Short Term Rentals

2017 Profile and Economic Impact Analysis

 

Prepared for

 

Alliance for
i Neighborhood
Prosperity

By

THE UNIVERSITY of
ago NEW ORLEANS

HOSPITALITY RESEARCH CENTER

 

De?ning Tourism Opportunities

May 2018

Profile and Economic Impact Analysis

Short Term Rentals - 2017

Acknowledgments
This report was prepared by Maria J. Ortiz, Project Manager in the Hospitality Research Center
(HRC) at The University of New Orleans (UNO). Special recognition is given to Reese Templet,
Student Research Assistant, for his assistance in preparing this report. Further thanks also go
Karen Brakel, Project and Budget Coordinator, for her valuable support. Special recognition is
given to John A. Williams, Ph.D., Dean of the College of Business Administration, and Director of
the Hospitality Research Center, for his valuable contribution to this project.
Special thanks also go to Jim Brubaker, Eric Bay, and their team at the Alliance for Neighborhood
Prosperity (ANP) for their ongoing assistance and support throughout this study.

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Table of Contents
Executive Summary......................................................................................................................... 5
Introduction .................................................................................................................................... 8
Methodology................................................................................................................................... 8
Profile .............................................................................................................................................. 9
Economic Impact........................................................................................................................... 28
Conclusion ..................................................................................................................................... 33
Appendix A: Market Size ............................................................................................................... 34
Appendix B: States ........................................................................................................................ 38

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List of Tables
Table 1: Domestic and International Visitors ....................................................................................9
Table 2: Country of Residence for International Visitors ..................................................................9
Table 3: U.S. City of Entrance for International Visitors ..................................................................10
Table 4: State of Residence for Domestic Visitors ...........................................................................11
Table 5: Nightly Rate ........................................................................................................................ 14
Table 6: People per Accommodation .............................................................................................. 14
Table 7: People per Party .................................................................................................................15
Table 8: Adults per Travel Party .......................................................................................................15
Table 9: Children in Travel Party ......................................................................................................16
Table 10: Number of Children..........................................................................................................16
Table 11: First Visit to New Orleans .................................................................................................17
Table 12: New Orleans Morial Convention Center Visitation ......................................................... 19
Table 13: Extended Trip for Pleasure ............................................................................................... 19
Table 14: Additional Nights in New Orleans ....................................................................................20
Table 15: Nights in New Orleans Before or After a Cruise .............................................................. 20
Table 16: Average Individual Visitor Trip Expenditures ...................................................................21
Table 17: Likelihood to Recommend New Orleans .........................................................................22
Table 18: Gender of Respondents ...................................................................................................24
Table 19: Race of Respondents ........................................................................................................25
Table 20: Important/Performance Indicators..................................................................................26
Table 21: Average Individual Visitor Trip Expenditures ...................................................................28
Table 22: Short Term Rentals Visitor Spending ...............................................................................29
Table 23: Historical Total Spending .................................................................................................30
Table 24: State and Local Tax Revenue ........................................................................................... 32
Table 25: Historical Total Taxes .......................................................................................................32

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List of Figures
Figure 1: Quarter of Visit..................................................................................................................12
Figure 2: Days in New Orleans .........................................................................................................13
Figure 3: Nights in New Orleans ......................................................................................................13
Figure 4: Mode of Transportation to New Orleans .........................................................................17
Figure 5: Primary Purpose of Visit ...................................................................................................18
Figure 6: Primary Purpose of Visit (Expanded) ................................................................................18
Figure 7: Proportion of Visitor Trip Expenditures ............................................................................21
Figure 8: Activities Participated in While Visiting the New Orleans Area .......................................23
Figure 9: Household Annual Income of Respondents .....................................................................24
Figure 10: Age of Respondents ........................................................................................................25
Figure 11: Importance/Performance Indicators ..............................................................................27
Figure 12: Proportion of Total Visitor Spending ..............................................................................29
Figure 13: Economic Impact Variables ............................................................................................. 30

