Marketing Plan
2013-2014 VISIT FLORIDA
2013-2014 Marketing Plan
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2013-2014 VISIT FLORIDA
Marketing Plan
Developed by the official tourism marketing corporation
...
2013-2014 Marketing Plan
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Mission: To promote travel and drive visitation to and within Florida
Vision: VISIT FLORIDA est...
2013-2014 Marketing Plan
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THE ROAD AHEAD
In order to establish Florida as the No. 1 travel destination in the world, VISI...
2013-2014 Marketing Plan
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GOALS
• Provide leadership to ensure the Florida tourism industry is
competitive and sustainabl...
2013-2014 Marketing Plan
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MARKETING PRINCIPLES
VISIT FLORIDA’s Vision – to establish Florida as the No.1 travel destinati...
2013-2014 Marketing Plan
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MARKETING PRINCIPLES (CONTINUED)
QuALITy VS. QuANTITy
Size matters, but impact matters more. Th...
2013-2014 Marketing Plan
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MARKETING PLANNING PROCESS
As the official destination marketing organization
charged with prom...
2013-2014 Marketing Plan
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MARKETING EFFECTIVENESS
VISIT FLORIDA measures its ability to influence visitors through an ann...
2013-2014 Marketing Plan
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CONTINUING RECORD NUMBERS
For the second year in a row, the Sunshine State
experienced growth ...
2013-2014 Marketing Plan
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Total Visitor Volume
Domestic Visitor Volume
Resident Visitor Volume *Methodology change in 20...
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Total Visitor Volume
Domestic Visitor Volume
Resident Visitor Volume
INTERNATIONAL VISITOR VOL...
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Total Visitor Volume
Domestic Visitor Volume
Resident Visitor Volume
Source: VISIT FLORIDA (20...
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FLORIDA’S MARKET SHARE (2002-2011)
This chart tracks Florida’s share of the domestic vacation ...
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HOTEL OCCUPANCY (2012)
This chart compares Florida’s hotel industry against the values from th...
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MAINTAINING A BALANCED MIX
As a mature destination that hosts more than 89
million visitors a ...
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CONSUMER CONFIDENCE
Consumer confidence in 2012 was higher than it
was for the majority of 201...
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IMpORTANCEOF THE DOMESTIC MARKET
DOMESTIC VISITOR VOLUME
COMBINED BUSINESS AND LEISURE TRAVEL ...
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In 2011, domestic visitors accounted for
approximately 64 of every 100 tourist dollars
spent i...
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VISITOR VOLUME TRENDS
Preliminary data indicates that in 2012 Florida hosted 75.6 million visi...
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INDIVIDUAL VISITOR
SPENDING TRENDS
Average visitor spending during
the past 10 years was $138 ...
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Domestic Visitor Volume
Average Per Trip Spend
2003 2004 2005 2006 2007 2008 2009* 2010 2011 2...
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AppROACH
As a destination that has hosted visitors for more
than a century, Florida draws from...
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Westward Outliers
• In 2011, Texas was the third strongest origin state
for Florida.
• In spit...
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Top States 2007 2008 2009 2010 2011
Georgia 10.9% 11.5% 11.7% 11.3% 10.6%
New York 10.3% 9.2% ...
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Feeder States: Top 5
Feeder States: Top 12
Top States 2007 2008 2009 2010 2011
Georgia 10.9% 1...
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VISITOR ORIGIN DMAS
Looking at Florida’s visitors by origin market, the 5 year view shows an i...
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FLORIDA’S SUPER EIGHT MARKETS
While Florida visitors come from all over the United
States, sev...
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FLORIDA’S SUPER EIGHT MARKETS
Florida remains in an enviable position: Visitors
spend more per...
2013-2014 Marketing Plan
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DMA MARKET SNAPSHOTS
NEW YORK, NY
• Florida’s strongest feeder market.
• Strong growth in 2011...
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* percentage point
Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA
2007 2008 2009...
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Super Eight Five
Year Trends: Chart
Super Eight five
year Trends: Graph
FIVE-YEAR TRENDS
COMBI...
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FLY/DRIVE VISITORS TO FLORIDA BY QUARTER, 2012
This chart shows the percentage of air and driv...
2013-2014 Marketing Plan
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SPENDING PATTERNS OF AIR AND DRIVE VISITORS
(2007-2011)
This line graph tracks the average exp...
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SPENDING PATTERNS FOR AIR AND DRIVE VISITORS
BY QUARTER
2010 & 2011 PER PERSON PER DAY AVERAGE...
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Origin States
Origin Airports
ORIGIN STATES - AIR
Nearly 40 percent of Florida’s domestic air ...
2013-2014 Marketing Plan
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Origin States
Origin Airports
ORIGIN AIRPORTS
In 2011-12, seven of the ten leading origin airp...
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Destination Counties
Destination Airports
DESTINATION COUNTIES
Orange County draws the greates...
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Destination Counties
Destination Airports
DESTINATION AIRPORTS
Orange, Miami-Dade, Hillsboroug...
2013-2014 Marketing Plan
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Air Origin Trends
Air Destination Trends
AIR ORIGIN TRENDS
Origin states for air visitors are
...
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Air Origin Trends
Air Destination Trends
AIR DESTINATION TRENDS
The share of air visitors to F...
2013-2014 Marketing Plan
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Drive Origin States
Feeder Highways
ORIGIN STATES - DRIVE
The majority of drive visitors to Fl...
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Drive Origin States
feeder Highways
PRIMARY FEEDER HIGHWAYS
This map identifies the primary fe...
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Destination Counties
Destination Regions
DESTINATION COUNTIES
Florida’s drive visitors predomi...
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Destination Counties
Destination Regions
DESTINATION REGIONS
In 2012, 55 percent of domestic v...
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Top Drive Market Origin
States for Drive Travelers
Top Destination Counties
for Drive Traveler...
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DESTINATION TRENDS
The top destination counties for Florida’s drive visitors
are Orange, Okalo...
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VISITOR VOLUME BY LIFESTAGE SEGMENT
Florida’s 75 million-plus domestic visitors represent a di...
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GENERATIONAL COMPOSITION
Among Florida visitors, Baby Boomers (born 1946-1964) and
members of ...
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All Lifestages
Visitor Volume by:
Age Segmentation Source: D.K. Shifflet & Associates
FAMILY / ...
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All Lifestages
Visitor Volume by:
Age Segmentation Source: D.K. Shifflet & Associates
VISITOR V...
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Source: D.K. Shifflet & Associates
VISITOR SPEND BY LIFESTAGE
Since total trip value considers ...
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VISITOR VOLUME TRENDS
The majority (71%) of Florida’s domestic visitors are from Generation X ...
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VOLUME BY LIFESTAGE OVER FIVE YEARS
This table breaks out Florida’s visitors by lifestage segm...
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VISITOR AGE
The age of Florida’s visitors has remained relatively
stable the past 5 years, wit...
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HOUSEHOLD INCOME
During the recession, the share of Florida’s visitors with a
household income...
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PRIMARY REASON FOR TRAVEL
The majority of Florida visitors – 38 percent – come for a
vacation....
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VISITOR PROFILE BASED ON TRIP PURPOSE
Visitors to Florida come for a variety of reasons with
t...
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TRIP PURPOSE TRENDS
Curtailed by the recession, the share of
Florida visitors coming for busin...
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Visit Florida Marketing Plan 2013-2014

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Excellent Marketing Plan for Florida, very nice segmentation analysis and great focuss on co-working with Partners.

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Visit Florida Marketing Plan 2013-2014

  1. 1. Marketing Plan 2013-2014 VISIT FLORIDA
  2. 2. 2013-2014 Marketing Plan 2 2013-2014 VISIT FLORIDA Marketing Plan Developed by the official tourism marketing corporation of the Sunshine State with the assistance and approval of the Florida tourism industry This plan provides the strategic foundation for the 2013-14 programs of VISIT FLORIDA. A significant amount of data is provided to assure that all Florida stakeholders can assess the performance of the state’s tourism marketing efforts and strengthen their own marketing by aligning with VISIT FLORIDA’s plan. Additional research data and information tools are offered for VISIT FLORIDA Partners.
  3. 3. 2013-2014 Marketing Plan 3 Mission: To promote travel and drive visitation to and within Florida Vision: VISIT FLORIDA establishes Florida as the No. 1 travel destination in the world VISIT FLORIDA, the state’s official tourism marketing corporation, serves as Florida’s source for travel planning to visitors across the globe. VISIT FLORIDA is not a government agency, but rather a not-for-profit corporation created as a public/private partnership by the Florida Legislature in 1996. VISIT FLORIDA receives state funding in the form of a portion of the $2 per-day rental car surcharge. For every $1 spent on tourism marketing, VISIT FLORIDA generates more than $258 in tourism spending and $15 in new sales tax collections paid by visitors, not residents. Additional funding is secured from the private sector to expand VISIT FLORIDA’s marketing dollars and, since its founding, VISIT FLORIDA has generated more than $930 million in cooperative investment by the Sunshine State tourism industry. AbOuT VISIT fLORIDA As a public/private partnership, VISIT FLORIDA serves more than 11,500 tourism industry businesses, including 2,700 invested Partners, 8,800 web affiliates, and major strategic alliance partnerships with Disney Destinations, Dollar Rent A Car, The Hertz Corporation, SeaWorld Parks & Entertainment and Universal Orlando. Learn more about VISIT FLORIDA: VISITfLORIDA.org Follow our corporate blog: SunshineMatters.org
  4. 4. 2013-2014 Marketing Plan 5 THE ROAD AHEAD In order to establish Florida as the No. 1 travel destination in the world, VISIT FLORIDA will continue to expand awareness and engagement with the Florida brand by focusing on ten major initiatives in 2013-14. 1. Establish a 2020 Strategic Plan – expand our strategic data and insights to identify projected changes in key origin markets and segments and create a strategic roadmap to maintain and grow visitor numbers. 2. Continue the Evolution of VISIT FLORIDA – a 3-year initiative to maximize the impact of available resources (money, time and relationships) to create more powerful marketing programs that deliver more value for travelers and Partners. 3. VISIT FLORIDA in-house Sales and Service Model – streamline the process for marketing Partners and institute an aggressive growth plan that enables VISIT FLORIDA to expand its engagement with the Florida tourism industry. 4. Prioritize Content – continue to create and curate the highest-caliber travel content and expand distribution and tracking. 5. Enrich Co-op – increase value for Partners by offering bundled packages based on audience segments, expanded campaign participation opportunities, and trackable digital results. 6. Deepen the Relevance of the Florida Travel Brand – strengthen our ability to inspire and engage travelers around the world with fresh, powerful images, stories and experiences. 7. Expand our Geographic Footprint – continue to grow Florida’s market share from diverse sources, considering near term and long term shifts in population. 8. Increase our International Impact – work with Brand USA to leverage budgets and increase awareness and consideration of Florida vacations in key international markets. 9. Adopt an Always-on Approach – maintain Florida’s presence with consumers in market 24/7/365. 10. Expand our Visitors’ Digital Experience – continue evolving our digital platforms to increase engagement with customers as technology and media consumption patterns evolve.
