2% 33.6% 53.0% 49.9% Florida 9.4 9.9 27.6 21.0

Total Europe

Information Most Helpful to Visit (Open Ended Multiple Response)

2012

2013

2012

2013

Internet 89.1% 87.1% 90.6% 90.6% Previous Visit 51.1 54.7 38.5 41.1 Recommendation 16.6 15.9 18.2 17.5 Print Media 13.3 14.3 30.2 34.9 Travel Professional 11.0 11.3 41.5 40.7 Business 7.9 7.6 3.8 N/A Special Event 10.3 7.4 1.6 N/A

0.0

20.0

40.0

60.0

80.0

100.0

Web PreviousVisit

Recomm PrintMedia

89.1

51.1

16.6 13.3

87.1

54.7

15.9 14.3

%

Information Most Helpful (Top Four)

2012 2013

0.0

20.0

40.0

60.0

80.0

100.0

Vacation Visit with F/R

87.7

13.0

87.0

14.7

%

Purpose of Trip

2012 2013

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

2012 2013

9.4 9.9

26.8 23.7

36.2 33.6

%

First Visit to St. Pete/Clw Area (% Yes)

New Market Share Gain from Florida TOTAL


5 © Copyright 2013. | PCD – 11.18.13

Total Europe

Travel Professional Assisted 2012 2013 2012 2013

% Yes 18.7% 19.6% 65.1% 66.8%

Made Lodging Reservations 2012 2013 2012 2013

Yes 92.7% 92.0% 90.7% 92.5% No 7.3 8.0 9.3 7.5

Where Stay Night Before St. Petersburg/Clearwater Area

2012

2013

2012

2013

At Home 66.8% 68.9% 25.6% 24.3% In Florida (Not in St. Pete/Clearwater) 26.4 22.5 68.8 69.3 On Road (Not in Florida) 6.8 8.6 5.6 6.4

Where in Florida (Base: Respondents in Florida Night Prior to Arriving in St. Pete/Clw Area)

2012

2013

2012

2013

Orlando/Attractions 74.1% 69.8% 86.2% 84.7%

Visit Other Florida Areas This Trip 2012 2013 2012 2013

Overnight Trips Only -- % Yes 31.7% 28.0% 72.1% 71.0%

0.0

5.0

10.0

15.0

20.0

Yes

18.7 19.6 %

Travel Professional Assisted

2012 2013

0.0

20.0

40.0

60.0

80.0

100.0

Yes No

92.7

7.3

92.0

8.0

%

Made Reservations

2012 2013

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

At Home In Florida On Road

66.8

26.4

6.8

68.9

22.5

8.6

%

Where Stay Night Before St. Pete/Clw Area

2012 2013


6 © Copyright 2013. | PCD – 11.18.13

Total Europe

Attractions/Theme Parks Visited (Open Ended Multiple Response)

2012

2013

2012

2013

Orlando Theme Parks 25.2% 21.8% 63.9% 62.8% Busch Gardens 11.7 13.3 23.3 22.2 Clearwater Marine Aquarium 10.4 11.2 7.0 6.7 Tarpon Springs 5.1 4.5 7.0 6.5 Fort Desoto 4.8 4.3 N/A N/A Salvador Dali Museum 4.9 4.2 4.8 4.6

Satisfaction with St. Petersburg/Clearwater

2012

2013

2012

2013

Satisfied (Combined) 97.9% 98.8% 97.7% 96.9%

Total Europe

Expense Relative to Expectations 2012 2013 2012 2013

More Expensive 9.9% 8.6% 10.9% 8.0% Less Expensive 6.3 7.3 9.3 12.1 As Expected 79.5 81.0 75.7 76.3 Don’t Know 4.3 3.1 4.1 3.6

Recommend St. Petersburg/Clearwater Area to Friends/Relatives

2012

2013

2012

2013

% Yes 96.2% 95.7% 97.0% 96.0%

Plan to Return (% Yes) 2012 2013 2012 2013

To Local Area 92.1% 92.8% 83.7% 80.9%

Demographics 2012 2013 2012 2013

Average Age Head of Household 47.0 47.6 46.9 47.4 Median Annual Household Income $103,058 $102,079 $103,700 $105,847

