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July 2010 Strategic tourism marketing and policy decisions depend on accurate, consistent tracking of business indicators such as lodging statistics, attraction and welcome center visitation, transportation statistics and more. The intent of the North Carolina Travel Tracker is to provide up-to-date and relevant tourism indicators for both the state and individual regions within the state. With data from the Travel Tracker, program areas and industry partners can strategically plan, implement and evaluate processes and programs. The following report analyzes a variety of tourism indicators by 1) State, 2) the three geographic marketing regions (coastal, piedmont and mountain), and for some indicators 3) the seven economic development regions. As well as providing a review of the current state of business, the report provides a year-to-date analysis and comparisons to previous years where applicable. With regards to the lodging data found in this report; while virtually every chain in the United States provides Smith Travel Research (STR) with data on almost all of their properties, there are still some hotels that don't submit data. However, every year STR examines listings and directories for information on hotels that don't provide data. STR calls each hotel in the database every year to obtain "published" rates for multiple categories. Based on this information all hotels are grouped - those that report data and those that don't - into groupings based off of price level and geographic proximity. They then estimate the non-respondents based on nearby hotels with similar price levels. Following is a guide to charts and graphs for this report: Section 1 - Statewide Tourism Indicator Analysis for July 2010 Chart 1 – Hotel/Motel Occupancy in North Carolina July 2006 – 2010 Chart 2 – Hotel/Motel Average Daily Room Rate in North Carolina July 2006 – 2010 Chart 3 – Hotel/Motel Revenue per Available Room in North Carolina July 2006 – 2010 Chart 4 – Hotel/Motel Room Demand in North Carolina July 2006 – 2010 Chart 5 – North Carolina Lodging Statistics Monthly Percent Change 2008 – 2010 Chart 6 – Statewide Visitation to Attractions July 2006 – 2010 Chart 7 – Statewide Visitation to Attractions Monthly History 2006 – 2010 Chart 8 – State Welcome Center and Local Visitor Center Attendance July 2006 – 2010 Chart 9 – Statewide National and State Park Visitation July 2006 – 2010 Chart 10 – Statewide Visitation to State Parks Monthly History 2006 – 2010 Chart 11 – Statewide Visitation to National Parks Monthly History 2006 – 2010 Chart 12 – Statewide Airport Arrivals and Departures July 2006 – 2010 Chart 13 – Lower Atlantic Average Monthly Retail Gas Prices for Unleaded July 2006 – 2010 Chart 14 – North Carolina Average Temperature and Precipitation July 2008 – 2010 Section 2 – Geographic Marketing Region Tourism Indicator Analysis for July 2010 Chart 15 – Hotel/Motel Statistics by Geographic Region July 2010 Chart 16 – Hotel/Motel Room Demand by Geographic Region July 2010 Chart 17 – Visitation to Attractions and Parks by Geographic Region – July 2010 Chart 18 – State Welcome Center & Local Visitor Center Attendance by Geographic Region – July 2010 Chart 19 – Airport Arrivals and Departures by Geographic Region – July 2010 Section 3 – Economic Development Region Tourism Indicator Analysis for July 2010 Chart 20 – Hotel/Motel Statistics by Economic Development Region July 2010 Chart 21 – Hotel/Motel Room Demand by Economic Development Region July 2010 Section 4 – National Travel Price Index Chart 22 - National Travel Price Index December 2006 – July 2010 Section 1: Statewide Tourism Indicator Analysis for July 2010 Chart 1 – Hotel/Motel Occupancy in North Carolina - July 2006 – 2010 Chart 1 provides a comparison over a five year period to show the trend of occupancy in the state for the month of July. Occupancy for July 2010 was up 9.8 percent from July 2009. This followed a good spring, continuing a trend of positive occupancy data for 2010. Occupancy at the national level increased by seven percent in July 2010 from the previous year. 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 2006 2007 2008 2009 2010 65.5 66.7 61.9 57.2 62.8 Hotel/Motel Occupancy in North Carolina July 2006 -2010 -1.4% +1.8% -7.2% -4.1% -7.6% Percent Change Occupancy 5 year PercentChange Source:Smith Travel Research +9.8%Chart 2 – Hotel/Motel Average Daily Room Rate in North Carolina - July 2006 – 2010 Chart 2 provides a comparison over a five year period to show the trend of average daily room rate (ADR) in the state for the month of July. After peaking in July 2008, ADR for past two years has decreased five percent, and is still just below 2007 levels. ADR at the national level was up one percent in July 2010 from the previous July. $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00 2006 2007 2008 2009 2010 $79.48 $84.22 $87.44 $83.43 $83.30 Hotel/Motel Average Daily Room Rate in North Carolina July 2006 -2010 +4.8% Average Daily Rate +7.1% +6.0% +3.8% -4.6% Percent Change 5 year Percent Change Source:Smith Travel Research -0.2%Chart 3 – Hotel/Motel Revenue per Available Room in North Carolina - July 2006 – 2010 In Chart 3 an analysis of Revenue per Available Room (RevPAR) is provided. RevPAR is an industry term that describes the revenue that a hotel earns on the basis of just the rooms available for a given night. In other words, rooms not available either due to renovation or other reasons are not included in this equation. Mathematically, RevPAR can be determined dividing total room revenue by rooms available (occupancy times average room rate will closely approximate RevPAR). As with previous charts, Chart 3 shows a comparison over a five year period to show the trend of RevPAR in the state for the month of July. RevPAR was up in July 2010, continuing the positive growth that started in March. RevPAR at the national level was up 8.5% in July 2010 from the previous July. $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 2006 2007 2008 2009 2010 $52.10 $56.18 $54.10 $47.76 $52.34 Hotel/Motel Revenue per Available Room in North Carolina July 2006 -2010 +0.5% Revenue perAvailable Room Percent Change +5.7% +7.8% -3.7% -11.7% 5 year Percent Change Source:Smith Travel Research +9.6%Chart 4 – Hotel/Motel Room Demand in North Carolina – July 2006 – 2010 Chart 4 depicts hotel/motel demand for the month of July 2010 with comparisons to the previous four years. Demand is the number of rooms sold excluding complimentary rooms. Room demand for July was up twelve percent from July 2009, and up seven percent from 2008. Room Demand at the national level saw an increase of 9.0% change in July 2010 from the previous July. 