Marketing Plan - Visit Florida

Transcription

2015-16
Marketing
Plan
2015-16 Marketing Plan
ABOUT VISIT FLORIDA
VISIT FLORIDA, the state’s official tourism marketing corporation, serves as Florida’s
official 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.
Mission:
According to the Office of Economic and Demographic Research, for every
$1 the state invests in VISIT FLORIDA, $3.20 in tax revenue is generated. Additional
funding is secured from the private sector to expand VISIT FLORIDA’s marketing
dollars. Last fiscal year, VISIT FLORIDA raised more than $120.1 million in private
sector matching funds. This is done by actively recruiting the state’s tourism
industry to invest as Partners through cooperative advertising campaigns,
promotional programs and many other pay-to-play ventures. Through this public/
private partnership, VISIT FLORIDA serves more than 12,000 tourism industry
businesses, including major strategic alliance partnerships with Disney Destinations,
The Hertz Corporation, LEGOLAND Florida Resort, SeaWorld Parks & Entertainment,
Simon Shopping Destinations and Universal Orlando Resort.
VISIT FLORIDA establishes Florida as the No. 1 travel
destination in the world.
VISIT FLORIDA facilitates tourism industry participation in domestic and international
travel trade and consumer shows, as well as media missions to the top global
visitor markets. VISIT FLORIDA also works closely with travel agents, tour operators,
meeting and event planners, and is responsible for operating Florida’s five Official
Welcome Centers.
Learn more about VISIT FLORIDA: VISITFLORIDA.org
Follow our corporate blog: SunshineMatters.org
To promote travel and drive visitation to and within Florida.
Vision:
Goals:
•Provide leadership to ensure the Florida tourism industry is
competitive and sustainable.
•Become the trusted source of 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
positive impact of all organizational efforts.
MORE THAN 98 MILLION STRONG
After a fourth consecutive year of record-breaking tourism, Florida is at the top of its game.
98.9 million visitors. Record occupancy levels. Sixty months of continuous job growth.
Florida tourism has never been stronger.
However, there are serious challenges to maintaining our growth:
•Balancing the need for global brand building against the cost of creating a wider footprint
•Increasing competition from other U.S. markets for domestic and international visitors
•Changing traveler demographics and expectations
•The increasing complex but powerful co-op program
•A dynamic digital and social landscape
To prepare for these challenges, VISIT FLORIDA has begun development of a five-year comprehensive
strategic plan. This plan will continue to evolve, but at its core are eight objectives that align the work of
multiple departments and co-op programs:
2020 OBJECTIVES
1.Yield – Increase gross taxable sales through tourism.
2.Volume – Increase the number of visitors coming
to Florida.
3.Share – Maintain our share of visitors from domestic and
international markets while growing share in specific markets.
4. Brand Engagement – Build relationships with visitors through
highly relevant content and experiences.
5. Destination Diversity – Grow economic activity throughout
the state by encouraging visitation to geographically diverse
destinations and participation in a broader range of activities.
6. Partner Participation – Improve Partner investment and
engagement in VISIT FLORIDA programs.
7. Investment Efficiency – Optimize organization spending to
deliver increased results in the most cost-effective way.
8.Influence – Grow perceived desirability and intent to
travel to Florida.
All VISIT FLORIDA strategies and tactics outlined in this plan roll up to achieve these objectives.
4
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.
CREATE VALUE & ADD VALUE
CO-OP IS CRITICAL
CLARITY COMES FIRST
SOMETHING FOR EVERYONE
QUALITY VS. QUANTITY
IF IT’S WORTH DOING, IT’S WORTH DOING RIGHT
CONTENT IS CORE
INNOVATION
BEST-IN-CLASS PARTNERSHIPS
5
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:
Every VISIT FLORIDA program or initiative
must create value and add value for
travelers and industry Partners. If the
industry can produce a program at the
same cost and with the same impact,
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.
CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
6
CO-OP IS CRITICAL
At its core, VISIT FLORIDA is a cooperative
marketing company. Since 1996, industry
partners have invested more than
$1 billion 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 even as this joint
effort increases the impact of the shared
Florida brand.
EVERYTHING IS CO-OPABLE
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
7
CLARITY COMES FIRST
VISIT FLORIDA must prioritize its time, energy
and budget to maximize the impact of our
efforts by focusing only on programs that
create and add value for travelers and
industry Partners. That means executing
against a strategic plan with a tactical
focus on co-op marketing and strategic
marketing partnerships.
CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
8
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.
CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
9
Size matters, but impact matters more.
The impact of a promotion on consumer
behavior is more important than the
number of people the promotion reaches.
For instance, how many incremental visitors
to Florida were influenced in their decision
making by the marketing efforts of
VISIT FLORIDA and its Partners?
CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
10
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.
CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
11
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 stories,
photographs and videos that tell the Florida
travel experience.
CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
12
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.
CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
13
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.
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 2015-16. 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
14
The 2015-16 marketing planning process began
in December 2014 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 2015-16 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 consideration.
VISIT FLORIDA is currently engaged in long-term
strategic planning.
ANOTHER YEAR, ANOTHER SET OF RECORDS
Over the past five years, Florida tourism volume has
steadily climbed out of the trough of the recession,
hitting an all-time high of more than 98 million visitors
in 2014. During that five-year period, the volume of
visitors increased an average of 4 percent. The bigger
story for this time period is the increase in the number
of international visitors. In 2009, international visitors
represented 12 percent of the total volume, but in 2014
that percentage climbed to 16 percent.
2014 was a record year for total visitation with a yearover-year increase of 5 percent. Domestic volume
produced a record year with an increase of 5.6
percent year over year and international volume also
broke records producing a year-over-year increase of
2.4 percent.
TOTAL VISITOR VOLUME
This chart shows the total visitor volume to the state over the past 10 years.
100,000,000
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Total Visitor Volume
100,000,000
90,000,000
90,000,000
80,000,000
70,000,000
83.6
83.9
84.5
84.2
60,000,000
50,000,000
40,000,000
2005
2006
2007
2008
2009*
2010
2011
2012
2013
2014
87.3
80.9
91.5
94.1
98.9
82.3
80,000,000
Domestic Visitor Volume
70,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2005
2006
2007
2008
2009*
2010
2011
2012
2013
2014
International Visitor Volume
60,000,000
50,000,000
2005
*Methodology change in 2009
Source: VISIT FLORIDA
15
2006
2007
2008
2009
2010
2011
2012
2013
2014
2.4 percent.
DOMESTIC VISITOR VOLUME
This chart shows the volume of domestic visitors to Florida over the past 10 years.
100,000,000
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
90,000,000
80,000,000
77.2
77.6
2005
2006
77.3
90,000,000
76.1
80,000,000
70,000,000
71.2
71.2
74.7
77.6
78.8
83.2
60,000,000
50,000,000
40,000,000
2005
2006
2007
2008
2009*
2010
2011
2012
2013
2014
70,000,000
60,000,000
16,000,000
14,000,000
12,000,000
10,000,000
50,000,000
8,000,000
6,000,000
4,000,000
2005
2006
2007
2008
2009*
2010
2011
2012
2013
2014
40,000,000
16
2007
2008
2009*
2010
2011
2012
2013
2014
2.4 percent.
INTERNATIONAL VISITOR VOLUME
This chart shows the volume of international visitors to Florida over the past 10 years.
100,000,000
16,000,000
90,000,000
80,000,000
70,000,000
15.4
60,000,000
50,000,000
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
13.9
14,000,000
12.6
11.1
12,000,000
90,000,000
80,000,000
70,000,000
15.7
60,000,000
50,000,000
40,000,000
2005
2006
2007
2008
2009*
2010
2011
2012
2013
9.6
2014
10,000,000
8.1
8,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6.2
2005
2006
6,000,000
4,000,000
2005
2006
2007
2008
2009*
2010
2011
2012
2013
2014
7.2
6.4
6,000,000
4,000,000
17
2007
2008
2009*
2010
2011
2012
2013
2014
DOMESTIC VACATIONERS
Florida continues to dominate leisure travel, capturing the largest share of U.S. vacationers of any state.
At 16.2 percent of the total U.S. leisure travel market, Florida has its highest share in a decade.
While Florida has benefited from increased leisure travel and decades of building its brand, the competition
for share is fierce and increasing. Over the past five years, investment by U.S. state tourism offices in
domestic advertising has increased 10 percent. At the same time, Florida’s domestic visitors are more
affluent than ever – which makes them a target for international competitors as well. Maintaining Florida’s
current share will be a challenge.
FLORIDA’S MARKET SHARE (2004-2013)
This chart tracks Florida’s share of the domestic vacation travel market. In 2013, more than16 percent of
domestic vacation travelers vacationed in the Sunshine State.
18.0%
16.0%
14.0%
12.0%
10.0%
0.0%
2004
2004
2005
2005
2006
2006
2007
2007
2008
2008
2009
2009
2010
2010
2011
2011
2012
2012
2013
2013
15.7%
15.5%
14.2%
14.2%
14.8%
15.5%
14.9%
15.8%
15.7%
16.2%
Source: D.K. Shifflet and Associates
18
SOLID SUCCESS
Top-line hotel numbers convey the picture of a great
year for tourism. Occupancy, ADR and RevPAR all
rose significantly year over year for the U.S., the South
Atlantic region and Florida. For Florida, the story is strong
and steady demand growth linked to pricing power;
with Florida occupancy levels at 69.7 percent, it is no
surprise Florida RevPAR is up more than 10 percent.
Highlights: Hotel Pipeline - Nov. 2014
•Florida has 3,600 hotels which account for 415,858
rooms.
•There are 56 hotels under construction which will
increase the supply of rooms by 8,414.
•162 hotels are in various planning stages that could
increase the supply by 25,537 rooms.
HOTEL OCCUPANCY AND ADR (2014)
This chart compares Florida’s hotel industry against the values from the South Atlantic region and the U.S.
United States
South Atlantic
Florida
Source: STR, Inc.
19
2014
Occupancy
% Change
ADR
% Change
RevPAR
% Change
Room Revenue
% Change
64.4%
64.8%
69.7%
3.6%
4.8%
4.4%
$115.32
$111.20
$124.96
4.6%
4.3%
5.7%
$74.28
$72.09
$87.07
8.3%
9.3%
10.3%
4.5%
5.4%
5.3%
VISITOR MIX
Definitions
As the economy regained solid footing after the recession,
Florida experienced some changes in the composition
of its visitors. Florida grew its share of the leisure market
during difficult times, in part by attracting visitors with higher
household incomes. Among domestic visitors, Florida now
outperforms the U.S. in its capture of both affluent matures
and affluent families.
•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; <$99K; no kids)
•Affluent Mature (55 or older; $100K+; no kids)
COMPARISON OF U.S. AND FLORIDA TRAVELERS BY LIFESTAGE (2013)
This chart shows the share of U.S. travelers by lifestage compared to the share of Florida’s visitors by lifestage. For example,
17 percent of U.S. travelers are in the Young & Free lifestage compared to 13 percent of Florida visitors.
25%
25%
20%
20%
18%
17%
15%
17%
16%
15%
13%
19%
13%
15%
12%
12%
U.S.
10%
8%
20%
0%
Young & Free
Young Family
Maturing &
Free
Moderate
Family
20%
Florida
7%
5%
Affluent
Family
Moderate
Mature
Affluent
Mature
Lifestage and Spending
18%
17%
15%
17%
15%
13%
19%
16%
13%
12%
12%
Household Income
Florida Travelers: HH Incomes $100,000+
U.S. Travelers: HH Incomes $100,000+
Florida Travelers: HH Incomes under $75,000
2007
2013
Change
39%
45%
+6pp
36%
+4pp
32%
38%
-7pp
52%
48%
-4pp
Florida Travelers: Average HH Income
$93,700
$110,100
18%
U.S. Travelers: Average HH Income
$86,500
$95,100
U.S. Real median household income*
$56,436
$51,939
-8.0%
2007
2013
Change
Average spending per person per day by FL visitors
$142.80
$155.90
$13.10
Average spending per person per day by U.S. travelers
$85.70
$91.00
$5.30
U.S. Travelers: HH Incomes under $75,000
Visitor Spending
45%
15%
U.S.
10%
8%
10%
Florida
7%
5%
Income and Spending
0%
Young & Free
Young Family
20
Maturing &
Free
Moderate
Family
Affluent
Family
Moderate
Mature
Affluent
Mature
VISITOR MIX
Historically, Florida’s visitors have higher household incomes than overall U.S. travelers
and spend more on vacation. That pattern continues, but the gap between Florida and
the U.S. has widened. Average expenditures per person per day for visitors to Florida has
increased 9 percent since 2013 and 6 percent for overall domestic travelers.
NOW AND THEN: A SIX-YEAR COMPARISON
Household Income
25%
20%
20%
18%
17%
15%
17%
13%
13%
15%
12%
12%
U.S.
10%
8%
2013
Change
39%
45%
+6pp
32%
36%
+4pp
45%
38%
-7pp
52%
48%
-4pp
$93,700
$110,100
18%
$86,500
$95,100
10%
$56,436
$51,939
-8.0%
2007
2013
Change
Average spending per person per day by FL travelers
$142.80
$155.90
$13.10
$85.70
$91.00
$5.30
19%
16%
15%
2007
Florida
7%
5%
0%
Young & Free
Young Family
Maturing &
Free
Moderate
Family
Affluent
Family
Moderate
Mature
Affluent
Mature
Lifestage and Spending
Household Income
2007
2013
Change
39%
45%
+6pp
32%
36%
+4pp
45%
38%
-7pp
-4pp
52%
48%
$93,700
$110,100
$86,500
$95,100
10%
$56,436
$51,939
-8.0%
Change
Visitor Spending
18%
2007
2013
Average spending per person per day by FL visitors
$142.80
$155.90
$13.10
$85.70
$91.00
$5.30
Income and Spending
Visitor Spending
Source: *U.S. Census, D.K Shifflet & Associates
21
INCREASING OPPORTUNITY; INCREASING COMPETITION
Global outbound travel has seen significant
increases in the past few years and that trend
is reflected in Florida’s visitor mix and volume.
In 2008, Florida welcomed visitors from 169
countries. By 2014, the number of international
origin markets had grown to 188. In 2008,
international was only 8 percent of Florida’s total
volume, but by 2014 that share doubled.
Global outbound travel is projected to continue
increasing. UNWTO Tourism Towards 2030 forecasts
an average 3.3 percent increase for 2010-2030, with
slower growth from comparatively mature destinations
and more significant growth from emerging
economies. With revenue at stake, competition
also has increased. During the past five years, U.S.
state tourism offices have increased their budgeted
investment targeting international visitors by 40 percent.
NOW AND THEN: THE IMPACT OF INTERNATIONAL VISITORS
International Visitor Volume International Visitor Spending
$16.7B
$16.7B
15.7M
15.7M
$11.6B
$11.6B
11.1M
11.1M
2010
2010
* Preliminary
22
2014*
2014*
2010
2010
2014*
2014*
DOMESTIC VISITOR VOLUME
COMBINED BUSINESS AND LEISURE TRAVEL
(2014 preliminary)
Note: 2014 visitor numbers are finalized mid-year. Preliminary numbers are used
for this report.
Canada
4%
(4.2M)
Overseas
12%
(11.5M)
Domestic
84%
(83.2M)
IMPORTANCE
OF THE DOMESTIC MARKET
PARTNER TOOLS
DOMESTIC VISITOR PROFILE
23
For the fourth consecutive year, Florida
benefited from record-setting tourism levels.
2014 visitor numbers reached an all-time high of
98.9 million, excluding in-state resident travelers.
Consistent with previous years, the majority of
Florida’s visitors came from the United States –
83.2 million, up 5.6 percent year over year.
International visitors (overseas and Canada) also
came in record numbers – up 2.4 percent to
15.7 million. International visitation has grown from
13.6 percent of total visitor volume in 2010 to nearly
16 percent for 2014.
VISITOR SPEND
PER PERSON / PER DAY
COMBINED BUSINESS AND LEISURE TRAVEL (2004-2013)
$160
Note: Florida visitor spending lags behind volume data by one year. Volume and
spend comparisons are for a general frame of reference and not a precise ratio.
$150
$140
$130
$120
$110
$100
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
IMPORTANCE
Florida Average
U.S. Average
OF THE DOMESTIC MARKET
PARTNER TOOLS
24
Visitors typically spend more when visiting
Florida than other U.S. destinations. Historically,
that difference contributes to the health of
Florida’s tourism industry and the state economy.
Between 2010 and 2011, Florida saw a
precipitous decline in visitor spending that has
now reversed itself. In 2013, the average spend
per person per day was up 5 percent in Florida,
keeping pace with the national average. Visitors to
Florida spend 18 percent more than the average
domestic traveler.
VISITOR VOLUME TRENDS
Domestic visitors have always been the dominant component of Florida’s
visitor mix. 2014 was the first time this group exceeded 80 million, which is
about a quarter of the U.S. population. Combined business and leisure travel
increased for the fourth consecutive year, making 2014 visitor volume the
highest ever recorded.
10 YEARS OF VISITOR VOLUME
83.2M
80,000,000
80,000,000
70,000,000
78.8M
60,000,000
77.2M
50,000,000
2005
2006
2007
2008
2009* 2010
2011
2012
2013
2014
6.2
$2,500
6
$2,000
5.8
5.6
$1,500
77.6M 77.3M
77.6M
76.1M
70,000,000
71.2M
71.2M
74.7M
60,000,000
5.4
5.2
$1,000
5
4.8
$500
4.6
PARTNER TOOLS
4.4
$0
2004
2005
2006
2007
Trip Value
2008
2009
2010
2011
2012
2013
Avg. Length of Stay (day)
Average Per Trip Spend
50,000,000
2005
2006
25
2007
2008
2009* 2010
2011
2012
2013
2014
TRIP SPENDING TRENDS
Average Trip Value
Understanding the value of a visitor trip to
Florida includes many interrelated factors:
spending per day, length of stay and party
size. Generally, Florida fares better on all three
counts than the average U.S. destination.
Between 2007 and 2011, the length of
stay declined as did the related trip value.
However, both increased in 2012 and appear
to have stabilized.
Average trip value is the typical amount spent per visit by a travel party. To
calculate, multiply the average per-day spending of each visitor, the total
number of days on the trip and the number of visitors in the travel party.