0.0

5.0

10.0

15.0

20.0

25.0

30.0

OrlandoParks

BuschGardens

Aquarium TarponSprings

25.2

11.7 10.4

5.1

21.8

13.3 11.2

4.5

%

Attractions/Theme Parks Visited (Top Four)

2012 2013

0.0

20.0

40.0

60.0

80.0

100.0

More Less Same Don'tKnow

9.9 6.3

79.5

4.3 8.6 7.3

81.0

3.1

%

Expense Relative to Expectations

2012 2013

0.0

20.0

40.0

60.0

80.0

100.0

To Local Area

92.1 92.8 %

Plan to Return

2012 2013


7 © Copyright 2013. | PCD – 11.18.13

Total Europe

St. Pete/Clw Message Seen/Read/Heard 2012 2013 2012 2013

% Yes 55.3% 57.9% 60.5% 59.1%

Source of Information (Base: Seen/Read/Heard Area Message) (Open Ended Multiple Response)

2012

2013

2012

2013

Internet 91.5% 91.0% 87.8% 90.5% Brochures/Visitor Guides/Travel Guides 34.0 34.7 74.7 76.1 Television 30.9 25.3 7.7 6.2 Magazines 13.1 16.8 N/A N/A Newspapers 12.1 8.4 N/A N/A

Directly Influenced by Message (Base: Seen/Read/Heard Area Message)

2012

2013

2012

2013

% Yes 51.1% 52.2% 60.8% 60.1%

Party Budget Breakdown (By Category) 2012 2013

Accommodations $741.19 $781.01 Food/Entertainment 708.54 765.22 Retail Purchases 260.86 272.68 Rental Car 256.86 276.26

St. Pete/Clw Area Base Budget 2012 2013

Per Person/Trip $677.42 $699.50 Per Person/Day 116.80 118.56

Total Party/Trip $1,761.30 $1,888.65

Occupation 2012 2013

Professional/Technical 36.4% 35.5% Executive/Managerial 24.4 22.5 Retired 10.6 11.8 Salesman/Buyer 7.2 6.7 Craft/Mechanical/Factory 6.5 5.5

0.0

20.0

40.0

60.0

% Yes

55.3 57.9 %

Seen/Read/Heard

2012 2013

0.0

20.0

40.0

60.0

% Yes

51.1 52.2 %

Message Influenced

2012 2013

0.0

200.0

400.0

600.0

800.0

1000.0

Accom Food/Ent Retail Rental

741.2 708.5

260.9 256.9

781.0 765.2

272.7 276.3

$

Budget Breakdown

2012 2013

0.0

20.0

40.0

60.0

80.0

100.0

Web Broch/TG/VG

TV Magazine

91.5

34.0 30.9

13.1

91.0

34.7 25.3 16.8

%

Type of Message Seen (Top Four)

2012 2013


8 © Copyright 2013. | PCD – 11.18.13

When Visitors Made Reservations for This Trip to the St. Pete/Clw Area

2012

2013

Less than One Month 64.2% 64.9% 1 - 2 Months 15.0 12.3 3 Months or More 20.8 22.8

Have Internet Access 2012 2013

% Yes 98.3% 98.8%

Use Internet to: (Base: Respondents who Have Internet Access)

2012

2013

Obtain Travel Information 98.7% 95.7% Book Travel Reservations On-Line 95.8 96.3

Book Lodging Reservations: (Base: Respondents who Book Travel Reservations On-Line)

2012

2013

% Yes 69.9% 73.0%

Occupancy Survey Data 2013 Compared to the same time in 2012, OVER THE NEXT THREE MONTHS, properties report reservations:

2012

2013

Up 56.4% 53.4% Same 16.9 37.2 Down 24.7 8.7 Don’t Know 2.0 0.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

< 1 month 1 - 2 months 3 months +

53.2

16.4

30.4

56.5

12.9

30.