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 1,750,000 2,000,000 2,250,000 2,500,000 2,750,000 3,000,000 2006 2007 2008 2009 2010 2,715,995 2,791,377 2,633,496 2,503,212 2,814,356 Hotel/Motel RoomDemand in North Carolina July 2006 -2010 Room Demand +3.6% -1.5% +2.8% -5.7% -4.9% Percent Change 5 year Percent Change Source:Smith Travel Research +12.4%Chart 5 – North Carolina Lodging Statistics Monthly Percent Change 2008 – 2010 Chart 5 provides a monthly percent change for the four major lodging indicators. The chart allows for an 18 month trend-line analysis that clearly depicts that the major indicators show a steady negative change. After over a year of negative percent change for all indicators, occupancy and demand has shown relative increases the last few months. As well, RevPAR finally moved above 0% increase in March and has continued positive growth since then. ADR still lags, though better than any month in the last year in terms of growth. North Carolina Lodging Statistics Monthly Percent Change 2008 -2010 Hotel/Motel Occupancy Average Daily Room Rate Revenue per Available Room Demand Percent Change Source:Smith Travel ResearchChart 6 – Statewide Visitation to Attractions - July 2006 – 2010 Chart 6 provides a status of the attractions industry in North Carolina for the month of July for the last five years. The numbers represent only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis, particularly when tracking percent change. Missing values for attractions who regularly report have been estimated until visitation can be verified. These estimates are not included in percent change calculations from July 2009 to July 2010. There was an increase of four percent in attraction visitation from July 2009 to July 2010. 640,000 660,000 680,000 700,000 720,000 740,000 760,000 780,000 800,000 820,000 840,000 860,000 2006 2007 2008 2009 2010 721,962 807,258 778,269 814,167 848,599 Statewide Visitation to Attractions July 2006 -2010 Vistitors +11.8% -3.6% +4.6% Percent Change +17.5% 5 year Percent Change *Percent Change reflects changes for those attractions, parks and centers reporting from year to year. +4.2%Chart 7 – Statewide Visitation to Attractions Monthly History 2006 – 2010 Chart 7 shows a monthly trend of attraction visitation for each of the last five years. This chart allows for a view of the ebb and flow of monthly attraction attendance, while also providing a look at how attendance compares to the same month of the previous years. Not surprisingly, the summer months see higher visitation numbers at statewide attractions. However, it is helpful to view how visitation is allocated by month for strategic planning purposes. Again, the numbers represent only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis. July 2010 attendance was the highest for July in five years. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 Visitors 2006 2007 2008 2009 2010 Statewide Visitation to Attractions Monthly History 2006 –2010Chart 8 – State Welcome Center and Local Visitor Center Attendance - July 2006 – 2010 Chart 8 provides July visitation statistics for State Welcome Centers, as well as Local Visitor Centers throughout North Carolina. It should be noted that while there is a percent change indicated for welcome centers for 2007-2008 and 2008-2009, 2008 was the first year a percent change could accurately be provided. The NCDOT spent several years changing the counting mechanism at the state welcome centers making comparisons between years inaccurate from the time the DOT began installation until December 2008. Therefore, previous years’ percent changes are not included in this particular chart. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 2006 2007 2008 2009 2010 693,806 862,403 748,708 730,134 794,948 326,985 292,079 276,280 286,536 290,675 Welcome Centers Visitor Centers State Welcome Center and Local Visitor Center Attendance July2006 -2010 +3.7% -10.7% -2.5% +8.9% Percent Change -11.1% 5 year Percent Change Clients -1.6% Welcome Center visitation is calculated using an electronic count of vehicles entering the center during operating hours with a multiplier of 2.7 persons per vehicle.Visitor center method of counting variesby center, but percent change is a consistent measurement. +1.4%Chart 9 – Statewide National and State Park Visitation - July 2006 – 2010 Chart 9 depicts visitation to state and national parks in North Carolina for the last five years months of July. Though state parks experienced a seven percent decrease from July of 2009, visitation to North Carolina national parks in July was only down two percent. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 2006 2007 2008 2009 2010 State Parks National Parks Visitors Statewide Nationaland State ParkVisitation July 2006 -2010 +3.5% -1.4% -12.9% -4.4% +19.5% +3.6% Percent Change +0.3% -4.1% 5 year Percent Change -6.9% -1.9%Chart 10 – Statewide Visitation to State Parks Monthly History 2006 – 2010 Similar to Chart 7, Charts 10 and 11 provide a monthly trend of state and national park visitation for each of the last five years. These charts help monitor the flow of monthly attraction attendance, while also providing a look at how attendance compares to the same month of the previous years. It is important to note that there are many extraneous variables that can affect visitation at attractions, and particularly at outdoor attractions. Weather, temperature and holidays are variables that should be noted when viewing unusual highs or lows in attendance. Chart 11 – Statewide Visitation to National Parks Monthly