Missouri Travel Barometer December 2013 Report

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by  Missouri Department of Economic Development, Division of Tourism

Missouri Travel Barometer
December 2013 Report
(Data available as of 1/15/14)
The Missouri Division of Tourism research team analyzes a range of tourism research metrics in order to provide the Missouri
travel industry with a monthly Missouri Travel Barometer. The main goal of this report is to answer the question, “How is
tourism doing statewide?” The barometer shows key travel indicators that - at a glance - illustrate various measurements that
affect Missouri’s tourism industry and are indicators of its health. The Missouri Travel Barometer is updated on a monthly
basis. Our industry is notified via The Monitor (the MDT industry eNewsletter) as each new report becomes available -- go to
www.VisitMO.com/industry to subscribe.
December Report Highlights
Lodging Statistics: 2013 Calendar Year to Date through November
According to Smith Travel Research, Missouri’s statewide lodging demand, occupancy and revenue have shown positive
growth compared to the same time period last year. When compared to our surrounding, competitive states, Missouri has
performed well in revenue, while other states are showing higher growth in occupancy and demand.
Missouri Lodging:
 Demand up 1.1%
 Occupancy up 1.6%
 ADR up 3.6%
 RevPAR up 5.2%
SIC Tourism business sales and tax collections: 2013 Calendar Year to Date through October
 There is a 2.9% increase ($268.9 million) in sales revenue indicated by the most recent Department of Revenue’s
preliminary report for the calendar year in tourism’s 17 SICs (January-October, 2013 over 2012), while the 2.9%
growth in tax collections represents an $11.4 million increase over 2012.
Website Visits: Calendar Year 2013
 Total web visits (main site and mobile visits combined) were up 24.8% through December (and 36.7% for the month
of December) compared to 2012.
Responses to MDT advertising (requests for travel guide via phone, website, email, etc. or sign up for a newsletter that is
emailed based on travel interests): 2013 Calendar Year to Date through December
 156,014 for January thru December -- an increase of 0.6%
Welcome Center visits: 2013 Calendar Year to Date through December
 On direct comparison for CY 2013 the centers are down - 0.7%; for the month of December, down – 2.1% compared
to December 2012. With Conway added for 2013 only, centers are up + 4.1 % (2012 Conway counts N/A).
Major Airport deplanements: 2013 Calendar Year to Date through November
 Missouri major airports: down 1.1% thru November CYTD
Sources: MO Dept of Revenue, Google Analytics, MDT databases,Federal Bureau of Transportation, Smith Travel Research (STR,
INC.) Republication or other re-use of this data without the express written permission of STR is strictly prohibited.
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Sales Revenue from 17 Tourism SICs
1,300
s
n
o
Milli 1,100
900
700
500
300
100
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CY 2012 CY 2013 CY 2013 YTD: +2.9%
Total Web Visits
250
s
d
n
a
s 200
u
o
h
T
150
100
50
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2012 2013 CYTD 2012, 1.3M CYTD 2013, 1.6M YTD: +24.8%
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CY Responses thru December
160
s
d
n
a
s 150
u
o
h
T
140
155K 156K
130
132K
120
CY 2011 CY 2012 CY 2013
Responses are requests for information including calls, web orders, RSL, mail, & lead generation programs.
Welcome Center Visitors Major Airport Deplanements
90 1,100
nds 80 nds 1,050
a a
us 70 us 1,000
o o
h 60 h
T T 950
50
900
40
850
30
800
20
750
10
700
0
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2012 2013 CYTD: -0.7% 2012 2013 CYTD : -1.1%
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