  5. 5. 2013-2014 Marketing Plan 6 GOALS • Provide leadership to ensure the Florida tourism industry is competitive and sustainable • Become the trusted source of travel information that informs and inspires travel to and within Florida • Protect and grow Florida’s share of destination travel through integrated sales and marketing programs that drive visitation to and within Florida • Leverage VISIT FLORIDA resources through cooperative marketing programs that create and add value for partners within and outside the Florida tourism industry • Put all VISIT FLORIDA resources to their highest and most productive uses to maximize operating efficiencies and the impact of all organizational efforts OBJECTIVES • Increase VISIT FLORIDA’s total, annual budget to $125 million by June 30, 2016 • Sustain engagement of Florida tourism industry with 10,000 or greater qualified business listings on VISITFLORIDA.com by June 30, 2016 • Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match by June 30, 2016 • Sustain the annual percentage of domestic visitors to Florida that are significantly influenced by VISIT FLORIDA’s primary marketing programs at 25 percent or greater • Generate a minimum annual return on investment from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment • Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as a trusted source for travel planning information by June 30, 2016 • Sustain an annual 80 percent satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction • Increase share of domestic leisure vacations to 16 percent by June 30, 2016 • Increase share of international visitor spending to 20 percent by June 30, 2016
  6. 6. 2013-2014 Marketing Plan 7 MARKETING PRINCIPLES VISIT FLORIDA’s Vision – to establish Florida as the No.1 travel destination in the world – is ambitious but achievable. To succeed, VISIT FLORIDA must build a strategic marketing platform that aligns the collective interests of the Florida tourism industry and provides integrated marketing opportunities for the industry to leverage. In order to ensure that VISIT FLORIDA is maximizing the impact of its marketing resources (money, time and relationships), the organization has adopted a set of Marketing Principles that drives all strategic thinking: CREATE VALuE & ADD VALuE First and foremost, every VISIT FLORIDA program or initiative must create value and add value for travelers and for industry partners. If the industry can produce a program at the same cost and with the same impact, then there is no reason for VISIT FLORIDA to invest resources in the program. VISIT FLORIDA programs must provide the Florida tourism industry a strategic advantage and must inspire consumers with valuable information or a valuable service. EVERyTHING IS CO-OpAbLE At its core, VISIT FLORIDA is a cooperative marketing company. Since 1996, industry partners have invested more than $930 million in VISIT FLORIDA co-op marketing programs. Florida tourism industry partners will have the opportunity to leverage VISIT FLORIDA’s investment in marketing programs to maximize the impact of their individual resources. WITH SCARCITy COMES CLARITy Given a choice, every marketer would prefer to have more resources to implement marketing programs. VISIT FLORIDA must prioritize its time, energy and budget to optimize the organization and maximize the impact of our efforts by focusing only on programs that create and add value for travelers and industry partners. Tactically, that means co-op marketing and strategic and marketing partnerships. SOMETHING fOR EVERyONE There is a tendency in membership organizations to stick to the “Fairness Doctrine,” build programs to the lowest common denominator and provide the same benefits to all members in all cases. The result is often a marketing structure that tends toward mediocrity. VISIT FLORIDA represents an industry that is remarkable in its breadth and diversity and a “one size fits all” approach simply will not work. VISIT FLORIDA has made a strategic decision to strive to provide valuable programs for all Partners, while recognizing and communicating that not all programs will be a good fit for every Partner. This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan
  7. 7. 2013-2014 Marketing Plan 8 MARKETING PRINCIPLES (CONTINUED) QuALITy VS. QuANTITy Size matters, but impact matters more. The impact of a promotion on consumer behavior is more important than the number of people that the promotion reaches. For instance, how many incremental visitors to Florida were influenced in their decision making by the press release, promotion, advertisement or sales effort? If IT’S WORTH DOING, IT’S WORTH DOING RIGHT While wise financial stewardship is critical in all that we do, VISIT FLORIDA will not sacrifice quality to save money; nor will we initiate a new program or continue with an existing program without dedicating the resources necessary to make the program a success. VISIT FLORIDA will protect our brand promise and will commit to do it right or not do it at all. CONTENT IS CORE Regardless of whether stories are told in advertising, on VISITFLORIDA.com, social media or any other traditional or digital media, stories that inspire travel to Florida are core to VISIT FLORIDA’s marketing efforts. VISIT FLORIDA is committed to creating, curating and distributing compelling articles, photographs and videos that tell the Florida travel story. INNOVATION VISIT FLORIDA is committed to building a culture of innovation that encourages staff and Partners to create more effective products, services and technologies to give Florida a competitive advantage in the global travel and tourism industry. bEST-IN-CLASS pARTNERSHIpS Just as the Florida tourism industry expects VISIT FLORIDA to create and add value to their independent marketing efforts, VISIT FLORIDA expects our partners to create and add value to our internal efforts. As a result, VISIT FLORIDA has assembled a first-class team of marketing partners to help us do our job better. These advertising, public relations, digital development and publishing partners bring substantial resources and expertise to execute strategic marketing plans. Working with partners, VISIT FLORIDA is able to implement strategic co-op marketing that significantly leverages our budget and provides Partners with access to programs on a scale not otherwise possible. This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan
  8. 8. 2013-2014 Marketing Plan 9 MARKETING PLANNING PROCESS As the official destination marketing organization charged with promoting Florida as a leisure travel and meetings destination, VISIT FLORIDA plans and implements a variety of sales and marketing initiatives. This strategic marketing plan is the road map that guides all VISIT FLORIDA sales and marketing efforts for the 2013-14 year. The plan was developed by VISIT FLORIDA staff based on guidance and insight from the Florida tourism industry as represented by members of VISIT FLORIDA’s marketing committees, including: • Advertising and Internet • Communications • Culture, Heritage, Rural & Nature • Industry Relations • International • Promotions • Meetings & Travel Trade • Visitor Services The 2013-14 marketing planning process began in December 2012 when representatives of Florida’s tourism industry, including members of the VISIT FLORIDA Board of Directors and committees, met at the annual Marketing Retreat to set industry priorities for VISIT FLORIDA’S marketing efforts. Addressing near-term needs as well as long-term goals, the industry identified strategic marketing objectives and helped prioritize initiatives for inclusion in the 2013-14 marketing plan. With the strategic direction provided by the industry in general and by the individual marketing committees, staff developed a proposed marketing plan and budget. This plan was then vetted through each marketing committee, as well as the Marketing Council Steering Committee, and forwarded to the Board of Directors for their consideration.
  9. 9. 2013-2014 Marketing Plan 10 MARKETING EFFECTIVENESS VISIT FLORIDA measures its ability to influence visitors through an annual independent third party survey which began in 2008. Since its inception year, VISIT FLORIDA has improved its ability to influence visitors every year. In 2012, VISIT FLORIDA marketing materials and initiatives influenced nearly 39 percent of the people who visited the state. VISIT FLORIDA INFLUENCE ON VISITORS [2008-2012] This graph shows the percentage of visitors to the state in one year who acknowledge being influenced by VISIT FLORIDA marketing efforts. In 2008 VISIT FLORIDA campaigns and materials influenced nearly 27 percent of Florida’s visitors; in 2012 VISIT FLORIDA influenced nearly 39 percent of Florida’s visitors. Source: VISIT FLORIDA 25% 28% 30% 35% 38% 40% 26.7% 36.9% 38.1% 38.8% 2008 2009 2010 2011 2012 27.3%
  10. 10. 2013-2014 Marketing Plan 11 CONTINUING RECORD NUMBERS For the second year in a row, the Sunshine State experienced growth in the total number of visitors from the domestic U.S., Canada and overseas. Total visitor volume (excluding in-state travel by Florida residents) reached 89.3 million – a record year for visitation to Florida, exceeding the previous high of 87.3 million in 2011. International visitors – Canada and overseas – contributed a greater share of volume and spend than Total Visitor Volume Domestic Visitor Volume Resident Visitor Volume *Methodology change in 2009 Source: VISIT FLORIDA TOTAL VISITOR VOLUME This chart shows the total visitor volume to the state over the past ten years. International Visitor Volume the historical pattern. In 2012, 10.2 million overseas visitors and 3.6 million Canadians came to Florida – both record highs. Year over year, international visitors increased by 9 percent, Canadians by more than 9 percent. Leisure overnight travel by Florida residents decreased slightly but still remains near the all-time high. In-state resident leisure travel numbers are not included in total volume for reporting purposes. 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000 100,000,000 2003 20052004 20072006 20092008 2011 20122010 8,000,000 6,000,000 4,000,000 10,000,000 12,000,000 14,000,000 16,000,000 2003 20052004 20072006 20092008 2011 20122010 50,000,000 40,000,000 60,000,000 70,000,000 80,000,000 90,000,000 2003 20052004 20072006 20092008 2011 20122010 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000 100,000,000 2003 20052004 20072006 20092008 2011 20122010
  11. 11. 2013-2014 Marketing Plan 12 Total Visitor Volume Domestic Visitor Volume Resident Visitor Volume *Methodology change in 2009 Source: VISIT FLORIDA DOMESTIC VISITOR VOLUME This chart shows the volume of domestic visitors to Florida over the past ten years. International Visitor Volume 50,000,000 40,000,000 60,000,000 70,000,000 80,000,000 90,000,000 2003 20052004 20072006 20092008 2011 20122010 Total Visitor Volume Resident Visitor Volume 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000 100,000,000 2003 20052004 20072006 20092008 2011 20122010 8,000,000 6,000,000 4,000,000 10,000,000 12,000,000 14,000,000 16,000,000 2003 20052004 20072006 20092008 2011 20122010 50,000,000 40,000,000 60,000,000 70,000,000 80,000,000 90,000,000 2003 20052004 20072006 20092008 2011 20122010 CONTINUING RECORD NUMBERS For the second year in a row, the Sunshine State experienced growth in the total number of visitors from the domestic U.S., Canada and overseas. Total visitor volume (excluding in-state travel by Florida residents) reached 89.3 million – a record year for visitation to Florida, exceeding the previous high of 87.3 million in 2011. International visitors – Canada and overseas – contributed a greater share of volume and spend than the historical pattern. In 2012, 10.2 million overseas visitors and 3.6 million Canadians came to Florida – both record highs. Year over year, international visitors increased by 9 percent, Canadians by more than 9 percent. Leisure overnight travel by Florida residents decreased slightly but still remains near the all-time high. In-state resident leisure travel numbers are not included in total volume for reporting purposes.
  12. 12. 2013-2014 Marketing Plan 13 Total Visitor Volume Domestic Visitor Volume Resident Visitor Volume INTERNATIONAL VISITOR VOLUME This chart shows the volume of international visitors to Florida over the past ten years. International Visitor Volume *Methodology change in 2009 Source: VISIT FLORIDA 8,000,000 6,000,000 4,000,000 10,000,000 12,000,000 14,000,000 16,000,000 2003 20052004 20072006 20092008 2011 20122010 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000 100,000,000 2003 20052004 20072006 20092008 2011 20122010 8,000,000 6,000,000 4,000,000 10,000,000 12,000,000 14,000,000 16,000,000 2003 20052004 20072006 20092008 2011 20122010 50,000,000 40,000,000 60,000,000 70,000,000 80,000,000 90,000,000 2003 20052004 20072006 20092008 2011 20122010 CONTINUING RECORD NUMBERS For the second year in a row, the Sunshine State experienced growth in the total number of visitors from the domestic U.S., Canada and overseas. Total visitor volume (excluding in-state travel by Florida residents) reached 89.3 million – a record year for visitation to Florida, exceeding the previous high of 87.3 million in 2011. International visitors – Canada and overseas – contributed a greater share of volume and spend than the historical pattern. In 2012, 10.2 million overseas visitors and 3.6 million Canadians came to Florida – both record highs. Year over year, international visitors increased by 9 percent, Canadians by more than 9 percent. Leisure overnight travel by Florida residents decreased slightly but still remains near the all-time high. In-state resident leisure travel numbers are not included in total volume for reporting purposes.
  13. 13. 2013-2014 Marketing Plan 14 Total Visitor Volume Domestic Visitor Volume Resident Visitor Volume Source: VISIT FLORIDA (2003 - 2007 data based on data from the Consumer Attitude Survey of the University of Florida, BEBR; 2008-2010 data based on a consumer survey conducted by A New View Research d/b/a be Satisfied; 2011-2012 data based on phone surveys by American Directions Group). RESIDENT VISITOR VOLUME This chart shows the number of resident pleasure trips within the state over the past ten years. International Visitor Volume 5,000,000 0 10,000,000 15,000,000 20,000,000 25,000,000 2003 20052004 20072006 20092008 2011 20122010 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000 100,000,000 2003 20052004 20072006 20092008 2011 20122010 8,000,000 6,000,000 4,000,000 10,000,000 12,000,000 14,000,000 16,000,000 2003 20052004 20072006 20092008 2011 20122010 50,000,000 40,000,000 60,000,000 70,000,000 80,000,000 90,000,000 2003 20052004 20072006 20092008 2011 20122010 CONTINUING RECORD NUMBERS For the second year in a row, the Sunshine State experienced growth in the total number of visitors from the domestic U.S., Canada and overseas. Total visitor volume (excluding in-state travel by Florida residents) reached 89.3 million – a record year for visitation to Florida, exceeding the previous high of 87.3 million in 2011. International visitors – Canada and overseas – contributed a greater share of volume and spend than the historical pattern. In 2012, 10.2 million overseas visitors and 3.6 million Canadians came to Florida – both record highs. Year over year, international visitors increased by 9 percent, Canadians by more than 9 percent. Leisure overnight travel by Florida residents decreased slightly but still remains near the all-time high. In-state resident leisure travel numbers are not included in total volume for reporting purposes.
  14. 14. 2013-2014 Marketing Plan 15 FLORIDA’S MARKET SHARE (2002-2011) This chart tracks Florida’s share of the domestic vacation travel market. In 2011, nearly 16 percent of domestic vacation travelers – excluding Florida residents traveling in state – vacationed in the Sunshine State. DOMESTIC VACATIONERS In 2011, nearly 16 percent of U.S. domestic vacation travelers - not including Florida residents traveling in state - vacationed in the Sunshine State. Florida’s share of the domestic travel market is the largest it has been in a decade. As visitor volume grows and the number of origin markets increase, the share contributed by Florida’s traditional markets will decline. This shift is a natural consequence of origin market diversification. Source: D.K. Shifflet and Associates 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 14.8% 15.5% 15.7% 15.5% 14.2% 14.2% 14.8% 15.5% 14.9% 15.8% 0.0% 10.0% 12.0% 14.0% 16.0% 18.0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  15. 15. 2013-2014 Marketing Plan 16 HOTEL OCCUPANCY (2012) This chart compares Florida’s hotel industry against the values from the South Atlantic region and the U.S. POSITIVE TRENDS 2012 was an excellent year for tourism with across- the-board increases for the U.S. as a whole and the South Atlantic region. Florida had an even better year outpacing all in occupancy percentage, average daily rate, rev par (revenue per available room) and 2012 Occupancy % Change ADR % Change Rev PAR % Change Room Revenue % Change United States 61.4% 2.5% $106.10 4.2% $65.17 6.8% 7.3% South Atlantic 60.9% 2.5% $103.28 3.1% $62.86 5.7% 5.7% Florida 64.8% 3.2% $113.14 4.2% $73.31 7.5% 7.6% Note: Hotel occupancy figures are based on 2012 reporting and are more current than the 2011 volume data in other parts of this marketing plan. Source: Smith Travel Research total room revenue. Hotel occupancy in Florida was up every month in 2012 increasing 3.2 percent over 2011. Average daily room rate (ADR) was up 4.2 percent over 2011 to $113.14.