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Executive Summary
Profile
Place of Residence
The majority of visitors who stayed in short term rentals (STR) were U.S. residents (87.7%). The
fraction of foreign visitation represented 12.3%
STR international visitors were mostly from Canada (40.1%), followed by the United Kingdom
(15.1%), and Australia (8.5%).
Cities of entrance to the U.S. most commonly reported by international visitors include Los
Angeles (19.3%), New Orleans (19.3%), and Houston (18.1%).
The most common states of origin for domestic visitors were California (14.6%), Texas (9.5%),
New York (6.9%), Florida (5.6%), Georgia (4.9%), and Illinois (3.8%).
Stay-Specific
STR visitors arrived in New Orleans more frequently during the last quarter of the year (29.9%).
Visitation during the first and second quarters was very similar, at 26.0% and 25.7%,
respectively.
About 40% of the STR visitors stayed between 3 and 4 days in the New Orleans area, while
another 34.5% stayed 5 or 6 days. The average number of days was reported at 4.8.
Just under half (48.8%) of the STR visitors stayed 3 or 4 nights in New Orleans. Another 21.8%
stayed between 5 and 6 nights. The average number of nights in the area was 4.2.
Over a third (38.0%) of the STR visitors paid $100 or less per nightly accommodation. Another
23.2% paid between $101 and $150. The average nightly rate was $153.
38.5% of the STR visitors had two people per accommodation. Another 12.7% had three
people, while 13.4% had four people. The average number of people per accommodation was
3.7.
About half (47.4%) of the STR visitors traveled in parties made up of two or three individuals.
Another 14.5% travel in parties of four. The average travel party size was 4.1.
In 2017, the average number of adults per party was 3.9.
The vast majority of STR visitors did not bring children to New Orleans (92.3%).
Visitors who brought children to the city had mostly one (39.1%) or two (29.5%) children. The
average number of children per party remained unchanged at 2.2.
The majority (69.9%) of STR visitors flew to New Orleans. Another 23.8% of visitors drove
personal vehicles to the city.

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Over half (56.6%) of the STR respondents were first-time visitors to New Orleans.
Nearly all (92.9%) of the STR visitors were in the city for vacation or pleasure purposes. Another
5.5% of visitors were in New Orleans for a convention or similar gathering.
When considering a detailed primary purpose, visitors were in the city most frequently to
vacation (35.6%), to attend festivals or events (20.3%), for a sporting event (8.0%), or to visit
friends or relatives (7.9%).
The majority (85.8%) of business and convention visitors who stayed in short term rentals
reported attending activities at the New Orleans Morial Convention Center.
Over half (55.3%) of the business and convention visitors extended their stay in the New
Orleans area for pleasure.
STR visitors who came for business or convention purposes and extended their stay for
pleasure spent an average of 2.9 additional nights in the New Orleans area.
Cruise visitors comprised about 1.3% of the total number of visitor responses. These visitors
stayed in the New Orleans area for an average of 3.2 nights before or after their cruise.
STR visitors spent an average of $918 during their trip to New Orleans. The largest proportion
of visitor trip expenditures was for meals ($268), followed by lodging ($232).
Out-of-town visitors spent proportionally less on shopping, and more on bars/nightclubs and
local transportation. Other spending categories remained at similar proportions.
Satisfaction and Activities
Respondents indicated their likelihood to recommend New Orleans as a destination using an
eleven-point scale (0=Not at all likely, 10=Extremely likely). The average likelihood to
recommend New Orleans was 8.9, while the median was 10.
When the results of likelihood to recommend were analyzed using the Net Promoter Score
(NPS) model, a customer loyalty metric, New Orleans had a score of 60.8%. Scores of 50% and
above are considered satisfactory.
Nearly all visitors (98.7%) reported visiting the French Quarter, while 85.2% went specifically
to Bourbon Street. 91.3% of respondents reported eating in casual dining restaurants, and
79.9% went to bars/nightclubs.
Demographics
Over half (56.3%) of the STR visitors surveyed had a household annual income between
$50,000 and $149,999. Almost 21% of the visitors had a household income of $1500,000 or
more.
About 59% of the STR respondents were female.
Most (80.1%) of the STR respondents were Caucasian.

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The most frequent age group among STR respondents was 25-34 years old (42.9%), followed
by 35-49 years old (25.5%), and 50-64 years old (17.4%).
Performance Indicators
The most important destination attributes for ANY city were: variety of things to see and do,
good food, unique, personal safety, and entertainment.
Attributes with the largest negative variance or “gaps” are personal safety and cleanliness.
Good value improved in 2017 and no longer presents a negative gap.
Most attributes that ranked high in importance also ranked highly in performance. Attributes
that ranked high in importance but low in performance include personal safety.

