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


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


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


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


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).


* © Copyright 2016. | PCD-1 – 11.16.16

Experience Kissimmee: September 2016 Visitor Profile


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

%


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


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


4 © Copyright 2016. | PCD-1 – 11.16.16

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


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

%


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

%


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


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


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

kissimmee visitor profile · better than one of every three of kissimmee’s september commercial...

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