VISITOR TRENDS
The most recent official figures available show that Florida welcomed 1.294 million British visitors in 2002, probably the lowest point of the regular four-year cycle, down just 3.9% from 2001’s total of 1.516 million and the Millennium high of 1.651 million (Source: US Department of Commerce, ITA, Tourism Industries).
Even more interesting, however, is the detail provided by the research on activities, expenditure, destination within Florida and booking method. As the information has been tracked since 1998 it is possible to see definite trends emerging that should help the industry in planning and selling Florida holidays.
Expenditure within Florida has remained fairly constant, ranging from a high of $75 per visitor per day in 1998 down to a low of $62 per visitor per day in 2001, although this crept back up to $69 in 2002.
In 2002, 89.6% of British visitors travelled to Florida for leisure – up from 88% in 2000 – although the same four activities are the most popular: Dining in restaurants 95.7%; Shopping 94.4%; Amusement/Theme Parks 75.6% and; Watersports/Sunbathing 67.6%.
Party size has remained fairly constant, dropping from a high of 2.9 in 2000 down to 2.6 in 2002 – reflecting the trend for larger family holidays back in Millennium year. Duration of stay has also dropped very slightly to 13.6 days, but this still confirms the overwhelming holiday duration as being the traditional two weeks.
The number of people taking package holidays to Florida is also dropping slightly, down to 44.7% from the high of 53.5%. This proves that despite many claims to the contrary, the package holiday is certainly not dead yet! However, how those holidays are booked is certainly changing. Data reveals that bookings through agents has dropped from 70.8% in 1999 down to 57.2% last year. Tour operator bookings recorded a similar drop, whilst airline showed a growth from 7.1% up to 11.4%, reflecting the increasing availability of hotels bookings through airlines.
Understanding of the information sources visitors use to learn about Florida holidays is also important and the data shows a massive leap from just 7% using computers in 1999 to 25.6% last year. Travel agents certainly still have a role to play with 52.6% of visitors using one to source information, although this is down from 67.8% back in 1998.
Within Florida, data is showing how British visitors are exploring beyond their traditional haunts, with visitation to the Florida Keys, Fort Lauderdale, Miami and Sarasota showing marked increases since 1999. This balances a decrease in Orlando visitation, which has dropped to 68.6% of all British visitors from a high of 79.5% in 2000. The Tampa and St Pete areas show a similar drop to 11.9% from 15.8%.
Posted on 28 August 2005