Economic Impact
Visitors who stayed overnight in short term rentals made a valuable contribution to the New
Orleans metro area economy. In 2017, approximately 595,000 visitors to the New Orleans area
stayed in short term rentals, and generated a total economic impact of $899.2 million. This impact
comprises $546.4 million in direct expenditures and $352.8 million in secondary expenditures. In
addition, spending is expected to create or support nearly 10,200 full-and part-time jobs. These
jobs are projected to create a total of $263.1 million in additional earnings for residents of the New
Orleans area.
STR visitor spending is also expected to generate a total of $63.9 million in tax revenue for state
and local governments. Of that total, roughly $38.9 million will go to the State of Louisiana, and
$24.9 million will be claimed by local governments in the New Orleans area.

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Introduction
Representatives from Alliance for Neighborhood Prosperity (ANP) contracted with the Hospitality
Research Center (HRC) at The University of New Orleans (UNO) to prepare a comprehensive study
of short term rentals (STR). The purpose of this report is to provide a thorough profile and
economic impact analysis of visitors who stayed in short term rentals during the calendar year
2017. The profile is presented in the following section, while the economic impact analysis is
provided in a separate section.

Methodology
Survey instruments designed by the HRC were administered periodically during the calendar year
2017. The questionnaires were designed to determine origin, trip characteristics, preferences, and
demographics of visitors to New Orleans. A total of 319 completed surveys were obtained from
visitors to the New Orleans area who stayed overnight in short term rentals. The total number of
observations includes both national and international visitation.
Additional sources available to the center were included in the analysis to balance for any biases
inherent in data collection methodologies. Some of these sources include intercept survey data
collected by the HRC and DBER, data purchased from TNS visitor panel, among others. External
information, including travel statistics, was also collected and included as part of this analysis. All
responses from the data set were weighted to correct for any additional biases contained in the
data sample.
The total number of visitors who stayed in short term rentals was estimated from the total number
of people who visited New Orleans in 2017, along with survey results and historical data. Total
visitor spending was determined from the average individual trip expenditures derived from
survey results, and the number of visitors.
Data included in this report was edited for accuracy and logical consistency. Statistical software
was used to analyze the information and provide final results. In order to get more representative
results, extreme spending outliers were omitted from the analysis. Responses to open-ended
questions were categorized by hand and then organized based upon the most frequent themes
that emerged from respondents’ comments.
The profile section provides tables and graphs containing the results from each question included
in the survey. The economic impact section contains an analysis of total spending, total income,
total employment, and total state and local tax revenues generated by STR visitors. When
available, the results include comparisons among data collected during the same period in
previous years. It is important to note that all historical spending figures presented throughout the
report are not adjusted for inflation. Furthermore, totals in some tables may not add up due to
rounding.

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Profile
Place of Residence
Do you live in the U.S.?
Table 1: Domestic and International Visitors
Response

Percentage
2013

Percentage
2017

Yes
No

82.0
18.0

87.7
12.3

Total
Valid Cases

100.0
170

100.0
319

The majority of visitors who stayed in short term rentals (STR) were U.S. residents (87.7%). The
fraction of foreign visitation represented 12.3%

If not from the U.S., what country do you live in?
Table 2: Country of Residence for International Visitors
Percentage
2013

Percentage
2017

Canada
United Kingdom
Australia
New Zealand
Netherlands
France
Brazil
Other

53.4
10.2
15.9
4.5
15.9

40.1
15.1
8.5
6.8
6.5
3.4
3.1
16.5

Total
Valid Cases*

100.0
22

100.0
39

Response

*Caution should be used when interpreting the results as the surveys were not offered in different languages. In
addition, caution should be used when interpreting the results due to a small sample size.