%

When Made Reservations

2012 2013

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

< 1 month 1 - 2 months 3 months +

64.2

15.0 20.8

64.9

12.3

22.8

%

When Made Reservations

2012 2013

0.0

20.0

40.0

60.0

80.0

100.0

120.0

InternetAccess

ObtainTravel Info

BookReserv.

BookLodging

98.3 98.7 95.8

69.9

98.8 95.7 96.3

73.0

%

Computer Use

2012 2013


9 © Copyright 2013. | PCD – 11.18.13

Thinking about your experiences while here in the St. Petersburg/Clearwater Area, which of the following attributes describes this area well? (Open Ended Multiple Response)

Attributes September 2013

Warm Weather 91.8%

White, Sandy Beaches 84.6

Complete Relaxation 77.5

Safe Destination 72.6

Clean, Unspoiled Environment 66.9

Good Dining Out 65.3

Reasonably Priced Lodging 57.7

Clear, Blue Water 56.4

Good Value for the Money 56.0

Sunning on the Beach 51.9

Family Atmosphere 45.1

Activities For All Ages 43.9

Upscale Accommodations 39.1

Very Safe Beaches for Children 38.0

Good Shopping 37.8

Resort Atmosphere 35.1


10 © Copyright 2013. | PCD – 11.18.13

St. Petersburg/Clearwater Area Visitor Origins

2010 -- 2011 Percent Change (By Same Month Last Year)

Origin Mkt Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Florida +13.3 +7.5 +9.2 +16.0 +13.9 +0.4 -3.2 -9.6 +8.7 +6.3 +8.3 +8.3