History 2006 – 2010 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 1,750,000 2,000,000 2,250,000 2,500,000 Visitors 2006 2007 2008 2009 2010 Statewide Visitation to State Parks Monthly History 2006 –2010 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 1,750,000 2,000,000 2,250,000 2,500,000 2,750,000 Visitors 2006 2007 2008 2009 2010 Statewide Visitation to National Parks Monthly History 2006 –2010 Chart 12 – Statewide Airport Arrivals and Departures - July 2006 – 2010 Chart 12 shows July airport arrivals and departures for each of the previous five years. The arrivals and departures increased statewide from last July, and there has been a positive five-year increase in both for the month of July. - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 2006 2007 2008 2009 2010 Departures Arrivals Statewide Airport Arrivals and Departures July 2006 -2010 Passengers +13.8% +13.4% +11.9% +11.9% +2.8% +2.5% -1.1% -1.1% Percent Change 5 year Percent Change -1.6% -1.1% Airports:Piedmont Triad International, Raleigh-Durham International, Charlotte Douglas International, Jacksonville, New Bern, Asheville Regional, Fayetteville, and Wilmington International. +6.5% +5.7%Chart 13 – Lower Atlantic Average Monthly Retail Gas Prices for Unleaded – July 2006 – 2010 Chart 13 provides the average price per gallon of unleaded gasoline for July 2010 and the same month from the four previous years. The data provided above, when compared with other indicators such as attraction attendance and visitor spending data, can be very helpful in the analysis of general travel trends. Fuel prices in July 2010 were up slightly from last July, though still well below 2008, and earlier year, prices. $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 2006 2007 2008 2009 2010 $2.92 $2.89 $3.99 $2.47 $2.60 Lower Atlantic Average Monthly Retail Gas Prices for Unleaded July 2010 Dollars -1.0% +38.1% -38.1% -11.0% 5 year Percent Change Percent Change Source: EnergyInformation Administration: www.eia.doe.gove/oil_gas/petroleum/data_publications +5.3%Chart 14 – North Carolina Average Temperature and Precipitation – July 2009 – 2010 Chart 14 provides 13 months of air temperature and precipitation. This data, when analyzed together with gas price data and other tourism indicators, can be valuable in determining possible reasons for significant increases and/or decreases in indicators. For instance, greater than normal precipitation during a particular month can often help explain decreases in attendance at outdoor attractions. July 2010 had a higher average temperature than 2009, and there was slightly more precipitation in July 2010 than 2009. 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 Degrees and Inches North Carolina Average Temperature and Precipitation Data from July 2009 -2010 Temperature Precipitation StateClimate Offic of North Carolina: NC CRONOS Database: www.nc-climate.ncsu.eduSection 2 – Geographic Marketing Region (Coastal/Piedmont/Mountain) Tourism Indicator Analysis for July 2010 Chart 15 – Hotel/Motel Statistics by Geographic Region - July 2010 Chart 15 provides a one year comparison in lodging statistics for the three geographic marketing regions of North Carolina in July. Occupancy and RevPAR in July 2010 increased in all three regions, but ADR still lags very slightly in the Piedmont Region. 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00 Coast Piedmont Mountains 68.1 58.9 69.8 $96.36 $75.26 $95.47 $62.34 $44.64 $66.60 Hotel/Motel Occupancy Average Daily Room Rate Revenue per available Room Hotel/MotelStatistics by GeographicRegion July 2010 Occupancy Rateand Dollars +9.9% +10.7% +6.7% +0.5% -0.9% +2.7% +9.0% +10.2% +9.6% Percent Change Source:Smith Travel ResearchChart 16 – Hotel/Motel Room Demand by Geographic Region - July 2010 Chart 16 provides hotel/motel demand by geographic region for July 2010. Demand differs from occupancy in that it is the total number of rooms sold, not accounting for differences in room supply. The Piedmont Region experienced a fourteen percent positive change in demand from July 2009 to July 2010, and the Coastal Region had a twelve percent increase from 2009. 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 Coast Piedmont Mountains 773,791 1,584,094 456,471 Hotel/Motel Room Demand by Geographic Region July 2010 Room Demand +11.8% +14.0% +8.3% Percent Change Source:Smith Travel ResearchChart 17 – Visitation to Attractions and Parks by Geographic Region – July 2010 Chart 17 provides a look at the attractions industry in North Carolina in July 2010 by geographic region. As with the statewide numbers, the following data represents only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis. The Mountain Region showed an increase in attraction and national park attendance as compared to last July. However, the Coastal and Piedmont regions experienced a difficult month in terms of park attendance. Attraction attendance was up from July 2009 to July 2010 throughout the state. 0 1,000,000 2,000,000 Coast Piedmont Mountains Attractions State Parks National Parks Visitationto Attractions and Parks by Geographic Region -July 2010 Visitors +1.7% -6.3% -11.0% +4.5% -4.8% 0.0% +6.1% -5.3% +2.7% Percent Change *Percent Change reflects changes for those attractions, parks and centers reporting from year to year.Chart 18 – State Welcome Center and Local Visitor Center Attendance by Geographic Region –July 2010 Chart 18 shows welcome center and visitor center attendance by geographic region and offers comparisons from July 2009. Welcome Centers in all three regions experienced increases from July 2009, particularly the Coastal Region. However, the visitor centers in the Piedmont Region saw significant decreases in visitation. 