STR international visitors were mostly from Canada (40.1%), followed by the United Kingdom
(15.1%), and Australia (8.5%).
Other countries or regions recorded during 2017 include Colombia, Croatia, Germany, Ireland,
Mexico, Puerto Rico, Singapore, Switzerland, Austria, and Chile.
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Which city did you enter the U.S. through?
Table 3: U.S. City of Entrance for International Visitors
Percentage
2013

Percentage
2017

Los Angeles, CA
New Orleans, LA
Atlanta, GA
Detroit, MI
Houston, TX
San Francisco
Dallas, TX
Washington DC
Other

8.9
16.7
8.9
2.2
14.4
4.4
6.7
4.4
33.3

19.3
19.3
18.1
7.7
7.7
7.7
6.5
3.9
9.7

Total
Valid Cases*

100.0
23

100.0
17

Response

*Caution should be used when interpreting the results due to a small sample size.

Cities of entrance to the U.S. most commonly reported by international visitors include Los
Angeles (19.3%), New Orleans (19.3%), and Houston (18.1%).
Other cities of entrance recorded during 2017 include Buffalo, Burlington, and Miami.

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What is your home Zip Code?
Table 4: State of Residence for Domestic Visitors
Percentage
2013

Percentage
2017

California
Texas
New York
Florida
Georgia
Illinois
Virginia
Pennsylvania
Colorado
Michigan
Louisiana
Maryland
Massachusetts
Tennessee
Kentucky
North Carolina
Washington
Alabama
Minnesota
New Jersey
District of Columbia
Arizona
Wisconsin
Other*

10.7
12.3
3.9
2.9
3.6
4.7
0.6
3.9
0.6
1.6
5.6
4.2
2.6
0.6
1.6
4.5
2.9
1.9
1.3
2.9
1.3
0.6
3.2
22.0

14.6
9.5
6.9
5.6
4.9
3.8
3.4
3.2
3.1
3.1
2.9
2.9
2.7
2.6
2.4
2.1
1.9
1.9
1.8
1.7
1.7
1.7
1.4
14.1

Total
Valid Cases

100.0
78**

100.0
270

Response

*See a complete list of states in Appendix A
**Caution should be used when interpreting the results due to a small sample size.

The most common states of origin for domestic visitors were California (14.6%), Texas (9.5%),
New York (6.9%), Florida (5.6%), Georgia (4.9%), and Illinois (3.8%).

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Stay-Specific
When did you visit New Orleans?
Figure 1: Quarter of Visit
0%

10%

20%

30%

40%

26.0%

Q1

25.2%

25.7%

Q2

29.9%

Q3

18.4%

2017 N=190

15.2%

Q4

2013 N=140
29.9%
29.7%

STR visitors arrived in New Orleans more frequently during the last quarter of the year (29.9%).
Visitation during the first and second quarters was very similar, at 26.0% and 25.7%,
respectively.

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If you stayed overnight in the New Orleans Metro Area, how many days and nights did you stay?
Figure 2: Days in New Orleans
45%
39.6%

40%

2017 N=316 Avg=4.8
34.5%

35%
30%
25%
20%

17.0%

15%

8.9%

10%
5%
0%

1 - 2 days

3 - 4 days

5 - 6 days

7 days or more

This question was added to the analysis in 2016.

About 40% of the STR visitors stayed between 3 and 4 days in the New Orleans area, while
another 34.5% stayed 5 or 6 days. The average number of days was reported at 4.8.
Figure 3: Nights in New Orleans
60%

2013 N=132 Avg=5.0
48.8%

50%

2017 N=316 Avg=4.2

39.5%
40%

34.1%

30%
21.8%
17.6%

20%
10%

19.5%
11.8%

6.9%

0%
1 - 2 nights

3 - 4 nights

5 - 6 nights

7 nights or more

Just under half (48.8%) of the STR visitors stayed 3 or 4 nights in New Orleans. Another 21.8%
stayed between 5 and 6 nights. The average number of nights in the area was 4.2.

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If you are staying in a paid accommodation, what is your nightly rate?
Table 5: Nightly Rate
Percentage
2013

Percentage
2017

$100 or less
$101 - $150
$151 - $200
$201 - $250
$251 and above

31.0
26.2
16.2
10.5
16.2

38.0
23.2
16.6
8.0
14.2

Total
Average rate
Valid Cases

100.0
$168
103

100.0
$153
254

Response

Over a third (38.0%) of the STR visitors paid $100 or less per nightly accommodation. Another
23.2% paid between $101 and $150. The average nightly rate was $153.

