According to the June STR tourism data report:
- June is now the thirty-second month of consecutive Revenue Per Available Room (RevPAR) growth for our county.
- Both Transient and Group Occupancy and ADR (Average Daily Rate) saw gains over June 2015:
- Group Occupancy was up nearly 10,000 Room Nights sold. 6.3% higher than 2015.
- Transient Room Nights were up 12.9% with 17,100 Room Nights sold.
- June Occupancy was at 73.6%, that is 6.5% higher than 2015.
- June Hotel Room Revenue was $34,680,578. That is a 12.1% gain over the same month in 2015 and the highest collection ever for a June in Jacksonville.
- Duval County’s performance exceeded the US Averages for growth over June 2015. The US Average only saw an Occupancy growth of .3% while Duval saw a 6.5% growth in June 2016. Duval had a 12.1% RevPAR growth while the US Average was only 3.8% in June 2016.
- So far in 2016, Duval County is averaging above the growth of the rest of the nation. The US average is just a .1% growth in Occupancy and a 3.1 growth in Revenue Per Available Room. Duval stands at 4.4% Occupancy growth and 11.1% in RevPAR growth so far in 2016.
“It’s so rewarding to be able to say that even though the hospitality community was very worried about the loss of Country Music Superfest for June 2016, we actually did better than last year and had a big growth in all of the measures we track,” said Paul Astleford, President and CEO of Visit Jacksonville. “The perception was that without this big event, our community would see a dip in our Destination appeal, but instead we were able to fill that gap with group business, and increase our marketing outside the region to promote leisure visitation to our city, and it worked, flawlessly!”
The groups that helped impact Occupancy and Revenue growth over the 2015 numbers were several religious and/or fraternal organizations booked by Visit Jacksonville in their convention sales efforts over the last eight years. They include Gospel Rescue Mission, Hebraic Roots Network, Jehovah Witnesses, Special Forces Network and US Green Building Council.
Visit Jacksonville’s Destination advertising helped fill the remaining gap during the historically slow summer season. There were print ads running in Food & Wine and Bon Appetit magazines promoting Jacksonville’s food scene. Digital banners ads increased for all three areas of focus: active, culinary and culture. At the same time, there is a summer marketing campaign targeting Tallahassee that includes cable television commercials, digital targeted banner ads, Comcast ad buys, and digital billboards. With the campaign currently wrapping up, Visit Jacksonville has tracked a 42% increase over last year’s website traffic from the Tallahassee area.
The positive June numbers in Jacksonville continue to trend above the rest of the country, and continue to show just how vital the Tourism Industry and our Destination marketing and sales efforts are to Jacksonville’s economic progress and world-wide image, as well as the prosperity and pride of our local community.