1. Collier County Tourism Research
Second Quarter 2006
Presented to:
The Collier County Board of County Commissioners
By:
Research Data Services, Inc.
August 2006

2. Resort Tax/Room Revenue Correlations 2006 (January - June)
% D

3. Occupancy 2006 YTD (Through July)
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

4. Average Daily Room Rate 2006 YTD (Through July)
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

5. Number of Visitors 2006 Estimates
2006 D %
January 144,
February 159,
March 183,
Quarter ,
April 113,
May 120,
June 109,
Quarter ,
July 105,
TOTAL YTD 936,

6. Impacts of Tourism 2006 Estimates Direct & Induced
January $97,767,
February $140,284,
March $171,402,
Quarter 1 $409,454,
April $131,196,
May $103,270,
June $81,427,
Quarter 2 $315,895,
July $68,717,
TOTAL YTD $794,068,

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

8. Visitor Origins 2006 Visitors
Second Quarter
# of Visitors 2006
% D
Florida
152,998
+4.1%
Southeast
30,188
+13.1
Northeast
48,712
+0.1
Midwest
56,602
-2.6
Canada
6,861
-3.3
Europe
32,246
-12.4
US Opp Mkts
15,437
+14.2
TOTAL Q2
343,044
+1.6

9. Purpose of Trip 2006 Occupancy Barometer
First
Quarter
Second
2005
2006
Leisure
71.7%
70.3%
70.4%
68.3%
Business
18.5
18.7
20.5
21.6
Meetings
9.8
11.0
9.1
10.1

10. Q3 2006 Reservation Outlook: Better/Same
Management Barometer
Q Reservation Outlook: Better/Same %
US Out-of-State Floridian

11. Q3 2006 Reservation Outlook: Better/Same
Management Barometer
Q Reservation Outlook: Better/Same %
Canadian European

12. Q3 2006 Expectations: More/Same
Management Barometer
Q Expectations: More/Same %
Leisure Business

13. Have a nice day! hg