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Missouri Travel Barometer December 2015 Report (Data available as of 1/11/16) 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. Updated monthly, 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. December Report Highlights Lodging Statistics: 2015 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 shown stronger growth in Occupancy while other states are showing stronger growth in Demand, ADR and RevPAR. Missouri Lodging: Demand up 3.3% -- Occupancy up 2.7% -- ADR up 3.9% -- RevPAR up 6.7% SIC Tourism business sales and tax collections: 2015 Calendar Year to Date through October  For FY15, a 6.5% ($753.9 million) sales revenue increase is indicated by preliminary tourism 17 SIC codes reports  For CYTD15, a 6.2% ($618.9 million) sales revenue increase is indicated by preliminary reports on 17 SICs for Jan-Oct  Oct 2015 saw a 2.3% ($24.3 million) sales revenue increase compared to Oct 2014 Website Visits: 2015 Calendar Year to Date through December  Total web visits (main site and mobile visits) were up 15.46% for Dec CYTD compared to the same period in 2014  Total web visits (main site and mobile visits) were up 11.45% for Dec 2015 compared to Dec 2014  Blog web visits were up 430.82% for Dec CYTD compared to the same period in 2014 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): 2015 Calendar Year to Date through December  172,915 responses for 2015 YTD – an increase of 35.7%  Expansion Markets are showing the largest percentage of growth—135.4% YTD Welcome Center visits: 2015 Calendar Year to date through December  For CY 2015 the centers are down 11% for December CYTD compared to the same period in 2014  For the month of December only compared to last December, there was a 14.6% increase Commercial airport deplanements: 2015 Calendar Year to Date  Springfield up 8.1% for Jan – Dec 2015  St. Louis up 2.5% for Jan – Nov 2015  All airports up 2.8% for Jan – Sep 2015 nSight-Searches and Bookings on third-party travel websites  Conversion for travel (Booking) to Missouri across third-party sites was up 5.03% for Dec YOY  Top booking cities for Dec YOY were KC, Chicago, St. Louis, Dallas, Denver, Houston, Springfield MO, Austin  Top searching international cities for next 60 days: Bangkok, Toronto, Buenos Aires, Vancouver, Montreal  Volume for third-party travel site searches for Jan – Feb shows 11.1 million searches for Missouri Sources: MO Dept of Revenue, Google Analytics, MDT databases, Federal Bureau of Transportation, STR, Inc., and nSight 1 Sales Revenue from 17 Tourism SICs 1,300 ns $1.10B Millio 1,100 $1.07B 900 $1.01B 700 500 300 100 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CY 2013 CY 2014 CY 2015 CYTD 2013, $9.55B CYTD 2014, $10.04B CYTD 2015, $10.66B YOY: +6.2% Total Web Visits 350 s d n 300 a s u o 250 h T 200 150 96 100 86 50 71 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CY 2013 CY 2014 2015 CYTD 2014, 1.99 M CYTD 2015, 2.30 M YTD: +15.46% 2 KC & STL Airport Deplanements All Other Airport Deplanements 700 s 450,000 d san 600 530 400,000 3,919 21,461 3 5,,744999 Thou 500 481 350,000 3280,,926738 5,795 48,944 3,900 4,304 437 Kirksville 300,000 400 415 Joplin 250,000 300 Ft L 200,000 200 343,607 Columbia 150,000 318,630 100 Cape G 100,000 - Springfield 50,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 KC - 2014 KC - 2015 STL - 2014 STL - 2015 Jan - Sep 2014 Jan - Sep 2015 Welcome Center Visitors Responses to MDT Advertising 180,000 100 nds 90 160,000 20,546 a s 12,242 ou 80 140,000 h T 70 21,462 Base Markets 120,000 13,393 60 6,576 Priority Markets 29,214 50 100,000 13,129 Spill (Out-of-State) 40 32.8 80,000 19,484 16,482 Spill (In-State) 7,003 30 30.8 60,000 Expansion 20 26.8 10 40,000 67,857 72,969 All Other 0 20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 2014 CYTD 2015 CYTD 2013 2014 2015 3

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Missouri Travel Barometer December 2015 Report PDF