0 50,000 100,000 150,000 200,000 250,000 300,000 Coast Piedmont Mountains 297,173 276,304 221,471 231,493 37,292 21,890 Welcome Centers Visitor Centers State Welcome Center and Local Visitor Center Attendance by Geographic Region -July 2010 Clients +18.4% +6.9% +2.4% -23.8% +5.7% +3.7% Percent Change Welcome Center visitation is calculated using an electronic count of vehicles entering the center during operating hours with a multiplier of 2.7 persons per vehicle.Visitor center method of counting variesby center, but percent change is a consistent measurement. Chart 19 – Airport Arrivals and Departures by Geographic Region – July 2010 Chart 19 provides a breakdown of air travel statistics by geographic region. While the majority of air traffic is through the Piedmont Region, it is helpful to maintain a trend of other regional airport usage. The Mountain Region showed extremely strong growth of over thirty percent in air traffic during the month of July, while the other regions saw very positive increases from last year as well. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Coast Piedmont Mountains 94,386 2,223,061 39,629 94,563 2,229,271 38,848 Departures Arrivals Passengers Airport Arrivals and DeparturesbyGeographic Region July 2010 +7.2% +6.0% +6.0% +6.0% +35.7% +34.5% Percent Change Airports:Piedmont Triad International, Raleigh-Durham International, Charlotte Douglas International, Jacksonville, New Bern, Asheville Regional, Fayetteville, and Wilmington International.Section 3: Economic Development Region Tourism Indicator Analysis – July 2010 The seven economic regions include: 1 – Northeast (Bertie, Camden, Chowan, Currituck, Gates, Halifax, Hertford, Northampton, Pasquotank, Perquimans, Beaufort, Dare, Hyde, Martin, Tyrrell, Washington). 2 – Eastern (Carteret, Craven, Jones, Onslow, Pamlico, Duplin, Edgecombe, Green, Lenoir, Nash, Pitt, Wayne, Wilson). 3 – Southeast (Brunswick, Columbus, New Hanover, Pender, Bladen, Cumberland, Hoke, Richmond, Robeson, Sampson, Scotland). 4 – Triangle (Franklin, Harnett, Johnston, Vance, Wake, Warren, Chatham, Durham, Granville, Lee, Moore, Orange, Person). 5 – Triad (Alamance, Caswell, Guilford, Montgomery, Randolph, Rockingham, Davidson, Davie, Forsyth, Stokes, Surry, Yadkin). 6 – Carolinas (Alexander, Catawba, Cleveland, Iredell, Rowan, Anson, Cabarrus, Gaston, Lincoln, Mecklenburg, Stanly, Union). 7 – Western (Alleghany, Ashe, Avery, Buncombe, Burke, Caldwell, Clay, Graham, Haywood, Henderson, Jackson, Macon, Madison, McDowell, Mitchell, Polk, Rutherford, Swain, Transylvania, Watauga, Wilkes, Yancey). Chart 20 – Hotel/Motel Statistics by Economic Development Region - July 2010 Chart 20 provides lodging indicators for July 2010 by economic development region. Also shown are percent changes from July 2009. This graph allows individual regions within the state to track indicators specific to their general destinations, while still being able to compare their data to the state data shown in Section 1. 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 Region 1 Northeast Region 2 Eastern Region 3 Southeast Region 4 Triangle Region 5 Triad Region 6 Carolinas Region 7 Western 70.5 64.8 69.8 61.2 54.0 59.9 69.8 $120.86 $80.69 $87.53 $76.88 $72.22 $76.68 $95.47 $85.25 $52.29 $61.05 $47.05 $39.00 $45.94 $66.60 Hotel/Motel Occupancy Average Daily Room Rate Revenue per available Room Occupancy Rate and Dollars Hotel/Motel Statistics by EconomicDevelopment Region July 2010 +7.1% +3.2% +10.5% +10.0% +0.2% +10.3% +11.0% -2.9% +7.8% +7.7% -1.2% +6.4% +4.7% -2.9% +1.7% +17.2% +1.4% +18.9% +6.7% +2.7% +9.6% Source:Smith Travel Research Percent ChangeChart 21 – Hotel/Motel Room Demand by Economic Development Region - July 2010 Chart 21 depicts hotel/motel demand for the month of July 2010 by economic development region. Demand is the number of rooms sold excluding complimentary rooms. All regions showed increased demand from July 2009 to 2010. Four regions had increases of over ten percent in demand from July 2009 to July 2010. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Region 1 Northeast Region 2 Eastern Region 3 Southeast Region 4 Triangle Region 5 Triad Region 6 Carolinas Region 7 Western 148,899 269,236 355,656 579,076 353,462 651,556 456,471 Hotel/Motel Room Demand by Economic Development Region July 2010 Room Demand +7.0% +13.0% +13.1% +11.6% +5.4% +21.5% +8.3% Percent Change Source:Smith Travel ResearchSection 4: National Travel Price Index The Travel Price Index (TPI) measures the seasonally unadjusted inflation rate of the cost of travel away from home in the United States. The TPI is based on U.S. Department of Labor price data collected for the monthly Consumer Price Index (CPI). The TPO is released monthly and is directly comparable to the CPI. Variables included in calculating the TPI: Recreation Services Food and Beverage Alcohol Away From Home Food Away from Home Other Lodging (Include Hotel/Motel) Transportation Airline Fares Intra-city Public Transportation Motor Fuel Other Intercity Transportation Chart 22 – National Travel Price Index December 2006 – July 2010 Chart 22 provides a two year trend of the National Travel Price Index (TPI). Steady growth was experienced through mid-2008; however in November 2008, it is clear that as the TPI fell below 2007 levels, the tourism industry began feeling the full effect of the recession. Into 2009, the TPI remained slightly at or below the 2007 level, though for the last two months of 2009 peaked above the 2008 index. Into July 2010 the TPI is still below the same time period in 2008, but above 2007 and 2009. *Hotel/Motel statistics are from Smith Travel Research, Inc.; all other figures are from the Division of Tourism. North Carolina Division of Tourism, Film and Sports Development 301 N. Wilmington Street • 4324 Mail Service Center Raleigh, North Carolina 27699-4324 • Tel: (919) 733-4171 • Fax: (919) 733-8582 100 125 150 175 200 225 250 275 300 National Travel Price Index December 2006 -July 2010 2010 Index 2009 Index 2008 Index 2007 Index Travel Price Index Source: U.S Travel Association and U.S. Department of Labor. www.ustravel.org
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Title | Travel tracker : a publication of the North Carolina Department of Commerce - Division of Tourism, Film and Sports Development |
Other Title | Publication of the North Carolina Department of Commerce - Division of Tourism, Film and Sports Development.; Publication of the North Carolina Division of Tourism, Film and Sports Development |
Date | 2010-07 |
Description | July 2010 |
