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Marketing During the Southwest Florida Summer: Is it a Good Idea?



Here in Southwest Florida, many local restaurants & businesses – especially those who benefit from our tourists – cut back on their marketing efforts. However, it may be a great time to strike (especially if your competition is indeed cutting back). According to the Convention and Visitors Bureau of Collier County (www.paradisecoast.com) the summers are not so dead...


In May of 2017, “...some 137,200 visitors stayed in Collier’s commercial lodgings (+1.4%). Their visits contributed an estimated $166,462,800 of economic impact to the County (+6.8%).”


In June of 2017, “...some 144,800 visitors stayed in Collier’s commercial lodgings (+2.0%). Their visits contributed an estimated $146,727,800 of economic impact to the County (+5.9%)."


In July of 2017, “...some 135,200 visitors stayed in Collier’s commercial lodgings (+5.8%). Their visits contributed an estimated $129,499,000 of economic impact to the County (+9.9%).”


In August of 2017, “...some 107,300 visitors stayed in Collier’s commercial lodgings (+7.0%). Their visits contributed an estimated $90,394,300 of economic impact to the County (+9.9%).”


As we know, hurricane Irma hit in September, greatly affecting the number of visitors to our area (roughly 63,500), but if you look at the statistics from 2016 we had about 92,100 visitors – by far our slowest month of the year due to inclement weather and the beginning of school – but still enough people to make a $76,993,200 economic impact in our area.


During the “off season,” two specific groups of people tend to visit: Floridians & Europeans. Based on the reports from 2017, they tend to make up about 60% to 70% of our visitors! Especially Floridians, who on average, make up almost 50% of our guests during these summer months.

So instead of reigning in your marketing efforts, consider capitalizing on the opportunity to shine while others are taking a break. Floridians tend to be repeat customers and advocates for your brand. Europeans tend to be on the wealthier side and are more willing to spend their dollars and maximize their experience while here in Paradise.


If you would like to cease the opportunity, consider being featured on our in-room hotel channel. Please don’t hesitate to give us a call. It costs nothing to get together and chat.


Good luck this summer!

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