0.56 MB·English
by  Missouri Department of Economic Development, Division of Tourism
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Preview Missouri Travel Barometer December 2015 Report

Missouri Travel Barometer December 2015 Report (Data available as of 1/11/16) 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. Updated monthly, 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. December Report Highlights Lodging Statistics: 2015 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 shown stronger growth in Occupancy while other states are showing stronger growth in Demand, ADR and RevPAR. Missouri Lodging: Demand up 3.3% -- Occupancy up 2.7% -- ADR up 3.9% -- RevPAR up 6.7% SIC Tourism business sales and tax collections: 2015 Calendar Year to Date through October  For FY15, a 6.5% ($753.9 million) sales revenue increase is indicated by preliminary tourism 17 SIC codes reports  For CYTD15, a 6.2% ($618.9 million) sales revenue increase is indicated by preliminary reports on 17 SICs for Jan-Oct  Oct 2015 saw a 2.3% ($24.3 million) sales revenue increase compared to Oct 2014 Website Visits: 2015 Calendar Year to Date through December  Total web visits (main site and mobile visits) were up 15.46% for Dec CYTD compared to the same period in 2014  Total web visits (main site and mobile visits) were up 11.45% for Dec 2015 compared to Dec 2014  Blog web visits were up 430.82% for Dec CYTD compared to the same period in 2014 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): 2015 Calendar Year to Date through December  172,915 responses for 2015 YTD – an increase of 35.7%  Expansion Markets are showing the largest percentage of growth—135.4% YTD Welcome Center visits: 2015 Calendar Year to date through December  For CY 2015 the centers are down 11% for December CYTD compared to the same period in 2014  For the month of December only compared to last December, there was a 14.6% increase Commercial airport deplanements: 2015 Calendar Year to Date  Springfield up 8.1% for Jan – Dec 2015  St. Louis up 2.5% for Jan – Nov 2015  All airports up 2.8% for Jan – Sep 2015 nSight-Searches and Bookings on third-party travel websites  Conversion for travel (Booking) to Missouri across third-party sites was up 5.03% for Dec YOY  Top booking cities for Dec YOY were KC, Chicago, St. Louis, Dallas, Denver, Houston, Springfield MO, Austin  Top searching international cities for next 60 days: Bangkok, Toronto, Buenos Aires, Vancouver, Montreal  Volume for third-party travel site searches for Jan – Feb shows 11.1 million searches for Missouri Sources: MO Dept of Revenue, Google Analytics, MDT databases, Federal Bureau of Transportation, STR, Inc., and nSight 1 Sales Revenue from 17 Tourism SICs 1,300 ns $1.10B Millio 1,100 $1.07B 900 $1.01B 700 500 300 100 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CY 2013 CY 2014 CY 2015 CYTD 2013, $9.55B CYTD 2014, $10.04B CYTD 2015, $10.66B YOY: +6.2% Total Web Visits 350 s d n 300 a s u o 250 h T 200 150 96 100 86 50 71 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CY 2013 CY 2014 2015 CYTD 2014, 1.99 M CYTD 2015, 2.30 M YTD: +15.46% 2 KC & STL Airport Deplanements All Other Airport Deplanements 700 s 450,000 d san 600 530 400,000 3,919 21,461 3 5,,744999 Thou 500 481 350,000 3280,,926738 5,795 48,944 3,900 4,304 437 Kirksville 300,000 400 415 Joplin 250,000 300 Ft L 200,000 200 343,607 Columbia 150,000 318,630 100 Cape G 100,000 - Springfield 50,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 KC - 2014 KC - 2015 STL - 2014 STL - 2015 Jan - Sep 2014 Jan - Sep 2015 Welcome Center Visitors Responses to MDT Advertising 180,000 100 nds 90 160,000 20,546 a s 12,242 ou 80 140,000 h T 70 21,462 Base Markets 120,000 13,393 60 6,576 Priority Markets 29,214 50 100,000 13,129 Spill (Out-of-State) 40 32.8 80,000 19,484 16,482 Spill (In-State) 7,003 30 30.8 60,000 Expansion 20 26.8 10 40,000 67,857 72,969 All Other 0 20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 2014 CYTD 2015 CYTD 2013 2014 2015 3

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