Digital Characteristics-A | 1487 KB; 22 p. |
Digital Format | application/pdf |
Pres File Name-M | pubs_serial_traveltracker201007.pdf |
Pres Local File Path-M | \Preservation_content\StatePubs\pubs_borndigital\images_master\ |
Full Text | July 2010 Strategic tourism marketing and policy decisions depend on accurate, consistent tracking of business indicators such as lodging statistics, attraction and welcome center visitation, transportation statistics and more. The intent of the North Carolina Travel Tracker is to provide up-to-date and relevant tourism indicators for both the state and individual regions within the state. With data from the Travel Tracker, program areas and industry partners can strategically plan, implement and evaluate processes and programs. The following report analyzes a variety of tourism indicators by 1) State, 2) the three geographic marketing regions (coastal, piedmont and mountain), and for some indicators 3) the seven economic development regions. As well as providing a review of the current state of business, the report provides a year-to-date analysis and comparisons to previous years where applicable. With regards to the lodging data found in this report; while virtually every chain in the United States provides Smith Travel Research (STR) with data on almost all of their properties, there are still some hotels that don't submit data. However, every year STR examines listings and directories for information on hotels that don't provide data. STR calls each hotel in the database every year to obtain "published" rates for multiple categories. Based on this information all hotels are grouped - those that report data and those that don't - into groupings based off of price level and geographic proximity. They then estimate the non-respondents based on nearby hotels with similar price levels. Following is a guide to charts and graphs for this report: Section 1 - Statewide Tourism Indicator Analysis for July 2010 Chart 1 – Hotel/Motel Occupancy in North Carolina July 2006 – 2010 Chart 2 – Hotel/Motel Average Daily Room Rate in North Carolina July 2006 – 2010 Chart 3 – Hotel/Motel Revenue per Available Room in North Carolina July 2006 – 2010 Chart 4 – Hotel/Motel Room Demand in North Carolina July 2006 – 2010 Chart 5 – North Carolina Lodging Statistics Monthly Percent Change 2008 – 2010 Chart 6 – Statewide Visitation to Attractions July 2006 – 2010 Chart 7 – Statewide Visitation to Attractions Monthly History 2006 – 2010 Chart 8 – State Welcome Center and Local Visitor Center Attendance July 2006 – 2010 Chart 9 – Statewide National and State Park Visitation July 2006 – 2010 Chart 10 – Statewide Visitation to State Parks Monthly History 2006 – 2010 Chart 11 – Statewide Visitation to National Parks Monthly History 2006 – 2010 Chart 12 – Statewide Airport Arrivals and Departures July 2006 – 2010 Chart 13 – Lower Atlantic Average Monthly Retail Gas Prices for Unleaded July 2006 – 2010 Chart 14 – North Carolina Average Temperature and Precipitation July 2008 – 2010 Section 2 – Geographic Marketing Region Tourism Indicator Analysis for July 2010 Chart 15 – Hotel/Motel Statistics by Geographic Region July 2010 Chart 16 – Hotel/Motel Room Demand by Geographic Region July 2010 Chart 17 – Visitation to Attractions and Parks by Geographic Region – July 2010 Chart 18 – State Welcome Center & Local Visitor Center Attendance by Geographic Region – July 2010 Chart 19 – Airport Arrivals and Departures by Geographic Region – July 2010 Section 3 – Economic Development Region Tourism Indicator Analysis for July 2010 Chart 20 – Hotel/Motel Statistics by Economic Development Region July 2010 Chart 21 – Hotel/Motel Room Demand by Economic Development Region July 2010 Section 4 – National Travel Price Index Chart 22 - National Travel Price Index December 2006 – July 2010 Section 1: Statewide Tourism Indicator Analysis for July 2010 Chart 1 – Hotel/Motel Occupancy in North Carolina - July 2006 – 2010 Chart 1 provides a comparison over a five year period to show the trend of occupancy in the state for the month of July. Occupancy for July 2010 was up 9.8 percent from July 2009. This followed a good spring, continuing a trend of positive occupancy data for 2010. Occupancy at the national level increased by seven percent in July 2010 from the previous year. 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 2006 2007 2008 2009 2010 65.5 66.7 61.9 57.2 62.8 Hotel/Motel Occupancy in North Carolina July 2006 -2010 -1.4% +1.8% -7.2% -4.1% -7.6% Percent Change Occupancy 5 year PercentChange Source:Smith Travel Research +9.8%Chart 2 – Hotel/Motel Average Daily Room Rate in North Carolina - July 2006 – 2010 Chart 2 provides a comparison over a five year period to show the trend of average daily room rate (ADR) in the state for the month of July. After peaking in July 2008, ADR for past two years has decreased five percent, and is still just below 2007 levels. ADR at the national level was up one percent in July 2010 from the previous July. $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00 2006 2007 2008 2009 2010 $79.48 $84.22 $87.44 $83.43 $83.30 Hotel/Motel Average Daily Room Rate in North Carolina July 2006 -2010 +4.8% Average Daily Rate +7.1% +6.0% +3.8% -4.6% Percent Change 5 year Percent Change Source:Smith Travel Research -0.2%Chart 3 – Hotel/Motel Revenue per Available Room in North Carolina - July 2006 – 2010 In Chart 3 an analysis of Revenue per Available Room (RevPAR) is provided. RevPAR is an industry term that describes the revenue that a hotel earns on the basis of just the rooms available for a given night. In other words, rooms not available either due to renovation or other reasons are not included in this equation. Mathematically, RevPAR can be determined dividing total room revenue by rooms available (occupancy times average room rate will closely approximate RevPAR). As with previous charts, Chart 3 shows a comparison over a five year period to show the trend of RevPAR in the state for the month of July. RevPAR was up in July 2010, continuing the positive growth that started in March. RevPAR at the national level was up 8.5% in July 2010 from the previous July. $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 2006 2007 2008 2009 2010 $52.10 $56.18 $54.10 $47.76 $52.34 Hotel/Motel Revenue per Available Room in North Carolina July 2006 -2010 +0.5% Revenue perAvailable Room Percent Change +5.7% +7.8% -3.7% -11.7% 5 year Percent Change Source:Smith Travel Research +9.6%Chart 4 – Hotel/Motel Room Demand in North Carolina – July 2006 – 2010 Chart 4 depicts hotel/motel demand for the month of July 2010 with comparisons to the previous four years. Demand is the number of rooms sold excluding complimentary rooms. Room demand for July was up twelve percent from July 2009, and up seven percent from 2008. Room Demand at the national level saw an increase of 9.0% change in July 2010 from the previous July. 