Florida marketing dollars attract tourists in record numbers

Interesting article published in today’s South Florida Business Journal. 

Written By: Shaun Bevan, Digital Producer- South Florida Business Journal

The millions of dollars spent on marketing the Sunshine State is paying off.
The Florida Restaurant and Lodging Association on Friday said the state is enjoying a $79.34 RevPAR (revenue per available room) rate, which is above the national average of $68.69. Growth in revenue is 8.3 percent for Florida in 2013 over 2012 versus 5.4 percent in the U.S.

“These Smith Travel statistics show that more and more visitors are staying in our hotels in recent years, and a direct correlation may be made that by increasing marketing dollars, more tourists are booking area hotels, eating at our restaurants, and enjoying all that Florida has to offer,” said FRLA CEO Carol Dover in a news release. “That is why the Florida Restaurant and Lodging Association is strongly advocating for $100 million in tourism and hospitality funding to support our continued efforts in getting heads in beds and butts in seats.”

Florida consistently has led the nation when comparing hotel occupancy rates, average daily room rates (ADR) and RevPAR statistics. RevPAR is calculated by room revenue divided by rooms available. The data compares hotel occupancy rates from 2010-2013 with the national average, which shows Florida consistently in the lead.


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