  16. 16. 2013-2014 Marketing Plan 17 MAINTAINING A BALANCED MIX As a mature destination that hosts more than 89 million visitors a year, Florida attracts a wide variety of visitors by age, income and lifestage. Compared to the U.S. average, Florida’s visitors include more Affluent Families and Affluent Matures. Overall, the average household income of Florida’s visitors has decreased slightly as a result of lower-earning households returning to travel following several Source: D.K. Shifflet and Associates years of abstinence. Though Florida is an iconic family destination, it is also strong in attracting 35- to 54-year-olds with no children in the household. Over the past 5 years, the number of Millennial visitors to Florida has increased. COMPARISON OF U.S. AND FLORIDA TRAVELERS BY LIFESTAGE (2011) This chart shows the share of U.S. travelers by lifestage compared to the share of Florida’s visitors by lifestage. For example, 15 percent of U.S. travelers are in the Young & Free lifestage compared to 13 percent of Florida visitors. 0% 5% 10% 15% 20% 25% Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature U.S. Florida
  17. 17. 2013-2014 Marketing Plan 18 CONSUMER CONFIDENCE Consumer confidence in 2012 was higher than it was for the majority of 2011, yet consumers remain cautiously optimistic, likely a factor of slow yet steady increases in national employment. Source: U.S. Bureau of Labor Statistics Consumer confidence reached a year-high in October 2012 (73.1%) compared to the same time in 2011 which was the annual low point of 40.9 percent. CONSUMER CONFIDENCE INDEX (2011/2012) This chart tracks consumer confidence as measured by the Consumer Confidence Index, a score based on a monthly survey conducted by Nielsen for the Conference Board. 30 40 50 70 60 80 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2011 2012
  18. 18. 2013-2014 Marketing Plan 20 IMpORTANCEOF THE DOMESTIC MARKET DOMESTIC VISITOR VOLUME COMBINED BUSINESS AND LEISURE TRAVEL (2012) Source: VISIT FLORIDA Note: Because 2012 visitor numbers are finalized mid-year, preliminary numbers are used for this report. For the second consecutive year, Florida tourism set records. Total visitors (excluding in-state resident travelers) hit 89.3 million. Consistent with previous years, the majority of Florida’s visitors came from the United States – 75.6 million, up 1 percent. There were 13.8 million international visitors, up 8.8 percent. Year over year: Total visitors are up 2.3 percent; domestic is up 1.2 percent. Year over year: Total visitors are up 2.3 percent; Domestic 85% Canada 4% Overseas 11% PARTNER TOOLS DOMESTIC VISITOR PROFILE
  19. 19. 2013-2014 Marketing Plan 21 In 2011, domestic visitors accounted for approximately 64 of every 100 tourist dollars spent in Florida. Because international visitors spend significantly more in Florida than domestic visitors, the domestic share of total spend is less than the domestic share of total volume. Average visitor spend in Florida varies by season, origin market, mode of travel and other factors. DOMESTIC VISITOR SPEND COMBINED BUSINESS AND LEISURE TRAVEL (2011/2012) Source: VISIT FLORIDA Because 2012 visitor numbers are finalized mid-year, preliminary numbers are used for this report. It is important to note that spend data for Florida is based on 2011 surveys and lags volume data by a year. 2011 spend is combined with 2012 volume data in order to assess the marketplace as early as possible. However, on average each domestic visitor trip results in spending of about $1,488. This number decreased between 2010 and 2011 – in part due to a combination of increased lower household incomes visiting Florida and an increase in drive travel. Drive visitors and lower household income visitors typically spend less per trip. IMpORTANCEOF THE DOMESTIC MARKET However, on average each domestic visitor trip Domestic 64% Canada 6% Overseas 30% PARTNER TOOLS DOMESTIC VISITOR PROFILE
  20. 20. 2013-2014 Marketing Plan 22 VISITOR VOLUME TRENDS Preliminary data indicates that in 2012 Florida hosted 75.6 million visitors from the U.S. With two consecutive years of increases, Florida tourism is approaching pre-recession levels. Over the past 3 years Florida has steadily been regaining visitor volume, following a drop in 2009 caused by the recession. 10 YEARS OF VISITOR VOLUME COMBINED BUSINESS AND LEISURE TRAVEL (2003-2012) Per Person / Per Day Spend Domestic Visitor Volume Average Per Trip Spend *Methodology change in 2009 Source: VISIT FLORIDA 2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012 80,000,000 70,000,000 60,000,000 50,000,000 2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012 80,000,000 70,000,000 60,000,000 50,000,000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 $110 $100 $120 $130 $140 $150 $160 U.S. Average Florida Average $0 $500 $1,000 $2,000 $1,500 $2,500 4.6 5 5.8 5.6 5.2 4.8 4.4 6 5.4 6.2 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Trip Value Avg. Length of Stay (day) PARTNER TOOLS DOMESTIC VISITOR PROFILE
  21. 21. 2013-2014 Marketing Plan 23 INDIVIDUAL VISITOR SPENDING TRENDS Average visitor spending during the past 10 years was $138 per day, well above the U.S. average. The Florida average would be even higher were it not for a 15 percent decline in spending by Florida’s domestic visitors between 2010 and 2011. Domestic Visitor Volume Average Per Trip Spend 2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012 80,000,000 70,000,000 60,000,000 50,000,000 per person / per Day Spend Source: D.K Shifflet & Associates 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 $110 $100 $120 $130 $140 $150 $160 U.S. Average Florida Average 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 $110 $100 $120 $130 $140 $150 $160 U.S. Average Florida Average $0 $500 $1,000 $2,000 $1,500 $2,500 4.6 5 5.8 5.6 5.2 4.8 4.4 6 5.4 6.2 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Trip Value Avg. Length of Stay (day) Contributing Factors • The calculation of average spend per person per day includes transportation, accommodations, food, entertainment and shopping. • In 2011, 7 percent more visitors drove to Florida than the year prior. • Drive visitors outnumber air visitors and spend $55 less per day. Because driving costs are lower than air transportation, the overall trip cost for drivers is lower. • Drive visitors represent more households with lower incomes than air visitors. • According to the U.S. Bureau of Economic Analysis, average transportation and accommodation costs declined in 2011 compared to 2010. VISITOR SPEND PER PERSON / PER DAY COMBINED BUSINESS AND LEISURE TRAVEL (2002-2011) It is important to note that spend data for Florida is based on 2011 surveys and lags volume data by a year. PARTNER TOOLS DOMESTIC VISITOR PROFILE
  22. 22. 2013-2014 Marketing Plan 24 Domestic Visitor Volume Average Per Trip Spend 2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012 80,000,000 70,000,000 60,000,000 50,000,000 Per Person / Per Day Spend 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 $110 $100 $120 $130 $140 $150 $160 U.S. Average Florida Average $0 $500 $1,000 $2,000 $1,500 $2,500 4.6 5 5.8 5.6 5.2 4.8 4.4 6 5.4 6.2 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Trip Value Avg. Length of Stay (day) Impact of Shortened Vacations • According to Hotwire’s 2012 American Travel Behavior survey, Americans will not use an average of 9.2 paid vacation days, up from 6.2 days in 2011. • From 2007 to 2011, average trip value declined 28 percent. Average trip value is the typical amount spent over the entire trip by a travel party. In 2011, the average trip value was $1,488. • Over the past 10 years, the average trip length for the U.S. has dropped from 3.7 to 3.4 days. TRIP SPENDING TRENDS Over the past 5 years, average trip value has declined 28 percent – likely a factor of shortened vacations. Since average trip value includes accommodation costs, a decline in trip length has a significant impact. In 2011, the average visitor stay in Florida was 5.1 days – the shortest in 10 years. Despite the clear effects of consumer time poverty and unused vacation time, Florida remains a leader in length of stay for general travel. Source: D.K Shifflet & Associates $0 $500 $1,000 $2,000 $1,500 $2,500 4.6 5 5.8 5.6 5.2 4.8 4.4 6 5.4 6.2 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Trip Value Avg. Length of Stay (day) DOMESTIC VISITOR TRIP VALUE COMBINED BUSINESS AND LEISURE TRAVEL (2001-2011) PARTNER TOOLS DOMESTIC VISITOR PROFILE
  23. 23. 2013-2014 Marketing Plan 25 AppROACH As a destination that has hosted visitors for more than a century, Florida draws from a wide range of domestic markets and consumer segments. In order to maintain in excess of 75 million domestic visitors a year, Florida approaches its domestic audience in four ways: where potential visitors live and travel from, how they travel to Florida, what the purpose of their trip is, and what is known about them demographically. Insights from these four filters are combined in a variety of ways for strategic planning, targeting and messaging. 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Air Drive 50.2% 49.8% 53.2% 46.8% 62.5% 37.5% 53.0% 47.0% Affluent Mature 19% Young & Free 15% Young Family 13% Maturing & Free 23% Affluent Family 16% Moderate Mature 8% Moderate Family 7% General Vacation 38% Visit friends / Relatives 23% business 12% Special Event 9% Getaway Weekend 11% Other Leisure/personal 7%
  24. 24. 2013-2014 Marketing Plan 26 Westward Outliers • In 2011, Texas was the third strongest origin state for Florida. • In spite of the greater travel time required for its residents, California contributes 3.8 percent of Florida’s visitors. • Increases in visitors from California and Texas may be due in part to population growth in those states. According to the Census, population in the southern and western United States increased roughly 14 percent between 2000 and 2010. Both Texas and California were among the top four gainers. THE NATIONAL VIEW Florida attracts visitors from all 50 states, with the most coming from markets east of the Mississippi. In 2011, Texas joined Florida’s top five origin states for the first time. Florida’s top five feeder states are Georgia, New York, Texas, Illinois and New Jersey.
  25. 25. 2013-2014 Marketing Plan 27 Top States 2007 2008 2009 2010 2011 Georgia 10.9% 11.5% 11.7% 11.3% 10.6% New York 10.3% 9.2% 9.3% 7.7% 8.9% Texas 4.8% 4.7% 4.8% 4.8% 5.7% Illinois 5.0% 4.5% 5.7% 6.4% 5.6% New Jersey 5.5% 6.0% 4.4% 5.5% 4.5% Michigan 3.8% 3.5% 3.1% 4.6% 4.4% Ohio 4.9% 4.7% 4.0% 4.2% 4.4% Alabama 3.6% 4.0% 5.6% 4.2% 4.2% North Carolina 3.7% 4.7% 4.1% 5.5% 4.1% Pennsylvania 3.6% 3.4% 4.1% 4.2% 3.9% California 3.6% 3.8% 3.6% 4.0% 3.8% Virginia 3.6% 3.1% 3.6% 3.5% 3.7% Source: D.K Shifflet & Associates Feeder States: Top 5 feeder States: Top 12 Top States 2007 2008 2009 2010 2011 Georgia 10.9% 11.5% 11.7% 11.3% 10.6% New York 10.3% 9.2% 9.3% 7.7% 8.9% Texas 4.8% 4.7% 4.8% 4.8% 5.7% Illinois 5.0% 4.5% 5.7% 6.4% 5.6% New Jersey 5.5% 6.0% 4.4% 5.5% 4.5% Michigan 3.8% 3.5% 3.1% 4.6% 4.4% Ohio 4.9% 4.7% 4.0% 4.2% 4.4% Alabama 3.6% 4.0% 5.6% 4.2% 4.2% North Carolina 3.7% 4.7% 4.1% 5.5% 4.1% Pennsylvania 3.6% 3.4% 4.1% 4.2% 3.9% California 3.6% 3.8% 3.6% 4.0% 3.8% Virginia 3.6% 3.1% 3.6% 3.5% 3.7% Headlines • The top 12 feeder states contribute 64 percent of Florida’s domestic visitors. • Georgia has been Florida’s leading source of visitors since 2007. Georgia’s highest visitor contributions occurred during the recession, when regional drive travel increased as an alternative to longer distance vacation destinations. • From 2010 to 2011, the share of visitors from New York State increased significantly for the first time in the past 5 years. VISITOR ORIGIN STATES Georgia and New York remain Florida’s leading origin states for domestic visitors, though their share has declined in the past 5 years. Texas (now third on this list), Illinois, Michigan and Alabama have shown the biggest gains in share. TOP FEEDER STATES OVER FIVE YEARS COMBINED FLY / DRIVE (2007-2011) This chart shows the variation in the share of Florida’s domestic visitors from leading origin states. In the past 5 years, over 10 percent of Florida’s domestic visitors originated from Georgia. 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 2007 2008 2009 2010 2011 Georgia New York Texas Illinois New Jersey
  26. 26. 2013-2014 Marketing Plan 28 Feeder States: Top 5 Feeder States: Top 12 Top States 2007 2008 2009 2010 2011 Georgia 10.9% 11.5% 11.7% 11.3% 10.6% New York 10.3% 9.2% 9.3% 7.7% 8.9% Texas 4.8% 4.7% 4.8% 4.8% 5.7% Illinois 5.0% 4.5% 5.7% 6.4% 5.6% New Jersey 5.5% 6.0% 4.4% 5.5% 4.5% Michigan 3.8% 3.5% 3.1% 4.6% 4.4% Ohio 4.9% 4.7% 4.0% 4.2% 4.4% Alabama 3.6% 4.0% 5.6% 4.2% 4.2% North Carolina 3.7% 4.7% 4.1% 5.5% 4.1% Pennsylvania 3.6% 3.4% 4.1% 4.2% 3.9% California 3.6% 3.8% 3.6% 4.0% 3.8% Virginia 3.6% 3.1% 3.6% 3.5% 3.7% Source: D.K Shifflet & Associates TOP FEEDER STATES OVER FIVE YEARS COMBINED FLY/DRIVE (2007-2011) This graph shows the pattern of Florida’s top five origin states as a contributor of visitors over a 5 year period. As an example, between 2007 and 2009, the share of Florida visitors that came from Georgia increased. However, between 2009 and 2011, the share of Florida visitors from Georgia decreased. 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 2007 2008 2009 2010 2011 Georgia New York Texas Illinois New Jersey0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 2007 2008 2009 2010 2011 Georgia New York Texas Illinois New Jersey Headlines • The top 12 feeder states contribute 64 percent of Florida’s domestic visitors. • Georgia has been Florida’s leading source of visitors since 2007. Georgia’s highest visitor contributions occurred during the recession, when regional drive travel increased as an alternative to longer distance vacation destinations. • From 2010 to 2011, the share of visitors from New York State increased significantly for the first time in the past 5 years. VISITOR ORIGIN STATES Georgia and New York remain Florida’s leading origin states for domestic visitors, though their share has declined in the past 5 years. Texas (now third on this list), Illinois, Michigan and Alabama have shown the biggest gains in share.
