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The Hilton Head Island Tourism Industry
Prepared by:John Salazar, Ph.D.
Professor of Hospitality ManagementDirector, Lowcountry and Resort Islands Tourism Institute
USCB’s Lowcountry and Resort Islands Tourism Institute
• The primary goal of the LRITI is to investigate, examine, and interpret tourism information that will support the tourism directives for Beaufort, Jasper, Colleton, and Hampton Counties
• Collaborates with faculty throughout USCB, South Carolina, and the US
• Employs 9 undergraduate research assistants• Has conducted research for organizations such
as the Hilton Head Island‐Bluffton Chamber of Commerce, Heritage Golf Tournament, Town of Hilton Head Island, Beaufort Regional Chamber of Commerce, Bluffton, City of Savannah, Sea Pines Country Club, Sun City Hilton Head, and many other organizations
2USCB LRITI © 2015
Beaufort County Tourism
$1,026 $1,020
$957 $957
$1,029
$1,081
$1,132
$850
$900
$950
$1,000
$1,050
$1,100
$1,150
2007 2008 2009 2010 2011 2012 2013
2007‐2013 Domestic Travel Impact on Beaufort County ($ Millions) (US Travel Association)
4USCB LRITI © 2015
The HHI Economy
2007‐2013 HHI Gross Regional Product (IMPLAN)
$3,235,393,856
$3,409,738,960
$3,194,076,541
$2,918,576,653
$2,957,270,699$2,973,978,015
$3,796,015,681
$
$500,000,000
$1,000,000,000
$1,500,000,000
$2,000,000,000
$2,500,000,000
$3,000,000,000
$3,500,000,000
$4,000,000,000
2007 2008 2009 2010 2011 2012 20136USCB LRITI © 2015
2013 Top HHI Industries by NAICS Category (2013 IMPLAN)
By Employment1. Real estate2. Full‐service restaurants3. Limited‐service restaurants4. Labor and civic organizations5. Retail ‐ Food and beverage stores6. Scenic and sightseeing transportation and 7. All other food and drinking places8. Landscape and horticultural services9. Offices of physicians10. Services to buildings11. Hotels and motels, including casino hotels12. Other amusement and recreation industries
By Commodity Output1. Monetary authorities and depository credit
intermediation2. Real estate3. Owner‐occupied dwellings4. Scenic and sightseeing transportation and
support activities for transportation5. Full‐service restaurants6. Wholesale trade7. Electric power generation ‐ Fossil fuel8. Labor and civic organizations9. Offices of physicians10. Limited‐service restaurants11. Management of companies and enterprises12. Hotels and motels, including casino hotels
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The Hilton Head Island Tourism Industry
$5,314,660 $6,058,319
$6,168,555 $6,404,449
$6,010,356
$5,469,447 $5,948,685
$6,099,093
$6,995,760
$7,735,390
$2,991,110
$5,086,678
$5,108,528 $5,232,837
$4,826,318
$4,708,807 $4,917,591
$5,160,134 $5,250,995
$5,633,430
$‐
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
FY2005
FY2006
FY2007
FY2008
FY2009
FY2010
FY2011
FY2012
FY2013
FY2014
Accommodations Tax
Hospitality Tax
2005‐2014 Accommodations and Hospitality Tax (Town of Hilton Head Island)
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US Hotel Occupancy: 2011 thru 2014 (www.statista.com)
52%60%
65% 66% 67% 72% 74%72% 66% 68%
59%53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2013 2012 201110USCB LRITI © 2015
754,649 , 28%
440,944.59 , 17%
465,136 , 18%
598,777 , 23%
159,137 , 6%
225,950.70 , 8%
Villa
Hotel
Timeshare
Secondhome
Non Paying Guest
Day Trippers
2014 Visitor Volume by Lodging Segment: 2.64 million visitors
11USCB LRITI © 2015
The HHI Tourism Economy (USCB Economic Impact of Tourism on Beaufort County)
• 2013– $939.5 million in total economic output– 15,318 estimated jobs– $435.9 million in employment compensation
• 2014– Hospitality Tax $5,633,430 – Accommodations Tax $7,735,390– Total Tourism Related Taxes $13,368,820
Based on a 16,781 occupied HHI households (or housing units), each household would be paying an additional $796.66 in taxes if the hospitality and accommodations taxes weren’t paid by
visitors.