The average spending per person per day in 2013 was $155.90. The
average stay was 5.15 days and the average party size was 2.1 persons.
Based on the latest available data (2013), the average value of a
domestic visitor’s trip is $1,686.
Note: Florida visitor spending lags behind volume data by one year. Volume and spend
comparisons are for a general frame of reference and not a precise ratio.
DOMESTIC VISITOR TRIP VALUE
6.2
$2,500
6
80,000,000
70,000,000
$2,000
60,000,000
5.8
50,000,000
2005
2006
2007
2008
2009* 2010
2011
2012
2013
2014
5.6
$1,500
5.4
5.2
$1,000
5
6.2
$2,500
6
$2,000
5.8
5.6
$1,500
5.4
5.2
$1,000
5
4.8
$500
4.6
PARTNER TOOLS
2004
2005
2006
2007
Trip Value
2008
2009
2010
2011
2012
4.6
2013
Average Per Trip Spend
4.8
$500
4.4
$0
4.4
$0
2004
2005
2006
2007
Trip Value
Source: D.K Shifflet & Associates
26
2008
2009
2010
2011
2012
2013
25,000,000
22.3
MI
3.7%
IL
4.7%
OH
4.7%
PA
4.3%
NY
9.5%
NJ
5.1%
VA
3.7%
TX
5.2
15,000,000
53.0%
55.5%
20.5
63.0%
19.8
54.0%
Share of Florida Visitors
5,000,000
47.0%
More than 10%
44.5%
37.0%
Qtr 2
Qtr 3
Affluent Family
20%
Qtr 1
Young Family
12%
Business
11%
Maturing & Free
17%
Qtr 4
General Vacation
38%
Other Leisure/Personal
7%
Special Event
8%
46.0%
Less than 10%
Less than 5%
Affluent Mature
15%
Young & Free
13%
Drive
Air
10,000,000
NC
4.5%
GA
10.3%
20.5
20,000,000
Moderate Mature
16%
Visit Friends /
Relatives
26%
Getaway Weekend
10%
Moderate Family
7%
APPROACH
As Florida marches toward 100 million visitors
and beyond, market segmentation is particularly
important. 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
27
known about them demographically. Insights from
these four filters are combined in a variety of ways
for strategic planning, targeting and messaging.
Highlights
THE NATIONAL VIEW
Though Florida attracts visitors from all 50 states, more
than half (56%) come from 10 states and most are east
of the Mississippi. The top feeder states are Georgia, New
York, Texas and New Jersey, with Ohio and Illinois tied for
the fifth spot.
•Steady increases in drive visitors have contributed
to growth in markets such as Texas and North
Carolina.
•Florida is seeing increases in travelers from
Connecticut, Pennsylvania and North Carolina.
•Historically, Florida’s top feeder markets stay
consistent, but in 2013, Ohio trended up and
Illinois was down. Even so, Chicago still remains
Florida’s No.3 DMA.
MI
3.7%
IL
4.7%
OH
4.7%
PA
4.3%
NY
9.5%
NJ
5.1%
VA
3.7%
NC
4.5%
GA
10.3%
TX
5.2
Share of Florida Visitors
More than 10%
Less than 10%
Less than 5%
28
FLORIDA’S SUPER EIGHT MARKETS
Although Florida visitors come from all over the United States, eight metropolitan areas
– Atlanta, Boston, Chicago, Dallas, Detroit, Philadelphia, New York City and Washington,
D.C. – are typically the greatest contributors to Florida’s visitor numbers. Combined,
these Super Eight DMAs (Designated Market Areas) account for 38 percent of Florida’s
domestic volume.
2013 VISITOR VOLUME TOP ORIGIN DMAs
DMA Market Snapshot
COMBINED BUSINESS AND LEISURE
This chart shows the share of Florida’s domestic visitors that come from each Super Eight market.
The share of Florida visitors from New York City increased between 2012 and 2013.
NEW YORK, NY
PARTNER TOOLS
EXPANDED SUPER EIGHT PROFILES
SUPER EIGHT COMPARISON CHART
DMA VISITOR PROFILES
29
New York City remains Florida’s
strongest feeder market and
in 2013 enjoyed its biggest
share in five years. New York is
a strong couples and singles
market. Nearly two-thirds of
the visitors to Florida from New
York do not have children in
the household. New York visitors
also have the highest average
spend per person per day
compared to the other Super
Eight markets.
Click DMA for snapshot
Rank
DMAs
2013 % of Florida's PP* change
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA
domestic volume.
DMA Market Snapshot
ATLANTA, GA
Of all the markets in the Super
Eight, Atlanta has the largest share
of families visiting Florida. Atlanta’s
share of visitors in 2013 also was the
DMA’s biggest in five years. The top
season is summer.
PARTNER TOOLS
30
Rank
DMAs
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
domestic volume.
DMA Market Snapshot
CHICAGO, IL
Chicago is a strong origin market
for couples and singles. The top
season to visit Florida is the fall.
The majority of Florida visitors from
Chicago are Boomers and a
quarter are in the Affluent Family
lifestage.
PARTNER TOOLS
31
Rank
DMAs
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
domestic volume.
DMA Market Snapshot
BOSTON, MA
PARTNER TOOLS
32
Boston is a strong couples
and Boomers market with
traditionally strong visitation in
the spring and winter. Visitors
from Boston are mostly in the
Affluent Mature lifestage, the
highest percentage compared
to the other Super Eight markets.
Boston visitors also have the
highest average household
income of the Super Eight
markets.
Rank
DMAs
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
domestic volume.
DMA Market Snapshot
WASHINGTON, D.C.
D.C. is a strong couples and singles
market. The majority of Florida
visitors from D.C. are Boomers and
in the Affluent Mature and Affluent
Families. Although share declined
in 2013, volume increased.
PARTNER TOOLS
33
Rank
DMAs
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
domestic volume.
DMA Market Snapshot
PHILADELPHIA, PA
Philadelphia is a strong couples
market and they tend to visit in
the spring. Four of 10 visitors from
Philadelphia are Boomers. PARTNER TOOLS
34
Rank
DMAs
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
domestic volume.
DMA Market Snapshot
DETROIT, MI
Detroit is a strong couples
and families market. Florida’s
Detroit visitors have an
average household income of
$112,000. Most visitors come
in the winter and more than
half are Boomers.
PARTNER TOOLS
35
Rank
DMAs
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
domestic volume.
DMA Market Snapshot
DALLAS, TX
Dallas is a strong couples and
families market. Dallas is a recent
addition to Florida’s Super Eight
markets, joining the group in
2012. Dallas is a strong air and
drive market with visitors typically
traveling during the summer.
PARTNER TOOLS
36
Rank
DMAs
Volume
Domestic Visitors
'13/'12
1.
New York, NY
11.7%
+1.0 pp
2.
Atlanta, GA
8.1%
+0.5 pp
3.
Chicago, IL
4.3%
0.0 pp
4.
Boston, MA
4.1%
+0.6 pp
5.
Washington, D.C.
3.0%
-0.1 pp
6.
Philadelphia, PA
2.6%
0.0 pp
7.
Detroit, MI
2.0%
-0.3 pp
8.
Dallas, TX
1.9%
+0.1 pp
*percentage point
When compared to national spend, visitors to Florida spend 18 percent more on average.
Florida compares per person per day spend with and without transportation costs included.
Visitors from New York City spent the most, at $153 per person per day including transportation.
Visitors from Atlanta spent the least, at $105 per person per day including transportation.
2013 VISITOR SPEND TOP ORIGIN DMAs
DMA Market Snapshot
NEW YORK, NY
PARTNER TOOLS
37
New York City remains Florida’s
strongest feeder market and
in 2013 enjoyed its biggest
share in five years. New York is
a strong couples and singles
market. Nearly two-thirds of
the visitors to Florida from New
York have no children in the
household. New York visitors
also have the highest average
spend per person per day
compared to the other Super
Eight markets.
LEISURE
This chart shows the average expenditures per person per day in Florida from each DMA.
For example, Florida visitors from New York City spent $153 per person per day. Excluding
transportation the number is $105.
Rank
DMAs
Per Person/Per Day Spend Per Person/Per Day Spend
Including Transportation
Excluding Transportation
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
DMA Market Snapshot
BOSTON, MA
PARTNER TOOLS
38
Boston is a strong couples
and Boomers market with
traditionally strong visitation in
the spring and winter. Visitors
from Boston are mostly in the
Affluent Mature lifestage, the
highest percentage compared
to the other Super Eight markets.
Boston visitors also have the
highest average household
income of the Super Eight
markets.
LEISURE
Rank
DMAs
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
DMA Market Snapshot
PHILADELPHIA, PA
Philadelphia is a strong couples
market and they tend to visit in
the spring. Four of 10 visitors from
Philadelphia are Boomers. PARTNER TOOLS
39
LEISURE
Rank
DMAs
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
DMA Market Snapshot
DETROIT, MI
Detroit is a strong couples
and families market. Florida’s
Detroit visitors have an
average household income of
$112,000. Most visitors come
in the winter and more than
half are Boomers.
PARTNER TOOLS
40
LEISURE
Rank
DMAs
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
DMA Market Snapshot
CHICAGO, IL
Chicago is a strong origin market
for couples and singles. The top
season to visit Florida is the fall.
The majority of Florida visitors from
Chicago are Boomers and a
quarter are in the Affluent Family
lifestage.
PARTNER TOOLS
41
LEISURE
Rank
DMAs
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
DMA Market Snapshot
WASHINGTON, D.C.
D.C. is a strong couples and singles
market. The majority of Florida
visitors from D.C. are Boomers and
in the Affluent Mature and Affluent
Families. Although share declined
in 2013, volume increased.
PARTNER TOOLS
42
LEISURE
Rank
DMAs
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
DMA Market Snapshot
DALLAS, TX
Dallas is a strong couples and
families market. Dallas is a recent
addition to Florida’s Super Eight
markets, joining the group in
2012. Dallas is a strong air and
drive market with visitors typically
traveling during the summer.
PARTNER TOOLS
43
LEISURE
Rank
DMAs
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
DMA Market Snapshot
ATLANTA, GA
Of all the markets in the Super
Eight, Atlanta has the largest share
of families visiting Florida. Atlanta’s
share of visitors in 2013 also was the
DMA’s biggest in five years. The top
season is summer.
PARTNER TOOLS
44
LEISURE
Rank
DMAs
1.
New York, NY
$153
$105
2.
Boston, MA
$150
$106
3.
Philadelphia, PA
$147
$104
4.
Detroit, MI
$140
$101
5.
Chicago, IL
$139
$97
6.
Washington, D.C.
$133
$93
7.
Dallas, TX
$131
$93
8.
Atlanta, GA
$105
$79
SUPER EIGHT VISITOR VOLUME
For six of the eight top origin markets, the share of Florida-bound travelers
has increased. Visitor share from New York has grown the most, while share
from Philadelphia continues its decline. Three markets (New York, Atlanta
and Boston) experienced their largest share of visitors in the past five years.
FIVE YEARS OF VISITOR SHARE
COMBINED BUSINESS AND LEISURE (2009-2013)
This table shows the variation in the share of Florida visitors from the Super Eight DMAS.
PARTNER TOOLS
45
2010
New York, NY
9.4%
9.2%
9.7% 10.7% 11.7%
+1.0 pp
+2.3 pp
Atlanta, GA
7.2%
6.9%
6.8%
7.6%
8.1%
+0.5 pp
+0.9 pp
Chicago, IL
4.1%
4.7%
4.4%
4.3%
4.3%
0.0 pp
+0.2 pp
Boston, MA
2.8%
2.5%
2.8%
3.5%
4.1%
+0.6 pp
+1.3 pp
Washington, D.C.
2.9%
2.7%
2.9%
3.1%
3.0%
-0.1 pp
+0.1 pp
Philadelphia, PA
3.9%
3.6%
3.0%
2.6%
2.6%
0.0 pp
-1.3 pp
Detroit, MI
1.9%
2.2%
2.5%
2.3%
2.0%
-0.3 pp
+0.1 pp
Dallas-Fort Worth, TX
1.9%
2.3%
2.0%
1.8%
1.9%
+0.1 pp
0.0 pp
* percentage point
2011
2012
2013
PP* change PP* change
'13/'12
'13/'09
2009
VOLUME BY TRANSPORTATION MODE
Highlights
In 2014, Florida experienced a significant increase in
the number of drive visitors – no surprise considering
falling gas prices and rising airfares. 2014 drive visitors
increased by 2.6 million to 46.9 million visitors. 2014 air
visitors increased by 1.8 million.
•In 2014, the largest amount of visitors by air came
in Quarter 1.
•Auto or non-air visitors to Florida typically dominate
in the summer months (Quarter 3).
•From 2013 to 2014, drive visitor volume increased
in all four quarters, with Quarter 4 receiving 1 million
more drive visitors than Quarter 4, 2013.
FLY/DRIVE VISITORS TO FLORIDA BY QUARTER, 2014
This chart shows the percentage of air and non-air visitors to the state by quarter. For example,
in Quarter 1, 2014, 47 percent of Florida’s visitors came to the state by air.
25,000,000
22.3
20.5
20,000,000
15,000,000
53.0%
55.5%
20.5
63.0%
19.8
54.0%
Air
10,000,000
PARTNER TOOLS
5,000,000
47.0%
AIR & DRIVE SNAPSHOT
Qtr 1
46
Drive
44.5%
37.0%
Qtr 2
Qtr 3
46.0%
Qtr 4
Highlights
SPENDING BY TRANSPORTATION MODE
Spending by visitors is the highest it has been in six years.
In 2013, air visitors spent 52 percent more per person
per day than drive visitors.
•Average expenditures per person per day including
transportation for air visitors was $194.20, up
3 percent from 2012.
•Average expenditures per person per day including
transportation for drive visitors was $128.10, up
2 percent from 2012.
While seasonal patterns differ for drive and air visitors,
five-year trends show that spending by drive and air
visitors is consistent year over year.
AIR AND DRIVE EXPENDITURES YEAR OVER YEAR
(INCLUDING TRANSPORTATION)
This line graph tracks the average expenditures per person per day for fly and drive visitors over five years.
With each group, spend has increased since 2011.
$225.00
$200.00
$181.00
$175.00
$169.00
$158.00
$150.00
$125.20
$125.00
$100.00
PARTNER TOOLS
$75.00
AIR & DRIVE SNAPSHOT
$50.00
$-
$109.40
$106.90
$110.50
$103.50
$103.70
$86.40
2009
$116.50
$113.50
$97.10
$79.10
2010
$128.10
Air
Air w/o Transportation
Drive
Drive w/o Transportation
$99.40
47
$194.20
$188.30
$97.70
$80.30
2011
2012
2013
Highlights
TRANSPORTATION - AIR
The majority of air visitors
are predominately from the
Northeast, with Texas and
California as outlying contributors.
The strongest destination for air
visitors is the Central Florida region
receiving more than 40 percent.
•More than one-third of Florida’s air visitors come from the Northeast: New York, New
Jersey, Massachusetts, Pennsylvania and Connecticut.
•Florida’s fourth-largest air origin state is Texas.
•California experienced the largest decline in share of air visitors - from 7 percent in
2012 to 5.4 percent in 2013.
•Five international airports account for more than 82 percent of Florida’s domestic
emplanements: Orlando, Miami, Fort Lauderdale, Tampa and Fort Myers.
TOP AIR ORIGIN STATES 2013
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.
MI
4.0%
MA
6.5%
NY
13.7%
MI
4.0%
IL
6.1%
NY
13.7%
MA
6.5%
OH
4.1%
CT
3.8%
PA
5.8%
NJ
7.5%
Share of Florida Air Visitors
CA
5.4%
More than 10%
Less than 10%
Less than 5%
TX
6.4
Origin
Northwest
1.6%
North
Central
0.7%
IL
6.1%
Northeast
3.1%
Central
West
12.8%
1
4
Central
42.2%
Central
East
4.4%
5
Southwest
9.7%
NJ
7.5%
More than 10%
Less than 10%
Southeast
25.5%
Destination
TX
6.4
Source: D.K. Shifflet & Associates
48
CT
3.8%
CA
5.4%
3
2
OH
4.1%
PA
5.8%
Less than 5%
TRANSPORTATION - AIR
The majority of air visitors
are predominately from the
Northeast, with Texas and
California as outlying contributors.
The strongest destination for air
visitors is the Central Florida region
receiving more than 40 percent.
Highlights
•More than one-third of Florida’s air visitors come from the Northeast: New York, New
Jersey, Massachusetts, Pennsylvania and Connecticut.
•Florida’s fourth-largest air origin state is Texas.
•California experienced the largest decline in share of air visitors - from 7 percent in
2012 to 5.4 percent in 2013.
•Five international airports account for more than 82 percent of Florida’s domestic
emplanements: Orlando, Miami, Fort Lauderdale, Tampa and Fort Myers.
DESTINATION REGIONS
Northwest
1.6%
Northeast
3.1%
NY
13.7%
MI
4.0%
IL
6.1%
North
Central
0.7%
MA
6.5%
OH
4.1%
CT
3.8%
PA
5.8%
NJ
7.5%
CA
5.4%
More than 10%
Less than 10%
Less than 5%
TX
6.4
Origin
Northwest
1.6%
North
Central
0.7%
1
Orlando International airport (MCO)
2
Miami International Airport (MIA)
3
Fort Lauderdale/Hollywood International Airport (FLL)
4
Tampa International Airport (TPA)
Central
West
12.8%
1
4
Central
East
4.4%
Northeast
3.1%
Central
West
12.8%
1
4
Central
42.2%
Central
East
4.4%
5
5
Southwest
9.7%
3
2
Southeast
25.5%
5
Fort Myers International Airport (RSW)
Destination
Southwest
9.7%
3
2
49
Central
42.2%
Southeast
25.5%
Highlights
TRANSPORTATION - DRIVE
Based on preliminary figures, 2 million more
domestic visitors came to Florida by car in
2014 compared to 2013. Slightly more than
60 percent of Florida’s drive visitors come from
markets east of the Mississippi. Florida’s drive
visitors predominately travel to the Central and
Northwest vacation regions.
•Drive visitors typically have larger travel parties than air visitors
– 2.3 people versus 1.9. Nearly one in four drive travel parties
is a family.
•North Carolina ranked third for drive visitors to Florida in 2013,
a significant increase from the year before.
