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Missouri Travel Barometer December 2016 Report (Data available as of 01/10/17) 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: 2016 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, Demand and RevPAR while other states are showing stronger growth in ADR. Missouri Lodging: Demand up 2.8% -- Occupancy up 3.1% -- ADR up 2.6% -- RevPAR up 5.8% SIC Tourism business sales and tax collections: 2016 Calendar Year to Date through September  For FY17, a 1.5% ($49.7 million) sales revenue increase is indicated by preliminary reports on 17 SICs for July-Sept  For CYTD16, a 3.3% ($316.1 million) sales revenue increase is indicated by preliminary reports on 17 SICs for Jan-Sept  September 2016 saw a 1.4% ($15.7 million) sales revenue increase compared to September 2015 Website Visits: 2016 Calendar Year to Date through December  Total web visits (main site and mobile visits) were up 1.7% for January-December 2016 compared to last year  Desktop visits increased 15.2% while mobile visits declined 25.1% during December 2016 compared to 2015 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): 2016 Calendar Year to Date through December  155,047 responses for 2016 YTD – a decrease of 10.4%  Base markets show the strongest growth – up 5.4% for 2016 over 2015 with Oklahoma City up 43%  Priority markets were up 2.1% for 2016 over 2015 with Chicago up 8.0% Welcome Center visits: 2016 Calendar Year to date through December  For CYTD 2016 the centers are up 9.9% for January-December 2016 compared to the same period in 2015  For the month of December alone, the centers were up 7.3% compared to December 2015 Commercial airport deplanements: 2016 Calendar Year to Date  Kansas City up 5.3% for January-November 2016 compared to the same period in 2015  Springfield up 3.7% for January-November 2016 compared to the same period in 2015  All airports up 7.3% for January-September 2016 compared to the same period in 2015 Brand USA Partners on VisitTheUSA.com: Website Activity 2016 Calendar Year to Date through December  Missouri’s homepage on VisitTheUSA.com had 434 page views during December  Top five countries viewing Missouri’s page during 2016 were Brazil, Japan, India, France, and Mexico  Trip Ideas links received 963 clicks during January-December 2016  Missouri’s City Partners had 20,167 page views during January-December 2016 Sources: MO Dept of Revenue, Google Analytics, MDT databases, Federal Bureau of Transportation, Brand USA, and STR, Inc. Sales Revenue from 17 Tourism SICs 1,300 s $1.15B n o $1.13B Milli 1,100 $1.05B 900 700 500 300 100 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CY 2014 CY 2015 CY 2016 CYTD 2014, $8.97B CYTD 2015, $9.61B CYTD 2016, $9.92B YOY: +3.3% Visits to VisitMO (Full & Mobile Sites) by Month YTD Visits to VisitMO by Site 2,500 350 s s d d n n 300 a sa us 2,000 u o o 250 h Th T 1,353 1,277 200 1,500 150 Full Site 100 96 93 1,000 Mobile Site 86 50 500 1,062 947 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec - CY 2014 2015 2016 2015 YTD 2016 YTD 2 KC & STL Airport Deplanements All Other Airport Deplanements 500,000 700 ds 586 450,000 usan 600 400,000 21,731 53,,479499 21,870 35,,446455 o 528 48,944 47,031 Th 500 463 350,000 3,900 3,455 Kirksville 400 437 300,000 Joplin 300 250,000 Ft L 200,000 Columbia 200 343,607 352,020 150,000 Cape G 100 100,000 Springfield - 50,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 Jan - Sept 2015 Jan - Sept 2016 KC - 2015 KC - 2016 STL - 2015 STL - 2016 Welcome Center Visitors Responses to MDT Advertising 100 180,000 s nd 90 160,000 20,567 a us 80 12,245 21,676 o 140,000 h 70 T 23,128 12,497 Base Markets 60 120,000 23,236 Priority Markets 50 100,000 29,258 Spill (Out-of-State) 40 33 80,000 16,485 25,623 30 Spill (In-State) 31 16,175 20 27 60,000 Expansion 10 40,000 71,332 All Other 0 55,840 20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 2014 2015 2016 2015 CYTD 2016 CYTD 3

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Missouri Travel Barometer December 2016 Report PDF

