Hurricane Impact On Florida Tourism May Extend Into 2005 According To New YPB&R Survey

Orlando, FL | The four hurricanes that struck Florida during the past two months may have a long-term dampening effect on Americans’ plans to visit the Sunshine State, according to a new survey issued today by Orlando-based travel marketing, advertising and public relations firm of Yesawich, Pepperdine, Brown & Russell (YPB&R).

The hurricane impact study was conducted three days after the departure of hurricane Jeanne from the state revealed that five percent of travelers who had plans to visit the state prior to the arrival of the hurricanes actually cancelled a trip as a result. An additional four percent postponed a trip. But fully twenty percent stated they were less likely to visit Florida between now and the end of 2004. A comparable percentage indicated they were less likely to visit the state between July and September of 2005.

“Clearly, travelers have been affected by both the jarring television images they have seen over the past six weeks, as well as the duration of the media coverage,” said Peter Yesawich, chairman, YPB&R. “But as the story of Florida’s recovery unfolds and winter approaches, we’re likely to see these negative opinions dissipate quickly, particularly if travel suppliers roll out attractive promotional offers to lure visitors back.”

Respondents were asked to rate their perception of the damage wrought by the four hurricanes in various parts of the state, and ratings for “extreme damage” ranged from nearly six in ten (59%) for the Florida Panhandle to 24% for Jacksonville as set forth below:

Nearly one-half of those polled (45%) were able to name the four major hurricanes that struck the state during the six-week period from Aug. 13-Sept. 26 (Charley, Frances, Ivan and Jeanne).

The survey sampled 800 active leisure travelers over 21 years of age with annual household incomes over $50,000 in the state’s top 15 origin markets throughout the northeastern, Midwestern and southeastern U.S. All respondents were pre-screened as “interested in visiting Florida on vacation” before the arrival of Hurricane Charley which struck Florida on August 13. The poll was undertaken on September 28 and 29.

Yesawich, Pepperdine, Brown & Russell (YPB&R) is America’s leading marketing, advertising and public relations agency serving travel, leisure and lifestyle clients. Co-author of the widely-acclaimed National Travel Monitor with Yankelovich Partners, YPB&R is headquartered in Orlando, Florida, and maintains additional offices across the U.S. and Europe.