• Two Florida regions (Northwest and Central) received almost
50 percent of Florida’s drive visitors.
TOP DRIVE ORIGIN STATES, 2013
NY
6.8%
NY
6.8%
VA
4.0%
OH
5.3%
TN
5.0%
AL
5.9%
TX
4.4
NC
6.1%
SC
4.1%
Share of Florida Drive Visitors
GA
15.2%
More than 10%
Less than 10%
Less than 5%
LA
3.8%
Northwest
20.3%
North
Central
2.9%
TN
5.0%
Northeast
8.9%
Central
West
9.8%
Central
29.3%
AL
5.9%
Central
East
9.6%
Southwest
7.4%
Southeast
11.7%
TX
4.4
Destination
50
VA
4.0%
OH
5.3%
Origin
LA
3.8%
NC
6.1%
SC
4.1%
GA
15.2%
More than 10%
Less than 10%
Less than 5%
Highlights
TRANSPORTATION - DRIVE
Based on preliminary figures, more than 2 million
more domestic visitors came to Florida by car
in 2014 compared to 2013. Slightly more than
60 percent of Florida’s drive visitors come from
markets east of the Mississippi. Florida’s drive
visitors predominately travel to the Central and
Northwest vacation regions.
•Drive visitors typically have larger travel parties than air visitors
– 2.3 people versus 1.9. Nearly one in four drive travel parties
is a family.
•North Carolina ranked third for drive visitors to Florida in 2013,
a significant increase from the year before.
• Two Florida regions (Northwest and Central) received almost
50 percent of Florida’s drive visitors.
DESTINATION REGIONS
This map shows the share of drive visitors to each of
Florida’s regions. There are four primary feeder
highways that connect top drive states to Florida.
Northwest
20.3%
North
Central
2.9%
Northeast
8.9%
NY
6.8%
VA
4.0%
OH
5.3%
TN
5.0%
AL
5.9%
TX
4.4
NC
6.1%
SC
4.1%
GA
15.2%
More than 10%
I-75 / I-65
AL, GA, TN, KY,
MO, OH
Less than 10%
Less than 5%
LA
3.8%
Origin
Northwest
20.3%
North
Central
2.9%
Central
West
9.8%
Central
29.3%
Central
East
9.6%
I-95
GA, NC,
SC, VA
Northeast
8.9%
Central
West
9.8%
Central
29.3%
Central
East
9.6%
Southwest
7.4%
Southwest
7.4%
Southeast
11.7%
Destination
I-10
AL, LA,
MS, TX
51
Southeast
11.7%
VISITOR VOLUME BY LIFESTAGE SEGMENT
Definitions
Florida’s 83 million-plus domestic visitors represent a diverse
portfolio of 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) to create
seven segments that are most likely to differentiate visitors.
Visitor Volume By:
LIFESTAGE SEGMENT COMPOSITION
COMBINED BUSINESS AND LEISURE TRAVEL (2013)
All Lifestages
This chart shows the share of domestic visitors to Florida by
lifestage. 13 percent of Florida’s domestic visitors are in the
Young & Free lifestage, which means they are ages
18-34 with no kids in the household.
Moderate Mature
16%
Affluent Mature
15%
25.0%
20.0%
28%
15.0%
10%
41%
55%
10.0%
Silent/GI (born 1945 or earlier)
Boomers (born 1946-1964)
5.0%
0.0%
Young & Free
13%
72%
19%
77%
GenX (born 1965-1980)
Millennials (born 1981 or after)
28%
23%
90%
Young
& Free
Young
Family
45%
Maturing
& Free
59%
72%
Moderate
Mature
Affluent
Mature
81%
Moderate
Family
Affluent
Family
Generational Composition
Affluent Family
20%
PARTNER TOOLS
Young Family
12%
Family Composition
GENERATION VISITOR PROFILES
LIFESTAGE SNAPSHOT
Age Segmentation
52
Moderate Family
7%
Maturing & Free
17%
GENERATIONAL COMPOSITION
Definitions
Florida’s visitors span the generations. While Boomers (born
1946-1964) and Generation X (born 1965-1980) traditionally
have had the largest share of Florida visitors, Millennial
visitation is on the rise, especially as Millennials become more
independent and start their own families.
Visitor Volume By:
VISITOR VOLUME BY
GENERATIONAL COHORT
COMBINED BUSINESS AND
LEISURE TRAVEL (2013)
All Lifestages
25.0%
20.0%
28%
15.0%
10%
41%
55%
10.0%
5.0%
72%
19%
77%
GenX (born 1965-1980)
0.0%
28%
23%
90%
Young
& Free
Young
Family
45%
Maturing
& Free
59%
72%
Moderate
Mature
Affluent
Mature
81%
Moderate
Family
Affluent
Family
This chart shows the breakout of each
lifestage by generation. For example,
the bar at the far left representing the
Young & Free Lifestage shows that
90 percent of those in that lifestage
belong to the Millennial generation
(born 1981 or after).
25.0%
20.0%
28%
15.0%
10%
Family Composition
5.0%
Age Segmentation
0.0%
28%
23%
72%
90%
19%
77%
GenX (born 1965-1980)
LIFESTAGE SNAPSHOT
53
41%
55%
10.0%
PARTNER TOOLS
Young
& Free
Young
Family
45%
Maturing
& Free
59%
72%
Moderate
Mature
Affluent
Mature
81%
Moderate
Family
Affluent
Family
FAMILY / NON-FAMILY COMPOSITION
Florida is recognized globally as a family
vacation destination and families comprise
39 percent of total domestic visitors.
Highlights
•Three lifestages include children at home: Young Family,
Moderate Family and Affluent Family. These groups account
for 39 percent of Florida’s visitors.
•Affluent Family, Moderate Mature and Affluent Mature lifestages
all experienced growth in the past five years.
Visitor Volume By:
VISITOR VOLUME BY FAMILY COMPOSITION
This chart shows that in 2013, Non-Family Lifestages
(those with no children in the household) made up
61 percent of Florida’s domestic visitors.
All Lifestages
25.0%
20.0%
28%
15.0%
10%
41%
55%
10.0%
5.0%
0.0%
Young
& Free
Family 39%
72%
19%
77%
GenX (born 1965-1980)
28%
23%
90%
Young
Family
45%
Maturing
& Free
59%
72%
Moderate
Mature
Affluent
Mature
81%
Moderate
Family
Affluent
Family
Non-Family 61%
PARTNER TOOLS
Family Composition
LIFESTAGE SNAPSHOT
Age Segmentation
54
VISITOR VOLUME BY AGE
Florida attracts visitors from across the age spectrum, creating
a mix of interests and budgets to fuel Sunshine State tourism.
The largest portion of domestic visitors comes from the 3554 age group and the average age of the Florida visitor is
47. Florida underperforms with the 18-34 age group, which
represents 29 percent of U.S. overnight travel but only 24
percent of Florida travelers.
Visitor Volume By:
Highlights
•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 – 39 percent
of U.S. overnight travel and 43 percent of
Florida’s visitors.
VISITOR VOLUME BY AGE
This chart shows that in 2013, the Mature Lifestages
(55 and older) accounted for a third of Florida’s domestic visitors.
All Lifestages
25.0%
Ages 55+
33%
20.0%
28%
15.0%
10%
41%
55%
10.0%
5.0%
72%
19%
77%
GenX (born 1965-1980)
0.0%
28%
23%
90%
Young
& Free
Young
Family
45%
Maturing
& Free
59%
72%
Moderate
Mature
Affluent
Mature
81%
Moderate
Family
Affluent
Family
Ages 18-34
24%
PARTNER TOOLS
Ages 35-54
43%
Family Composition
LIFESTAGE SNAPSHOT
Age Segmentation
55
Trip Value: Definition
VISITOR SPEND BY LIFESTAGE
In order to measure spending by different lifestages, the total
trip value is considered, including party size and length of stay.
No surprise, trip values are highest for the affluent travelers who
have more discretionary income to spend and affluent families
who have the discretionary spend and larger travel parties.
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:
$164.70 X 5.06 days X 2.9 persons = $2,417.
FLORIDA TRIP VALUE BY LIFESTAGE
COMBINED BUSINESS AND
LEISURE TRAVEL (2013)
This chart shows that in 2013, the Affluent Family
lifestage had the greatest trip value compared
to all other lifestages.
$2,500
$2,417
$2,000
$1,888
$1,500
$1,336
$1,000
PARTNER TOOLS
3%
$1,363
$1,483
$1,514
9%
$1,573
3%
0%
6%
5%
9%
$500
LIFESTAGE SNAPSHOT
$0
56
Young
& Free
Moderate Moderate Maturing
Mature
& Free
Family
Young
Family
Affluent
Mature
Affluent
Family
DEMOGRAPHIC SHIFTS
Historically, Florida’s visitors have been predominately Boomers and Gen-Xers, but in the past
five years, the share of visitors from the Millennial generation has increased 10 percentage
points – as younger demographics matured. In short, a growing share of this demographic
has the means to travel. Gen-Xers are on the rebound after a slight decrease in 2012.
VOLUME BY GENERATION OVER FIVE YEARS
This table breaks out Florida’s visitors by generational cohort. Over the past five years,
Millennial visitors to Florida have increased the most.
9%
11%
15%
16%
21%
pp*
change
'12/'11
+5 pp
pp*
change
'12/'08
+12 pp
GenX (1965-1980)
39%
40%
36%
36%
30%
-6 pp
-9 pp
Boomers (1946 -1964)
36%
35%
35%
35%
39%
+4 pp
+3 pp
Silent/GI (1945 or earlier)
16%
14%
13%
13%
10%
-2 pp
-6 pp
2008
Millennials (1981 to present)
2009
2010
2011
2012
Generational
2008
PARTNER TOOLS
LIFESTAGE SNAPSHOT
57
2009
2010
2011
2012
pp*
change
'12/'11
Under $49,999
23%
24%
20%
26%
25%
20%
19%
18%
20%
18%
-2 pp
$75,000-$99,999
18%
16%
18%
16%
17%
+1 pp
$100,000-$149,999
28%
28%
31%
25%
20%
-5 pp
-8 pp
$150,000-$199,999
7%
9%
7%
8%
12%
+4 pp
+5 pp
$200,000+
11%
40%
35%
15%
36%
35%
16%
36%
35%
21%
30%
39%
21%
34%
36%
14%
13%
13%
10%
9%
-1 pp
pp*
change
'12/'08
$50,000-$74,999
Average
-1 pp
GenX (1965-1980)
Boomers (1946 -1964)
pp*
change
'13/'12
0 pp
+4 pp
-3 pp
2009
+2 pp
-2 pp
-1 pp
5%
5%
5%
5%
7%
+2 pp
+3 pp
$96,700
$97,600
$101,500
$95,400
$111,300
---
---
Income
* percentage point
2010
2011
2012
2013
pp*
change
'13/'09
+10 pp
-6 pp
+1 pp
-5 pp
HOUSEHOLD INCOME
Highlights
The average household income of Florida
visitors reached a record high in 2013, with
nearly a quarter of Florida visitors earning
more than $150,000. Meanwhile, the share
of Florida visitors making $149,000 and
lower has generally declined since 2011.
•In 2013, the average household income of domestic visitors to
Florida was $110,100 – up 6 percent from 2012 and the highest
income level recorded.
•2013 saw a four-point increase in visitors whose household income
was greater than $150,000.
•Those visitors with household incomes under $75,000 declined
6 percentage points from 2012 to 2013.
FIVE-YEAR TRENDS
This chart shows the share of Florida visitors by household income.
2008
2009
2010
2011
2012
pp*
change
'12/'11
+5 pp
2009
pp*
change
'12/'08
+12 pp
9%
11%
15%
16%
21%
GenX (1965-1980)
39%
40%
36%
36%
30%
-6 pp
-9 pp
Boomers (1946 -1964)
36%
35%
35%
35%
39%
+4 pp
+3 pp
16%
14%
13%
13%
10%
-2 pp
-6 pp
Generational
2008
PARTNER TOOLS
LIFESTAGE SNAPSHOT
58
2009
2010
2011
2012
pp*
change
'12/'11
pp*
change
'12/'08
Under $49,999
23%
24%
20%
26%
25%
-1 pp
+2 pp
$50,000-$74,999
20%
19%
18%
20%
18%
-2 pp
-2 pp
17%
+1 pp
$75,000-$99,999
$100,000-$149,999
$150,000-$199,999
$200,000+
Average
18%
28%
7%
16%
28%
9%
18%
31%
7%
16%
25%
8%
5%
5%
5%
5%
$96,700
$97,600
$101,500
$95,400
-1 pp
20%
-5 pp
-8 pp
12%
+4 pp
+5 pp
7%
+2 pp
+3 pp
$111,300
---
---
Income
2010
2011
2012
2013
pp*
change
'13/'12
pp*
change
'13/'09
Under $49,999
24%
20%
26%
25%
22%
-3 pp
-2 pp
$50,000-$74,999
19%
18%
20%
19%
16%
-3 pp
-3 pp
$75,000-$99,999
16%
18%
16%
17%
17%
0 pp
+1 pp
$100,000-$149,999
28%
31%
25%
20%
22%
+2 pp
-6 pp
$150,000-$199,999
9%
7%
8%
12%
15%
+3 pp
+6 pp
$200,000+
5%
5%
5%
7%
8%
+1 pp
+3 pp
$97,600
$101,300
$95,400
$103,400
$110,100
---
---
Average
* percentage point
PRIMARY REASON FOR TRAVEL
89 percent of Florida’s domestic visitors come for leisure. Within that 89 percent,
the top two reasons people travel to Florida are: a vacation (38%); or to visit
friends and relatives (VFR) who live in the Sunshine State (26%). Business travelers
contribute 11 percent of the visitor mix.
VISITOR TRIP PURPOSE
Visitors who came to Florida for the purpose of a vacation
made up 38 percent of Florida’s domestic visitors.
Business
11%
General Vacation
38%
Other Leisure/Personal
7%
Special Event
8%
PARTNER TOOLS
Getaway Weekend
10%
VFR PROFILE
59
Visit Friends /
Relatives
26%
VISITOR PROFILE BASED ON TRIP PURPOSE
Visitors to Florida come for a variety of reasons, and
spending patterns vary based on the reason for travel.
Business visitors tend to spend the most ($260 per day)
but take shorter trips. Visitors seeing friends and family
spend the least per day, but more of their dollars go
to food, entertainment and shopping experiences,
making this visitor important to Florida restaurants,
merchants and attractions. General leisure travelers
spend $145 per day (up 4% from 2012).
LEISURE, VFR AND BUSINESS SPEND
TRAVEL PROFILE
Leisure
89%
26%**
11%
Per-Day Spend
$145
$97*
$260
4.5 nights
4.3 nights
3.1 nights
60%
21%
84%
2.3
1.9
1.4
Summer (30%)
Winter (29%)
Fall (29%)
Georgia (10%),
New York (9%),
Ohio (5%)
New York (12%),
Georgia (10%),
Pennsylvania (5%)
Georgia (13%),
New York (11%),
Texas (9%)
$1,751
$931
$1,401
Paid Accommodations
Avg Party Size
Leading Season
VFR PROFILE
Business
Percentage of Total
Domestic Visitation
Avg Length of Stay
PARTNER TOOLS
VFR*
Origin States
Trip Value
*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 89 percent leisure.
60
COMPETITIVE LANDSCAPE
Florida is one of the world’s leading
destinations, serving more than 98 million
visitors a year who come from outside the
Sunshine State. Eighty-four percent of Florida’s
61
visitors travel from locations within the domestic U.S.
Florida’s ability to inspire American desire to visit
is a leading indicator of success and a strong
competitive benchmark.
FLORIDA’S ABILITY TO INSPIRE TRAVEL
Interest in traveling to Florida within the next two years is strongest among Gen-Xers,
Boomers and Matures. Interest was less from Millennials, which may indicate a need for
a new Florida approach to that audience. Millennials showed higher interest in visiting
New York and Colorado, more so than the other generations.
TOP U.S. DESTINATIONS BY GENERATION
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
California
Florida
Millennials
Hawaii
Xers
New York
Boomers
Source: 2014 Portrait of American Travelers, MMGY Global/Harrison Group.
Respondents could select more than one state. The states shown garnered the most responses.
62
Matures
Colorado
CHANGING DEMOGRAPHICS
Loyal, affluent and mature visitors have been a foundation of Florida tourism for some time.
Recently there has been a noticeable increase in more affluent visitors. Given that average
household income of the Florida visitor is increasing, the tourism industry needs to ensure
that its product attracts and serves the expectations of the affluent group. There may be
implications for product investment in addition to market investment.
INSIGHTS
AND OPPORTUNITIES
Florida’s momentum of four record years is excellent. But the scale Florida has now achieved also
creates some challenges for sustainability.
63
LIMITED TIME OFF
Americans are taking less vacation time now than at any point in the past four decades and
this trend doesn’t seem to be reversing anytime soon. Vacation days are not the only thing left
on the desk; hundreds of billions of dollars in economic impact are being surrendered with
the remaining time off. Given that Florida has more to offer travelers and merits a longer stay,
Florida’s challenge will be communicating with potential visitors who already think they know us.
INSIGHTS
AND OPPORTUNITIES
64
INVESTMENT
As Florida’s visitor volume has grown, its’ geographic footprint expanded to increase the
number of productive origin markets. Marketing to more markets requires increased investment.
At the same time, Florida’s changing visitor demographics suggest an opportunity to drive
yield. As it faces future opportunities, Florida will need to carefully weigh the costs and benefits
of increasing yield and volume.
INSIGHTS
AND OPPORTUNITIES
65
WEEKEND GETAWAYS
After years of steady increases, the getaway weekend is no longer a trend but a staple of
Florida tourism, accounting for one in 10 domestic trips to the state. Florida will need to
determine both what attracts and satisfies these “in and out” visitors. Equally important: the
opportunity to engage them as repeat visitors.
INSIGHTS
AND OPPORTUNITIES
66
RELEVANCE
In the face of increasing competition for consumer attention, Florida must improve its ability
to provide the most relevant information, events and deals to consumers in advance of and
during their trips in the Sunshine State. The more consumers interact with Florida’s content,
the more Florida has an opportunity to influence their decisions. Content development and
distribution remain critical.