  27. 27. 2013-2014 Marketing Plan 29 VISITOR ORIGIN DMAS Looking at Florida’s visitors by origin market, the 5 year view shows an increasingly balanced picture. In 2011, the share of Florida’s visitors from several markets – Detroit, Cleveland/Akron, Nashville, Los Angeles, Raleigh- Durham, Houston and Indianapolis is the highest in 5 years. At the same time, Florida’s traditional strong performers – Atlanta, Chicago, Philadelphia, and Washington D.C. have seen slight decline in share. Overall, the picture reflects the broadening of Florida’s appeal as expanding marketing efforts and a recovering economy take effect. Headlines • Florida’s top eight origin markets have remained unchanged since 2009. • From 2010 to 2011, the shares of Florida visitors from Atlanta, Chicago and Philadelphia have declined. • Cleveland ranks among Florida’s top ten origin markets for the first time in several years. 2007 2008 2009 2010 2011 New York, NY 10.7% 10.2% 9.4% 9.2% 9.7% Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8% Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4% Philadelphia, PA 3.1% 3.4% 3.9% 3.6% 3.0% Washington, D.C. 3.1% 2.9% 2.9% 2.7% 2.9% Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8% Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5% Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0% Cleveland-Akron, OH 1.4% 1.8% 1.6% 1.2% 1.8% Nashville, TN 1.2% 1.6% 1.3% 1.4% 1.8% Charlotte, NC 1.0% 1.4% 1.7% 1.9% 1.7% Los Angeles, CA 1.3% 1.5% 1.6% 1.7% 1.7% Raleigh-Durham, NC 1.2% 1.3% 1.1% 1.3% 1.7% Houston, TX 1.4% 1.1% 1.1% 1.1% 1.5% Indianapolis, IN 1.3% 1.3% 1.1% 1.2% 1.5% TOP 15 FEEDER DMA’s OVER FIVE YEARS COMBINED BUSINESS AND LEISURE (2007-2011) This table shows the variation in the share of Florida’s visitors from Florida’s top origin DMAs. New York’s share declined from 2007 to 2010 but rose a half-percentage point in 2011 to 9.7 percent. Source: D.K Shifflet & Associates PARTNER TOOLS DMA VISITOR PROFILE
  28. 28. 2013-2014 Marketing Plan 30 FLORIDA’S SUPER EIGHT MARKETS While Florida visitors come from all over the United States, seven metropolitan areas – Atlanta, Boston, Chicago, Detroit, Philadelphia, New York City and Washington, D.C. – historically have been the greatest contributors to Florida’s visitor numbers. In 2011, Dallas joined the ranks of Florida’s top origin markets. Combined, these eight super DMAs 2011 VISITOR VOLUME COMBINED BUSINESS AND LEISURE This chart shows the share of Florida’s domestic visitors that come from each of the super eight markets. For comparison purposes, this chart also shows the year over year actual volume trend. For example, the share of Florida visitors from New York City increased slightly between 2010 and 2011. (designated market areas) account for a third of Florida’s domestic volume. As visitor volume grows and the number of origin markets increase, the share contributed by Florida’s traditional markets will decline. This shift is a natural consequence of origin market diversification. Rank DMAs 2011 % of Florida's Domestic Visitors PP* change '11/'10 Volume 1. New York, NY 9.7% 0.5 pp 2. Atlanta, GA 6.8% -0.1 pp 3. Chicago, IL 4.4% -0.3 pp 4. Philadelphia, PA 3.0% -0.6 pp 5. Washington, D.C. 2.9% 0.2 pp 6. Boston, MA 2.8% 0.3 pp 7. Detroit, MI 2.5% 0.3 pp 8. Dallas, TX 2.0% -0.3 pp *percentage point Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan PARTNER TOOLS EXPANDED SUPER EIGHT PROFILES SUPER EIGHT COMPARISON CHART DMA VISITOR PROFILES
  29. 29. 2013-2014 Marketing Plan 31 FLORIDA’S SUPER EIGHT MARKETS Florida remains in an enviable position: Visitors spend more per visit here than they do in other destinations. Yet in 2011, visitor spending decreased by 15 percent from the previous year. That decline can be seen in the per trip spending in Florida’s top origin markets. Dallas and Philadelphia decreased 2011 VISITOR SPEND COMBINED BUSINESS AND LEISURE This chart shows the average expenditures per person per day in Florida for visitors from each destination market area. For example, visitors from Dallas spent an average of $151 per person per day when visiting Florida in 2011. the most, but they still spent more per person per day than the other six origin markets. Average per-day spend is affected by a number of factors, including accommodation and transportation costs, as well as changes in visitor demographics and household income. Rank DMAs Per Person/ Per Day Spend 1. Dallas, TX $151 2. Philadelphia, PA $136 3. Chicago, IL $136 4. New York, NY $134 5. Washington, D.C. $128 6. Boston, MA $128 7. Detroit, MI $123 8. Atlanta, GA $100 Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan PARTNER TOOLS EXPANDED SUPER EIGHT PROFILES SUPER EIGHT COMPARISON CHART DMA VISITOR PROFILES
  30. 30. 2013-2014 Marketing Plan 32 DMA MARKET SNAPSHOTS NEW YORK, NY • Florida’s strongest feeder market. • Strong growth in 2011 over 2010. • Strong couples and singles market. • More than 25 percent of Florida’s NYC visitors are from the Affluent Mature lifestage. ATLANTA, GA • Strong couples and families market. • Top Florida travel seasons: spring and summer. CHICAGO, IL • Strong couples and singles market. • Affluent Family lifestage makes up nearly 25 percent of Florida’s visitors from Chicago. PHILADELPHIA, PA • Strong couples and family market. • Top Florida travel seasons: winter and summer. • Baby Boomers make up 40 percent of Florida’s visitors from Philadelphia. WASHINGTON, D.C. • High household income visitors. • High percentage of adults traveling alone. • Stable over the past 5 years. BOSTON, MA • Strong couples and Boomers market. • Top Florida travel seasons: spring and winter. • High percentage of Affluent Mature lifestage visitors. DETROIT, MI • Very strong family market. • Strong couples market. • Top Florida travel seasons: winter and spring. DALLAS, TX • Strong Florida market for child-free lifestages. • Visitors to Florida from Dallas have the highest average spend per person per day compared to the other super eight markets. • Top Florida travel season is the summer. This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan PARTNER TOOLS EXPANDED SUPER EIGHT PROFILES SUPER EIGHT COMPARISON CHART DMA VISITOR PROFILES
  31. 31. 2013-2014 Marketing Plan 33 * percentage point Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA 2007 2008 2009 2010 2011 PP* change '11/'10 PP* change '11/'07 New York, NY 10.7% 10.2% 9.4% 9.2% 9.7% 0.5 pp -1.0 pp Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8% -0.1 pp 0.8 pp Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4% -0.3 pp 0.4 pp Philadelphia, PA 3.1% 3.4% 3.9% 3.6% 3.0% -0.6 pp -0.1 pp Washington, D.C. 3.1% 2.9% 2.9% 2.7% 2.9% 0.2 pp -0.2 pp Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8% 0.3 pp -0.7 pp Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5% 0.3 pp 0.1 pp Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0% -0.3 pp 0.2 pp SUPER EIGHT VISITOR VOLUME Florida’s strongest origin markets experience some changes annually in visitor volume, demographics and spending, but overall remain the foundation of Florida tourism. Over the past 5 years, Atlanta and Boston experienced the biggest change; Dallas, Detroit, Chicago and Atlanta all saw gains. Super Eight five year Trends: Chart Super Eight Five Year Trends: Graph FIVE YEARS OF VISITOR SHARE COMBINED BUSINESS AND LEISURE (2007-2011) This table shows the variation in the share of Florida visitors from Florida’s super eight DMAs. For example, though New York City contributed a greater percentage of Florida’s visitors in 2011 than in 2010 (an increase of 0.5 percentage points), the share is still down 1 percentage point from 2007. 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 2007 2008 2009 2010 2011 New York, NY Atlanta, GA Chicago, IL Philadelphia, PA Washington, D.C. Boston, MA Detroit, MI Dallas, TX 2007 2008 2009 2010 2011 PP* change '11/'10 PP* change '11/'07 New York, NY 10.7% 10.2% 9.4% 9.2% 9.7% +0.5 pp -1.0 pp Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8% -0.1 pp +0.8 pp Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4% -0.3 pp +0.4 pp Philadelphia, PA 3.1% 3.4% 3.9% 3.6% 3.0% -0.6 pp -0.1 pp Washington, DC 3.1% 2.9% 2.9% 2.7% 2.9% +0.2 pp -0.2 pp Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8% +0.3 pp -0.7 pp Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5% +0.3 pp +0.1 pp Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0% -0.3 pp +0.2 pp PARTNER TOOLS EXPANDED SUPER EIGHT PROFILES SUPER EIGHT COMPARISON CHART DMA VISITOR PROFILES
  32. 32. 2013-2014 Marketing Plan 34 Super Eight Five Year Trends: Chart Super Eight five year Trends: Graph FIVE-YEAR TRENDS COMBINED BUSINESS AND LEISURE (2007-2011) This line graph tracks the share of Florida’s visitors from each of the top eight origin DMAs for the past 5 years. * percentage point Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 2007 2008 2009 2010 2011 New York, NY Atlanta, GA Chicago, IL Philadelphia, PA Washington, D.C. Boston, MA Detroit, MI Dallas, TX 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 2007 2008 2009 2010 2011 New York, NY Atlanta, GA Chicago, IL Philadelphia, PA Washington, D.C. Boston, MA Detroit, MI Dallas, TX 2007 2008 2009 2010 2011 PP* change '11/'10 PP* change '11/'07 New York, NY 10.7% 10.2% 9.4% 9.2% 9.7% +0.5 pp -1.0 pp Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8% -0.1 pp +0.8 pp Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4% -0.3 pp +0.4 pp Philadelphia, PA 3.1% 3.4% 3.9% 3.6% 3.0% -0.6 pp -0.1 pp Washington, DC 3.1% 2.9% 2.9% 2.7% 2.9% +0.2 pp -0.2 pp Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8% +0.3 pp -0.7 pp Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5% +0.3 pp +0.1 pp Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0% -0.3 pp +0.2 pp SUPER EIGHT VISITOR VOLUME Florida’s strongest origin markets experience some changes annually in visitor volume, demographics and spending, but overall remain the foundation of Florida tourism. Over the past 5 years, Atlanta and Boston experienced the biggest change; Dallas, Detroit, Chicago and Atlanta all saw gains. PARTNER TOOLS EXPANDED SUPER EIGHT PROFILES SUPER EIGHT COMPARISON CHART DMA VISITOR PROFILES
  33. 33. 2013-2014 Marketing Plan 35 FLY/DRIVE VISITORS TO FLORIDA BY QUARTER, 2012 This chart shows the percentage of air and drive visitors to the state by quarter. For example, in quarter 1 of 2012, 49.8 percent of Florida’s visitors came by air. FLY AND DRIVE VISITOR VOLUME From 2011 to 2012, 1 million additional visitors drove to Florida; fueling the overall increase in domestic visitor volume and accounting for the highest number of drive visitors in 10 years. Coupled with a slight decline in the number of air visitors – 165,000 fewer in 2012 – the drive vs. air ratio of 55-to-45 is the largest gap since 2002. Headlines • In 2012, the largest share of visitors by air came in quarter 1. • Consistant with the historical pattern, 2012 drive volume was strongest in quarter 3. • From 2011 to 2012, drive visitor volume increased in three of the four quarters. Source: VISIT FLORIDA 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Air Drive 50.2% 49.8% 53.2% 46.8% 62.5% 37.5% 53.0% 47.0% PARTNER TOOLS AIR VISITOR PROFILE DRIVE VISITOR PROFILE AIR & DRIVE SNAPSHOT
  34. 34. 2013-2014 Marketing Plan 36 SPENDING PATTERNS OF AIR AND DRIVE VISITORS (2007-2011) This line graph tracks the average expenditures per person per day for fly and drive visitors over 5 years. Spending declined for both types of travelers from 2010 to 2011. FLY AND DRIVE VISITOR SPENDING Florida’s air visitors spent 53 percent more per person per day in 2011 than drive visitors. Among the reasons for the disparity: transportation costs are included in the per-day spend calculation and air visitors are more likely to stay in high-end hotels. Spending by drive visitors has now returned to the pre-recession levels of 2008. Source: D.K Shifflet & Associates By Quarter year Over year $100.00 $120.00 $140.00 $0 $80.00 $160.00 $180.00 $200.00 2007 2008 2009 2010 2011 Air Drive $100.00 $120.00 $140.00 $0 $80.00 $160.00 $180.00 $200.00 2007 2008 2009 2010 2011 Air Drive Headlines • Average expenditures per person per day for air visitors in 2011 was $159.10 – down 13 percent from 2010. • Average expenditures per person per day for drive visitors in 2011 was $103.70 – down 9 percent from 2010. • Transportation costs are the largest portion of visitor spending – 35 percent for air visitors, 23 percent for drive visitors. AIR Q1 Q2 Q3 Q4 2010 $156 $180 $193 $182 2011 $170 $155 $158 $148 DRIVE Q1 Q2 Q3 Q4 2010 $109 $104 $133 $101 2011 $109 $108 $98 $95 PARTNER TOOLS AIR VISITOR PROFILE DRIVE VISITOR PROFILE AIR & DRIVE SNAPSHOT