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 1,750,000 2,000,000 2,250,000 2,500,000 2,750,000 3,000,000 2006 2007 2008 2009 2010 2,715,995 2,791,377 2,633,496 2,503,212 2,814,356 Hotel/Motel RoomDemand in North Carolina July 2006 -2010 Room Demand +3.6% -1.5% +2.8% -5.7% -4.9% Percent Change 5 year Percent Change Source:Smith Travel Research +12.4%Chart 5 – North Carolina Lodging Statistics Monthly Percent Change 2008 – 2010 Chart 5 provides a monthly percent change for the four major lodging indicators. The chart allows for an 18 month trend-line analysis that clearly depicts that the major indicators show a steady negative change. After over a year of negative percent change for all indicators, occupancy and demand has shown relative increases the last few months. As well, RevPAR finally moved above 0% increase in March and has continued positive growth since then. ADR still lags, though better than any month in the last year in terms of growth. North Carolina Lodging Statistics Monthly Percent Change 2008 -2010 Hotel/Motel Occupancy Average Daily Room Rate Revenue per Available Room Demand Percent Change Source:Smith Travel ResearchChart 6 – Statewide Visitation to Attractions - July 2006 – 2010 Chart 6 provides a status of the attractions industry in North Carolina for the month of July for the last five years. The numbers represent only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis, particularly when tracking percent change. Missing values for attractions who regularly report have been estimated until visitation can be verified. These estimates are not included in percent change calculations from July 2009 to July 2010. There was an increase of four percent in attraction visitation from July 2009 to July 2010. 640,000 660,000 680,000 700,000 720,000 740,000 760,000 780,000 800,000 820,000 840,000 860,000 2006 2007 2008 2009 2010 721,962 807,258 778,269 814,167 848,599 Statewide Visitation to Attractions July 2006 -2010 Vistitors +11.8% -3.6% +4.6% Percent Change +17.5% 5 year Percent Change *Percent Change reflects changes for those attractions, parks and centers reporting from year to year. +4.2%Chart 7 – Statewide Visitation to Attractions Monthly History 2006 – 2010 Chart 7 shows a monthly trend of attraction visitation for each of the last five years. This chart allows for a view of the ebb and flow of monthly attraction attendance, while also providing a look at how attendance compares to the same month of the previous years. Not surprisingly, the summer months see higher visitation numbers at statewide attractions. However, it is helpful to view how visitation is allocated by month for strategic planning purposes. Again, the numbers represent only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis. July 2010 attendance was the highest for July in five years. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 Visitors 2006 2007 2008 2009 2010 Statewide Visitation to Attractions Monthly History 2006 –2010Chart 8 – State Welcome Center and Local Visitor Center Attendance - July 2006 – 2010 Chart 8 provides July visitation statistics for State Welcome Centers, as well as Local Visitor Centers throughout North Carolina. It should be noted that while there is a percent change indicated for welcome centers for 2007-2008 and 2008-2009, 2008 was the first year a percent change could accurately be provided. The NCDOT spent several years changing the counting mechanism at the state welcome centers making comparisons between years inaccurate from the time the DOT began installation until December 2008. Therefore, previous years’ percent changes are not included in this particular chart. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 2006 2007 2008 2009 2010 693,806 862,403 748,708 730,134 794,948 326,985 292,079 276,280 286,536 290,675 Welcome Centers Visitor Centers State Welcome Center and Local Visitor Center Attendance July2006 -2010 +3.7% -10.7% -2.5% +8.9% Percent Change -11.1% 5 year Percent Change Clients -1.6% Welcome Center visitation is calculated using an electronic count of vehicles entering the center during operating hours with a multiplier of 2.7 persons per vehicle.Visitor center method of counting variesby center, but percent change is a consistent measurement. +1.4%Chart 9 – Statewide National and State Park Visitation - July 2006 – 2010 Chart 9 depicts visitation to state and national parks in North Carolina for the last five years months of July. Though state parks experienced a seven percent decrease from July of 2009, visitation to North Carolina national parks in July was only down two percent. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 2006 2007 2008 2009 2010 State Parks National Parks Visitors Statewide Nationaland State ParkVisitation July 2006 -2010 +3.5% -1.4% -12.9% -4.4% +19.5% +3.6% Percent Change +0.3% -4.1% 5 year Percent Change -6.9% -1.9%Chart 10 – Statewide Visitation to State Parks Monthly History 2006 – 2010 Similar to Chart 7, Charts 10 and 11 provide a monthly trend of state and national park visitation for each of the last five years. These charts help monitor the flow of monthly attraction attendance, while also providing a look at how attendance compares to the same month of the previous years. It is important to note that there are many extraneous variables that can affect visitation at attractions, and particularly at outdoor attractions. Weather, temperature and holidays are variables that should be noted when viewing unusual highs or lows in attendance. Chart 11 – Statewide Visitation to National Parks Monthly History 2006 – 2010 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 1,750,000 2,000,000 2,250,000 2,500,000 Visitors 2006 2007 2008 2009 2010 Statewide Visitation to State Parks Monthly History 2006 –2010 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 1,750,000 2,000,000 2,250,000 2,500,000 2,750,000 Visitors 2006 2007 2008 2009 2010 Statewide Visitation to National Parks Monthly History 2006 –2010 Chart 12 – Statewide Airport Arrivals and Departures - July 2006 – 2010 Chart 12 shows July airport arrivals and departures for each of the previous five years. The arrivals and departures increased statewide from last July, and there has been a positive five-year increase in both for the month of July. - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 2006 2007 2008 2009 2010 Departures Arrivals Statewide Airport Arrivals and Departures July 2006 -2010 Passengers +13.8% +13.4% +11.9% +11.9% +2.8% +2.5% -1.1% -1.1% Percent Change 5 year Percent Change -1.6% -1.1% Airports:Piedmont Triad International, Raleigh-Durham International, Charlotte Douglas International, Jacksonville, New Bern, Asheville Regional, Fayetteville, and Wilmington International. +6.5% +5.7%Chart 13 – Lower Atlantic Average Monthly Retail Gas Prices for Unleaded – July 2006 – 2010 Chart 13 provides the average price per gallon of unleaded gasoline for July 2010 and the same month from the four previous years. The data provided above, when compared with other indicators such as attraction attendance and visitor spending data, can be very helpful in the analysis of general travel trends. Fuel prices in July 2010 were up slightly from last July, though still well below 2008, and earlier year, prices. $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 2006 2007 2008 2009 2010 $2.92 $2.89 $3.99 $2.47 $2.60 Lower Atlantic Average Monthly Retail Gas Prices for Unleaded July 2010 Dollars -1.0% +38.1% -38.1% -11.0% 5 year Percent Change Percent Change Source: EnergyInformation Administration: www.eia.doe.gove/oil_gas/petroleum/data_publications +5.3%Chart 14 – North Carolina Average Temperature and Precipitation – July 2009 – 2010 Chart 14 provides 13 months of air temperature and precipitation. This data, when analyzed together with gas price data and other tourism indicators, can be valuable in determining possible reasons for significant increases and/or decreases in indicators. For instance, greater than normal precipitation during a particular month can often help explain decreases in attendance at outdoor attractions. July 2010 had a higher average temperature than 2009, and there was slightly more precipitation in July 2010 than 2009. 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 Degrees and Inches North Carolina Average Temperature and Precipitation Data from July 2009 -2010 Temperature Precipitation StateClimate Offic of North Carolina: NC CRONOS Database: www.nc-climate.ncsu.eduSection 2 – Geographic Marketing Region (Coastal/Piedmont/Mountain) Tourism Indicator Analysis for July 2010 Chart 15 – Hotel/Motel Statistics by Geographic Region - July 2010 Chart 15 provides a one year comparison in lodging statistics for the three geographic marketing regions of North Carolina in July. Occupancy and RevPAR in July 2010 increased in all three regions, but ADR still lags very slightly in the Piedmont Region. 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00 Coast Piedmont Mountains 68.1 58.9 69.8 $96.36 $75.26 $95.47 $62.34 $44.64 $66.60 Hotel/Motel Occupancy Average Daily Room Rate Revenue per available Room Hotel/MotelStatistics by GeographicRegion July 2010 Occupancy Rateand Dollars +9.9% +10.7% +6.7% +0.5% -0.9% +2.7% +9.0% +10.2% +9.6% Percent Change Source:Smith Travel ResearchChart 16 – Hotel/Motel Room Demand by Geographic Region - July 2010 Chart 16 provides hotel/motel demand by geographic region for July 2010. Demand differs from occupancy in that it is the total number of rooms sold, not accounting for differences in room supply. The Piedmont Region experienced a fourteen percent positive change in demand from July 2009 to July 2010, and the Coastal Region had a twelve percent increase from 2009. 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 Coast Piedmont Mountains 773,791 1,584,094 456,471 Hotel/Motel Room Demand by Geographic Region July 2010 Room Demand +11.8% +14.0% +8.3% Percent Change Source:Smith Travel ResearchChart 17 – Visitation to Attractions and Parks by Geographic Region – July 2010 Chart 17 provides a look at the attractions industry in North Carolina in July 2010 by geographic region. As with the statewide numbers, the following data represents only a sample of North Carolina attractions that provide their attendance data, and are not intended to be considered a complete list of attractions. However, the wide variation of type and location of the participating attractions allow for a valid aggregate trend analysis on a monthly basis. The Mountain Region showed an increase in attraction and national park attendance as compared to last July. However, the Coastal and Piedmont regions experienced a difficult month in terms of park attendance. Attraction attendance was up from July 2009 to July 2010 throughout the state. 0 1,000,000 2,000,000 Coast Piedmont Mountains Attractions State Parks National Parks Visitationto Attractions and Parks by Geographic Region -July 2010 Visitors +1.7% -6.3% -11.0% +4.5% -4.8% 0.0% +6.1% -5.3% +2.7% Percent Change *Percent Change reflects changes for those attractions, parks and centers reporting from year to year.Chart 18 – State Welcome Center and Local Visitor Center Attendance by Geographic Region –July 2010 Chart 18 shows welcome center and visitor center attendance by geographic region and offers comparisons from July 2009. Welcome Centers in all three regions experienced increases from July 2009, particularly the Coastal Region. However, the visitor centers in the Piedmont Region saw significant decreases in visitation. 