INSIGHTS
AND OPPORTUNITIES
67
BEYOND THE GATEWAYS
As Florida’s visitor numbers increase, it becomes especially important to distribute visitors
throughout the state in order to protect the quality of their experience.
INSIGHTS
AND OPPORTUNITIES
68
IN-STATE TRAVELER VOLUME
This chart shows 2014 pleasure trips in the state of Florida by
domestic visitors, international visitors and Florida residents.
Florida residents took 20.2 million pleasure trips in state.
90
Source: VISIT FLORIDA (In-state volume is based on data from a phone survey
by American Directions Group. Domestic volume is based on data from TNS
TravelsAmerica, D.K. Shifflet and Individual Florida Airports. International volume
is derived using data from VisaVue Travel, Stats Canada, the U.S. Department of
Commerce and other independent research sources.)
70
83.2 million
80
74%
60
Other
61.6M
50
40
30
20
26%
20.2 million
VFR
21.6M
10
IMPORTANCE
OF THE IN-STATE MARKET
PARTNER TOOLS
RESIDENT TRAVELER PROFILE
VFR PROFILE
FLORIDA DEMOGRAPHIC PROFILE
69
0
In-State
15.7 million
Domestic* International*
*Pleasure travel by residents is reported separately from all other tourism activity. Florida’s total
reported volume (98.9 million) does not count travel by residents.
Florida’s residents offer two valuable opportunities
for tourism: They travel in-state as tourists themselves
and they influence travel to the state, especially
visits by friends and relatives. When travel to visit
Florida friends and relatives (VFR) is combined with
the number of Floridians vacationing within the state
themselves, Florida residents are critical to 41.8
million pleasure trips a year. This volume helps the
tourism industry sustain year-round business.
2014 was a repeat record year for VFR travel.
With 20.2 million in-state trips in 2014, travel by
Florida residents was the highest it has been
since 2012.
AVERAGE EXPENDITURES
BY CATEGORY
Categories
PER PERSON PER DAY (2012-2013)
$39.00
Lodging
Source: D.K.Shifflet & Associates
Food &
Beverage
$31.44
$22.51
Transportation
Entertainment
& Recreation
$16.43
Shopping
IMPORTANCE
Other
Expenses
$15.96
$3.53
OF THE IN-STATE MARKET
Floridians spent an estimated $7.1 billion vacationing
within the state in 2013. Total spend was higher in
2013 than it was in 2012 ($6.9 billion) even though
per person per day spend decreased slightly.
PARTNER TOOLS
70
The downward shift in resident per day spend was
likely a result of less affluent Florida households
traveling in 2013 compared to 2012. Average
household income for in-state leisure travel dropped
from $82,500 to $78,000.
While domestic visitors spend the biggest portion of
travel dollars on transportation, resident travelers instate spend a large portion of their travel dollars on
food, accommodation and shopping, making them
especially important for Florida lodgings, restaurants
and retailers.
FLORIDIAN PLEASURE TRIP TRENDS
In-state travel by Floridians also has grown
to historic levels. In 2014, 57 percent took
in-state pleasure trips, up 12pp from 2013.
As residents increased their in-state travel,
they took fewer vacations out-of-state
hitting a 10-year low.
Highlights
•Historically, resident travel has remained relatively even across seasons.
However in 2014 there was a spike during the summer with 7.9 million trips
compared to around 4 million for each of the other 3 quarters.
•The 2011 record for in-state travel may have resulted from limited vacation
budgets and close to home savings. According to the Census Bureau, median
household income for Floridians was the lowest it had been for 5 years.
•In 2013, the five-year average household income for all residents that traveled
decreased slightly across the board. Five-year average household incomes
for Floridians traveling in-state went from $80,600 to $79,140 and dropped
from $87,500 to $86,860 for residents who traveled out-of-state.
LEISURE TRIP PATTERNS OF FLORIDIANS
IN THOUSANDS OF PERSON-TRIPS
This chart shows the number of pleasure trips Floridians took in-state and out-of-state across 10 years. For example, between 2012 and 2013, total
pleasure travel by Floridians – in-state and out-of-state – decreased. 2011 was the highest year of in-state travel, followed by 2012 and 2014.
50,000
45,000
40,000
17.1M
35,000
30,000
20.3M
16.8M
20.1M
13.9M
13.3M
14.7M
13.0M
21.5M
20.2M
25,000
In-State
20,000
PARTNER TOOLS
RESIDENT TRAVEL
SEASONAL TRENDS
Out-of-State
15,000
10,000
23.6M
23.1M
2005
2006
25.8M
29.6M
28.5M
23.6M
28.4M
20.8M
24.9M
15.2M
2013
2014
5,000
0
2007
2008
2009
2010
2011
2012
Source: VISIT FLORIDA. 2005-2007 data based on the Consumer Attitude Survey by the University of Florida, BEBR. 2008-2010 data based on phone
surveys conducted by A New View Research d/b/a beSatisfied. 2011-2014 data based on phone surveys by American Directions Group.
71
Nassau
Holmes
Santa Rosa
Okaloosa
Walton
Jackson
Washington
Gadsden
Leon
Je
ffe
rs
on
Escambia
Hamilton
Madison
Duval
Baker
Columbia
Union
Clay
dford
hn's
St. Jo
Taylor
e
Wakulla
ne
Liberty
wan
Su
Calhoun
Bay
Bra
Lafayette
Gulf
Putnam
Dixie
r
Levy
Marion
Vo
a
lusi
General Vacation
38% 1-2 Persons
28%
Alachua
Gilchrist
gle
Fla
Unknown
3%
Franklin
Citrus
Lake
Seminole
Sumter
Hernando
Xers %
Boomers %
Matures %
48
50
51
48
Printed visitor guides
38b
32
41b
38
Destination websites
34
31
36
31
Professional travel guide books
31b
21
32b
36b
Travel review websites
29d
28d
26
20
Orange
Pasco
Osceola
Polk
Pinellas
Friends/Family
10+ Persons
10%
Brevard
Millennials %
gh
Indian
River
ou
or
sb
Hill
Manatee
Visit Friends /
Relatives
5-9 Persons
26%
28%
St.
Ok
ee
ch
Hardee
Lucie
ob
ee
Highlands
Martin
De Soto
Sarasota
3-4 Persons
31%
Glades
Charlotte
Palm Beach
Lee
Hendry
Broward
Collier
Monroe
Dade
Monroe
APPROACH
VISIT FLORIDA approaches in-state audiences in three
ways: as promoters of Florida’s tourism assets; as hosts
to visiting friends and relatives (VFR); and as resident
travelers. Instead of in-state, destination-specific
marketing – which Florida tourism Partners already
successfully execute – VISIT FLORIDA promotes an
advocacy platform called Share a Little Sunshine,
which creates opportunities for Florida fans to
influence potential travelers to the state.
72
As an additional benefit, research has shown a
correlation between resident knowledge about the
importance of tourism and resident travel within the
state. Other research has demonstrated the power
of social networks and peer recommendations
in influencing travel – especially in a digital era.
Combining these findings, Florida’s advocacy platform
focuses on awareness and engagement to influence
travel to and within the state.
PROMOTER
When it comes to promoting the state’s
tourism assets and influencing potential
travelers, Floridians have a natural advantage:
They live here. Historically, and especially
in the digital era, visitors look to personal
recommendations and local insights to inform
their travel planning. Florida residents are a
valuable and trusted source of knowledge for
potential visitors.
SOURCES CONSIDERED WHEN
SELECTING A DESTINATION
VFR PROFILE
FLORIDA DEMOGRAPHIC PROFILE
73
•About half of the people who travel consider information from
family and friends the most important source when selecting a
vacation destination.
•Online reviews and personal recommendations are considered
the world’s most trusted source of information. According to a
2013 Nielsen study on advertising, 84 percent of consumers
around the world trust and take action on recommendations
from people they know. Online consumer reviews, at 68 percent,
are the second-most trusted source of brand information
and messaging.
Millennials %
Xers %
Boomers %
Matures %
Friends/Family
48
50
51
48
Printed visitor guides
38a
32
41a
38
Destination websites
34
31
36
31
Professional travel guide books
31a
21
32 a
36a
Travel review websites
29b
28b
26
20
PARTNER TOOLS
Highlights
Source: MMGY Global; 2014 Portrait of American Travelers
a Significantly different from Xer travelers
b Significantly different from Mature travelers
HOST
Visitors have many reasons to travel to Florida
for leisure: vacations, special events, visiting
friends and family (VFR). VFR has always
been an important visitor source for Florida
– accounting for more than one-quarter of
Florida’s domestic visitors. According to a
Florida resident survey conducted by
VISIT FLORIDA, approximately 38 percent of
Floridians invited friends and relatives to visit
in 2014.
Highlights
•VFR travel is on the rise. As a national trend, the primary trip purpose
of visiting friends and family has gone from 49 percent to 51 percent
over the past three years.
•Nearly 4 out of 10 Floridians invited out-of-state friends and relatives to
visit this past year. Of those invited, 80 percent actually came.
•Florida residents aware of Share a Little Sunshine were slightly more
likely (47%) to invite VFR travelers than those unaware (36%).
Source: VISIT FLORIDA; Phocuswright Destination Unknown Study
THE POWER OF A PERSONAL INVITATION
Of Floridians surveyed who invited friends/relatives to visit – this
chart shows how many people subsequently traveled to Florida
based on an invitation.
Unknown
3%
General Vacation
38% 1-2 Persons
28%
10+ Persons
10%
Visit Friends /
Relatives
5-9 Persons
26%
28%
PARTNER TOOLS
VFR PROFILE
Source: Data based on phone survey by American Direction Group
Source: VISIT FLORIDA Resident Survey 2014; MMGY Global / Harrison Group 2014 Portrait of American Travelers;
74
3-4 Persons
31%
•More than 20 million in-state pleasure trips were taken by Florida residents in
2014.
•Residents who travel in-state generally take quick getaway trips of one or
two nights.
•In-state travelers are typically couples (45%) and single adult travelers (21%).
•Florida residents who travel in-state are younger on average than residents
that travel out of state, 53 percent of in-state travelers are GenX (29%) and
Millennials (24%).
Nassau
Holmes
Okaloosa
Walton
Jackson
Washington
Gadsden
Hamilton
on
Santa Rosa
Leon
rs
Escambia
Madison
Calhoun
Columbia
Taylor
Union
Brad
Lafayette
Gulf
Clay
ford
's
ohn
St. J
Wakulla
ee
Liberty
nn
wa
Bay
Duval
Baker
Su
TOP TEN DESTINATIONS
FOR RESIDENT TRAVELERS
Highlights
ffe
Florida resident travel helps sustain yearround tourism, especially during summer
months. Over the past 10 years, Florida
has experienced consistent growth in
resident in-state travel. Floridians travel
almost exclusively by car and are
especially important to natural and rural
destinations across the state.
Je
IN-STATE TRAVELER
Franklin
gle
Fla
Putnam
Alachua
Gilchrist
Dixie
r
Levy
Marion
sia
lu
Vo
Citrus
Lake
Seminole
Sumter
Hernando
Orange
Pasco
Brevard
Osceola
Pinella
gh
s
Indian
River
ou
or
lsb
Polk
Hil
Manatee
St.
Ok
ee
Hardee
ch
Highlands
ob
Luc
ie
ee
Martin
De Soto
Sarasota
Glades
Charlotte
Palm Beach
Lee
PARTNER TOOLS
Broward
Collier
Monroe
Dade
Source: VISIT FLORIDA Resident Survey 2014; MMGY Global / Harrison Group 2014 Portrait of American Travelers;
75
Hendry
Monroe
AWARENESS
Floridian attitudes about tourism suggest a correlation between awareness about the
economic impact of tourism for Florida and in-state resident travel. In fact, residents aware
of Share a Little Sunshine are 12 percent more likely to take a trip in-state. There is an
opportunity to sustain in-state travel by maintaining awareness among Floridians about the
beneficial impact of tourism.
INSIGHTS
AND OPPORTUNITIES
Converting Florida fans (both resident and visitors) into Florida advocates will be a critical
component of Florida’s future marketing efforts. Five insights form the foundation of the
2015-16 advocacy program focused on engaging Florida travel fans.
76
EMPOWERING HOSTS
Inspiring and informing residents about travel opportunities could have a positive impact on
the travel experience and spend of their visiting friends and relatives, who now account for
about 26 percent of Florida’s domestic visitors. Positioning VISITFLORIDA.com as a resource
for in-state residents can positively impact tourism spend. This will be critical to the success of
expanding the visitor footprint beyond the gateways.
INSIGHTS
AND OPPORTUNITIES
77
RECOMMENDATIONS
Traveler confidence in personal recommendations continues to rise. Travelers find a friend’s or
relative’s endorsement more trustworthy than any other source of travel information. Success
achieved through VISIT FLORIDA’s advocacy program suggests the need for a continued
commitment to fan engagement in order for Florida to remain top of mind year-round. With
conversations and recommendations occurring on a variety of platforms, it is important for
Florida to be platform agnostic.
INSIGHTS
AND OPPORTUNITIES
78
INVITATIONS
Several years of success with the resident invitation program have confirmed a quantifiable
impact on VFR travel to the state. Additional opportunities may exist in an expansion of the
program beyond Florida residents to non-resident fans.
INSIGHTS
AND OPPORTUNITIES
79
COSTS
As occupancy increases and ADR rises, the cost to Floridians to vacation near to home will
also rise. Florida’s DMOs that specifically market to residents will need to adjust their efforts to
focus on the vacation attributes, not just the value proposition.
INSIGHTS
AND OPPORTUNITIES
80
INTERNATIONAL VISITOR VOLUME
Note: The 2014 overseas estimates are finalized in August and the 2014 final
Canadian estimates are received from Statistics Canada in September. Therefore,
preliminary numbers are used for this report.
Canada
4%
(4.2M)
Domestic
84%
(83.2M)
Overseas
12%
(11.5M)
IMPORTANCE
OF THE INTERNATIONAL MARKET
International visitors play an increasingly important role
for Florida tourism, fueling growth in top gateways and
contributing to total tourism spend.
PARTNER TOOLS
TOP INTERNATIONAL COUNTRIES
FOR FLORIDA REGIONS
81
In 2014, Florida observed another year of record
highs. As a share of total volume, Canada remained
Florida’s strongest source of international visitors,
contributing 4 percent of Florida’s total volume.
Overseas visitors delivered 12 percent of total volume.
International visitors to Florida originate from 188
countries, more than half of which (54%) come
from five global markets: Canada, Brazil, the United
Kingdom, Germany and Mexico.
INTERNATIONAL VISITOR SPEND
Note: The 2014 overseas estimates are finalized in August and the 2014 final
Canadian estimates are received from Statistics Canada in September. Therefore,
preliminary numbers are used for this report.
Canada
30%
Overseas
70%
IMPORTANCE
OF THE INTERNATIONAL MARKET
Florida’s overseas and Canadian visitors spent more than $16.7 billion in 2014 – down 6.5 percent
year over year. Florida’s Foundation Five global markets accounted for nearly 56 percent of total
international spending. Altogether, visitors from Canada, the U.K., Germany, Brazil and Mexico
poured $9.4 billion into Florida’s economy in 2014.
PARTNER TOOLS
FOR FLORIDA REGIONS
82
VISITOR VOLUME TRENDS
Highlights
The Sunshine State has experienced significant growth in the
number of visitors from overseas and Canada over the past five
years. During this period, increased international outbound travel
and favorable exchange rates fueled a 61 percent increase in
both Canadian and overseas visitors.
•Five-year Canada growth1: up 61 percent*
•Five-year overseas growth: up 61 percent*
Canada has shown a steady increase in visitation to Florida. Among
overseas origin markets, South America and Europe have been the
greatest contributors to visitation during the past five years.
* Figures based on preliminary estimates.
1
Statistics Canada revised its methodology in 2014; therefore,
five-year growth is based on the previous methodology used
in 2009 and the revised methodology used in 2014.
Note: To capture 5-year growth, 2009 estimates (not shown)
are used.
FIVE YEARS OF VISITOR VOLUME
13.9M
11.2M
3.1M
15.4M
15.7M*
4.2M
4.2M*
12.7M
3.6M
3.3M
This bar graph shows the steady growth in visitors from Canada and overseas. In 2010, Florida was host to 11.2 million
international visitors; four years later, Florida was host to 15.7 million* international visitors.
Canada
8.1M
2010
11.2M
10.4M
9.4M
2011
2012
2013
11.5M*
Overseas
13.9M
2014*
Volume
11.2M
3.1M
$17.8B
$14.9B
$13.6B
$11.6B
12.7M
3.3M
3.6M
15.4M
15.7M*
4.2M
4.2M*
$16.7B*
$4.9B
Canada
$5.0B*
$3.6B
$3.3B
$3.0B
$6.3B
$5.0B
$7.4B
$6.8 B
$6.7B*
Overseas Cash
Overseas Card
Canada
$3.5B
$4.0B
$4.4 B
2010
2011
2012
$5.5B
$5.1B*
2013
2014*
8.1M
Spend
9.4M
10.4M
11.2M
11.5M*
Overseas
PARTNER TOOLS
$2.75
R$2.53
$2.50
R$2.34
$2.25
FOR FLORIDA REGIONS
$2.00
$1.75
R$2.16
R$1.95
R$1.76
Brazil
R$1.67
$1.50
Canada
$1.25
$1.00
$0.75
$0.50
CAD 1.03
CAD .99
0.75€
0.72€
£0.65
£0.62
CAD 1.00
CAD 1.03
0.78€
0.75€
£0.63
£0.64
CAD 1.10
0.75€
£0.61
CAD 1.14
0.80€
£0.63
$0.25
$0.00
2010
2011
2012
2013
2014
Currency
83
2015*
European Union
United Kingdom
2010
2011
2012
2013
2014*
* estimate is preliminary and subject to change
Source: 2010-2014 overseas estimates are extrapolated from aggregate card usage data provided by VisaVue® Travel and incorporate data
from other independent research sources. 2010-2013 Canadian estimates provided by Statistics Canada. 2014 Canadian estimate based on
preliminary data obtained from Statistics Canada and preliminary VISIT FLORIDA estimate derived using historical data obtained from Statistics
Canada and incorporate other research sources.
VISITOR SPENDING TRENDS
Spending in Florida by overseas and Canadian visitors is showing
signs of slowing. After several years of hovering around par with
the U.S. dollar, the Canadian dollar began declining in 2013 and
in the subsequent year Canadian spending per person declined.