  35. 35. 2013-2014 Marketing Plan 37 SPENDING PATTERNS FOR AIR AND DRIVE VISITORS BY QUARTER 2010 & 2011 PER PERSON PER DAY AVERAGES Q1: January, February, March Q2: April, May, June, Q3: July, August, September Q4: October, November, December Source: D.K. Shifflet & Associates, combined leisure and business travel by Quarter Year Over Year AIR Q1 Q2 Q3 Q4 2010 $156 $180 $193 $182 2011 $170 $155 $158 $148 DRIVE Q1 Q2 Q3 Q4 2010 $109 $104 $133 $101 2011 $109 $108 $98 $95 Headlines • Year over year from 2010 to 2011, spending by air visitors was down in every quarter except Q1. • Spending by drive visitors was up 4 percent in Q2 of 2011, but otherwise was down or flat. • Transportation costs are the largest portion of visitor spending – 35 percent for air visitors, 23 percent for drive visitors. FLY AND DRIVE VISITOR SPENDING Florida’s air visitors spent 53 percent more per person per day in 2011 than drive visitors. Among the reasons for the disparity: transportation costs are included in the per-day spend calculation and air visitors are more likely to stay in high-end hotels. Spending by drive visitors has now returned to the pre-recession levels of 2008. AIR Q1 Q2 Q3 Q4 2010 $156 $180 $193 $182 2011 $170 $155 $158 $148 DRIVE Q1 Q2 Q3 Q4 2010 $109 $104 $133 $101 2011 $109 $108 $98 $95 $100.00 $120.00 $140.00 $0 $80.00 $160.00 $180.00 $200.00 2007 2008 2009 2010 2011 Air Drive PARTNER TOOLS AIR VISITOR PROFILE DRIVE VISITOR PROFILE AIR & DRIVE SNAPSHOT
  36. 36. 2013-2014 Marketing Plan 38 Origin States Origin Airports ORIGIN STATES - AIR Nearly 40 percent of Florida’s domestic air visitors in 2011 originated in five states: New York, Illinois, New Jersey, Pennsylvania, and Texas. In 2011, the number of air visitors to Florida declined by 165,000. TOP AIR ORIGIN STATES 2011 Where do Florida’s fly visitors come from? Start with New York, which provides nearly 14 percent of Florida’s visitors who arrive by air – up from 11 percent in 2010. Source: D.K. Shifflet & Associates NY 13.9% MI 4.9% IL 6.4% TX 5.8 CA 5.7% OH 4.2% VA 4.0% PA 5.9% NJ 6.1% MA 5.2% Share of Florida Visitors More than 10% Less than 10% Less than 5% NY 13.9% MI 4.9% IL 6.4% TX 5.8 CA 5.7% OH 4.2% VA 4.0% PA 5.9% NJ 6.1% MA 5.2% Share of Florida Visitors More than 10% Less than 10% Less than 5% Rank State FY '10-'11 FY '11-'12 % change 1. New York City* 4,698,700 4,768,000 1.5% 2. Chicago* 1,830,630 1,864,880 1.9% 3. Boston 1,392,550 1,408,520 1.1% 4. Philadelphia 1,348,400 1,311,310 -2.8% 5. Washington, D.C.* 1,244,700 1,296,680 4.2% 6. Detroit* 1,163,910 1,143,810 -1.7% 7. Atlanta 1,133,360 1,134,910 0.1% 8. Baltimore 1,107,910 1,063,650 -4.0% 9. Los Angeles* 891,720 916,140 2.7% 10. Dallas 767,330 784,870 2.3%
  37. 37. 2013-2014 Marketing Plan 39 Origin States Origin Airports ORIGIN AIRPORTS In 2011-12, seven of the ten leading origin airports sent more visitors to Florida than in the previous year. New York City is the clear No.1, sending nearly 5 million visitors, followed by Chicago, Boston, and Philadelphia. TOP ORIGIN AIRPORTS 2011 COMBINED BUSINESS AND LEISURE Based on airline ticket data, this table represents the number of passengers who flew to Florida from top origin cities. For cities where there is more than one airport in the metro-city area, such as New York City and Chicago, passengers from all local airports are combined. *contains multiple airports Source: D.K. Shifflet & Associates Rank State FY '10-'11 FY '11-'12 % change 1. New York City* 4,698,700 4,768,000 1.5% 2. Chicago* 1,830,630 1,864,880 1.9% 3. Boston 1,392,550 1,408,520 1.1% 4. Philadelphia 1,348,400 1,311,310 -2.8% 5. Washington, D.C.* 1,244,700 1,296,680 4.2% 6. Detroit* 1,163,910 1,143,810 -1.7% 7. Atlanta 1,133,360 1,134,910 0.1% 8. Baltimore 1,107,910 1,063,650 -4.0% 9. Los Angeles* 891,720 916,140 2.7% 10. Dallas 767,330 784,870 2.3% Rank State FY '10-'11 FY '11-'12 % change 1. New York City* 4,698,700 4,768,000 1.5% 2. Chicago* 1,830,630 1,864,880 1.9% 3. Boston 1,392,550 1,408,520 1.1% 4. Philadelphia 1,348,400 1,311,310 -2.8% 5. Washington, D.C.* 1,244,700 1,296,680 4.2% 6. Detroit* 1,163,910 1,143,810 -1.7% 7. Atlanta 1,133,360 1,134,910 0.1% 8. Baltimore 1,107,910 1,063,650 -4.0% 9. Los Angeles* 891,720 916,140 2.7% 10. Dallas 767,330 784,870 2.3% NY 13.9% MI 4.9% IL 6.4% TX 5.8 CA 5.7% OH 4.2% VA 4.0% PA 5.9% NJ 6.1% MA 5.2% Share of Florida Visitors More than 10% Less than 10% Less than 5% PARTNER TOOLS ORIGIN AIRPORTS: OUTBOUND DESTINATIONS
  38. 38. 2013-2014 Marketing Plan 40 Destination Counties Destination Airports DESTINATION COUNTIES Orange County draws the greatest share of Florida’s air visitors – 39 percent – followed by the aggregate markets of southeast Florida at 23.6 percent. Hillsborough and Pinellas draw 10.8 percent of total air volume. Source: D.K. Shifflet & Associates Orange ..............39.0% Broward................9.1% Miami-Dade.........8.4% Hillsborough .........7.8% Palm Beach..........6.1% Lee.......................3.7% Pinellas.................3.0% Monroe ................2.9% Volusia..................2.6% Sarasota...............2.4% Santa Rosa Walton Holmes Washington Jackson Calhoun Gulf Liberty Franklin Gadsden Leon Wakulla Jefferson Taylor Madison Hamilton Suwannee Lafayette Dixie Columbia Baker Nassau Union Bradford Clay St. Johns Putnam Gilchrist Alachua Levy Flagler Marion Citrus Sumter Lake Seminole Hernando Pasco Polk Osceola Brevard Manatee Hardee Highlands Okeechobee Indian River St Lucie De Soto Charlotte Glades Martin Hendry Collier Volusia 2.6% Orange 39.0%Pinellas 3.0% Hillsborough 7.8% Sarasota 2.4% Broward 9.1% Miami-Dade 8.4% Palm Beach 6.1% Monroe 2.9% Lee 3.7% Okaloosa Duval Escambia Bay This chart shows the share of air visitors that each county receives. Rank Airport CY 2011 CY 2012 % Change 1. Orlando 15,970,373 15,817,207 -1.0% 2. Miami 9,871,932 10,029,010 1.6% 3. Fort Lauderdale 9,846,938 9,978,271 1.3% 4. Tampa 8,200,853 8,037,499 -2.0% 5. Fort Myers 3,686,921 3,578,232 -2.9% 6. Palm Beach 2,871,449 2,772,555 -3.4% 7. Jacksonville 2,739,658 2,608,291 -4.8% 8. Pensacola 772,626 758,703 -1.8% 9. Sarasota 644,046 625,399 -2.9% 10. Panama City 433,081 439,183 1.4% 11. Okaloosa 462,623 386,533 -16.4% 12. Tallahassee 317,370 344,262 8.5% 13. Daytona 282,216 298,060 5.6% 14. Melbourne 205,206 214,233 4.4% Total 56,305,292 55,887,438 -0.7 ..............39.0% ................9.1% .........8.4% .........7.8% ..........6.1% .......................3.7% .................3.0% ................2.9% ..................2.6% ...............2.4% This chart shows the share of air visitors that each county receives. TOP 10 DESTINATION COUNTIES PARTNER TOOLS FLORIDA AIRPORTS: PASSENGER ORIGINS
  39. 39. 2013-2014 Marketing Plan 41 Destination Counties Destination Airports DESTINATION AIRPORTS Orange, Miami-Dade, Hillsborough and Broward receive 64 percent of Florida’s air visitors. TOP DESTINATION AIRPORTS COMBINED BUSINESS AND LEISURE This chart shows year-over-year air travel to Florida’s airports. At Orlando International Airport, there were nearly 16 million domestic enplanements (people getting on a domestic flight) in 2012, down 1 percent from 2011. Santa Rosa Walton Holmes Washington Jackson Calhoun Gulf Liberty Franklin Gadsden Leon Wakulla Jefferson Taylor Madison Hamilton Suwannee Lafayette Dixie Columbia Baker Nassau Union Bradford Clay St. Johns Putnam Gilchrist Alachua Levy Flagler Marion Citrus Sumter Lake Seminole Hernando Pasco Polk Osceola Brevard Manatee Hardee Highlands Okeechobee Indian River St Lucie De Soto Charlotte Glades Martin Hendry Collier Volusia 2.6% Orange 39.0%Pinellas 3.0% Hillsborough 7.8% Sarasota 2.4% Broward 9.1% Miami-Dade 8.4% Palm Beach 6.1% Monroe 2.9% Lee 3.7% Okaloosa Duval Escambia Bay Rank Airport CY 2011 CY 2012 % Change 1. Orlando 15,970,373 15,817,207 -1.0% 2. Miami 9,871,932 10,029,010 1.6% 3. Fort Lauderdale 9,846,938 9,978,271 1.3% 4. Tampa 8,200,853 8,037,499 -2.0% 5. Fort Myers 3,686,921 3,578,232 -2.9% 6. Palm Beach 2,871,449 2,772,555 -3.4% 7. Jacksonville 2,739,658 2,608,291 -4.8% 8. Pensacola 772,626 758,703 -1.8% 9. Sarasota 644,046 625,399 -2.9% 10. Panama City 433,081 439,183 1.4% 11. Okaloosa 462,623 386,533 -16.4% 12. Tallahassee 317,370 344,262 8.5% 13. Daytona 282,216 298,060 5.6% 14. Melbourne 205,206 214,233 4.4% Total 56,305,292 55,887,438 -0.7 Source: Figures come from individual airports. Rank Airport CY 2011 CY 2012 % Change 1. Orlando 15,970,373 15,817,207 -1.0% 2. Miami 9,871,932 10,029,010 1.6% 3. Fort Lauderdale 9,846,938 9,978,271 1.3% 4. Tampa 8,200,853 8,037,499 -2.0% 5. Fort Myers 3,686,921 3,578,232 -2.9% 6. Palm Beach 2,871,449 2,772,555 -3.4% 7. Jacksonville 2,739,658 2,608,291 -4.8% 8. Pensacola 772,626 758,703 -1.8% 9. Sarasota 644,046 625,399 -2.9% 10. Panama City 433,081 439,183 1.4% 11. Okaloosa 462,623 386,533 -16.4% 12. Tallahassee 317,370 344,262 8.5% 13. Daytona 282,216 298,060 5.6% 14. Melbourne 205,206 214,233 4.4% Total 56,305,292 55,887,438 -0.7 PARTNER TOOLS FLORIDA AIRPORTS: PASSENGER ORIGINS
  40. 40. 2013-2014 Marketing Plan 42 Air Origin Trends Air Destination Trends AIR ORIGIN TRENDS Origin states for air visitors are predominantly in the Northeast and Western states. New York is first, followed by Illinois, New Jersey, Pennsylvania, Texas and California. TOP ORIGIN STATES OVER FIVE YEARS This chart shows the share of Florida’s air visitors by origin state. For example, in 2011, 13.9% of Florida’s air visitors came from the state of New York. Headlines • New York, the top origin state for visitors by air, had the largest year-over- year increase in share among the top air origin markets. • In the past 5 years, Pennsylvania and Virginia have shown the largest growth in air visitors to Florida. • The share of air visitors from Illinois and California declined sharply from 2010 to 2011. *Percentage point Source: D.K Shifflet & Associates, prepared by VISIT FLORIDA State 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 New York 14.7% 14.9% 14.7% 11.3% 13.9% 2.6 pp -0.8 pp Illinois 5.0% 6.1% 6.9% 8.6% 6.4% -2.2 pp 1.4 pp New Jersey 8.2% 8.8% 5.8% 6.4% 6.1% -0.3 pp -2.1 pp Pennsylvania 4.6% 4.1% 4.9% 5.4% 5.9% 0.5 pp 1.3 pp Texas 5.2% 5.4% 4.6% 6.0% 5.8% -0.2 pp 0.6 pp California 5.6% 7.3% 7.2% 7.3% 5.7% -1.6 pp 0.1 pp Massachusetts 6.2% 4.0% 4.5% 4.5% 5.2% 0.7 pp -1.0 pp Michigan 4.6% 4.2% 3.2% 4.6% 4.9% -0.3 pp 0.3 pp Ohio 4.9% 6.5% 4.2% 3.7% 4.2% 0.5 pp -0.7 pp Virginia 2.7% 2.8% 3.5% 4.7% 4.0% -0.7 pp 1.3 pp Connecticut 2.4% 2.9% 3.6% 1.7% 3.5% 1.8 pp 1.1 pp Maryland 2.3% 3.4% 2.9% 2.7% 2.8% 0.1 pp 0.5 pp County 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Orange 32.4% 33.6% 34.4% 34.7% 39.0% +4.3 pp +6.6 pp Broward 9.7% 8.7% 8.4% 8.9% 9.1% +0.2 pp -0.6 pp Miami-Dade 9.6% 10.2% 9.1% 9.5% 8.4% -1.1 pp -1.2 pp Hillsborough 9.0% 9.0% 10.8% 9.1% 7.8% -1.3 pp -1.2 pp Palm Beach 6.6% 5.3% 6.0% 5.5% 6.1% +0.6 pp -0.5 pp Lee 3.6% 4.7% 4.4% 5.0% 3.7% -1.3 pp +0.1 pp Pinellas 3.4% 3.0% 3.5% 4.1% 3.0% -1.1 pp -0.4 pp Monroe 2.7% 2.2% 3.1% 2.1% 2.9% +0.8 pp +0.2 pp Volusia 2.6% 2.9% 2.2% 2.1% 2.6% +0.5 pp +0.0 pp Sarasota 2.7% 2.5% 3.0% 1.2% 2.4% +1.2 pp -0.3 pp Duval 3.0% 3.3% 2.1% 2.5% 1.9% -0.6 pp -1.1 pp Brevard 2.5% 2.4% 2.0% 2.1% 1.6% -0.5 pp -0.9 pp State 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 New York 14.7% 14.9% 14.7% 11.3% 13.9% +2.6 pp -0.8 pp Illinois 5.0% 6.1% 6.9% 8.6% 6.4% -2.2 pp +1.4 pp New Jersey 8.2% 8.8% 5.8% 6.4% 6.1% -0.3 pp -2.1 pp Pennsylvania 4.6% 4.1% 4.9% 5.4% 5.9% +0.5 pp +1.3 pp Texas 5.2% 5.4% 4.6% 6.0% 5.8% -0.2 pp +0.6 pp California 5.6% 7.3% 7.2% 7.3% 5.7% -1.6 pp +0.1 pp Massachusetts 6.2% 4.0% 4.5% 4.5% 5.2% +0.7 pp -1.0 pp Michigan 4.6% 4.2% 3.2% 4.6% 4.9% -0.3 pp +0.3 pp Ohio 4.9% 6.5% 4.2% 3.7% 4.2% +0.5 pp -0.7 pp Virginia 2.7% 2.8% 3.5% 4.7% 4.0% -0.7 pp +1.3 pp Connecticut 2.4% 2.9% 3.6% 1.7% 3.5% +1.8 pp +1.1 pp Maryland 2.3% 3.4% 2.9% 2.7% 2.8% +0.1 pp +0.5 pp PARTNER TOOLS ORIGIN AIRPORTS: OUTBOUND DESTINATIONS