Southeast +12.3 +9.8 +8.1 -1.0 -2.4 +6.9 +1.7 +12.3 -5.0 +8.0 +15.4 +8.1

Northeast +0.7 -5.5 +4.8 +4.1 +10.9 +1.5 +12.6 +8.4 +5.8 -1.9 +8.2 +10.2

Midwest +6.6 +1.6 +2.4 -0.4 -0.5 +7.1 +14.5 +5.5 +7.8 +1.7 +4.8 +2.6

Canada +3.7 +5.2 -8.5 +4.2 +6.8 +9.3 -7.7 +6.2 +1.8 +17.3 +1.3 -2.2

Europe +2.6 +5.6 +5.0 -7.5 -1.5 +5.1 +8.6 +6.4 +9.6 +6.5 +3.2 +3.4

Mkts Opp +9.8 +11.4 -29.9 -3.7 +10.9 -5.4 -9.6 -8.2 -1.6 -9.8 +0.6 -3.7

TOTAL +4.9 +0.6 +2.0 +1.6 +4.2 +4.0 +5.5 +2.6 +6.9 +3.1 +5.8 +4.7



Florida -2.1 +17.4 -2.5 -0.7 +5.4 -9.7 +3.9 +1.5 +10.0 +6.6 +1.0 +5.6

Southeast +7.1 +11.2 -3.2 +8.7 +7.1 +11.0 +5.0 +3.0 +17.8 +5.6 -0.4 -1.0

Northeast +4.9 +10.4 +4.1 +5.7 +4.2 -1.3 -0.6 +0.6 +1.5 -4.3 +1.8 -1.2

Midwest +1.7 +4.8 -1.0 +1.7 +1.7 +0.1 +0.5 +10.3 +3.9 +2.2 -2.0 +3.5

Canada +10.4 +10.1 +10.8 -0.6 -4.6 -2.9 +3.0 -2.7 -3.1 +5.6 +6.2 +3.7

Europe +13.6 +6.2 +14.8 +9.5 +7.0 +14.7 +6.9 +0.3 +3.2 +4.4 +3.5 +3.1

Mkts Opp +12.7 +1.2 -6.7 -25.5 -22.0 -8.3 -1.3 +38.4 +7.7 +8.4 +9.6 +4.5

TOTAL +5.7 +8.2 +2.7 +3.2 +3.0 +1.9 +3.0 +4.6 +4.7 +2.5 +1.8 +2.2



Florida +42.6 +12.1 -5.7 +4.2 +10.8 +10.0 +0.1 +6.0 +6.7

Southeast +8.9 +1.2 +0.3 +9.6 -4.4 -7.8 +3.7 +7.9 +7.4

Northeast +2.4 +5.8 +1.0 -3.2 +0.3 -0.4 +4.7 +1.9 +6.2

Midwest +3.6 +1.3 +6.7 -4.0 +1.3 +1.5 -1.7 -9.0 +1.9

Canada +2.6 +10.1 +0.9 +1.1 +7.7 +7.4 -5.5 +6.5 -0.7

Europe +3.4 -4.9 +7.5 -8.9 +1.6 +4.5 +4.5 +1.0 +6.2

Mkts Opp +9.2 +7.6 +3.4 +4.9 +6.4 -1.5 +10.6 -20.7 +5.0

TOTAL +4.8 +4.0 +3.4 -2.6 +2.3 +2.3 +1.8 -0.9 +5.0

+2.2

+1.8

+2.5

+4.7

+4.6

+3.0

+1.9

+3.0

+3.2

+2.7

+8.2

+5.7

+5.0

-0.9

+1.8

+2.3

+2.3

-2.6

+3.4

+4.0

+4.8

-10.0 -8.0 -6.0 -4.0 -2.0 0.0 2.0 4.0 6.0 8.0 10.0

Dec

Nov

Oct

Sep

Aug

Jul

Jun

May

Apr

Mar

Feb

Jan

% Changes in Visitation (by Month)

12/13 11/12


11 © Copyright 2013. | PCD – 11.18.13

Top September U.S. Feeder Markets (2012 – 2013)

September 2012 Rank 2013 Rank

Tampa/St. Petersburg 1 1

Greater Orlando Area 3 2

New York 2 3

Chicago 4 4

Cincinnati 8 5

Pittsburgh -- 6

Philadelphia 5 7

Boston 9 8

Cleveland -- 9

Atlanta -- 10

West Palm Beach -- 11

St. Petersburg/Clearwater Area

Hotel/Motel/Condo/Campground and V F/R Visitor Origins

2008 - 2013

Florida Southeast Northeast

2008 2009 2010 2011 2012 2013 2008 2009 2010 2011 2012 2013

Jan. 6,558 5,773 5,990 6,785 6,640 9,466 17,836 16,315 17,012 19,099 20,451 22,272

Feb. 11,594 13,473 13,759 14,791 17,365 19,470 14,322 12,158 10,319 11,329 12,598 12,744

Mar. 26,741 31,069 33,712 36,828 35,921 33,883 20,374 23,448 19,866 21,483 20,797 20,851

Apr. 60,737 63,761 73,066 84,756 84,153 87,674 34,945 28,423 30,974 30,674 33,328 36,531

Win. 105,630 114,076 126,527 143,160 144,079 150,493 87,477 80,344 78,171 82,585 87,174 92,398

May 38,892 45,911 42,834 48,801 51,414 56,971 20,742 20,998 28,677 27,994 29,991 28,685

Jun. 92,412 94,916 103,780 104,201 94,101 103,555 53,443 52,561 56,560 60,469 67,137 61,908

Jul. 126,784 138,497 148,372 143,668 149,237 149,421 52,072 57,230 61,127 62,158 65,254 67,639

Aug. 65,085 66,731 88,807 80,288 81,527 86,422 23,839 24,978 23,707 26,634 27,445 29,607

Sp./Sm. 323,173 346,055 383,793 376,958 376,279 396,369 150,096 155,767 170,071 177,255 189,827 187,839

Sept. 34,159 40,743 38,055 41,364 45,492 48,538 6,392 7,780 9,675 9,192 10,832 11,629