The U.S. dollar held onto its value longer against other international
currencies, but economic and political circumstances in some of
Florida’s top spending South American countries contributed to a
decline in visitor spending.
Highlights
•Five-year growth in Canadian spend:
up 91 percent*
•Five-year growth in overseas card spend:
up 29 percent*
* Figures based on preliminary estimates.
are used.
FIVE YEARS OF VISITOR SPENDING
13.9M
11.2M
3.1M
15.4M
15.7M*
4.2M
4.2M*
12.7M
3.6M
3.3M
Canada
8.1M
2010
11.2M
10.4M
9.4M
2011
2012
2013
11.5M*
Overseas
2014*
This bar graph shows spending in Florida by visitors from Canada and overseas. In 2009, Florida’s international
visitors poured $7.8 billion into the Florida economy; five years later, international visitors contributed $16.7 billion*
to Florida’s economy.
$17.8B
$16.7B*
$14.9B
Volume
$13.6 B
$11.6B
$4.9B
$3.6B
$5.0B*
$3.3 B
$3.0B
$17.8B
$14.9B
$13.6B
$11.6B
$16.7B*
$4.9B
$5.0B*
$3.6B
$3.3B
$3.0B
$6.3B
$5.0B
$7.4B
$6.8 B
$6.7B*
Overseas Cash
Overseas Card
Canada
$3.5B
$4.0B
$4.4 B
2010
2011
2012
$5.5B
$5.0B
$5.1B*
2013
2014*
$6.3 B
$6.8 B
$7.4B
$6.7B*
Overseas Cash
Overseas Card
Canada
Spend
$3.5B
PARTNER TOOLS
$2.75
R$2.34
$2.25
FOR FLORIDA REGIONS
$1.75
R$2.16
R$1.95
R$1.76
Brazil
R$1.67
$1.50
Canada
$1.25
$1.00
$0.75
$0.50
CAD 1.03
CAD .99
0.75€
0.72€
£0.65
£0.62
CAD 1.00
CAD 1.03
0.78€
0.75€
£0.63
£0.64
CAD 1.10
0.75€
£0.61
CAD 1.14
0.80€
£0.63
$0.25
$0.00
2010
2011
2012
2013
2014
Currency
84
$4.4 B
$5.5B
$5.1B*
R$2.53
$2.50
$2.00
$4.0 B
2015*
European Union
United Kingdom
2010
2011
2012
2013
2014*
Note: Overseas spending estimates are based on face-to-face card transactions and cash withdrawn in Florida,
not transactions made overseas or online.
Source: 2010-2014 overseas estimates are extrapolated from aggregate credit card data provided by VisaVue Travel and incorporate data from
other independent sources. 2010-2013 Canadian estimates provided by Statistics Canada. 2014 Canadian estimate derived by VISIT FLORIDA
based on historical analysis of data from Statistics Canada.
IMPACT OF CURRENCY FLUCTUATION
Exchange rates can influence where visitors choose
to go and how much they spend. In 2014, Canada’s
currency lost value against the U.S. dollar and is
projected to lose further value in 2015. The British
pound and euro also are projected to lose value
in 2015. This could reduce visitor spend from these
countries or even depress visitation. In Brazil, the real
has weakened, which may slow travel among the
rising middle class, but is likely to have less impact on
more affluent households.
CURRENCY EXCHANGE RATES PER U.S. DOLLAR
13.9M
11.2M
3.1M
15.4M
15.7M*
4.2M
4.2M*
12.7M
3.6M
3.3M
This chart shows what is costs to purchase one U.S. dollar in the local currency since 2010.
Canada
8.1M
2010
2011
11.5M*
11.2M
10.4M
9.4M
2012
2013
$2.75
$2.50
2014*
$2.00
$1.75
$17.8B
$14.9B
$13.6B
$6.8 B
$6.3B
$5.0B*
$7.4B
$6.7B*
$5.5B
$5.1B*
Overseas Cash
Overseas Card
Canada
$3.5B
$4.0B
$4.4 B
2010
2011
2012
2013
$0.75
$0.50
$2.75
R$2.53
$2.50
R$2.16
Canada
$1.25
CAD 1.03
CAD .99
0.75€
0.72€
£0.62
CAD 1.00
CAD 1.03
0.78€
0.75€
£0.63
£0.64
CAD 1.10
0.75€
£0.61
CAD 1.14
0.80€
$0.00
2011
2012
2013
2014
Currency
85
0.75€
0.72€
£0.65
£0.62
CAD 1.03
0.78€
0.75€
£0.63
CAD 1.10
0.75€
£0.64
£0.61
CAD 1.14
0.80€
£0.63
European Union
United Kingdom
$0.00
£0.63
$0.25
2010
CAD .99
CAD 1.00
Brazil
R$1.67
£0.65
CAD 1.03
R$1.95
R$1.76
$1.50
$0.50
Canada
$0.25
R$2.34
$2.25
$0.75
Brazil
R$1.67
$1.25
$1.00
2014*
Spend
$1.00
R$1.95
R$1.76
$3.3B
$5.0B
$1.75
R$2.16
$1.50
$16.7B*
$4.9B
$3.6B
$3.0B
$2.00
R$2.34
$2.25
Volume
$11.6B
R$2.53
Overseas
2015*
2010
2011
2012
2013
Source: Organization for Economic Co-operation and Development (OECD)
2014
2015*
European Union
United Kingdom
FOUNDATION FIVE MARKETS
INDIA, CHINA, AUSTRALIA MARKETS
Canada
India
Germany
China
United Kingdom
Australia
Brazil
Mexico
APPROACH
VISIT FLORIDA approaches its international consumer
markets based on their potential to deliver visitor
volume in the near and longer time frame. For nearterm volume, five markets rise to the top: Canada,
Brazil, the U.K., Germany and Mexico. These markets
contribute more than half of the state’s 15.7 million
international visitors.
86
Focusing on visitor growth over a longer time frame,
three global markets rise to the top: India, China and
Australia. In these countries, consumer awareness
of Florida is low, but a rapidly growing middle class,
outbound travel, and changes in global air travel
make the outlook promising in future years.
OVERVIEW: FOUNDATION FIVE MARKETS
Canada, Brazil, the United Kingdom, Germany and Mexico have a
long and steady track record visiting Florida. The Florida product has
been visible to consumers through advertising, representation, and
promotion by in-country airlines and tour operators. Florida typically
has excellent industry partnerships in-country, further increasing Florida
awareness, engagement and conversion with these consumers.
In Latin America, weakening local economies combined with a
strengthening dollar have created downward pressure on spending
by visitors. Canadian visitors also spent less than the previous year,
though it is important to note the previous year’s consumer spending
was exceptionally high. Visitors from the U.K. and Germany spent
significantly more while on vacation in 2014 thanks to positive local
conditions.
Highlights: Volume
•Canada is Florida’s top market for
international visitors.
•Visitation from Brazil, Florida’s No. 2
international market, has increased 156
percent* since 2009.
•U.K. visitation to Florida has decreased
slightly (-1%)* since 2009, while German
visitation has increased 66 percent*.
•Mexican visitation has grown 57 percent*
during the past five years.
* figure based on preliminary estimate.
Note: To capture 5-year growth, 2009 estimates (not shown) are used.
FOUNDATION FIVE MARKETS VOLUME
This table shows visitor volume and year-over-year change for the Foundation Five and compares the volume contribution of
the different countries to Florida’s total international visitor volume numbers.
2013
Volume
2014*
Volume
2014/’13
% of Foundation
% Change*
Markets*
% of Total
International*
Foundation Five Markets
8,343,000
8,473,000
1.6%
100.0%
53.9%
Canada
4,172,000
4,247,000
1.8%
50.1%
27.0%
Brazil
1,819,000
1,748,000
-3.9%
20.6%
11.1%
United Kingdom
1,516,000
1,605,000
5.9%
18.9%
10.2%
Germany
423,000
446,000
5.4%
5.3%
2.8%
Mexico
413,000
426,000
3.2%
5.0%
2.7%
Volume
PARTNER TOOLS
FOR FLORIDA REGIONS
2013
2014*
2014/’13 % of Foundation
Spend
Spend
% Change*
Markets*
-6.5%
100.0%
Foundation Five Markets $10,015,000,000 $9,360,000,000
Canada
COMPARISON
FOUNDATION FIVE MARKET
COUNTRY PROFILES
87
$5,493,000,000 $5,071,000,000
-7.7%
Brazil
$2,708,000,000 $2,244,000,000
United Kingdom
$1,135,000,000 $1,356,000,000
% of Total
International*
56.5%
54.2%
30.6%
-17.1%
24.0%
13.5%
19.5%
14.5%
8.2%
Germany
$283,000,000
$312,000,000
10.3%
3.3%
1.9%
Mexico
$395,000,000
$376,000,000
-4.9%
4.0%
2.3%
Spend
2013
Volume
2014*
Volume
2014/’13
% of Foundation
% Change*
Markets*
% of Total
International*
8,343,000
8,473,000
1.6%
100.0%
53.9%
Canada
4,172,000
4,247,000
1.8%
50.1%
27.0%
Brazil
1,819,000
1,748,000
-3.9%
20.6%
11.1%
United Kingdom
1,516,000
1,605,000
5.9%
18.9%
10.2%
Germany
423,000
446,000
5.4%
5.3%
2.8%
Mexico
413,000
426,000
3.2%
5.0%
2.7%
Source: Overseas estimates are extrapolated from aggregate card data provided by Visa Vue® Travel and incorporate data from other research
sources. 2013 Canadian estimate provided by Statistics Canada. 2014 Canadian estimate reflects preliminary data provided by Statistics Canada and
preliminary VISIT FLORIDA estimate derived using historical data obtained from Statistics Canada and other research sources.
OVERVIEW: FOUNDATION FIVE MARKETS
Canada, Brazil, the United Kingdom, Germany and Mexico have a
long and steady track record visiting Florida. The Florida product has
been visible to consumers through advertising, representation, and
promotion by in-country airlines and tour operators. Florida typically
has excellent industry partnerships in-country, further increasing Florida
awareness, engagement and conversion with these consumers.
In Latin America, weakening local economies combined with a
strengthening dollar have created downward pressure on spending
by visitors. Canadian visitors also spent less than the previous year,
though it is important to note the previous year’s consumer spending
was exceptionally high. Visitors from the U.K. and Germany spent
significantly more while on vacation in 2014 thanks to positive local
conditions.
Highlights: Spending
•Canada is Florida’s top market for
international visitor spending.
•Visitor credit card spending by Brazilians,
Florida’s No. 2 for international visitor
spending, has increased 60 percent*
since 2009.
•Mexican visitors’ card spend in Florida has
increased 33 percent since 2009*.
* figure based on preliminary estimate.
are used.
FOUNDATION FIVE MARKETS SPEND
This table shows visitor spending and year-over-year change for the Foundation Five and compares the spending contribution
of the different countries to Florida’s total international visitor spending numbers.
2013
Volume
2014*
Volume
2014/’13
% of Foundation
% Change*
Markets*
% of Total
International*
8,343,000
8,473,000
1.6%
100.0%
53.9%
Canada
4,172,000
4,247,000
1.8%
50.1%
27.0%
Brazil
1,819,000
1,748,000
-3.9%
20.6%
11.1%
United Kingdom
1,516,000
1,605,000
5.9%
18.9%
10.2%
Germany
423,000
446,000
5.4%
5.3%
2.8%
Mexico
413,000
426,000
3.2%
5.0%
2.7%
Volume
PARTNER TOOLS
FOR FLORIDA REGIONS
2013
2014*
Spend
Spend
% Change*
Markets*
-6.5%
100.0%
Canada
COMPARISON
COUNTRY PROFILES
88
$5,493,000,000 $5,071,000,000
-7.7%
Brazil
$2,708,000,000 $2,244,000,000
United Kingdom
$1,135,000,000 $1,356,000,000
% of Total
International*
56.5%
54.2%
30.6%
-17.1%
24.0%
13.5%
19.5%
14.5%
8.2%
Germany
$283,000,000
$312,000,000
10.3%
3.3%
1.9%
Mexico
$395,000,000
$376,000,000
-4.9%
4.0%
2.3%
Spend
2013
Spend
2014*
Spend
% Change*
Markets*
% of Total
International*
-6.5%
100.0%
55.9%
Canada
$5,493,000,000 $5,071,000,000
-7.7%
54.2%
30.3%
Brazil
$2,708,000,000 $2,244,000,000
-17.1%
24.0%
13.4%
United Kingdom
$1,135,000,000 $1,356,000,000
19.5%
14.5%
8.1%
Germany
$283,000,000
$312,000,000
10.3%
3.3%
1.9%
Mexico
$395,000,000
$376,000,000
-4.9%
4.0%
2.2%
Note: Overseas spending estimates are based on face-to-face card transactions and cash withdrawn in Florida, not transactions made overseas or online.
Source: Overseas estimates are extrapolated from aggregate credit card data provided by VisaVue Travel and incorporate data from other research
sources. 2013 Canadian estimate provided by Statistics Canada. 2014 Canadian estimate derived by VISIT FLORIDA based on historical data obtained
from Statistics Canada and other research sources.
CANADA
Canada accounts for 27 percent of Florida’s international
visitors and visits to Florida have risen in nine of the past
10 years.
Florida’s strong brand identity in Canada, plus growth
in Canada’s aging population and excellent access to
Florida from Canadian cities or U.S. border cities, will support
continued growth in visits to Florida during the next five years.
Highlights: Canada
•Florida is Canada’s No. 1 outbound travel destination
when measured in visit nights and dollars spent.
•Most Canadian travelers visit Florida during the first
quarter (40%).
•The top origin province for Canadian visitors to Florida is
Ontario, followed by Quebec and Alberta.
In 2014, as the U.S. dollar began strengthening, Canadian
visitors began cutting back on their in-market spend. Visitors
continued to come but spent less.
Canada
CANADA VOLUME
This bar graph shows consistent growth during the past five years in Canadian visitation to Florida.
4.17M
Brazil
3.10M
PARTNER TOOLS
FOR FLORIDA REGIONS
89
3.56M
United Kingdom
Germany
COMPARISON
COUNTRY PROFILES
3.32M
4.25M
2010
Mexico
2011
2012
2013
2014*
Source: 2010-2013 estimates provided by Statistics Canada. 2014 Canadian estimate reflects preliminary data provided by Statistics
Canada and preliminary VISIT FLORIDA estimates derived using historical data obtained from Statistics Canada and other research sources.
CANADA
Canada accounted for 30 percent of international spending
in the state during 2014. While in Florida, Canadians spend
an average of nearly $1,200 per visitor.
Florida’s strong brand identity in Canada, plus growth
in Canada’s aging population and excellent access to
Florida from Canadian cities or U.S. border cities, will support
continued growth in visits to Florida during the next five years.
Highlights: Canada
•Florida is Canada’s No. 1 outbound travel destination
when measured in visit nights and dollars spent.
•Most Canadian travelers visit Florida during the first
quarter (40%).
•The top origin province for Canadian visitors to Florida is
Ontario, followed by Quebec and Alberta.
In 2014, as the U.S. dollar began strengthening, Canadian
visitors began cutting back on their in-market spend. Visitors
continued to come but spent less.
Canada
CANADA SPEND
This bar graph shows consistent growth during the past five years in Canadian spending in Florida.
2014 numbers retreated slightly from the previous year.
$5.5B
Brazil
$4.0B
$4.4B
$5.1B
$3.5B
PARTNER TOOLS
FOR FLORIDA REGIONS
United Kingdom
Germany
2010
COMPARISON
COUNTRY PROFILES
90
Mexico
2011
2012
2013
2014*
Source: 2010-2013 Canadian estimate provided by Statistics Canada. 2014 Canadian estimate derived by VISIT FLORIDA based on
historical data obtained from Statistics Canada and other research sources,
BRAZIL
Highlights: Brazil
Brazil accounted for 14 percent of Florida’s international visitors in
2014, making it the No. 2 country for visitation here.
•Brazilians who visited Florida typically decided
to travel 3.5 months before departure.
In recent years, Brazilian outbound travel has largely followed trends
in Brazil’s GDP growth. With lower GDP growth projected over the
next few years, Brazilian outbound travel is also projected to grow at
a slower rate.
•Florida’s Brazilian visitors primarily traveled to
the state’s Southeast region (61%) and the
Central-Central East region (58%).
Even so, Florida’s dominant market share and strength among
highly affluent households will help mitigate slowing growth.
However, Florida is already seeing a decline in visitor spending and
that may continue.
Canada
•Brazilian visitors’ top information sources for
trip planning were an airline (55%), personal
recommendations (51%), and a national/
state/city travel office (31%).
BRAZIL VOLUME
This bar graph shows five years of Brazilian visitation to Florida. 2014 numbers retreated slightly
from the previous year.
Brazil
1.82M
1.75M
2013
2014*
1.74M
PARTNER TOOLS
FOR FLORIDA REGIONS
United Kingdom
1.02M
Germany
COMPARISON
COUNTRY PROFILES
1.44M
2010
Mexico
2012
Source: Overseas estimates are extrapolated from aggregate credit card data provided by VisaVue Travel and incorporate data
from other independent research sources.
91
2011
BRAZIL
Highlights: Brazil
Brazil accounted for 13 percent of international visitor spending in
the state during 2014.
•Brazilians who visited Florida typically decided
to travel 3.5 months before departure.
In recent years, Brazilian outbound travel has largely followed trends
in Brazil’s GDP growth. With lower GDP growth projected over the
next few years, Brazilian outbound travel is also projected to grow at
a slower rate.
•Florida’s Brazilian visitors primarily traveled to
the state’s Southeast region (61%) and the
Central-Central East region (58%).
Even so, Florida’s dominant market share and strength among
highly affluent households will help mitigate slowing growth.
However, Florida is already seeing a decline in visitor spending and
that may continue.
Canada
•Brazilian visitors’ top information sources for
trip planning were an airline (55%), personal
recommendations (51%), and a national/
state/city travel office (31%).
BRAZIL SPEND
This bar graph shows five years of spending by Brazilians while visiting the state. 2014 numbers retreated from
the previous year.