  41. 41. 2013-2014 Marketing Plan 43 Air Origin Trends Air Destination Trends AIR DESTINATION TRENDS The share of air visitors to Florida counties has changed little over the past 5 years. More than 60 percent of Florida’s air visitors come to four counties: Orange, Broward, Miami-Dade, and Hillsborough. DESTINATION COUNTIES OVER FIVE YEARS This chart shows the air visitor travel to different Florida counties over the past 5 years. From 2007 through 2011, Orange County’s share of air visitors has increased each year. Headlines • Orange County has had the largest share of air visitors for more than 15 years. • From 2010 to 2011, Orange and Sarasota counties had the largest increase in share of air visitors – 4.3 and 1.2 percentage points, respectively. *Percentage point Source: D.K Shifflet & Associates, prepared by VISIT FLORIDA County 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Orange 32.4% 33.6% 34.4% 34.7% 39.0% 4.3 pp 6.6 pp Broward 9.7% 8.7% 8.4% 8.9% 9.1% 0.2 pp -0.6 pp Miami-Dade 9.6% 10.2% 9.1% 9.5% 8.4% -1.1 pp -1.2 pp Hillsborough 9.0% 9.0% 10.8% 9.1% 7.8% -1.3 pp -1.2 pp Palm Beach 6.6% 5.3% 6.0% 5.5% 6.1% 0.6 pp -0.5 pp Lee 3.6% 4.7% 4.4% 5.0% 3.7% -1.3 pp 0.1 pp Pinellas 3.4% 3.0% 3.5% 4.1% 3.0% -1.1 pp -0.4 pp Monroe 2.7% 2.2% 3.1% 2.1% 2.9% 0.8 pp 0.2 pp Volusia 2.6% 2.9% 2.2% 2.1% 2.6% 0.5 pp 0.0 pp Sarasota 2.7% 2.5% 3.0% 1.2% 2.4% 1.2 pp -0.3 pp Duval 3.0% 3.3% 2.1% 2.5% 1.9% -0.6 pp -1.1 pp Brevard 2.5% 2.4% 2.0% 2.1% 1.6% -0.5 pp -0.9 pp County 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Orange 32.4% 33.6% 34.4% 34.7% 39.0% +4.3 pp +6.6 pp Broward 9.7% 8.7% 8.4% 8.9% 9.1% +0.2 pp -0.6 pp Miami-Dade 9.6% 10.2% 9.1% 9.5% 8.4% -1.1 pp -1.2 pp Hillsborough 9.0% 9.0% 10.8% 9.1% 7.8% -1.3 pp -1.2 pp Palm Beach 6.6% 5.3% 6.0% 5.5% 6.1% +0.6 pp -0.5 pp Lee 3.6% 4.7% 4.4% 5.0% 3.7% -1.3 pp +0.1 pp Pinellas 3.4% 3.0% 3.5% 4.1% 3.0% -1.1 pp -0.4 pp Monroe 2.7% 2.2% 3.1% 2.1% 2.9% +0.8 pp +0.2 pp Volusia 2.6% 2.9% 2.2% 2.1% 2.6% +0.5 pp +0.0 pp Sarasota 2.7% 2.5% 3.0% 1.2% 2.4% +1.2 pp -0.3 pp Duval 3.0% 3.3% 2.1% 2.5% 1.9% -0.6 pp -1.1 pp Brevard 2.5% 2.4% 2.0% 2.1% 1.6% -0.5 pp -0.9 pp State 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 New York 14.7% 14.9% 14.7% 11.3% 13.9% +2.6 pp -0.8 pp Illinois 5.0% 6.1% 6.9% 8.6% 6.4% -2.2 pp +1.4 pp New Jersey 8.2% 8.8% 5.8% 6.4% 6.1% -0.3 pp -2.1 pp Pennsylvania 4.6% 4.1% 4.9% 5.4% 5.9% +0.5 pp +1.3 pp Texas 5.2% 5.4% 4.6% 6.0% 5.8% -0.2 pp +0.6 pp California 5.6% 7.3% 7.2% 7.3% 5.7% -1.6 pp +0.1 pp Massachusetts 6.2% 4.0% 4.5% 4.5% 5.2% +0.7 pp -1.0 pp Michigan 4.6% 4.2% 3.2% 4.6% 4.9% -0.3 pp +0.3 pp Ohio 4.9% 6.5% 4.2% 3.7% 4.2% +0.5 pp -0.7 pp Virginia 2.7% 2.8% 3.5% 4.7% 4.0% -0.7 pp +1.3 pp Connecticut 2.4% 2.9% 3.6% 1.7% 3.5% +1.8 pp +1.1 pp Maryland 2.3% 3.4% 2.9% 2.7% 2.8% +0.1 pp +0.5 pp PARTNER TOOLS FLORIDA AIRPORTS: PASSENGER ORIGINS
  42. 42. 2013-2014 Marketing Plan 44 Drive Origin States Feeder Highways ORIGIN STATES - DRIVE The majority of drive visitors to Florida arrive from the Southeast and Midwest states, with two outliers being New York and Texas. Nearly 40 percent of Florida’s drive visitors come from five states: Georgia, Alabama, Texas, North Carolina, and Tennessee. Source: D.K. Shifflet & Associates NY 5.3%MI 4.1% IL 5.0% TX 5.6 OH 4.8% VA 3.4% NC 5.5% GA 16.8% AL 6.6% TN 5.4% Share of Florida Visitors More than 10% Less than 10% Less than 5% NY 5.3%MI 4.1% IL 5.0% TX 5.6 OH 4.8% VA 3.4% NC 5.5% GA 16.8% AL 6.6% TN 5.4% Share of Florida Visitors More than 10% Less than 10% Less than 5% Headlines • Drive visitors typically travel in larger parties (2.5 persons) than air visitors (2 persons). • Drive visitors from South Carolina have declined significantly, falling from the top five in 2011. TOP DRIVE ORIGIN STATES, 2011 Georgia is responsible for nearly 17 percent of Florida’s drive visitors, but that share is down from 2010. Research indicates that Georgians increased their share of visitation to nearby states such as Tennessee, North Carolina and Alabama. PARTNER TOOLS DRIVE VISITOR PROFILE DRIVE STATES VISITOR PROFILES DRIVE STATE COMPARISON
  43. 43. 2013-2014 Marketing Plan 45 Drive Origin States feeder Highways PRIMARY FEEDER HIGHWAYS This map identifies the primary feeder highways that connect top drive states to Florida. Top drive origin states are identified with each highway. PRIMARY FEEDER HIGHWAYSPRIMARY FEEDER HIGHWAYS This map identifies the primary feeder highways that connect top drive states to Florida. Top drive origin states are identified with each highway. I-75 / I-65 AL, GA, TN, KY, MO, & OH I-95 GA, NC, SC, & VA I-10 AL, LA, MS, & TX ORIGIN STATES - DRIVE The majority of drive visitors to Florida arrive from the Southeast and Midwest states, with two outliers being New York and Texas. Nearly 40 percent of Florida’s drive visitors come from five states: Georgia, Alabama, Texas, North Carolina, and Tennessee. Headlines • Drive visitors typically travel in larger parties (2.5 persons) than air visitors (2 persons). • Drive visitors from South Carolina have declined significantly, falling from the top five in 2011. NY 5.3%MI 4.1% IL 5.0% TX 5.6 OH 4.8% VA 3.4% NC 5.5% GA 16.8% AL 6.6% TN 5.4% Share of Florida Visitors More than 10% Less than 10% Less than 5% PARTNER TOOLS DRIVE VISITOR PROFILE DRIVE STATES VISITOR PROFILES DRIVE STATE COMPARISON
  44. 44. 2013-2014 Marketing Plan 46 Destination Counties Destination Regions DESTINATION COUNTIES Florida’s drive visitors predominantly travel to the north and central parts of the Sunshine State. Summer is the most popular season for drive visitors, 93 percent of whom are traveling for leisure purposes. Source: D.K. Shifflet & Associates Headlines • 92 percent of visitors to Northwest Florida arrive by auto. • Florida’s top destination counties for drive visitors were Orange (26%), Okaloosa (7.6%), Volusia (5.8%) and Hillsborough (5.6%). • Orange, Okaloosa, Bay and Hillsborough counties have been in the top five for the past 5 years. Santa Rosa Walton Holmes Washington Jackson Calhoun Gulf Liberty Franklin Gadsden Leon Wakulla Jefferson Taylor Madison Hamilton Suwannee Lafayette Dixie Columbia Baker Nassau Union Bradford Clay St. Johns Putnam Gilchrist Alachua Levy Flagler Marion Citrus Sumter Lake Seminole Hernando Pasco Polk Osceola Brevard Manatee Hardee Highlands Okeechobee Indian River St Lucie De Soto Charlotte Glades Martin Palm BeachHendry Collier Volusia 5.8% Duval 5.3% Okaloosa 7.6% Bay 7.0% Orange 26.0%Pinellas 2.9% Hillsborough 5.6% Broward 3.0% Miami-Dade 4.5% Lee 3.4% Duval Escambia Bay Monroe Sarasota Santa Rosa Walton Holmes Washington Jackson Calhoun Gulf Liberty Franklin Gadsden Leon Wakulla Jefferson Taylor Madison Hamilton Suwannee Lafayette Dixie Columbia Baker Nassau Union Bradford Clay St. Johns Putnam Gilchrist Alachua Levy Flagler Marion Citrus Sumter Lake Seminole Hernando Pasco Polk Osceola Brevard Manatee Hardee Highlands Okeechobee Indian River St Lucie De Soto Charlotte Glades Martin Palm BeachHendry Collier Volusia 5.8% Duval 5.3% Okaloosa 7.6% Bay 7.0% Orange 26.0%Pinellas 2.9% Hillsborough 5.6% Broward 3.0% Miami-Dade 4.5% Lee 3.4% Duval Escambia Bay Monroe Sarasota AL, IN, KY, LA, MS, MO, TN & TX GA NC & SC ALL states feed Central Florida SC NC states CentralCentral FloridaFlorida CentralCentral SC & VA OH TOP 10 DESTINATION COUNTIES
  45. 45. 2013-2014 Marketing Plan 47 Destination Counties Destination Regions DESTINATION REGIONS In 2012, 55 percent of domestic visitors drove to Florida. In general, origin states on the east coast tend to choose destinations on the east coast of Florida. Orlando is a popular destination for all drive travel. Source: D.K. Shifflet & Associates AL, IN, KY, LA, MS, MO, TN & TX GA NC & SC ALL states feed Central Florida SC NC SC & VA OH REGIONS FOR DIFFERENT DRIVE ORIGIN STATES This chart shows Florida regions as destinations for different drive origin states. Santa Rosa Walton Holmes Washington Jackson Calhoun Gulf Liberty Franklin Gadsden Leon Wakulla Jefferson Taylor Madison Hamilton Suwannee Lafayette Dixie Columbia Baker Nassau Union Bradford Clay St. Johns Putnam Gilchrist Alachua Levy Flagler Marion Citrus Sumter Lake Seminole Hernando Pasco Polk Osceola Brevard Manatee Hardee Highlands Okeechobee Indian River St Lucie De Soto Charlotte Glades Martin Palm BeachHendry Collier Volusia 5.8% Duval 5.3% Okaloosa 7.6% Bay 7.0% Orange 26.0%Pinellas 2.9% Hillsborough 5.6% Broward 3.0% Miami-Dade 4.5% Lee 3.4% Duval Escambia Bay Monroe Sarasota AL, IN, KY, LA, MS, MO, TN & TX GA NC & SC ALL states feed Central Florida SC NC states CentralCentral FloridaFlorida CentralCentral SC & VA OH PARTNER TOOLS DRIVE STATE COMPARISON
  46. 46. 2013-2014 Marketing Plan 48 Top Drive Market Origin States for Drive Travelers Top Destination Counties for Drive Travelers ORIGIN TRENDS Top origin states for drive visitors to Florida have remained consistent over the past several years. The top states are within 13 hours driving distance to Florida. Headlines • The majority of drive visitors to Florida arrive from Southeast and Midwest states, with New York and Texas as outliers. • Nearly 40 percent of Florida’s drive visitors come from five states: Georgia, Alabama, Texas, North Carolina, and Tennessee. * percentage point Source: D.K. Shifflet & Associates TOP ORIGIN DRIVE STATES OVER FIVE YEARS This chart shows the share of Florida’s drive visitors by origin state. In 2011, nearly 17 percent of Florida’s drive visitors came from Georgia. State 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Georgia 18.5% 20.2% 21.4% 18.9% 16.8% -2.1 pp -1.7 pp Alabama 6.6% 6.3% 10.5% 7.2% 6.6% -0.6 pp 0.0 pp Texas 4.5% 3.6% 4.5% 4.0% 5.6% 1.6 pp 1.1 pp North Carolina 4.4% 6.8% 5.3% 6.9% 5.5% -1.4 pp 1.1 pp Tennessee 5.4% 5.6% 3.2% 5.2% 5.4% 0.2 pp 0.0 pp New York 7.2% 4.3% 5.2% 4.5% 5.3% 0.8 pp -1.9 pp Illinois 5.7% 2.9% 4.9% 3.9% 5.0% 1.1 pp -0.7 pp Ohio 4.6% 3.8% 4.2% 4.9% 4.8% -0.1 pp 0.2 pp Michigan 3.3% 2.7% 2.5% 4.9% 4.1% -0.8 pp 0.8 pp Virginia 4.8% 3.1% 3.8% 2.6% 3.4% 0.8 pp -1.4 pp New Jersey 2.6% 3.4% 3.0% 3.6% 3.0% -0.6 pp 0.4 pp South Carolina 5.0% 5.9% 6.0% 6.6% 2.9% -3.7 pp -2.1 pp State 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Georgia 18.5% 20.2% 21.4% 18.9% 16.8% -2.1 pp -1.7 pp Alabama 6.6% 6.3% 10.5% 7.2% 6.6% -0.6 pp +/- 0.0 pp Texas 4.5% 3.6% 4.5% 4.0% 5.6% +1.6 pp +1.1 pp North Carolina 4.4% 6.8% 5.3% 6.9% 5.5% -1.4 pp +1.1 pp Tennessee 5.4% 5.6% 3.2% 5.2% 5.4% +0.2 pp +/- 0.0 pp New York 7.2% 4.3% 5.2% 4.5% 5.3% +0.8 pp -1.9 pp Illinois 5.7% 2.9% 4.9% 3.9% 5.0% +1.1 pp -0.7 pp Ohio 4.6% 3.8% 4.2% 4.9% 4.8% -0.1 pp +/- 0.2 pp Michigan 3.3% 2.7% 2.5% 4.9% 4.1% -0.8 pp +0.8 pp Virginia 4.8% 3.1% 3.8% 2.6% 3.4% +0.8 pp -1.4 pp New Jersey 2.6% 3.4% 3.0% 3.6% 3.0% -0.6 pp +0.4 pp South Carolina 5.0% 5.9% 6.0% 6.6% 2.9% -3.7 pp -2.1 pp County 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Orange 24.7% 28.1% 24.8% 23.4% 26.0% +2.6 pp +1.3pp Okaloosa 5.2% 8.2% 7.2% 6.0% 7.6% +1.6 pp +2.4 pp Bay 5.7% 6.5% 6.1% 8.0% 7.0% -1.0 pp +1.3 pp Volusia 3.4% 4.7% 6.5% 4.1% 5.8% +1.7 pp +2.4 pp Hillsborough 7.6% 5.5% 6.0% 6.0% 5.6% -0.4 pp -2.0 pp Duval 5.2% 5.4% 5.7% 6.5% 5.3% -1.2 pp +0.1 pp Miami-Dade 2.1% 3.6% 3.2% 2.7% 4.5% +1.8 pp +2.4 pp Lee 2.2% 1.9% 2.7% 2.3% 3.4% +1.1 pp +1.2 pp Broward 4.0% 2.9% 3.3% 3.7% 3.0% -0.7 pp -1.0 pp Pinellas 3.9% 3.4% 2.4% 3.8% 2.9% -0.9 pp -1.0 pp Escambia 4.3% 3.2% 3.4% 3.0% 2.9% -0.1 pp -1.4 pp Sarasota 3.4% 2.1% 2.2% 3.2% 2.6% -0.6 pp -0.8 pp PARTNER TOOLS DRIVE STATE PROFILES