If you are staying in a paid accommodation, how many people are staying with you, including
yourself?
Table 6: People per Accommodation
Percentage
2013

Percentage
2017

One person
Two people
Three people
Four people
Five people
Six people or more

3.0
38.8
9.7
20.3
6.4
21.8

8.9
38.5
12.7
13.4
7.7
18.8

Total
Average no. of people
Valid Cases

100.0
3.9
114

100.0
3.7
308

Response

38.5% of the STR visitors had two people per accommodation. Another 12.7% had three
people, while 13.4% had four people. The average number of people per accommodation was
3.7.

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Including yourself, how many people were in your travel party?
Table 7: People per Party
Percentage
2013

Percentage
2017

One person
Two people
Three people
Four people
Five people
Six people or more
Seven people or more

5.0
39.2
11.7
18.2
5.6
7.4
12.9

7.4
35.5
11.9
14.5
6.9
6.9
16.9

Total
Average party size
Valid Cases

100.0
3.8
136

100.0
4.1
317

Response

About half (47.4%) of the STR visitors traveled in parties made up of two or three individuals.
Another 14.5% travel in parties of four. The average travel party size was 4.1.

How many people in your travel party were adults (ages 18 and over)?
Table 8: Adults per Travel Party
Year

Average Number Median Number
of Adults
of Adults

2013
2017

3.5
3.9

3.0
3.0

Valid Cases
136
316

In 2017, the average number of adults per party was 3.9.

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Did your travel party bring children under the age of 18 to New Orleans?
Table 9: Children in Travel Party
Response

Percentage
2013

Percentage
2017

Yes
No

12.1
87.9

7.7
92.3

Total
Valid Cases

100.0
133

100.0
258

The vast majority of STR visitors did not bring children to New Orleans (92.3%).

If your travel party brought children under the age of 18, how many did you bring?
Table 10: Number of Children
Percentage
2013

Percentage
2017

One child
Two children
Three children
Four children or more

54.7
23.4
9.4
12.5

39.1
29.5
19.3
12.0

Total
Average no. of children
Valid Cases*

100.0
2.2
16

100.0
2.2
19

Response

*Caution should be used when interpreting the results due to a small sample size.

Visitors who brought children to the city had mostly one (39.1%) or two (29.5%) children. The
average number of children per party remained unchanged at 2.2.

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What was your mode of transportation to the New Orleans Metro Area?
Figure 4: Mode of Transportation to New Orleans
0%

20%

40%

60%

80%

69.9%
Airplane
61.4%

23.8%

Personal
Vehicle

34.2%

6.3%
Other

2017 N=319

4.4%

2013 N=136

The majority (69.9%) of STR visitors flew to New Orleans. Another 23.8% of visitors drove
personal vehicles to the city.

Was this your first visit to the New Orleans Metro Area?
Table 11: First Visit to New Orleans
Response

Percentage
2013

Percentage
2017

Yes
No

51.4
48.6

56.6
43.4

Total
Valid Cases

100.0
118

100.0
188

Over half (56.6%) of the STR respondents were first-time visitors to New Orleans.

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What was the primary purpose of your visit to the New Orleans Metro Area?
Figure 5: Primary Purpose of Visit
100%

97.2%

92.9%
2013 N=140

80%

2017 N=319

60%
40%
20%

5.5%

1.7%

1.1%

1.5%

0%
Vacation/
Pleasure

Convention

Business

Nearly all (92.9%) of the STR visitors were in the city for vacation or pleasure purposes. Another
5.5% of visitors were in New Orleans for a convention or similar gathering.
Figure 6: Primary Purpose of Visit (Expanded)
0%

10%

20%

30%

Other vacation/pleasure

35.6%

Other festival(s) and event(s)

20.3%

Sporting event(s)

8.0%

Friends/Relatives

7.9%

Conv., trade show, corp. meeting

5.5%

French Quarter Festival

4.7%

Food/Dining

4.3%

Nightlife/ Entertainment

4.0%

Other (Specify)

40%

2.8%

Jazz Fest

1.7%

Business

1.5%

Cruise

1.3%

Other local attraction(s)

1.2%

Museum(s)/Art

0.6%

School

0.4%

Mardi Gras

0.2%

2017 N=319

When considering a detailed primary purpose, visitors were in the city most frequently to
vacation (35.6%), to attend festivals or events (20.3%), for a sporting event (8.0%), or to visit
friends or relatives (7.9%).
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If you came for business or a convention, did your trip include activities at the New Orleans
Morial Convention Center?
Table 12: New Orleans Morial Convention Center Visitation
Response

Percentage
2013

Percentage
2017

Yes
No

40.0
60.0

85.8
14.2

Total
Valid Cases*

100.0
4

100.0
13

*Caution should be used when interpreting the results due to a small sample size.