0 50,000 100,000 150,000 200,000 250,000 300,000 Coast Piedmont Mountains 297,173 276,304 221,471 231,493 37,292 21,890 Welcome Centers Visitor Centers State Welcome Center and Local Visitor Center Attendance by Geographic Region -July 2010 Clients +18.4% +6.9% +2.4% -23.8% +5.7% +3.7% Percent Change Welcome Center visitation is calculated using an electronic count of vehicles entering the center during operating hours with a multiplier of 2.7 persons per vehicle.Visitor center method of counting variesby center, but percent change is a consistent measurement. Chart 19 – Airport Arrivals and Departures by Geographic Region – July 2010 Chart 19 provides a breakdown of air travel statistics by geographic region. While the majority of air traffic is through the Piedmont Region, it is helpful to maintain a trend of other regional airport usage. The Mountain Region showed extremely strong growth of over thirty percent in air traffic during the month of July, while the other regions saw very positive increases from last year as well. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Coast Piedmont Mountains 94,386 2,223,061 39,629 94,563 2,229,271 38,848 Departures Arrivals Passengers Airport Arrivals and DeparturesbyGeographic Region July 2010 +7.2% +6.0% +6.0% +6.0% +35.7% +34.5% Percent Change Airports:Piedmont Triad International, Raleigh-Durham International, Charlotte Douglas International, Jacksonville, New Bern, Asheville Regional, Fayetteville, and Wilmington International.Section 3: Economic Development Region Tourism Indicator Analysis – July 2010 The seven economic regions include: 1 – Northeast (Bertie, Camden, Chowan, Currituck, Gates, Halifax, Hertford, Northampton, Pasquotank, Perquimans, Beaufort, Dare, Hyde, Martin, Tyrrell, Washington). 2 – Eastern (Carteret, Craven, Jones, Onslow, Pamlico, Duplin, Edgecombe, Green, Lenoir, Nash, Pitt, Wayne, Wilson). 3 – Southeast (Brunswick, Columbus, New Hanover, Pender, Bladen, Cumberland, Hoke, Richmond, Robeson, Sampson, Scotland). 4 – Triangle (Franklin, Harnett, Johnston, Vance, Wake, Warren, Chatham, Durham, Granville, Lee, Moore, Orange, Person). 5 – Triad (Alamance, Caswell, Guilford, Montgomery, Randolph, Rockingham, Davidson, Davie, Forsyth, Stokes, Surry, Yadkin). 6 – Carolinas (Alexander, Catawba, Cleveland, Iredell, Rowan, Anson, Cabarrus, Gaston, Lincoln, Mecklenburg, Stanly, Union). 7 – Western (Alleghany, Ashe, Avery, Buncombe, Burke, Caldwell, Clay, Graham, Haywood, Henderson, Jackson, Macon, Madison, McDowell, Mitchell, Polk, Rutherford, Swain, Transylvania, Watauga, Wilkes, Yancey). Chart 20 – Hotel/Motel Statistics by Economic Development Region - July 2010 Chart 20 provides lodging indicators for July 2010 by economic development region. Also shown are percent changes from July 2009. This graph allows individual regions within the state to track indicators specific to their general destinations, while still being able to compare their data to the state data shown in Section 1. 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 Region 1 Northeast Region 2 Eastern Region 3 Southeast Region 4 Triangle Region 5 Triad Region 6 Carolinas Region 7 Western 70.5 64.8 69.8 61.2 54.0 59.9 69.8 $120.86 $80.69 $87.53 $76.88 $72.22 $76.68 $95.47 $85.25 $52.29 $61.05 $47.05 $39.00 $45.94 $66.60 Hotel/Motel Occupancy Average Daily Room Rate Revenue per available Room Occupancy Rate and Dollars Hotel/Motel Statistics by EconomicDevelopment Region July 2010 +7.1% +3.2% +10.5% +10.0% +0.2% +10.3% +11.0% -2.9% +7.8% +7.7% -1.2% +6.4% +4.7% -2.9% +1.7% +17.2% +1.4% +18.9% +6.7% +2.7% +9.6% Source:Smith Travel Research Percent ChangeChart 21 – Hotel/Motel Room Demand by Economic Development Region - July 2010 Chart 21 depicts hotel/motel demand for the month of July 2010 by economic development region. Demand is the number of rooms sold excluding complimentary rooms. All regions showed increased demand from July 2009 to 2010. Four regions had increases of over ten percent in demand from July 2009 to July 2010. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Region 1 Northeast Region 2 Eastern Region 3 Southeast Region 4 Triangle Region 5 Triad Region 6 Carolinas Region 7 Western 148,899 269,236 355,656 579,076 353,462 651,556 456,471 Hotel/Motel Room Demand by Economic Development Region July 2010 Room Demand +7.0% +13.0% +13.1% +11.6% +5.4% +21.5% +8.3% Percent Change Source:Smith Travel ResearchSection 4: National Travel Price Index The Travel Price Index (TPI) measures the seasonally unadjusted inflation rate of the cost of travel away from home in the United States. The TPI is based on U.S. Department of Labor price data collected for the monthly Consumer Price Index (CPI). The TPO is released monthly and is directly comparable to the CPI. Variables included in calculating the TPI: Recreation Services Food and Beverage Alcohol Away From Home Food Away from Home Other Lodging (Include Hotel/Motel) Transportation Airline Fares Intra-city Public Transportation Motor Fuel Other Intercity Transportation Chart 22 – National Travel Price Index December 2006 – July 2010 Chart 22 provides a two year trend of the National Travel Price Index (TPI). Steady growth was experienced through mid-2008; however in November 2008, it is clear that as the TPI fell below 2007 levels, the tourism industry began feeling the full effect of the recession. Into 2009, the TPI remained slightly at or below the 2007 level, though for the last two months of 2009 peaked above the 2008 index. Into July 2010 the TPI is still below the same time period in 2008, but above 2007 and 2009. *Hotel/Motel statistics are from Smith Travel Research, Inc.; all other figures are from the Division of Tourism. North Carolina Division of Tourism, Film and Sports Development 301 N. Wilmington Street • 4324 Mail Service Center Raleigh, North Carolina 27699-4324 • Tel: (919) 733-4171 • Fax: (919) 733-8582 100 125 150 175 200 225 250 275 300 National Travel Price Index December 2006 -July 2010 2010 Index 2009 Index 2008 Index 2007 Index Travel Price Index Source: U.S Travel Association and U.S. Department of Labor. www.ustravel.org |
OCLC number | 773717834 |