  47. 47. 2013-2014 Marketing Plan 49 DESTINATION TRENDS The top destination counties for Florida’s drive visitors are Orange, Okaloosa, Bay and Volusia. Headlines • The top destination counties for drive visitors are predominantly in North and Central Florida. Most drive visitors, 93 percent, are traveling for leisure purposes. TOP DESTINATION COUNTIES OVER FIVE YEARS COMBINED BUSINESS AND LEISURE (2011) This table shows the share of drive visitors by top destination counties. For example, Okaloosa County’s share of drive visitors has increased 2.4 percentage points in the past 5 years. * percentage point Note: County names are determined based on the main destination city reported by the respondents. Source: D.K. Shifflet & Associates State 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Georgia 18.5% 20.2% 21.4% 18.9% 16.8% -2.1 pp -1.7 pp Alabama 6.6% 6.3% 10.5% 7.2% 6.6% -0.6 pp +/- 0.0 pp Texas 4.5% 3.6% 4.5% 4.0% 5.6% +1.6 pp +1.1 pp North Carolina 4.4% 6.8% 5.3% 6.9% 5.5% -1.4 pp +1.1 pp Tennessee 5.4% 5.6% 3.2% 5.2% 5.4% +0.2 pp +/- 0.0 pp New York 7.2% 4.3% 5.2% 4.5% 5.3% +0.8 pp -1.9 pp Illinois 5.7% 2.9% 4.9% 3.9% 5.0% +1.1 pp -0.7 pp Ohio 4.6% 3.8% 4.2% 4.9% 4.8% -0.1 pp +/- 0.2 pp Michigan 3.3% 2.7% 2.5% 4.9% 4.1% -0.8 pp +0.8 pp Virginia 4.8% 3.1% 3.8% 2.6% 3.4% +0.8 pp -1.4 pp New Jersey 2.6% 3.4% 3.0% 3.6% 3.0% -0.6 pp +0.4 pp South Carolina 5.0% 5.9% 6.0% 6.6% 2.9% -3.7 pp -2.1 pp County 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Orange 24.7% 28.1% 24.8% 23.4% 26.0% 2.6 pp 1.3pp Okaloosa 5.2% 8.2% 7.2% 6.0% 7.6% 1.6 pp 2.4 pp Bay 5.7% 6.5% 6.1% 8.0% 7.0% -1.0 pp 1.3 pp Volusia 3.4% 4.7% 6.5% 4.1% 5.8% 1.7 pp 2.4 pp Hillsborough 7.6% 5.5% 6.0% 6.0% 5.6% -0.4 pp -2.0 pp Duval 5.2% 5.4% 5.7% 6.5% 5.3% -1.2 pp 0.1 pp Miami-Dade 2.1% 3.6% 3.2% 2.7% 4.5% 1.8 pp 2.4 pp Lee 2.2% 1.9% 2.7% 2.3% 3.4% 1.1 pp 1.2 pp Broward 4.0% 2.9% 3.3% 3.7% 3.0% -0.7 pp -1.0 pp Pinellas 3.9% 3.4% 2.4% 3.8% 2.9% -0.9 pp -1.0 pp Escambia 4.3% 3.2% 3.4% 3.0% 2.9% -0.1 pp -1.4 pp Sarasota 3.4% 2.1% 2.2% 3.2% 2.6% -0.6 pp -0.8 pp County 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Orange 24.7% 28.1% 24.8% 23.4% 26.0% +2.6 pp +1.3pp Okaloosa 5.2% 8.2% 7.2% 6.0% 7.6% +1.6 pp +2.4 pp Bay 5.7% 6.5% 6.1% 8.0% 7.0% -1.0 pp +1.3 pp Volusia 3.4% 4.7% 6.5% 4.1% 5.8% +1.7 pp +2.4 pp Hillsborough 7.6% 5.5% 6.0% 6.0% 5.6% -0.4 pp -2.0 pp Duval 5.2% 5.4% 5.7% 6.5% 5.3% -1.2 pp +0.1 pp Miami-Dade 2.1% 3.6% 3.2% 2.7% 4.5% +1.8 pp +2.4 pp Lee 2.2% 1.9% 2.7% 2.3% 3.4% +1.1 pp +1.2 pp Broward 4.0% 2.9% 3.3% 3.7% 3.0% -0.7 pp -1.0 pp Pinellas 3.9% 3.4% 2.4% 3.8% 2.9% -0.9 pp -1.0 pp Escambia 4.3% 3.2% 3.4% 3.0% 2.9% -0.1 pp -1.4 pp Sarasota 3.4% 2.1% 2.2% 3.2% 2.6% -0.6 pp -0.8 pp Top Drive Market Origin States for Drive Travelers Top Destination Counties for Drive Travelers
  48. 48. 2013-2014 Marketing Plan 50 VISITOR VOLUME BY LIFESTAGE SEGMENT Florida’s 75 million-plus domestic visitors represent a diversity of gender, generational cohorts, income levels, family composition and ethnicities. Florida tracks visitor volume, spend and other patterns by lifestage segmentation. Lifestage categories combine three variables; age, household income, and the presence of children in the household. Definitions • Young & Free (18-34; any income; no kids) • Young Family (18-34; any income; kids in HH) • Maturing & Free (35-54; any income; no kids) • Moderate Family (35-54; <$75K; kids in HH) • Affluent Family (35-54; $75K+; kids in HH) • Moderate Mature (55 or older, <$60K; no kids) • Affluent Mature (55 or older; $60K+, no kids) All Lifestages Visitor Volume by: Generational Composition Age Segmentation Source: D.K. Shifflet & Associates LIFESTAGE SEGMENT COMPOSITION COMBINED BUSINESS AND LEISURE TRAVEL (2011) This chart shows the share of domestic visitors to Florida by lifestage. As an example, a quarter of Florida’s visitors are 18-34 years old and fall in either the young & free or young family lifestage. Family Composition Affluent Mature 20% Young & Free 13% Young Family 12% Maturing & Free 18% Affluent Family 17% Moderate Mature 8% Moderate Family 9% 76% 24% 51% 49% 43% 57% 78% 22% 28% 44% 56% 72% 28% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Family Affluent Mature Silent/GI (born 1945 or earlier) Boomers (born 1946-1964) GenX (born 1965-1980) Millennials (born 1981 or after) 72% PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  49. 49. 2013-2014 Marketing Plan 51 GENERATIONAL COMPOSITION Among Florida visitors, Baby Boomers (born 1946-1964) and members of Generation X (born 1965-1980) currently have the strongest presence with the family segments dominated by Generation X. All Lifestages Visitor Volume by: Age Segmentation Source: D.K. Shifflet & Associates VISITOR VOLUME BY GENERATIONAL COHORT COMBINED BUSINESS AND LEISURE TRAVEL (2011) This chart breaks out each lifestage by generation. For example, the bar at the far left representing the Young & Free lifestage shows that 76 percent belong to the Millennial generation (born 1981 or after). Generational Composition Family Composition Definitions • Young & Free (18-34; any income; no kids) • Young Family (18-34; any income; kids in HH) • Maturing & Free (35-54; any income; no kids) • Moderate Family (35-54; <$75K; kids in HH) • Affluent Family (35-54; $75K+; kids in HH) • Moderate Mature (55 or older, <$60K; no kids) • Affluent Mature (55 or older; $60K+, no kids) 76% 24% 51% 49% 43% 57% 78% 22% 28% 44% 56% 72% 28% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Family Affluent Mature Silent/GI (born 1945 or earlier) Boomers (born 1946-1964) GenX (born 1965-1980) Millennials (born 1981 or after) 72% 76% 24% 51% 49% 43% 57% 78% 22% 28% 44% 56% 72% 28% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Family Affluent Mature Silent/GI (born 1945 or earlier) Boomers (born 1946-1964) GenX (born 1965-1980) Millennials (born 1981 or after) 72% PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  50. 50. 2013-2014 Marketing Plan 52 All Lifestages Visitor Volume by: Age Segmentation Source: D.K. Shifflet & Associates FAMILY / NON-FAMILY COMPOSITION While Florida is recognized globally as a family vacation destination, 62 percent of the Sunshine State’s visitors are from non-family lifestages. Florida is a popular destination with non- family travelers who make more frequent trips to the state and take shorter getaways. Those with more resources – the Affluent Mature lifestage – represent one in five Florida visitors. Florida’s challenge going forward will be capturing the visits and loyalty of the Young & Free and Young Families lifestages. Headlines by family Composition: • Three lifestages include children at home: Young Family, Moderate Family and Affluent Family. These groups account for 38 percent of Florida’s visitors. • Florida has been slowly losing visitors from the Young Family and Maturing & Free lifestages over the past 5 years. • There has been growth in the Affluent Family and Affluent Mature lifestages coming to Florida. VISITOR VOLUME BY FAMILY COMPOSITION COMBINED BUSINESS AND LEISURE TRAVEL (2011) This chart shows that in 2011, Non-Family lifestages (those with no children in the household) made up 62 percent of Florida’s domestic visitors. Generational Composition family Composition Non-Family 62% Family 38% 76% 24% 51% 49% 43% 57% 78% 22% 28% 44% 56% 72% 28% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Family Affluent Mature Silent/GI (born 1945 or earlier) Boomers (born 1946-1964) GenX (born 1965-1980) Millennials (born 1981 or after) 72% PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  51. 51. 2013-2014 Marketing Plan 53 All Lifestages Visitor Volume by: Age Segmentation Source: D.K. Shifflet & Associates VISITOR VOLUME BY AGE Florida attracts visitors from all ages, creating a balanced mix of interest and budgets to fuel Sunshine State tourism. The average age of Florida’s domestic visitor is 46 and the largest portion of domestic visitors is in the 35-54 age group. Compared to U.S. travelers overall, more Florida visitors are in the 35-54 range. The only age group that Florida underperforms against is Millennials, (those under 30). Since Millennial travel represents 21 percent of overnight travel in the U.S., but only 16 percent of Florida’s overnight travel, there is an opportunity for growth in this segment. Headlines • Among a well-balanced mix of ages, 35- to 54-year-olds make up the greatest portion of Florida’s visitors. • For both Florida and U.S. travelers, the 35-54 age group is the largest segment, responsible for 41 percent of U.S. overnight travel and 44 percent of Florida’s visitors. Generational Composition Family Composition VISITOR VOLUME BY AGE COMBINED BUSINESS AND LEISURE TRAVEL (2011) This chart shows that in 2011, the mature lifestages (55 and older) made up 28 percent of Florida’s domestic visitors. Ages 55+ 28% Ages 18-34 25% 35-54 44% 76% 24% 51% 49% 43% 57% 78% 22% 28% 44% 56% 72% 28% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Family Affluent Mature Silent/GI (born 1945 or earlier) Boomers (born 1946-1964) GenX (born 1965-1980) Millennials (born 1981 or after) 72% PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  52. 52. 2013-2014 Marketing Plan 54 Source: D.K. Shifflet & Associates VISITOR SPEND BY LIFESTAGE Since total trip value considers party size and length of stay, it is no surprise that trip values are highest for the Affluent Family and Young Family lifestages where the average party size is typically three people. The Maturing & Free group spends the most per day of non- family lifestages. Maturing & Free visitors are surpassed in trip value by the Affluent Family lifestage only because of that group’s larger party size. Trip Value: Definition Trip Value is the average amount spent during a Florida visit. To arrive at the numbers in the bar chart, multiply the average expenditure per person per day by the average length of stay and average travel party size. Here’s the calculation for the Affluent Family: $135 X 5.1 days X 3 persons = $2,050. FLORIDA TRIP VALUE BY LIFESTAGE COMBINED BUSINESS AND LEISURE TRAVEL (2011) This chart shows that in 2011, the Affluent Family lifestage had the greatest trip value compared to all other lifestages. $0 $500 $1,000 $1,500 $2,000 $1,416 Moderate Mature $1,467 Young & Free $1,631 Maturing & Free $1,417 Moderate Family $1,564 Affluent Mature $1,643 Young Family Affluent Family $2,050 PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  53. 53. 2013-2014 Marketing Plan 55 VISITOR VOLUME TRENDS The majority (71%) of Florida’s domestic visitors are from Generation X and the Baby Boomer generation. Over the past 5 years, the share of visitors from the Millennial generation has increased 11 percent – more than any other generation. VOLUME BY GENERATION OVER FIVE YEARS This table breaks out Florida’s visitors by generational cohort. Generational Age Income Lifestage 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Millennials (1981 to present) 5% 9% 11% 15% 16% 1 pp 11 pp GenX (1965-1980) 39% 39% 40% 36% 36% 0 pp -3 pp Boomers (1946 -1964) 38% 36% 35% 35% 35% 0 pp -3 pp Silent/GI (1945 or earlier) 18% 16% 14% 13% 13% 0 pp -5 pp * percentage point Source: D.K. Shifflet & Associates 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp $50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp $75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp $100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp $150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp $200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp Average $95,400 $96,700 $97,600 $101,500 $95,400 --- --- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp 35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp 50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp 65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp Average Age 46.4 46.0 45.7 45.9 46.4 -- -- Median Age 45.0 45.0 44.0 45.0 45.0 -- -- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Young & Free (18-34; any income; no kids) 13% 12% 14% 15% 13% -2 pp +/-0 pp Young Family (18-34; any income; kids in HH) 13% 16% 15% 13% 12% -1 pp -1 pp Maturing & Free (35-54; any income; no kids) 22% 18% 19% 21% 18% -3 pp -4 pp Moderate Family (35-54; <$75K; kids in HH) 9% 8% 9% 6% 9% +3 pp +/-0 pp Affluent Family (35-54; $75K+; kids in HH) 13% 15% 15% 16% 17% +1 pp +4 pp Moderate Mature (55 or older, <$60K; no kids) 9% 8% 7% 8% 8% +/-0 pp -1 pp Affluent Mature (55 or older; $60K+, no kids) 18% 19% 19% 18% 20% +2 pp +2 pp 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Millennials (1981 to present) 5% 9% 11% 15% 16% +1 pp +11 pp GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp Silent/GI (1945 or earlier) 18% 16% 14% 13% 13% +/-0 pp -5 pp PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  54. 54. 