1. Collier County Tourism Research
Second Quarter 2007
Presented to:
The Collier County Board of County Commissioners
By:
Research Data Services, Inc.
August 2007

2. Occupancy 2007 YTD (Through June)
2006
2007
D Pt.
Jan.
70.3
71.7
+1.4
Feb.
86.5
87.6
+1.1
Mar.
87.0
86.3
-0.7
Apr.
79.4
77.8
-1.6
May
71.6
69.1
-2.5
Jun.
68.9
66.0
-2.9

3. Average Daily Room Rate 2007 YTD (Through June)
2006
2007
D %
Jan.
$170.0
$174.7
+2.8
Feb.
222.4
242.9
+9.2
Mar.
248.5
276.6
+11.3
Apr.
224.3
239.5
+6.8
May
157.0
176.9
+12.7
Jun.
132.9
137.2
+3.2

4. Number of Visitors 2007 Estimates
2007 D %
January 143,
February 159,
March 184,
Quarter 1 487,
April 110,
May 116,
June 107,
Quarter ,
TOTAL YTD 821,

5. Impacts of Tourism 2007 Estimates Direct & Induced
January $102,489,
February $151,830,
March $187,660,
Quarter 1 $441,979,
April $135,935,
May $108,579,
June $83,430,
Quarter 2 $327,945,
TOTAL YTD $769,924,

6. United States Regions Northeast Opportunity Midwest MarketsWA OR CA NV ID UT AZ MT WY CO TX OK KS NE ND SD AK HI FL AR MN IA MO IL WI MI IN OH ME VT NH MA NY
PA DE MD NJ VA WV KY TN LA MS AL GA SC NC NM
Midwest
Northeast
Southeast
Florida
Opportunity
Markets
(Exploratory)

7. Visitor Origins 2007 Visitors
Second Quarter
# of Visitors 2007
D %
Florida
154,585
+1.0
Southeast
28,106
-6.9
Northeast
48,517
-0.4
Midwest
50,190
-11.3
Canada
6,023
-12.2
Europe
30,783
-4.5
US Opp Mkts
16,396
+6.2
TOTAL Q2
334,600
-2.5

8. Purpose of Trip 2007 Occupancy Barometer
First
Quarter
Second
2006
2007
Leisure
70.3%
65.9%
68.3%
64.9%
Business/Meetings
29.7
34.1
31.7
35.1

9. Reservation Outlook: Third Quarter 2007 US Out-of-State Floridian
Management Barometer
Reservation Outlook: Third Quarter 2007
US Out-of-State Floridian %

10. Reservation Outlook: Third Quarter 2007
Management Barometer
Reservation Outlook: Third Quarter 2007
Canadian European %

11. Reservation Outlook: Third Quarter 2007
Management Barometer
Reservation Outlook: Third Quarter 2007
Leisure Business %

12. Have a nice day!