$2.71B
Brazil
$2.06B
PARTNER TOOLS
FOR FLORIDA REGIONS
United Kingdom
92
$2.16B
$1.49B
Germany
COMPARISON
COUNTRY PROFILES
$2.24B
2010
Mexico
2011
2012
2013
2014*
Note: Overseas spending estimates are based on face-to-face card transactions and cash withdrawn in Florida, not transactions
made overseas or online.
UNITED KINGDOM
The U.K. accounted for 10 percent of the international visitors
that Florida received in 2014.
The U.K. economy is forecast to be one of the strongest in
Europe through 2016. Wages in the U.K. are projected to
increase at a faster rate than consumer prices, providing U.K.
consumers with more discretionary income to spend on travel.
Florida is a well-known destination among U.K. travelers and
benefits from direct flights to multiple Florida destinations. These
factors have provided Florida with historically high U.K. visitor
volume and make it an important international market.
Canada
Brazil
PARTNER TOOLS
FOR FLORIDA REGIONS
•U.K. visitors travel in small groups and tend to take
multigenerational holidays.
•U.K. visitors’ top information sources for trip
planning are airlines (56%) and OTAs (32%).
UNITED KINGDOM VOLUME
This bar graph shows five years of U.K. visitation to Florida – which declined following the recession, but 2013
saw the start of a rebound.
1.65M
1.61M
1.51M
1.52M
2012
2013
1.60M
Germany
2010
Mexico
2011
2014*
93
•For the past three years, the U.S. share of
British long-haul travel was fairly stagnant. At
the same time, British long-haul travel to closer
warm-weather destinations steadily grew, such
as the U.A.E.
United Kingdom
COMPARISON
COUNTRY PROFILES
Highlights: United Kingdom
UNITED KINGDOM
The U.K. accounted for 8 percent of international spending in
the state during 2014.
The U.K. economy is forecast to be one of the strongest in
Europe through 2016. Wages in the U.K. are projected to
increase at a faster rate than consumer prices, providing U.K.
consumers with more discretionary income to spend on travel.
Florida is a well-known destination among U.K. travelers and
benefits from direct flights to multiple Florida destinations. These
factors have provided Florida with historically high U.K. visitor
volume and make it an important international market.
Canada
Highlights: United Kingdom
•For the past three years, the U.S. share of British
long-haul travel was fairly stagnant. At the same
time, British long-haul travel steadily grew to closer
warm-weather destinations, such as the U.A.E.
•U.K. visitors travel in small groups and tend to take
multigenerational holidays.
•U.K. visitors’ top information sources for trip
planning are airlines (56%) and OTAs (32%).
UNITED KINGDOM SPEND
This bar graph shows five years of U.K. spending by U.K. travelers while in the state.
$1.36B
Brazil
PARTNER TOOLS
FOR FLORIDA REGIONS
94
$1.02B
$1.03B
2010
2011
$0.99B
United Kingdom
Germany
COMPARISON
COUNTRY PROFILES
$1.13B
Mexico
2012
2013
2014*
GERMANY
Highlights: Germany
German visitors accounted for 3 percent of Florida’s international
visitors in 2014.
The German economy is forecast to grow at a slower rate during the
next two years. However, economic growth in some cities is projected to
exceed the national level. Nevertheless, German outbound travel tends
to be stable during periods of slower economic growth and even during a
recession, since Germans view travel as more of a right than a privilege.
Florida is one of the most popular U.S. destinations for German travelers. This
popularity and the stability of German long-haul travel have driven historical
growth in visitation to the state. Spending has also increased 47 percent
during the last four years.
Canada
•The top information sources for trip
planning used by Florida’s German
visitors are airlines (47%) and OTAs
(40%).
•Roughly one-fifth of Florida’s German
visitors used information from a travel
agency office for trip planning.
•German travelers still turn to offline
sources for trip planning, particularly
travel guides. Travel guides are used by
20 percent of Florida’s German visitors.
GERMANY VOLUME
This bar graph shows that German visitation to Florida has experienced steady growth since 2010.
446,000
423,000
Brazil
PARTNER TOOLS
FOR FLORIDA REGIONS
United Kingdom
95
323,000
310,000
Germany
COMPARISON
COUNTRY PROFILES
376,000
2010
Mexico
2011
2012
2013
2014*
GERMANY
German visitors accounted for 2 percent of international spending in
Florida during 2014.
The German economy is forecast to grow at a slower rate during the
next two years. However, economic growth in some cities is projected to
exceed the national level. Nevertheless, German outbound travel tends
to be stable during periods of slower economic growth and even during a
recession, since Germans view travel as more of a right than a privilege.
Florida is one of the most popular U.S. destinations for German travelers.
This popularity and the stability of German long-haul travel have driven
historical growth in visitation to the state. Spending has also increased
47 percent during the last four years.
Canada
Highlights: Germany
•The top information sources for trip
planning used by Florida’s German
visitors are airlines (47%) and OTAs
(40%).
•Roughly one-fifth of Florida’s German
visitors used information from a travel
agency office for trip planning.
•German travelers still turn to offline
sources for trip planning, particularly
travel guides. Travel guides are used by
20 percent of Florida’s German visitors.
GERMANY SPEND
This bar graph shows that German spending has experienced steady growth since 2010.
$283M
Brazil
PARTNER TOOLS
FOR FLORIDA REGIONS
United Kingdom
96
$257M
$213M
Germany
COMPARISON
COUNTRY PROFILES
$244M
$312M
2010
Mexico
2011
2012
2013
2014*
MEXICO
Mexican travelers represented 3 percent of Florida’s
international visitors in 2014.
Even though the peso has depreciated against the
U.S. dollar since 2001, Mexican arrivals to the U.S. have
increased and are projected to continue increasing
through 2019.
For Florida, growth will come from affluent households
who travel by air. Excellent lift into Florida, combined with
positive GDP projections and proximity, provide a strong
growth opportunity for Florida.
Canada
Highlights: Mexico
•Nearly one in six Mexican air travelers visiting the U.S.
report using a national/state/city travel office to obtain
information for trip planning.
•The top information sources for trip planning used by
Mexican air travelers to Florida were airlines (41%), OTAs
(22%) and a travel agency office (20%).
•Florida’s Mexican visitors primarily traveled to the state’s
Southeast region (62%) and the Central-Central East
region (41%).
MEXICO VOLUME
This bar graph shows that Mexican visitation to Florida has grown steadily since 2010.
413,000
Brazil
381,000
426,000
388,000
327,000
PARTNER TOOLS
FOR FLORIDA REGIONS
United Kingdom
Germany
COMPARISON
COUNTRY PROFILES
2010
Mexico
2012
2013
2014*
97
2011
MEXICO
Mexican travelers represented 2 percent of international
spending in Florida during 2014.
Even though the peso has depreciated against the
U.S. dollar since 2001, Mexican arrivals to the U.S. have
increased and are projected to continue increasing
through 2019.
For Florida, growth will come from affluent households
who travel by air. Excellent lift into Florida, combined with
positive GDP projections and proximity, provide a strong
growth opportunity for Florida.
Canada
Highlights: Mexico
•Nearly one in six Mexican air travelers visiting the U.S.
report using a national/state/city travel office to obtain
information for trip planning.
Mexican air travelers to Florida were airlines (41%), OTAs
(22%) and a travel agency office (20%).
•Florida’s Mexican visitors primarily traveled to the state’s
region (41%).
MEXICO SPEND
This bar graph shows five years of spending by Mexican visitors while in the state since 2010.
$380M
FOR FLORIDA REGIONS
United Kingdom
98
$265M
Germany
COMPARISON
COUNTRY PROFILES
$376M
$356M
Brazil
PARTNER TOOLS
$395M
2010
Mexico
2011
2012
2013
2014*
OVERVIEW: INDIA, CHINA, AUSTRALIA MARKETS
Florida has three international markets that offer significant
potential as future origin markets and will require longer-term
development. Consumers in India, China, and Australia are
less aware of Florida, but in recent years visitation has shown
positive growth.
By 2019, the top overseas inbound market for the United
States will be China. The Chinese middle class is roughly the
size of the U.S. population – and still growing. India has a
huge population base with a growing middle class, many of
which speak English. Australia’s travel class is already showing
an affinity for the United States.
Highlights: Volume
•The U.S. is expected to be the No. 1 outbound
market for Australian travelers in 2014. Australian
arrivals to the U.S. are forecast to grow at an
average rate of 4 percent through 2018.
•Chinese visitation to the U.S. is projected to grow
to 4.9 million in 2019, making China the U.S.’s top
overseas inbound travel market in only five years.
•Indian visitation to the U.S. is forecast to increase by
an average of 7 percent during the next five years
and reach 1.3 million in 2019.
INDIA, CHINA, AUSTRALIA MARKETS VOLUME
This table shows the volume of the ICA countries for the most recent year with year-over-year change and compares the
volume contribution of the different countries to Florida’s total international visitor volume numbers.
2014/’13
% Change*
% of ICA
Markets*
ICA Markets
629,000
636,000
1.2%
100.0%
Australia
2013
Volume
317,000
2014*
Volume
319,000
0.8%
50.2%
% of Total
International*
2.0%
China
266,000
267,000
0.4%
42.0%
1.7%
India
46,000
50,000
7.8%
7.8%
0.3%
4.0%
Volume
ICA Markets
PARTNER TOOLS
FOR FLORIDA REGIONS
ICA MARKETS COMPARISON
ICA MARKET COUNTRY PROFILES
99
2013
Volume
2013
Spend
2014*
Spend
2014/’13
% Change*
% of ICA
Markets*
% of Total
International*
ICA Markets
$607,700,000
$572,000,000
-5.9%
100.0%
3.5%
Australia
$244,400,000
$206,500,000
-15.5%
36.1%
1.2%
China
$285,000,000
$286,400,000
0.5%
50.1%
1.7%
India
$78,300,000
$79,100,000
1.1%
13.8%
0.5%
2014*
Volume
2014/’13
% Change*
% of ICA
Markets*
% of Total
International*
629,000
636,000
1.2%
100.0%
4.0%
India
46,000
50,000
7.8%
7.8%
0.3%
China
266,000
267,000
0.4%
42.0%
1.7%
Australia
317,000
319,000
0.8%
50.2%
2.0%
Spend
Source: Source: Overseas estimates are extrapolated from aggregate card usage data provided by Visa Vue® Travel and incorporate data from other
research sources.
OVERVIEW: INDIA, CHINA, AUSTRALIA MARKETS
Florida has three international markets that offer significant
potential as future origin markets and will require longer-term
development. Consumers in India, China, and Australia are
less aware of Florida, but in recent years visitation has shown
positive growth.
By 2019, the top overseas inbound market for the United
States will be China. The Chinese middle class is roughly the
size of the U.S. population – and still growing. India has a
huge population base with a growing middle class, many of
which speak English. Australia’s travel class is already showing
an affinity for the United States.
Highlights: Spending
•Chinese visitor spending (excluding Hong Kong)
in the U.S. averaged $7,200 per visitor in 2013,
the highest of all international travelers visiting
the U.S.
•Indian travelers visiting the U.S. spent $7.3 billion
in the country during 2013, making them the
seventh-highest spenders.
INDIA, CHINA, AUSTRALIA MARKETS SPENDING
This table shows visitor spending by the ICA countries for the most recent year with year-over-year change and compares the
spending contribution of the different countries to Florida’s total international visitor spending.
2014/’13
% Change*
% of ICA
Markets*
ICA Markets
629,000
636,000
1.2%
100.0%
Australia
2013
Volume
317,000
2014*
Volume
319,000
0.8%
50.2%
% of Total
International*
2.0%
China
266,000
267,000
0.4%
42.0%
1.7%
India
46,000
50,000
7.8%
7.8%
0.3%
4.0%
Volume
100
2014*
Spend
2014/’13
% Change*
% of ICA
Markets*
% of Total
International*
$607,700,000
$572,000,000
-5.9%
100.0%
3.4%
India
$78,300,000
$79,100,000
1.1%
13.8%
0.5%
China
$285,000,000
$286,400,000
0.5%
50.1%
1.7%
Australia
$244,400,000
$206,500,000
-15.5%
36.1%
1.2%
ICA Markets
PARTNER TOOLS
FOR FLORIDA REGIONS
2013
Spend
2013
Spend
2014*
Spend
2014/’13
% Change*
% of ICA
Markets*
% of Total
International*
ICA Markets
$607,700,000
$572,000,000
-5.9%
100.0%
3.5%
Australia
$244,400,000
$206,500,000
-15.5%
36.1%
1.2%
China
$285,000,000
$286,400,000
0.5%
50.1%
1.7%
India
$78,300,000
$79,100,000
1.1%
13.8%
0.5%
Spend
Note: Overseas spending estimates reflect face-to-face card transactions and cash withdrawn in Florida, not transactions made overseas or online.
Source: Source: Overseas estimates are extrapolated from aggregate card usage data provided by Visa Vue® Travel for 2012 and incorporate data
from other research sources.
INDIA
India is the world’s second-most populous country and the
second-fastest growing country for outbound departures.
India’s real GDP is forecast to increase at an annual rate
of 5-6 percent and outbound travel to the U.S. is projected
to follow a similar path.
Outside the Middle East, the U.S. is the top long-haul
destination for Indians.
Although Florida currently does not have non-stop air
service from India, Florida does have non-stop service
from the Middle East. With the expansion of the Middle
East airlines, the future potential for direct flights is strong.
Highlights: India
•More than a quarter of Indian travelers visiting the U.S.
reported that it was their first trip to the country.
•Approximately 32 percent of Florida’s Indian visitors
indicated their main trip purpose was to visit friends or
relatives.
Florida’s Indian visitors are a travel agency office (36%)
and an airline (32%).
•Florida’s Indian visitors primarily traveled to the state’s
region (43%).
INDIA VOLUME
Indian visitation to Florida has grown steadily since 2010.
46,000
India
41,000
50,000
44,000
35,000
China
PARTNER TOOLS
FOR FLORIDA REGIONS
Australia
2010
2011
2012
2013
2014*
101
INDIA
India is the world’s second-most populous country and the
second-fastest growing country for outbound departures.
India’s real GDP is forecast to increase at an annual rate
of 5-6 percent and outbound travel to the U.S. is projected
to follow a similar path.
Outside the Middle East, the U.S. is the top long-haul
destination for Indians.
Although Florida currently does not have non-stop air
service from India, Florida does have non-stop service
from the Middle East. With the expansion of the Middle
East airlines, the future potential for direct flights is strong.
Highlights: India
•More than a quarter of Indian travelers visiting the U.S.
reported that it was their first trip to the country.
•Approximately 32 percent of Florida’s Indian visitors
indicated their main trip purpose was to visit friends or
relatives.
Florida’s Indian visitors are a travel agency office (36%)
and an airline (32%).
•Florida’s Indian visitors primarily traveled to the state’s
region (43%).
INDIA SPEND
Indian spending while in the state has grown since 2010.
$86M
India
$85M
$78M
$79M
2013
2014*
$69M
China
PARTNER TOOLS
FOR FLORIDA REGIONS
Australia
2010
2011
2012
Note: Overseas spending estimates are based on face-to-face card transactions and cash withdrawn in Florida, not transactions made
overseas or online.
Source: Overseas estimates are extrapolated from aggregate credit card data provided by VisaVue Travel and incorporate data from other
independent research sources.
102
CHINA
China is the fastest-growing inbound market to the United
States. China’s middle class has been rapidly expanding.
Many estimates indicate its actual size today is equivalent
to the U.S. population.
In spite of minimal marketing investment by Florida and
lack of direct flights, the number of Chinese travelers visiting
Florida grew from 60,000 in 2009 to 267,000 in 2014.
The potential for continued growth is strong and global
competition for China’s growing outbound travelers is fierce.
Highlights: China
•Nearly half of the U.S.’s Chinese visitors reported
traveling to the country for the first time.
•Most of Florida’s Chinese visitors reported that their
main trip purpose was business or a convention/
conference/trade show (26%), followed by a vacation/
holiday (25%).
•Florida’s Chinese visitors’ top trip planning information
sources were personal recommendations (32%), an
airline (32%), and travel agency office (20%).
CHINA VOLUME
Chinese visitation to Florida has grown by more than 200,000 since 2009.
266,000
267,000
India
202,000
China
PARTNER TOOLS
FOR FLORIDA REGIONS
103
153,000
102,000
Australia
2010
2011
2012
2013
2014*
CHINA
China is the fastest-growing inbound market to the United
States. China’s middle class has been rapidly expanding.
Many estimates indicate its actual size today is equivalent
to the U.S. population.
In spite of minimal marketing investment by Florida and
lack of direct flights, the number of Chinese travelers visiting
Florida grew from 60,000 in 2009 to 267,000 in 2014.
The potential for continued growth is strong and global
competition for China’s growing outbound travelers is fierce.
Highlights: China
•Nearly half of the U.S.’s Chinese visitors reported
traveling to the country for the first time.
•Most of Florida’s Chinese visitors reported that their
main trip purpose was business or a convention/
conference/trade show (26%), followed by a vacation/
holiday (25%).
•Florida’s Chinese visitors’ top trip planning information
sources were personal recommendations (32%), an
airline (32%), and travel agency office (20%).
CHINA SPEND
Chinese spending while in the state has grown significantly since 2010.
$285M
$286M
India
$177M
China
$107M
$65M
PARTNER TOOLS
FOR FLORIDA REGIONS
104
Australia
2010
2011
2012
2013
2014*
Note: Overseas spending estimates are based on face-to-face card transactions and cash withdrawn in Florida, not transactions made overseas or
online.
AUSTRALIA
Australia is one of Florida’s top 10 origin countries for
international visitors. Historically, outbound Australian travel
has generally followed trends in GDP growth and consumer
spending. Australia’s GDP growth is projected to slow and
stabilize at 2-3 percent through 2018. Outbound travel is
projected to grow at an average of 3 percent. At the same
time, U.S. arrivals are forecast to grow by an average rate of
4 percent.
Highlights: Australia
•Florida’s Australian visitors made their decision to travel
5.7 months before departing on their trip.
•More than half of Australian travelers visiting Florida
used a travel agency office (57%) to plan their trip,
while 33 percent used airlines websites and resources.
•On average, Florida’s Australian visitors traveled to 3.6
states and stayed in Florida for 6.6 nights.
Australians typically visit Florida as part of a multi-state
itinerary. Tour operator interest in Florida is growing.