12USCB LRITI © 2015
Importance of HHI Attributes to HHI Visitors: From the 2013‐14 Hilton Head Island Visitor Profile Study
Please rate HOW IMPORTANT the following attributes were in choosing Hilton Head Island for your leisure trip.
Not at all Important Unimportant Neutral Important Very
Important
Somewhat Important/Very Important Total
Rating Average
Rating Count
Beaches 2.2% 1.4% 8.1% 30.9% 57.3% 88.2% 4.40 2,009
Natural Beautyof the
Destination1.9% 1.1% 10.3% 46.8% 40.0% 86.8% 4.22 1,981
Quality of Dining Options 2.6% 1.9% 12.6% 50.8% 32.2% 83.0% 4.08 1,980
Quality of Lodging Options 4.8% 2.5% 12.5% 40.5% 39.6% 80.1% 4.08 1,985
Diversity of Dining Options 2.7% 2.8% 16.3% 49.3% 29.1% 78.4% 3.99 1,993
Ease of Access 3.4% 2.6% 19.0% 50.8% 24.2% 75.0% 3.90 1,986
Affordability 2.4% 2.5% 21.8% 46.5% 26.8% 73.3% 3.93 1,988
Seafood Dining Options 5.1% 3.8% 18.2% 43.3% 29.6% 72.9% 3.88 1,919
Culinary Experiences/Restaurants
4.1% 3.3% 20.5% 47.1% 24.9% 72.0% 3.85 1,986
14USCB LRITI © 2015
Please rate HOW IMPORTANT the following attributes were in choosing Hilton Head Island for your leisure trip.
Not at all Important Unimportant Neutral Important Very
Important
Somewhat Important/Very
Important Total
Rating Average
Rating Count
Travel Distance 4.9% 5.4% 24.2% 43.3% 22.2% 65.5% 3.73 1,993
Diversity of Activities and
Places4.8% 3.4% 27.4% 49.0% 15.4% 64.4% 3.67 1,966
Active Outdoor Activities
5.8% 4.7% 25.5% 43.9% 20.1% 64.0% 3.68 1,975
Access to visiting cities
in the surrounding area (e.g. Savannah
and Charleston).
6.6% 6.0% 26.3% 42.8% 18.3% 61.1% 3.60 1,979
Diversity of Lodging Options
9.6% 5.0% 26.4% 39.3% 19.7% 59.0% 3.55 1,971
Bicycle Trails 10.8% 8.7% 27.3% 31.6% 21.6% 53.2% 3.44 1,982
Water Sports 13.7% 6.9% 38.3% 36.6% 10.9% 47.5% 3.37 1,967
History/heritage 7.3% 6.9% 38.3% 36.6% 10.9% 47.5% 3.37 1,967
15USCB LRITI © 2015
Please rate HOW IMPORTANT the following attributes were in choosing Hilton Head Island for your leisure trip.
Not at all Important Unimportant Neutral Important Very
Important
Somewhat Important/Very Important Total
Rating Average Rating Count
Environmental/ecologicalsensitivity
9.4% 8.2% 36.7% 33.1% 12.5% 45.6% 3.31 1,977
Diversity of ecotourism
related activities (e.g. kayak tours, nature tours,
etc.).
10.3% 10.4% 37.2% 31.0% 11.0% 42.0% 3.22 1,964
Golf 26.9% 11.2% 24.4% 19.4% 18.2% 37.6% 2.91 1,983
Nightlife Activity Options
15.6% 14.7% 38.0% 23.4% 8.4% 31.8% 2.94 1,957
Cultural Arts Exhibits and
Shows13.9% 13.3% 44.8% 20.8% 7.2% 28.0% 2.94 1,974
Performing Arts, Exhibits,
and Shows15.8% 15.0% 47.0% 16.8% 5.5% 22.3% 2.81 1,965
Spa 25.5% 18.8% 36.4% 13.7% 5.6% 19.3% 2.55 1,969
Tennis 35.8% 18.8% 29.7% 10.2% 5.6% 15.8% 2.31 1,970
Volunteer Opportunities 38.2% 18.4% 32.9% 6.4% 4.0% 10.4% 2.20 1,955
16USCB LRITI © 2015
Types of Vacations that Appeal to All Visitors and Potential Visitors: From the 2013‐14 Hilton Head Island Visitor Profile Study
To what extent do the following types of vacations/leisure trips and/or travel experiences appeal to you?
