Press Release: The Florida Keys & Key West Tourism Council
January 3, 2002
KEY WEST, FL -- Florida Keys lodging businesses enjoyed strong occupancy during the Christmas and New Year's holiday
season, Monroe County tourism officials reported Wednesday. They added that the outlook for future tourism flow
to the Keys is beginning to brighten.
``Our occupancy levels averaged 85 to 90 percent for the past two weeks,'' said Peter Ilchuk, executive director
of the Lodging Association of Key West and the Florida Keys. ``But most importantly, general managers are telling
me their reservations phones are ringing again with advance bookings.''
Ilchuk and other Keys tourism officials credited several factors for the comeback after the Sept. 11, 2001, terrorist
events which had a disastrous effect on the worldwide tourism industry. They include:
``I spoke to a number of our visitors during the past few weeks and they all felt the need to break away from
the stressful environment they were experiencing and go to the real Florida Keys and relax,'' said Michael Ingram,
chairman of the Monroe County Tourist Development Council (TDC).
TDC Director Harold Wheeler believes signs of an improving economy, combined with more frigid temperatures, are
positive factors that are motivating vacationers.
``People are beginning to move again,'' Wheeler said. ``The Consumer Confidence Index, which declined dramatically
after 9-11, rebounded nicely in December.
``When consumer confidence increases, there is a rise in consumer spending. Hopefully, we may have an economic
recovery sooner than expected, leading to a strong second half of the year,'' Wheeler added.
Even with an improving economy the shorter time frame between when a traveler makes a reservation and when he travels
is making financial forecasting difficult for tourism-based businesses.
``We continue to experience a trend that has emerged during the past few years,'' Ilchuk said. ``Americans today
are taking shorter vacations and booking closer to departure.
``People are being cautious about planning ahead, but at least they are still taking vacations,'' he said.
Ilchuk reported that Keys properties capable of hosting meeting groups have seen an increase in small-conference
bookings, but many of those had short booking time frames as well.
Although the travel industry seems poised for recovery, Keys tourism officials cautioned that the region is ``not
out of the woods'' yet.
``We're encouraged, but we have a long way to go before occupancy numbers return to historical levels,'' Wheeler
said.
Ilchuk concurred, noting that most area properties' average daily rate declined significantly during the past quarter.
``Travelers still realize supply exceeds demand, consequently, bona fide 'value-added' incentives, in conjunction
with a strong marketing program, are effective in attracting visitors to the Keys,'' Ilchuk said.
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Contact:
Stuart Newman Associates, Miami
For: The Florida Keys & Key West Tourism Council
Andy Newman, 305/461-3300 or 1/800-ASK-KEYS