AUSTRALIA VOLUME
Australian visitation to Florida has almost doubled since 2010.
317,000
319,000
2013
2014*
India
281,000
258,000
China
PARTNER TOOLS
FOR FLORIDA REGIONS
105
173,000
Australia
2010
2011
2012
* volume estimate is preliminary and subject to change
AUSTRALIA
Australia is one of Florida’s top 10 origin countries for
international visitors. Historically, outbound Australian travel
has generally followed trends in GDP growth and consumer
spending. Australia’s GDP growth is projected to slow and
stabilize at 2-3 percent through 2018. Outbound travel is
projected to grow at an average of 3 percent. At the same
time, U.S. arrivals are forecast to grow by an average rate of
4 percent.
Highlights: Australia
•Florida’s Australian visitors made their decision to travel
5.7 months before departing on their trip.
•More than half of Australian travelers visiting Florida
used a travel agency office (57%) to plan their trip,
while 33 percent used airlines websites and resources.
•On average, Florida’s Australian visitors traveled to 3.6
states and stayed in Florida for 6.6 nights.
Australians typically visit Florida as part of a multi-state
itinerary. Tour operator interest in Florida is growing.
AUSTRALIA SPEND
Australian spending in Florida dropped year over year,
but shows a 52 percent increase since 2010.
$244M
India
$207M
$206M
$187M
China
$136M
PARTNER TOOLS
FOR FLORIDA REGIONS
106
Australia
2010
2011
2012
2013
2014*
Note: Overseas spending estimates are based on face-to-face card transactions and cash withdrawn in Florida, not transactions made overseas
or online.
CHANGING MARKET LANDSCAPES
In these markets, the challenge is allocating a limited budget to serve three competing goals:
maintaining current volume, expanding efforts where growth opportunities exist, and defending against
rising competition.
ICA Markets
Given the magnitude of growth projected for outbound travel from China and India, Florida must ramp
up quickly on both the marketing and hospitality service side. The cultural learning curve and language
differences may prove challenging.
INSIGHTS
AND OPPORTUNITIES
Across Foundation Five and ICA markets, five challenges prevail either as barriers to or predictors of success.
107
LIFT
Airlift is a critical component in Florida’s marketing equation and nowhere is that more evident than for
international visitors. Expanding convenient access from Florida’s international feeder markets is essential for
international market development.
In northern South America, Central America and Mexico low-fare carriers are already expanding service to
major gateways and beyond. The opportunity for airline-DMO partnership is growing. Europe is also seeing an
expansion of low-fare carriers into long-haul service. For Florida, low-fare expansion means an opportunity to
grow service to new Florida destinations.
In Asia, the creation of a pre-clearance facility at Abu Dhabi, combined with growth from carriers that serve
the region, may stimulate route development that better suits Florida. The opportunity for new and improved
lift exists – if Florida can marshal its resources.
INSIGHTS
AND OPPORTUNITIES
108
PARTNERSHIPS
In-country travel industry partnerships are critical because they multiply Florida’s limited investments through
co-op marketing efforts. In countries and markets where Florida has strong co-op partnerships with powerful
travel brands, Florida has been able to increase the relevance of its messaging and achieve greater
presence. Traditionally, the international co-op partners also provide an important conversion call to action.
INSIGHTS
AND OPPORTUNITIES
109
BRAND
In many countries, the Florida brand is well established and Florida will continue to expand and build
on consumer awareness in a variety of ways. In countries where Florida is less familiar, the advent of
Brand USA provides the opportunity to leverage interest in the U.S. as well as co-op buying power to the
benefit of the Florida brand. Florida’s strong network of industry partners offers unique opportunities for
collaborative efforts that have the potential to trump competitive brands in specific global markets.
INSIGHTS
AND OPPORTUNITIES
110
DIGITAL LANDSCAPE
Consumer media consumption patterns and preferences differ from market to market and effective
communications take national and cultural boundaries into consideration. However, in a global digital
environment, there are few boundaries. Consumers will access the Florida brand in multiple ways
outside their own national and cultural walls. Local preferences must be balanced against global brand
consistency. Florida must establish and sustain a stronger digital presence that reinforces brand truths that
are relevant across all markets.
INSIGHTS
AND OPPORTUNITIES
111
INTERNATIONAL TRADE & EVENTS CALENDAR
DATE
LOCATION
DATE
JULY 2015
NEW
India AVIAREPS Roadshow
Gala Awards Dinner VUSA Ball
DMAI
7/TBD/2015
7/2/2015
7/14-17/2015
OCTOBER 2015
TBD
London, England
Austin, TX
NEW
VIP Trade Event (Agents)
10/TBD/2015
Canada
Mexico VIP Event
10/TBD/2015
TBD
NEW
Canadian Roadshow
10/TBD/2015
Canada
NEW
Colombia Workshop
10/12-14/2015
Bogota, Colombia
Nordic Sales Mission
10/12-16/2015
Denmark, Norway, Sweden
SITV (Montreal)
10/23-25/2015
Montreal, Quebec
AUGUST 2015
MP
IncentiveWorks
NEW
8/TBD/2015
TBD
Brand USA Seminars India
8/TBD/2015
India
US Consulates Roadshow
China
8/TBD/2015
China
Toronto VIP Event (M&C)
8/TBD/2015
Canada
Governor’s Conference
8/31-9/2/2015
NEW
8/18-19/2015
Toronto, Ontario
NEW
La Cita
9/8-10/2015
Boca Raton, FL
La Cita FAMs
9/TBD/2015
TBD
Brand USA MICE Event
9/4-5/2015
Goa, India
Brand USA India Mission
9/6-13/2015
Mumbai, New Delhi,
& Chennai, India
Crawley, England
TBD
Routes World Forum
9/19-22/2015
Durbin, South Africa
Routes Rendezvous
9/TBD/2015
Durbin, South Africa
Oktoberfest
9/TBD/2015
Munich, Germany
ABAV
9/24-27/2015
Sao Paulo, Brazil
9/26/2015
Buenos Aires,
Argentina
FIT
9/26-29/2015
Buenos Aires,
Argentina
World Medical Tourism &
Global Healthcare Congress
9/27-30/2015
Orlando, FL
FIT VIP Event
112
9/TBD/2015
India Trade FAM
10/TBD/2015
Florida
10/21-23/2015
US Consulates Road Show
World Travel Market
Peru, Ecuador
France
China Trade FAM
China
WTM VF Signature Event
9/7-10/2015
9/15/2015
10/TBD/2015
Suntec, Singapore
NOVEMBER 2015
Tampa, FL
VISIT FLORIDA Signature
Event
UK Key Client Dinner
NEW
9/TBD/2015
ITB Asia
SEPTEMBER 2015
Peru & Ecuador Sales
Mission
LOCATION
NEW
11/TBD/2015
11/2/2015
11/2-5/2015
China
London, England
London, England
IBTM
11/17-19/2015
Barcelona, Spain
Consumer Show Series- Leipzig
11/18-22/2015
Leipzig, Germany
DECEMBER 2015
Marketing Retreat
12/TBD/2015
Fort Lauderdale, FL
INTERNATIONAL TRADE & EVENTS CALENDAR
DATE
LOCATION
DATE
JANUARY 2016
NEW
APRIL 2016
German Tour Operator FAM
(pre/post Huddle)
1/TBD/2016
TBD
WTM - LATAM
4/TBD/2016
Sao Paulo, Brazil
French Tour Operator FAM
(pre/post Huddle)
4/TBD/2016
China TBD
1/TBD/2016
TBD
Key Client Dinners
4/TBD/2016
London, England
UK Tour Operator FAM
(pre/post Huddle)
1/TBD/2016
TBD
China Sales Mission
4/TBD/2016
Shanghai, Beijing,
Shenzhen, China
Chinese Tour Operator FAM
(pre-Huddle)
1/TBD/2016
TBD
Ignite
4/TBD/2016
Toronto, Ontario
India Tour Operator FAM
(Pre-Huddle)
German Roadshow
4/TBD/2016
TBD
1/TBD/2016
TBD
Visit USA Committee Workshops
1/TBD/2016
France
TWIGS
1/TBD/2016
TBD
China Trade FAM
5/TBD/2016
TBD
5/TBD/2016
Dubai, UAE
4/19-21/2016
MAY 2016
Tampa, FL
Arabian Travel Mart
Vakantiebeurs
1/12-17/2016
Utrecht, Netherlands
UK/Ireland Sales Mission
Consumer Show Series- Stuttgart
1/16-24/2016
Stuttgart, Germany
Irish Tour Operator Advisory
Luncheon
5/TBD/2016
Dublin, Ireland
UK Tour Operator Advisory
Luncheon
5/TBD/2016
London, England
1/21/2016
1/22-24/2016
India VIP Event
SATTE
Ireland
Dublin, Ireland
1/TBD/2016
New Delhi, India
1/29-31/2016
New Delhi, India
FEBRUARY 2016
ANATO
2/1/2016
5/24-26/2016
TBD
JUNE 2016
Int’l Pow Wow (IPW)
6/18-22/2016
New Orleans, LA
VF Signature Airline Event
6/TBD/2016
TBD
Bogota, Colombia
6/TBD/2016
China
UK Summer Event
6/TBD/2016
London, England
RSAA
2/9-10/2016
New York City
2/TBD/2016
TBD
Australia Mission
2/TBD/2016
TBD
Visit USA Workshops
2/TBD/2016
France
Consumer Show Series Reisen
2/TBD/2016
Hamburg, Germany
Brand USA Seminar - India
2/TBD/2016
TBD
MARCH 2016
ONGOING
University of VF
(Specialist Program)
ongoing
Canada
UK Sales Calls
ongoing
UK/Ireland
France Sales Calls
ongoing
France
Latin America Sales Calls
ongoing
Latin America
Europe Sales Calls
ongoing
Germany, Switzerland,
Austria
Key Client Dinners
3/TBD/2016
Peterborough, England
3/TBD/2016
TBD
China Sales Calls
ongoing
China
Brand USA Seminar - India
3/TBD/2016
TBD
India Sales Calls
ongoing
India
ITB Florida Night
3/9-13/2016
Berlin, Germany
E-learning (specialist program)
ongoing
India
3/10/2016
Berlin, Germany
ITB
F.RE.E Munich
113
IMEX
1/26-28/2016
Holiday World Dublin
NEW
MP
Florida Huddle
Gala Awards Dinner Ireland
NEW
LOCATION
3/TBD/2016
3/17-24/2016
China
Munich, Germany
BUSINESS TRAVEL VOLUME
2013
Getaway
Weekend
10%
Data for 2013 business travel is derived from domestic visitation only.
Getaway
Weekend
10%
Visit Friends &
Relatives
26%
General
Vacation
38%
Visit Friends &
Relatives
26%
Special
Event
8%
Business
11%
Other
Leisure
Personal
7%
Special
Event
8%
Business Volume
Other Group
Meetings
15%
Seminar/
Training
19%
Transient
Business
46%
Convention
20%
General
Vacation
38%
Purpose
Business
11%
Other
Leisure
Personal
7%
Other Group
Meetings
15%
Seminar/
Training
19%
Transient
Business
46%
IMPORTANCE
OF THE MEETING AND CONVENTIONS MARKET
In 2013, roughly 9.2 million business travelers accounted for 11 percent of
Florida’s domestic visitors, slightly up from 2012.
More than half of business travelers to Florida in 2013 came for conventions,
meetings, seminars and training. More than two-thirds of business visitors to
Florida travel alone and go to the central and southeast regions of the state.
114
Convention
20%
Purpose
BUSINESS TRAVEL PURPOSE
2013
Data for 2013 business travel is derived from domestic visitation only.
This chart shows the reason for travel by Florida’s business visitors –
who account for 11 percent of all Florida’s visitors.
Note: Transient business includes travel primarily for consulting/client
services, inspection/audit, construction/repair, sales/purchasing,
government/military, and other business.
General
Vacation
38%
Other Group
Meetings
15%
Getaway
Weekend
10%
Visit Friends &
Relatives
26%
Special
Event
8%
Business
11%
Other
Leisure
Personal
7%
Business Volume
Seminar/
Training
19%
Transient
Business
46%
Other Group
Meetings
15%
Seminar/
Training
19%
Transient
Business
46%
Convention
20%
Purpose
Convention
20%
IMPORTANCE
In 2013, roughly 9.2 million business travelers accounted for 11 percent of
Florida’s domestic visitors, slightly up from 2012.
PARTNER TOOLS
MEETINGS TRAVELER PROFILE
115
More than half of business travelers to Florida in 2013 came for conventions,
meetings, seminars and training. More than two-thirds of business visitors to
Florida travel alone and go to the central and southeast regions of the state.
BUSINESS VS. LEISURE SPEND
AVERAGE EXPENDITURES PER DAY BY CATEGORY (2013)
This chart compares the average daily spending of Florida’s business
and leisure visitors by category. As shown by the chart, business
visitors spend more in transportation, lodging and food & beverage
than leisure visitors.
Categories
$118.80
Transportation
$43.30
$81.40
Lodging
$46.50
$43.90
Food & Beverage
$32.90
$12.10
$20.10
Shopping
$11.00
$19.80
Entertainment &
Recreation
$4.10
$4.60
Other Expenses
$-
$20
$40
$60
Business
IMPORTANCE
$80
$100
$120
$140
Leisure
PARTNER TOOLS
VALUE OF A BUSINESS TRAVELER
MEETINGS TRAVELER PROFILE
116
At $260 per day including transportation, the business
traveler to Florida spends $115 more per day than
the domestic leisure traveler. Business visitors spend
90 percent more on lodging and 33 percent more
on food and beverage. The business visitor also
spends nearly three times the amount leisure visitors
spend on transportation.
Average Expenditures Per Person Per Day
With
Transportation
Without
Transportation
Business traveler
$260
$142
Leisure traveler
$145
$101
CHANGING INDUSTRY LANDSCAPE
2015 looks to be a great year for the meetings
industry and future indicators all point to
continued growth. An improving economy,
especially in the U.S., is facilitating a renewed
investment in meetings and conventions.
The rising demand for meetings will likely drive
increased venue costs while meeting planner
budgets are expected to remain the same.
Budget limitations will force planners to be more
resourceful with their funds and require suppliers
to offer creative solutions within their proposals.
Highlights
•Nearly half the planners surveyed by MPI report arranging their
meetings on shorter notice. North American lead times have
decreased by 9 percent over the past year, but remain longer than
the global average.
•According to MPI, meeting budgets are expected to increase
between 1-5 percent - not enough to keep up with the increase
in costs.
•Virtual meetings attendance is expected to grow about 3 percent
in the coming year. Around 60 percent of planners plan to leverage
virtual and hybrid meeting options.
TOP 10 MEETING TRENDS FOR 2015
As reported by Benchmark Resorts and Hotels®
PARTNER TOOLS
FLORIDA DESTINATIONS CONSIDERED
FLORIDA MEETING LOCATIONS
1
Adventure + Inspiration - Planners are looking to deliver ROE
(Return On Experience) through programming in addition to ROI.
6
Event packages can be completely customizable to the
planner’s exact needs and specifications.
2
Tides have turned – Demand for group meetings has officially
rebounded and rates are trending up.
7
Top Meeting Producers contributing significant volume in
2015 include Education, Associations, Finance, Healthcare,
Pharmaceutical, Energy-related, Insurance and Technology.
3
Top planners have mapped a way to connect social at each
stage of the event cycle. LinkedIn, Twitter, Instagram and smart
phone apps are the top tools of the trade.
8
4
Get wired – Attendees often come with multiple wireless
devices and demand powerful and reliable Wi-Fi in both the
meeting space and their guest rooms.
9
It’s about the food – Resident chefs and F&B Directors are vital
to securing business. Bringing chefs into the decision-making
process with menu customization options have become a
significant part of the meeting planning process.
5
Smart phones are a critical business tool for planners,
attendees and suppliers. Planners are seeking ways to
integrate mobile devices throughout the entire event
experience.
10
High-end boutique and personal luxury properties – once
shied away from by planners – are now sought-after venues
for important and especially high-level meetings.
Sense of place - Conference facilities offering a variety of
meeting spaces are in high demand. Planners are looking
for an ever growing number of breakout rooms and unique
gathering places.
Source: CWT 2015 Meetings and Events Forecast; MPI Meetings Outlook 2015 Winter Edition, Benchmark Resort and Hotels, PCMA Convene Meetings Market Survey.
117
ASSOCIATIONS
Good outdoor recreation
37%
Good beaches
88%
18%
Good golf
87%
31%
87%
Popular with attendees
47%
Reasonable hotel room rates
Clean/attractive place
36%
Reasonable meeting facility / F&B rates
35%
74%
74%
69%
29%
0%
10%
20%
30%
SPORTS
65%
30%
Moderate food and lodging costs
SMERF*/OTHER
72%
28%
Inexpensive to get to
HIGH
81%
40%
Good value for the money
CORPORATE
63%
40%
50%
60%
70%
80%
90%
LOW
APPROACH
VISIT FLORIDA approaches the Meetings and
Conventions market in two ways: by business
segment and by affinity to Florida. Business
segments are defined according to the
type of organization holding the event. This
segmentation allows VISIT FLORIDA to refine
118
and focus messaging as well as leverage the
distribution channels for each business segment.
Segmentation by affinity enables VISIT FLORIDA to
focus on planners who have the highest propensity
to choose Florida as their destination.
FLORIDA’S IMAGE
Highlights
As a meetings destination, Florida excels in a number
of important categories. In addition to the outstanding
destination and activity ratings expected of a global
leisure destination, Florida also offers the advantage of
high appeal with attendees, reasonable room rates and
meeting costs, as well as affordable access.
•Florida significantly outpaces other meeting
destinations in outdoor recreation, beaches
and golf.
•In most categories, Florida is rated 50
percent higher than other destinations.
FLORIDA RANKS WELL ABOVE THE AVERAGE
Good outdoor recreation
37%
Good beaches
18%
Good golf
87%
31%
87%
Popular with attendees
47%
Reasonable hotel room rates
PARTNER TOOLS
Clean/attractive place
36%
Reasonable meeting facility / F&B rates
35%
Good value for the money
119
72%
69%
65%
29%
10%
20%
30%
63%
40%
50%
60%
70%
80%
Florida Percentage
Average of Competitive
Destinations
74%
30%
0%
Source: STR, Inc. DestinationMAP for VISIT FLORIDA
74%
28%
Moderate food and lodging costs
81%
40%
Inexpensive to get to
FLORIDA DESTINATIONS CONSIDERED
88%
90%
ASSOCIATIONS, CORPORATE, SMERF/OTHERS AND SPORTS
The meetings industry is generally organized into four business segments: Associations, Corporate/
Incentive, SMERF and Sports. VISIT FLORIDA reaches these four market segments through partnerships
with the leading meetings and conventions industry organizations.