0.55 MB·English
by  Missouri Department of Economic Development, Division of Tourism
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Preview Missouri Travel Barometer December 2016 Report

Missouri Travel Barometer December 2016 Report (Data available as of 01/10/17) 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: 2016 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, Demand and RevPAR while other states are showing stronger growth in ADR. Missouri Lodging: Demand up 2.8% -- Occupancy up 3.1% -- ADR up 2.6% -- RevPAR up 5.8% SIC Tourism business sales and tax collections: 2016 Calendar Year to Date through September  For FY17, a 1.5% ($49.7 million) sales revenue increase is indicated by preliminary reports on 17 SICs for July-Sept  For CYTD16, a 3.3% ($316.1 million) sales revenue increase is indicated by preliminary reports on 17 SICs for Jan-Sept  September 2016 saw a 1.4% ($15.7 million) sales revenue increase compared to September 2015 Website Visits: 2016 Calendar Year to Date through December  Total web visits (main site and mobile visits) were up 1.7% for January-December 2016 compared to last year  Desktop visits increased 15.2% while mobile visits declined 25.1% during December 2016 compared to 2015 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): 2016 Calendar Year to Date through December  155,047 responses for 2016 YTD – a decrease of 10.4%  Base markets show the strongest growth – up 5.4% for 2016 over 2015 with Oklahoma City up 43%  Priority markets were up 2.1% for 2016 over 2015 with Chicago up 8.0% Welcome Center visits: 2016 Calendar Year to date through December  For CYTD 2016 the centers are up 9.9% for January-December 2016 compared to the same period in 2015  For the month of December alone, the centers were up 7.3% compared to December 2015 Commercial airport deplanements: 2016 Calendar Year to Date  Kansas City up 5.3% for January-November 2016 compared to the same period in 2015  Springfield up 3.7% for January-November 2016 compared to the same period in 2015  All airports up 7.3% for January-September 2016 compared to the same period in 2015 Brand USA Partners on VisitTheUSA.com: Website Activity 2016 Calendar Year to Date through December  Missouri’s homepage on VisitTheUSA.com had 434 page views during December  Top five countries viewing Missouri’s page during 2016 were Brazil, Japan, India, France, and Mexico  Trip Ideas links received 963 clicks during January-December 2016  Missouri’s City Partners had 20,167 page views during January-December 2016 Sources: MO Dept of Revenue, Google Analytics, MDT databases, Federal Bureau of Transportation, Brand USA, and STR, Inc. Sales Revenue from 17 Tourism SICs 1,300 s $1.15B n o $1.13B Milli 1,100 $1.05B 900 700 500 300 100 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CY 2014 CY 2015 CY 2016 CYTD 2014, $8.97B CYTD 2015, $9.61B CYTD 2016, $9.92B YOY: +3.3% Visits to VisitMO (Full & Mobile Sites) by Month YTD Visits to VisitMO by Site 2,500 350 s s d d n n 300 a sa us 2,000 u o o 250 h Th T 1,353 1,277 200 1,500 150 Full Site 100 96 93 1,000 Mobile Site 86 50 500 1,062 947 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec - CY 2014 2015 2016 2015 YTD 2016 YTD 2 KC & STL Airport Deplanements All Other Airport Deplanements 500,000 700 ds 586 450,000 usan 600 400,000 21,731 53,,479499 21,870 35,,446455 o 528 48,944 47,031 Th 500 463 350,000 3,900 3,455 Kirksville 400 437 300,000 Joplin 300 250,000 Ft L 200,000 Columbia 200 343,607 352,020 150,000 Cape G 100 100,000 Springfield - 50,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 Jan - Sept 2015 Jan - Sept 2016 KC - 2015 KC - 2016 STL - 2015 STL - 2016 Welcome Center Visitors Responses to MDT Advertising 100 180,000 s nd 90 160,000 20,567 a us 80 12,245 21,676 o 140,000 h 70 T 23,128 12,497 Base Markets 60 120,000 23,236 Priority Markets 50 100,000 29,258 Spill (Out-of-State) 40 33 80,000 16,485 25,623 30 Spill (In-State) 31 16,175 20 27 60,000 Expansion 10 40,000 71,332 All Other 0 55,840 20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 2014 2015 2016 2015 CYTD 2016 CYTD 3

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