Oct. 28,448 28,002 34,920 37,120 39,582 22,403 22,471 22,680 24,499 25,881

Nov. 26,362 30,502 33,306 36,087 36,431 11,836 10,689 12,012 13,858 13,809

Dec. 31,832 37,814 35,280 38,202 40,345 22,282 23,989 24,455 26,447 26,181

Fall 120,801 137,061 141,561 152,773 161,850 62,913 64,929 68,822 73,996 76,703

Total 549,604 597,192 651,881 672,891 682,208 300,486 301,040 317,064 333,836 353,704

* Please Note: Annual and seasonal figures are calculated to include Latin American visitors.

12 | © Copyright 2013. | PCD - 11.18.13



2008 - 2013

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

Northeast Midwest Canada

2008 2009 2010 2011 2012 2013 2008 2009 2010 2011 2012 2013

72,657 68,774 65,411 65,841 69,056 70,714 97,313 82,830 86,735 92,478 94,022 97,440

116,963 121,582 113,197 106,998 118,154 124,962 113,212 100,223 100,064 101,648 106,577 107,970

178,913 170,584 170,968 179,230 186,539 188,313 273,144 238,583 251,636 257,796 255,231 272,369

256,262 235,069 225,553 234,895 248,294 240,293 277,895 254,274 271,616 270,412 274,956 263,835

624,795 596,009 575,129 586,964 622,043 624,282 761,564 675,910 710,051 722,334 730,786 741,614

94,452 88,975 84,942 94,197 98,154 98,405 121,862 112,820 121,605 121,056 123,082 124,699

89,629 77,055 84,062 85,304 84,196 83,857 172,577 141,863 140,103 150,092 150,232 152,519

88,296 91,568 74,464 83,855 83,380 87,316 134,708 124,189 123,921 141,909 142,591 140,197

74,545 70,459 65,853 71,410 71,841 73,218 96,492 98,419 92,570 97,658 107,761 98,024

346,922 328,057 309,321 334,766 337,571 342,796 525,639 477,291 478,199 510,715 523,666 515,439

35,957 38,901 41,495 43,892 44,530 47,273 42,149 45,657 50,095 54,003 56,083 57,133

62,941 63,263 74,160 72,755 69,650 99,924 106,130 105,840 107,648 109,994

60,794 65,957 70,980 76,794 78,151 57,566 53,704 59,241 62,071 60,816

84,355 94,738 91,405 100,752 99,575 99,873 100,430 100,225 102,851 106,442

244,047 262,859 278,040 294,193 291,906 299,512 305,921 315,401 326,573 333,335

1,215,764 1,186,925 1,162,490 1,215,923 1,251,520 1,586,715 1,459,122 1,503,651 1,559,622 1,587,787

13 | © Copyright 2013. | PCD - 11.18.13



2008 - 2013

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

Canada Europe Markets of Opportunity

2008 2009 2010 2011 2012 2013 2008 2009 2010 2011 2012 2013

23,082 20,833 21,564 22,366 24,701 25,334 33,050 44,929 32,585 33,423 37,981 39,254

36,146 32,531 34,710 36,505 40,179 44,250 39,556 38,775 31,895 33,673 35,753 33,984

79,588 68,585 76,454 69,973 77,515 78,192 48,389 43,379 39,732 41,738 47,895 51,476

64,066 56,079 63,536 66,190 65,823 66,568 123,971 116,766 114,365 105,743 115,815 105,534

202,882 178,028 196,264 195,034 208,218 214,344 244,966 243,849 218,577 214,577 237,444 230,248

15,186 13,524 14,520 15,510 14,801 15,936 66,672 61,215 59,169 58,258 62,320 63,346

13,918 11,227 10,378 11,338 11,006 11,819 116,907 117,369 106,893 112,299 128,770 134,509

24,338 21,747 17,782 16,419 16,918 15,987 122,822 121,328 114,474 124,317 132,924 138,967

11,730 10,811 10,536 11,194 10,897 11,603 90,438 86,490 80,528 85,692 85,967 86,822