Associations. With more than 1.9 million associations
worldwide, this segment is important to VISIT FLORIDA.
This business category includes non-profit organizations,
universities and government agencies.
Corporate/Incentive. This business segment includes forprofit organizations and businesses that use in-house or
outside meeting planners to coordinate corporate meetings,
trade shows and conventions, sales meetings and incentive
travel. In the past few years, incentive travel has rebounded
in the Sunshine State, with coastal properties seeing a 20- to
25-percent increase in this segment.
SMERF. The SMERF segment includes independent planners
who represent social/sports, military, education, religious and
fraternal organizations. Third-party planners are also included
in the category.
SPORTS. Florida has a competitive advantage in the
sports market, with year-round mild climate and diverse
opportunities in the small, medium and large destinations in
Florida. This segment continues to be stable in any economic
situation.
INDUSTRY COMPOSITION
This chart shows the composition of the meetings industry by business
segment based on the DestinationMAP comprehensive study of
meeting planners and the meetings market in North America.
32%
Corporation
Association
or Society
24%
Self Employed
12%
Meeting
Planning Firm
12%
Other
9%
0% 5% 10% 15% 20% 25% 30% 35%
120
AFFINITY TO FLORIDA
Florida’s strength as a repeat destination for
leisure travel holds true for meetings and
conventions. Research has demonstrated
that those who have previously held meetings
in the Sunshine State are most likely to do so
again. Given the 18- to 32-month planning
cycle, keeping Florida top of mind requires
maintaining contact with the most likely
prospects throughout the planning cycle.
HIGH AFFINITY
Meeting planners who have held
a meeting in Florida in the past 3
years or plan to in the next 3 years.
LOW AFFINITY
Meeting Planners who have not
held a Florida meeting and are not
currently planning one.
121
Highlights
•High-affinity meeting planners are more likely than
low-affinity planners to be from the South (34% high,
24% low) and less likely to be from the West (4%
high, 22% low).
•High-affinity and low-affinity meeting planners are
equally likely to hold major meetings that rotate
among a set of destinations.
•The number of meetings that planners are organizing
is on the rise. In the past year, high-affinity planners
saw a 77 percent increase in the number of
meetings planned (from 22 to 39) and low-affinity
planners saw a 64-percent increase (from 14 to 23).
•High-affinity and low-affinity planners book the
majority of their major meetings in the U.S.
•The high-affinity meeting planners are slightly more
connected through social media, with an average
of 11 social/business networks, compared to 5 for
the low-affinity planner.
STATE COMPETITORS FOR MOST RECENT MEETING
Based on the DestinationMAP survey of planners (both high and low Florida affinity), when considering Florida as their
meeting destination, one in five planners also considers California.
25%
20%
21
21%
18%
15%
16%
10%
10%
10%
10%
5%
6%
5%
5%
4%
3%
3%
TN
INT
DC
MA
NY
0%
CA
TX
NV
AZ
IL
LA
GA
COMPETITIVE LANDSCAPE
California, Chicago, Las Vegas and Texas remain
the most popular competitive destinations where
planners have hosted a meeting in the past three
years. Between 2011 and 2013, California has
122
taken the lead as a competing destination. Nevada
(Las Vegas) has made significant gains over other
competing destinations.
BUSINESS MEETING SITE
Florida rates exceptionally well as a business and convention
destination. In a 2013 survey conducted by STR, Inc., meeting
planners rated Florida 8.7 out of 10 as an ideal convention site, well
ahead of the average rating by other destinations (7.3). Among
planners who know Florida, there is an even more positive perception.
Meeting planners who have held a meeting in Florida in the past three
years (or plan to in the next three years) rate Florida higher than any
competitive destinations. However, among planners who have not
held a meeting in Florida in the past three years or are not planning to,
Chicago and Southern California rank higher.
Highlights
•Six Florida cities rank in Cvent’s Top
50 Meetings Destinations for 2014:
Orlando, 2; Miami, 13; Kissimmee,
24; Tampa, 30; Fort Lauderdale, 32;
Hollywood, 38.
•Two Florida cities (Orlando and Miami)
dominate almost 20 percent of the
total number of meeting hotels for the
top 15 cities on Cvent’s Top 50 list.
DESTINATION RATINGS AS A BUSINESS MEETING SITE
9.0
9.0
8.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
Florida
Chicago Southern Arizona
California
Atlanta
Texas
New York
Las
The
Vegas Caribbean
Business
7.0
6.0
5.0
High Florida Affinity
4.0
Low Florida Affinity
3.0
9.0
8.0
7.0
6.0
5.0
PARTNER TOOLS
2.0
4.0
3.0
2.0
1.0
Florida
Chicago Southern
California
Texas
Arizona
New
New York
Orleans
Las
The
Vegas Caribbean
Convention
1.0
Florida
California
123
Atlanta
Texas
New York
Las
The
Vegas Caribbean
CONVENTION SITE
Florida rates exceptionally well as a business and convention
destination. In a 2013 survey conducted by STR, meeting planners
rated Florida 8.7 out of 10 as an ideal convention site, well ahead of
the average rating by other destinations (7.3). Among planners who
know Florida, there is an even more positive perception. Meeting
planners who have held a meeting in Florida in the past three
years (or plan to in the next three years) rate Florida higher than any
competitive destinations. However, among planners who have not
held a meeting in Florida in the past three years or are not planning
to, Chicago and Southern California rank higher.
Highlights
•Six Florida cities rank in Cvent’s Top
50 Meetings Destinations for 2014:
Orlando, 2; Miami, 13; Kissimmee,
24; Tampa, 30; Fort Lauderdale, 32;
Hollywood, 38.
•Two Florida cities (Orlando and Miami)
dominate almost 20 percent of the
total number of meeting hotels for the
top 15 cities on Cvent’s Top 50 list.
DESTINATION RATINGS AS A CONVENTION SITE
9.0
9.0
8.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
Florida
California
Atlanta
Texas
New York
Las
The
Vegas Caribbean
Business
7.0
6.0
5.0
High Florida Affinity
4.0
Low Florida Affinity
3.0
9.0
8.0
7.0
6.0
5.0
PARTNER TOOLS
2.0
4.0
3.0
2.0
1.0
Florida
Chicago Southern
California
Texas
Arizona
New
New York
Orleans
Las
The
Vegas Caribbean
Convention
1.0
Florida
Chicago Southern
California
Texas
124
Arizona
New
New York
Orleans
Las
The
Vegas Caribbean
TOP FIVE ATTRIBUTES
Florida continues to excel in the five attributes most important to meeting planners in selecting
a site: convenient air service; easy access to major airports; reasonable food and lodging
costs; affordable travel costs; and diverse hotel options.
INSIGHTS
AND OPPORTUNITIES
VISIT FLORIDA uses five insights to prioritize and customize an approach to maintain share and
increase the number of meetings held throughout the state.
125
IMPORTANCE OF REFERENCES AND WORD OF MOUTH
The majority of planners choose their event location based on previous experience, attendee
feedback, and the reputation/image of the destination – all factors that work well for Florida. As
Florida marketers are fond of saying, “those who know us, love us,” which suggests a potential
opportunity to gain even more business by better leveraging the positive recommendations of
highly successful and satisfied planners.
INSIGHTS
AND OPPORTUNITIES
126
AFFINITY
Although Florida stands out as a meeting destination among both high-and low-Florida affinity
planners, there is an opportunity to better promote Florida business attributes to these groups.
INSIGHTS
AND OPPORTUNITIES
127
DIGITAL ADOPTION
Meeting planners are increasingly looking to technology to help make site selection easier.
Smart phone and tablet usage is increasing among planners and as a component of
meetings. High-affinity planners are even more connected to social media, presenting an
opportunity for Florida to better serve and connect with its industry.
INSIGHTS
AND OPPORTUNITIES
128
BUSINESS TRAVEL
Because Florida is both a business and leisure destination, business travelers offer cost effective
conversion opportunities for the leisure market.
INSIGHTS
AND OPPORTUNITIES
129
MEETINGS, TRADE AND EVENTS CALENDAR
DATE
LOCATION
DATE
JULY 2015
DMAI 101st Annual Convention
7/14-17/2015
FEBRUARY 2016
Austin, TX
AUGUST 2015
MP
MPI-WEC
8/1-4/2015
MP
MPI-SEC
8/26-29/2015
Tampa, FL
MP
Connect Marketplace
8/27-29/2015
Pittsburgh, PA
8/28/2015 9/1/2015
SYTA
VISIT FLORIDA TRADE EVENT - Dallas
2/TBD/2016
Dallas, TX
VISIT FLORIDA TRADE EVENT - Chicago
2/TBD/2016
Chicago, IL
3/TBD/2016
Atlanta, GA
MARCH 2016
San Francisco, CA
Branson, MO
MP
VIP - Atlanta
MP
VIP - Chicago
4/TBD/2016
Chicago, IL
MP
VIP - Boston
4/TBD/2016
Boston, MA
MP
VIP - Washington DC
5/TBD/2016
Washington, D.C.
APRIL 2016
SEPTEMBER 2015
Florida Governor's Conference
8/31/15 9/2/15
MAY 2016
Tampa, FL
JUNE 2016
OCTOBER 2015
MP
10/13-15/2015 Las Vegas, NV
IMEX America
NOVEMBER 2015
MP
11/2-4/2015
Rejuvenate Marketplace
MP
Collaborate Marketplace
6/TBD/2016
Grapevine, TX
MP
VIP - New York
6/TBD/2016
New York, NY
Dallas, TX
DECEMBER 2015
11/30/201512/2/2015
Florida Encounter
Amelia Island, FL
JANUARY 2016
MP
130
LOCATION
PCMA Annual Meeting: Convening
Leaders
1/10-13/2016
Vancouver, BC
American Bus Association
1/9-12/2016
Louisville, KY
The New York Times Travel Show
1/8-10/2016
New York, NY
Italicized denotes a program produced by VISIT FLORIDA
MP Denotes VIP Meeting Planner Events
***Denotes VISIT FLORIDA participation only
VISIT FLORIDA Trade Events
Meeting Planner Trade Shows and Conferences
Group/Tour Operator Marketplaces
Consumer Travel Shows
2015-16 MARKETING STRATEGIES
• Maintain domestic year-round in-market presence
• Build brand awareness in future markets of importance, focusing on the ICA
Markets (India, China, Australia)
• Create media overlap between audience passions and geo/demo
target segments
• Develop a global social influencer platform
• Target regional growth based on capacity
• Develop a program for engaging brand advocates and leveraging their
content to promote Florida
• Increase visitor spend through yield-focused growth initiatives for product
and audience development
• Increase Florida’s market share and conversion by expanding alignment and
co-marketing with Florida’s tourism industry
• Increase the value of the VISIT FLORIDA digital platform to Partners
• Leverage the attraction power and budget of star brands through Strategic
Alliance Partnerships
• Build Florida momentum in the Foundation Five Market
• Create unique relationship-building opportunities for Partners that enhance
their business
• Build International Air-Lift
• Optimize VISIT FLORIDA departmental capabilities
• Maintain trade relationships in expanded international markets
through Trade Co-ops
DEPARTMENTAL PLANS
In fiscal year 2015-16, VISIT FLORIDA will focus on growing share
in specific demographic segments and expanding our global
footprint. Maintaining a Florida presence throughout the year
in key origin markets while investing in cross-departmental
integrated projects will continue to support Florida’s brand
positioning and record tourism numbers.
131
This vision will be achieved by aligning departmental efforts
with 15 strategies focused on VISIT FLORIDA’s eight
2020 objectives.
DEPARTMENTAL TACTICS
ADVERTISING
132
COMMUNICATIONS
INDUSTRY RELATIONS
INTERNATIONAL
MEETINGS
PROMOTIONS
VISITOR SERVICES
Award advertising matching grants to promote Florida
tourism
Leverage VISIT FLORIDA content for year-round domestic
marketing campaigns
Continue to integrate the Welcome Centers into
VISIT FLORIDA marketing and digital platforms
Maintain agency relationships that allow VISIT FLORIDA to be
efficient and scale
Create integrated campaigns in top feeder markets
Maintain ongoing search presence
Develop and foster marketing partnerships that gain media
exposure and in-market engagement
Maintain year-round brand presence with seasonal
campaigns targeting domestic travelers
Increase the value of co-op to Partners by developing
year-round and bundled packages
Promote engagement with #LoveFL across different
audiences and passions
Leverage past campaign landing page performance and
site analytics to enhance seasonal campaign landing pages
Promote new website features to potential visitors as a way
to ease travel planning or increase consideration for our
destination
Leverage social conversation to enhance seasonal
in-market campaigns
Leverage social conversation to enhance seasonal
in-market campaigns
ADVERTISING
COMMUNICATIONS
INDUSTRY RELATIONS
INTERNATIONAL
PROMOTIONS
VISITOR SERVICES
Align collaborative pitching with press visits and media
relations that support earned media results for the brand
Create annual New York City media reception for Partners to
interact with top domestic media and social influencers
Attend tourism-focused, diversity-related conferences and
events, and strengthen relations with media
Create influencer campaign to reach social communities to
promote awareness, engagement and advocacy
Build and sustain relations with media and social influencers
throughout the ICA markets
Develop PR campaign in conjunction with one major
domestic ad campaign that provides partner co-op
Build social media platforms and presence in at least two of
five Foundation Five markets
Execute trade and consumer media relations at international
conferences
Collaborate with DMO Partners each quarter to pitch stories
and host media visits that yield a larger awareness footprint
of the state through earned media
Expand awareness of owned content through media pitching,
digital diversity (media site, social, communications distribution
platforms) and influencer channels (bloggers, social)
Plan and execute media receptions and desk side missions in
domestic and international markets to provide opportunities
for Partners that build awareness and engagement
Create and maintain editorial calendar to promote
consumer engagement on social media
Create and support significant marketing and PR
campaigns that sustain and grow the Florida brand
133
MEETINGS
ADVERTISING
134
COMMUNICATIONS
INDUSTRY RELATIONS
INTERNATIONAL
MEETINGS
PROMOTIONS
VISITOR SERVICES
Build stronger knowledge base and analytics around
VISITFLORIDA.org and its use
Execute two direct mail campaigns during key time periods
to drive Partnership enrollment
Continually promote VISIT FLORIDA programs and
opportunities through industry social media channels
Focus on increasing alignment with broad-reaching Florida
relevant brands
Create a dashboard to provide customized listing and ROI
information for Partners
Host Partner Roadshows to share marketing programs and
news with the industry
Develop industry-driven content that promotes the value
of a VISIT FLORIDA Partnership
Improve current integration with Salesforce & ExactTarget
Develop new online hospitality training modules and partner
with DMOs to promote and roll out to industry
Make adjustments to Partner Benefits Platform to provide
more exclusive opportunities for VISIT FLORIDA Marketing
Partners
Develop programs that provide education/thought
leadership for industry
Partner with trade associations to reach larger audiences
Engage with and educate Partners though marketing
consultations and sales calls
Provide opportunities for IR staff to attend conferences and
workshops that provide professional development
ADVERTISING
COMMUNICATIONS
INDUSTRY RELATIONS
INTERNATIONAL
MEETINGS
VISITOR SERVICES
Coordinate FAMs throughout the year for the Foundation Five
and ICA markets
Develop educational programing for travel trade
Coordinate International Trade FAMs around Florida Huddle
Develop relationships with influential product managers
through sales missions and sales calls
Create and implement an India Roadshow
Expand distribution of content for international markets
Create international co-op opportunities for Partners,
leveraging the Florida Brand
Expand the Air Team Florida program to include air-focused
co-ops
Create trade events, tour operator programs, signature
events and missions
Participate in Brand USA trade opportunities and leverage
Brand USA at key VISIT FLORIDA events
Develop and maintain relationships with airlines and airports
to support route development
135
PROMOTIONS
ADVERTISING
136
COMMUNICATIONS
INDUSTRY RELATIONS
INTERNATIONAL
MEETINGS
PROMOTIONS
VISITOR SERVICES
Attend and coordinate tourism-focused, diversity-related
conferences and events to strengthen relationships with
meeting planners and travel trade
Expand relationships with Meetings media through FAM
trips, communication programs and targeted story pitching
Continue evolving the Business Plus initiative
Focus on developing the international meetings market
Coordinate city-wide grants with Florida partners to increase
meetings opportunities within the state
Increase the relevance of VISIT FLORIDA-owned and
-operated events
Coordinate diversity grants to increase opportunities within
the state
Increase VISIT FLORIDA brand awareness at key trade shows
Create unique Partner opportunities at trade shows and
signature events
Leverage best-in-class Partnerships to extend the Florida
Meetings message through larger channels
Develop VIP signature events in the Super 8 markets to
engage and educate meeting planners and travel trade
Organize Meetings Mega-FAM to educate planners on
variety of Florida assets
ADVERTISING
COMMUNICATIONS
INDUSTRY RELATIONS
INTERNATIONAL
MEETINGS
PROMOTIONS
VISITOR SERVICES
Conduct partner tours for relationship building with industry partners
Conduct sales calls for relationship building in key domestic markets
Coordinate promotions featuring unique experiences, less traveled destinations and multi-destination prize packages
Coordinate promotions in key domestic markets
Coordinate promotions in key international markets
137
ADVERTISING
COMMUNICATIONS
INDUSTRY RELATIONS
INTERNATIONAL
MEETINGS
PROMOTIONS
VISITOR SERVICES
Build a state-wide customer service training and certification program for Welcome Center employees
Improve Welcome Center staff ability to enhance the visitor experience
Integrate Florida Welcome Centers into brand advocacy campaigns
Integrate Welcome Centers into VISIT FLORIDA's marketing platforms
Produce Welcome Center takeover events throughout the year
Leverage expertise of Welcome Center staff to educate and serve Florida visitors
138
The Official Tourism Marketing Corporation for the State of Florida

Marketing Plan - Visit Florida

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