1. Collier County Tourism Research
2006 Economic Impact
Presented to:
The Collier County Board of County Commissioners
By:
Research Data Services, Inc.
January 25, 2007

2. Occupancy 2006 Annual 2005 2006 D Pt. Jan. 73.1% 70.3% -2.8 Feb. 91.1
86.5
-4.6
Mar.
92.6
87.0
-5.6
Apr.
80.7
79.4
-1.3
May
73.8
71.6
-2.2
Jun.
65.8
68.9
+3.1
Jul.
64.0
67.3
+3.3
Aug.
48.8
50.4
+1.6
Sep.
45.0
49.4
+4.4
Oct.
48.6
56.4
+7.8
Nov.
67.6
+1.3
Dec.
65.3
64.8
-0.5

3. Average Daily Room Rate 2006 Annual
2005
2006
D %
Jan.
$164.5
$170.0
+3.3
Feb.
213.9
222.4
+4.0
Mar.
240.4
248.5
+3.4
Apr.
191.9
224.3
+16.9
May
152.3
157.0
+3.1
Jun.
121.5
132.9
+9.4
Jul.
107.9
114.9
+6.5
Aug.
96.0
102.5
+6.8
Sep.
94.8
99.6
+5.1
Oct.
108.8
112.1
+3.0
Nov.
117.5
121.6
+3.5
Dec.
151.8
164.2
+8.2

4. Number of Visitors 2006 Estimates
2006 D %
Quarter ,
Quarter ,
Quarter ,
Quarter 4 317,
Annual 1,401,

5. Impacts of Tourism 2006 Estimates Direct & Induced
Q1 $418,641,315 $409,454,
Q2 291,476, ,895,
Q3 137,415, ,491,
Q4 216,099, ,983,
Annual $1,063,632,566 $1,109,825,

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

7. Visitor Origins 2006 Visitors
D %
Florida
560,796
+6.3
Southeast
109,742
-1.3
Northeast
239,809
-7.2
Midwest
245,370
-5.7
Canada
33,476
-2.4
Europe
138,859
-11.2
Other
73,659
+8.4
Total
1,401,711
-1.0

8. Purpose of Trip (%) 2005 - 2006 Visitors
First
Quarter
Second
Third
Fourth
‘05
‘06
Leisure
71.7
70.3
70.4
68.3
69.7
67.1
65.9
66.9
Business
18.5
18.7
20.5
21.6
23.7
24.1
25.1
23.3
Meetings
9.8
11.0
9.1
10.1
6.6
8.8
9.0

9. Q1 2007 Reservation Outlook: Better/Same
Management Barometer
Q Reservation Outlook: Better/Same %
US Out-of-State Floridian

10. Q1 2007 Reservation Outlook: Better/Same
Management Barometer
Q Reservation Outlook: Better/Same %
Canadian European

11. Q1 2007 Expectations: More/Same
Management Barometer
Q Expectations: More/Same %
Leisure Business