Not at all appealing Unappealing
Neither unappealing or appealing
Appealing Veryappealing
Appealing/VeryAppealing Total
RatingAverage
Rating Count
Relaxation & rejuvenation 1.1% 0.9% 6.6% 40.7% 50.7% 91.4% 4.39 4,952
Beach/island 1.4% 1.8% 8.3% 34.7% 53.7% 88.4% 4.38 4,959
Historical locations 2.6% 3.4% 18.0% 51.3% 24.8% 76.1% 3.92 4,944
Passiveoutdoor
adventures (viewing wildlife, walking
outdoors)
3.3% 4.3% 18.6% 51.1% 22.7% 73.8% 3.86 4,938
Romanticcouple
getaways5.2% 4.7% 22.4% 42.5% 25.2% 67.7% 3.78 4,944
Learning while
traveling experiences
3.6% 4.4% 25.5% 47.9% 18.7% 66.6% 3.74 4,927
Warm weathersports
7.2% 7.0% 26.0% 40.2% 19.5% 59.7% 3.58 4,931
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To what extent do the following types of vacations/leisure trips and/or travel experiences appeal to you?
Not at all appealing Unappealing
Neither unappealing or appealing
Appealing Veryappealing
Appealing/VeryAppealing
Total
RatingAverage
Rating Count
Exploration(discovering
unexploited areas)6.0% 7.7% 26.9% 41.7% 17.7% 59.1% 3.57 4,923
Culinary focused 7.1% 9.3% 31.4% 38.6% 13.7% 52.3% 3.43 4,922
Theme parks 12.0% 12.0% 29.1% 33.0% 13.9% 46.9% 3.25 4,927
Active outdoor adventures
(mountain biking, whitewater kayaking,
windsurfing)
12.6% 14.2% 30.1% 31.0% 12.1% 43.1% 3.16 4,926
Water sports 12.1% 13.% 31.9% 32.1% 10.9% 43.0% 3.17 4,916
Preforming/cultural arts getaways 8.8% 11.8% 36.6% 33.0% 9.8% 42.8% 3.23 4,910
Quality nightlifeoptions 11.1% 12.4% 35.5% 31.0% 10.0% 41.0% 3.17 4,928
19USCB LRITI © 2015
To what extent do the following types of vacations/leisure trips and/or travel experiences appeal to you?
Not at all appealing Unappealing
Neither unappealing or appealing
Appealing Veryappealing
Appealing/VeryAppealing Total
RatingAverage
Rating Count
Immersionexcursions (living
like locals)9.7% 13.5% 37.3% 30.5% 8.9% 39.4% 3.15 4,922
Spectatorsporting events 14.5% 12.3% 34.3% 29.9% 9.1% 39.0% 3.07 4,917
Waterparks 16.3% 16.2% 32.0% 26.2% 9.3% 35.5% 2.96 4,921
Medical/wellness 12.8% 14.4% 44.8% 21.2% 6.8% 28.0% 2.95 4,911
Golf getaways 34.9% 16.7% 21.5% 16.4% 10.5% 26.9% 2.51 4,929
Winter sports (downhill skiing, snowboarding
28.4% 22.1% 26.2% 17.0% 6.3% 23.3% 2.51 4,924
Voluntourism 19.2% 20.1% 43.4% 13.3% 4.0% 17.3% 2.63 4,908
Tennis getaways 39.4% 23.2% 25.5% 8.2% 3.8% 12.0% 2.14 4,920
20USCB LRITI © 2015
Conclusions• Accommodations and hospitality tax revenues are the highest
since 2005• Hotel Average Daily Rate and Revenue Per Available Room are the
highest since 2005• Annual hotel occupancy is nearing prerecession levels• In 2014, for five months out of the year HHI hotel occupancy beat
the US national average• In 2014, timeshare occupancy outperformed condo/villa and hotel
occupancy• In 2014, the condo/villa segment housed the largest portion of
overnight visitors• In 2014, if it were not for the Accommodations Tax collected each
HHI household would pay $796.66 more in taxes to replace that tax paid by visitors (based on 16,781 HHI households)
• In 2015, both hotel occupancy and RevPAR are beating 2014• HHI visitors rank beaches, natural beauty, and quality of dining as
most important when choosing HHI as a destination• Relaxation, beach, and historical interests are appealing to both
visitors and potential visitors• The research domain is dynamic and constantly changing
21USCB LRITI © 2015
Report Prepared By:
John Salazar, Ph.D.
Contact Information
843‐208‐8217
jsalazar@uscb.edu
Visit us at
www.lriti.org
22USCB LRITI © 2015
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