65,172 57,309 53,216 54,461 53,622 55,345 396,839 386,402 361,064 380,566 409,981 423,644

10,188 8,190 9,030 9,192 8,906 8,848 65,521 58,351 58,480 64,114 66,192 70,278

17,780 15,902 10,440 12,250 12,940 112,014 97,487 97,560 103,936 108,471

23,672 20,074 19,656 19,920 21,153 78,817 69,346 66,612 68,711 71,100

30,240 27,649 30,468 29,806 30,902 109,025 98,397 99,022 102,431 105,583

81,880 71,815 69,594 71,168 73,901 8,848 365,377 323,581 321,674 339,192 351,346

349,934 307,152 319,074 320,663 335,741 1,007,182 953,832 901,315 934,335 998,771

14 | © Copyright 2013. | PCD - 11.18.13



2008 - 2013

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

Markets of Opportunity Latin America TOTAL

2008 2009 2010 2011 2012 2013 2008 2009 2010 2011 2012 2013

11,804 11,546 10,303 11,308 12,749 13,920 n/a n/a n/a n/a n/a n/a

9,207 9,858 8,756 9,756 9,874 10,620 n/a n/a n/a n/a n/a n/a

9,551 10,552 9,632 6,752 6,302 6,516 n/a n/a n/a n/a n/a n/a

14,144 13,828 15,090 14,530 10,831 11,365 n/a n/a n/a n/a n/a n/a

44,706 45,784 43,781 42,346 39,756 42,421 5,300 6,270 5,700 8,100 11,300 11,600

12,594 12,457 11,253 12,484 9,738 10,358 n/a n/a n/a n/a n/a n/a

17,814 15,309 17,124 16,197 14,858 14,633 n/a n/a n/a n/a n/a n/a

16,980 17,741 15,560 14,074 13,896 15,373 n/a n/a n/a n/a n/a n/a

16,271 14,912 14,299 13,124 18,162 14,404 n/a n/a n/a n/a n/a n/a

63,659 60,419 58,236 55,879 56,654 54,768 18,300 19,400 21,200 34,700 54,800 74,400

5,394 5,118 8,170 8,043 8,665 9,101 n/a n/a n/a n/a n/a n/a

12,090 12,445 14,400 12,992 14,082 n/a n/a n/a n/a n/a

9,953 10,428 11,193 11,259 12,340 n/a n/a n/a n/a n/a

20,293 23,583 20,045 19,311 20,172 n/a n/a n/a n/a n/a

47,730 51,574 53,808 51,605 55,259 4,600 2,700 3,000 5,300 7,500

156,095 157,777 155,825 149,830 151,669 28,200 28,370 29,900 48,100 73,600

15 | © Copyright 2013. | PCD - 11.18.13



2008 - 2013

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

TOTAL

2008 * 2009 * 2010 * 2011 * 2012 * 2013 *

262,300 251,000 239,600 251,300 265,600 278,400

341,000 328,600 312,700 314,700 340,500 354,000

636,700 586,200 602,000 613,800 630,200 651,600

832,020 768,200 794,200 807,200 833,200 811,800

2,077,320 1,940,270 1,954,200 1,995,100 2,080,800 2,107,400

370,400 355,900 363,000 378,300 389,500 398,400

556,700 510,300 518,900 539,900 550,300 562,800

566,000 572,300 555,700 586,400 604,200 614,900

378,400 372,800 376,300 386,000 403,600 400,100

1,889,800 1,830,700 1,835,100 1,925,300 2,002,400 2,050,600

199,760 204,740 215,000 229,800 240,700 252,800

355,600 345,700 360,000 371,200 380,600

269,000 260,700 273,000 288,700 293,800

397,900 406,600 400,900 419,800 429,200

1,226,860 1,220,440 1,251,900 1,314,800 1,351,800

5,193,980 4,991,410 5,041,200 5,235,200 5,435,000

16 | © Copyright 2013. | PCD - 11.18.13

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