2013-2014 Marketing Plan 56 VOLUME BY LIFESTAGE OVER FIVE YEARS This table breaks out Florida’s visitors by lifestage segment. Generational Age Income Lifestage VISITOR VOLUME TRENDS Over the past 5 years, visitor volume by lifestage has remained relatively stable. Visitors belonging to the Affluent Family lifestage had the greatest increase since 2007. While Florida remains a popular destination for families, nearly 60 percent of domestic visitors do not have children in the household. * percentage point Source: D.K. Shifflet & Associates 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Young & Free (18-34; any income; no kids) 13% 12% 14% 15% 13% -2 pp 0 pp Young Family (18-34; any income; kids in HH) 13% 16% 15% 13% 12% -1 pp -1 pp Maturing & Free (35-54; any income; no kids) 22% 18% 19% 21% 18% -3 pp -4 pp Moderate Family (35-54; <$75K; kids in HH) 9% 8% 9% 6% 9% 3 pp 0 pp Affluent Family (35-54; $75K+; kids in HH) 13% 15% 15% 16% 17% 1 pp 4 pp Moderate Mature (55 or older, <$60K; no kids) 9% 8% 7% 8% 8% 0 pp -1 pp Affluent Mature (55 or older; $60K+, no kids) 18% 19% 19% 18% 20% 2 pp 2 pp 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp $50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp $75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp $100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp $150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp $200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp Average $95,400 $96,700 $97,600 $101,500 $95,400 --- --- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp 35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp 50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp 65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp Average Age 46.4 46.0 45.7 45.9 46.4 -- -- Median Age 45.0 45.0 44.0 45.0 45.0 -- -- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Young & Free (18-34; any income; no kids) 13% 12% 14% 15% 13% -2 pp +/-0 pp Young Family (18-34; any income; kids in HH) 13% 16% 15% 13% 12% -1 pp -1 pp Maturing & Free (35-54; any income; no kids) 22% 18% 19% 21% 18% -3 pp -4 pp Moderate Family (35-54; <$75K; kids in HH) 9% 8% 9% 6% 9% +3 pp +/-0 pp Affluent Family (35-54; $75K+; kids in HH) 13% 15% 15% 16% 17% +1 pp +4 pp Moderate Mature (55 or older, <$60K; no kids) 9% 8% 7% 8% 8% +/-0 pp -1 pp Affluent Mature (55 or older; $60K+, no kids) 18% 19% 19% 18% 20% +2 pp +2 pp 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Millennials (1981 to present) 5% 9% 11% 15% 16% +1 pp +11 pp GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp Silent/GI (1945 or earlier) 18% 16% 14% 13% 13% +/-0 pp -5 pp PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  55. 55. 2013-2014 Marketing Plan 57 VISITOR AGE The age of Florida’s visitors has remained relatively stable the past 5 years, with increases in the percentage of visitors older than 65 and ages 35 to 49. Visitors older than 65 now make up 15 percent of Florida’s visitors. Visitors age 18- to 34- are down two percentage points from 5 years ago. VOLUME BY AGE OVER FIVE YEARS This chart shows how the share of Florida’s domestic visitors 18-34 years old is down three percentage points since 2010. Generational Age Income Lifestage Headlines • The year-over-year percentage point increase was greatest for visitors 35-49, which represents the largest portion of Florida’s domestic visitors. The largest year- over-year decrease was in the 18-34 year old age group. • According to Census data, in the first decade of the 21st century the median age rose from 35.3 to 37.2 years. 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp 35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% 3.2 pp 1.5 pp 50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp 65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% 1.8 pp 1.5 pp Average Age 46.4 46.0 45.7 45.9 46.4 -- -- Median Age 45.0 45.0 44.0 45.0 45.0 -- -- * percentage point Source: D.K. Shifflet & Associates 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp $50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp $75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp $100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp $150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp $200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp Average $95,400 $96,700 $97,600 $101,500 $95,400 --- --- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp 35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp 50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp 65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp Average Age 46.4 46.0 45.7 45.9 46.4 -- -- Median Age 45.0 45.0 44.0 45.0 45.0 -- -- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Young & Free (18-34; any income; no kids) 13% 12% 14% 15% 13% -2 pp +/-0 pp Young Family (18-34; any income; kids in HH) 13% 16% 15% 13% 12% -1 pp -1 pp Maturing & Free (35-54; any income; no kids) 22% 18% 19% 21% 18% -3 pp -4 pp Moderate Family (35-54; <$75K; kids in HH) 9% 8% 9% 6% 9% +3 pp +/-0 pp Affluent Family (35-54; $75K+; kids in HH) 13% 15% 15% 16% 17% +1 pp +4 pp Moderate Mature (55 or older, <$60K; no kids) 9% 8% 7% 8% 8% +/-0 pp -1 pp Affluent Mature (55 or older; $60K+, no kids) 18% 19% 19% 18% 20% +2 pp +2 pp 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Millennials (1981 to present) 5% 9% 11% 15% 16% +1 pp +11 pp GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp Silent/GI (1945 or earlier) 18% 16% 14% 13% 13% +/-0 pp -5 pp PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  56. 56. 2013-2014 Marketing Plan 58 HOUSEHOLD INCOME During the recession, the share of Florida’s visitors with a household income under $75,000 steadily declined. In 2011, that trend was reversed, with a 7-point increase among those visitors and a return to pre-recession levels. This is most likely due to pent-up demand in the market for those households that put off vacations or switched to staycations during the recession. This income group’s rebound contributed to the increase in drive visitors and a decrease in average visitor spending. VOLUME BY HOUSEHOLD INCOME OVER FIVE YEARS This chart shows the share of Florida visitors by household income. In 2011, Florida experienced an increase of five percentage points in visitors whose income was under $49,999. Generational Age Income Lifestage Headlines • In 2011, the average household income of domestic visitors to Florida was $95,400, down 6 percent from 2010 and the same as the average household income of visitors in 2007. • Those visitors with a household income of $100,000-$149,999 declined three percentage points in the past 5 years. * percentage point Source: D.K. Shifflet & Associates 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% 5.2 pp 0.6 pp $50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% 2.1 pp 0.7 pp $75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp $100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp $150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% 1.0 pp 1.9 pp $200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp 0.2 pp Average $95,400 $96,700 $97,600 $101,500 $95,400 --- --- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp $50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp $75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp $100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp $150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp $200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp Average $95,400 $96,700 $97,600 $101,500 $95,400 --- --- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp 35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp 50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp 65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp Average Age 46.4 46.0 45.7 45.9 46.4 -- -- Median Age 45.0 45.0 44.0 45.0 45.0 -- -- 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Young & Free (18-34; any income; no kids) 13% 12% 14% 15% 13% -2 pp +/-0 pp Young Family (18-34; any income; kids in HH) 13% 16% 15% 13% 12% -1 pp -1 pp Maturing & Free (35-54; any income; no kids) 22% 18% 19% 21% 18% -3 pp -4 pp Moderate Family (35-54; <$75K; kids in HH) 9% 8% 9% 6% 9% +3 pp +/-0 pp Affluent Family (35-54; $75K+; kids in HH) 13% 15% 15% 16% 17% +1 pp +4 pp Moderate Mature (55 or older, <$60K; no kids) 9% 8% 7% 8% 8% +/-0 pp -1 pp Affluent Mature (55 or older; $60K+, no kids) 18% 19% 19% 18% 20% +2 pp +2 pp 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 Millennials (1981 to present) 5% 9% 11% 15% 16% +1 pp +11 pp GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp Silent/GI (1945 or earlier) 18% 16% 14% 13% 13% +/-0 pp -5 pp PARTNER TOOLS DETAILED LIFESTAGE PROFILES LIFESTAGE SEGMENT SNAPSHOT
  57. 57. 2013-2014 Marketing Plan 59 PRIMARY REASON FOR TRAVEL The majority of Florida visitors – 38 percent – come for a vacation. Twenty-three percent visit to see friends and relatives (VFR) living in Florida. Business travelers contribute 12 percent of the visitor mix followed by weekend getaway-seekers and special event travelers. VISITOR TRIP PURPOSE Visitors who came to Florida for the purpose of a vacation made up 38 percent of Florida’s domestic visitors. Source: D.K. Shifflet and Associates General Vacation 38% Visit friends / Relatives 23% business 12% Special Event 9% Getaway Weekend 11% Other Leisure/personal 7% PARTNER TOOLS VFR PROFILE
  58. 58. 2013-2014 Marketing Plan 60 VISITOR PROFILE BASED ON TRIP PURPOSE Visitors to Florida come for a variety of reasons with typical spending patterns based on those purposes. Insights into trip purpose and the related spend highlight different value to Florida’s economy. Business visitors spend on the average the most while in Florida – $244 per day, while those visiting friends and family spend the least per day – $93. Business visitor spend is calculated by including items like conference fees LEISURE, BUSINESS AND VFR SPEND TRAVEL PROFILE and facilities and is especially important to parts of the state that offer these services. Visitors seeing friends and families spend about a fifth of their travel dollars on accommodations. Even though their total spend per day may be lower, more of their dollars go to food, entertainment and shopping experiences, making this visitor important to Florida restaurants, merchants and attractions. Leisure VFR* Business Percentage of Total Domestic Visitation 88% 23%** 12% Per Day Spend $116.10 $93.00 * $243.80 Avg Length of Stay 4.4 nights 4.9 nights 3.3 nights Paid Accommodations 62% 21% 88% Avg Party Size 2.5 1.9 1.4 Leading Season Summer (30%) Winter (29%) Winter (29%) Origin States Georgia (11%) New York (9%) Illinois (6%) New York (11%) Georgia (10%) North Carolina (5%) ) Georgia (11%) Texas (9% California (7%) *VFR (visit friends and relatives) visitors typically inspire increased entertainment and travel spending by their resident hosts – spending that is not reflected in the average per-day spend. **VFR percentage is also included within the 88 percent leisure. PARTNER TOOLS VFR PROFILE
  59. 59. 2013-2014 Marketing Plan 61 TRIP PURPOSE TRENDS Curtailed by the recession, the share of Florida visitors coming for business declined significantly in the past 5 years. In the same time period, the share of visitors coming to Florida for general vacation declined 2.4 percentage points in 2011 as more visitors converted to a getaway weekend. FIVE-YEAR TRENDS This chart shows the single primary purpose identified by visitors for their travel to Florida. In 2011, 38.3 percent of Florida’s domestic visitors came for a general vacation – a decrease by 2.4 percentage points from the previous year. 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07 General Vacation 38.0% 37.6% 37.5% 40.7% 38.3% -2.4 pp 0.3 pp Visit Friends/Relatives 25.4% 23.7% 26.2% 24.8% 23.0% -1.8 pp -2.4 pp Getaway Weekend 6.8% 7.4% 8.2% 8.9% 11.1% 2.2 pp 4.3 pp Special Event 6.8% 8.6% 8.5% 7.6% 8.6% 1.0 pp 1.8 pp Other Personal 6.0% 5.2% 5.1% 4.9% 7.4% 2.5 pp 1.4 pp Business 17.0% 17.5% 14.5% 13.2% 11.7% -1.5 pp -5.3 pp *Percentage point Source: D.K. Shifflet and Associates Headlines • The share of visitors coming for a getaway weekend increased four percentage points in the past 5 years and now represents one in ten domestic trips to Florida. • Year over year, the average length of stay for leisure visitors declined 8 percent. • The share of travel to visit friends and relatives has declined two percentage points since 2007.

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