The majority (85.8%) of business and convention visitors who stayed in short term rentals
reported attending activities at the New Orleans Morial Convention Center.
This question includes people whose primary purpose of visit was a convention, association,
trade show, corporate meeting, or for business. Respondents self-selected the purpose of their
visit to New Orleans.
If you came for business or a convention, did you extend your trip to stay for pleasure?
Table 13: Extended Trip for Pleasure
Response

Percentage
2013

Percentage
2017

Yes
No

80.1
19.9

55.3
44.7

Total
Valid Cases*

100.0
4

100.0
16

*Caution should be used when interpreting the results due to a small sample size.

Over half (55.3%) of the business and convention visitors extended their stay in the New
Orleans area for pleasure.
This question includes people whose primary purpose of visit was for convention, association,
trade show, corporate meeting, or business. Respondents self-selected the purpose of their
visit to New Orleans.

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If you extended your business or convention trip to stay for pleasure, how many additional nights
did you stay?
Table 14: Additional Nights in New Orleans
Year

Average Number
of Nights

Median Number
of Nights

Valid Cases*

2013
2017

3.8
2.9

4.0
2.0

3
9

*Caution should be used when interpreting the results due to a small sample size.

STR visitors who came for business or convention purposes and extended their stay for
pleasure spent an average of 2.9 additional nights in the New Orleans area.

If you came for a cruise, how many nights did you spend in New Orleans before or after your trip?
Table 15: Nights in New Orleans Before or After a Cruise
Year

Average Number
of Nights

Median Number
of Nights

Valid Cases*

2013
2017

4.6
3.2

5.0
3.0

3
4

*Caution should be used when interpreting the results due to a small sample size.

Cruise visitors comprised about 1.3% of the total number of visitor responses. These visitors
stayed in the New Orleans area for an average of 3.2 nights before or after their cruise.

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How much money did you personally spend in total in the New Orleans Metro Area during that
visit?
Table 16: Average Individual Visitor Trip Expenditures
Response

2013

2017

Restaurants/Meals
Bars/Nightclubs
Recreation/Entertainment
Shopping
Local Transportation
Gambling
Lodging

$282
$104
$117
$162
$51
$23
$254

$268
$122
$107
$95
$75
$19
$232

Total

$993

$918

STR visitors spent an average of $918 during their trip to New Orleans. The largest proportion
of visitor trip expenditures was for meals ($268), followed by lodging ($232).
Figure 7: Proportion of Visitor Trip Expenditures
35%
30%

2013

28% 29%

2017
26% 25%

25%
20%

16%
13%

15%
10%

12% 12%

10%
8%

10%
5%
5%

2% 2%

0%
Restaurants/
Bars/
Meals
Nightclubs

Recreation/
Ent.

Shopping

Local
Transport.

Gambling

Lodging

Out-of-town visitors spent proportionally less on shopping, and more on bars/nightclubs and
local transportation. Other spending categories remained at similar proportions.

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Satisfaction and Activities
How likely would you be to recommend New Orleans as a destination to your friends and family?
Table 17: Likelihood to Recommend New Orleans
Response
Promoters (rating 9 to 10)
Passive (rating 7 to 8)
Detractors (rating 0 to 6)
Total
Valid Cases
Net Promoter Score
Average rate
Median rate

Percentage
2017
69.2
22.4
8.4
100.0
149
60.8%
8.9
10.0

This question was modified in 2017.

Respondents indicated their likelihood to recommend New Orleans as a destination using an
eleven-point scale (0=Not at all likely, 10=Extremely likely). The average likelihood to
recommend New Orleans was 8.9, while the median was 10.
When the results of likelihood to recommend were analyzed using the Net Promoter Score
(NPS) model, a customer loyalty metric, New Orleans had a score of 60.8%. Scores of 50% and
above are considered satisfactory.

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On this trip, what places did you visit or activities did you participate in?
Figure 8: Activities Participated in While Visiting the New Orleans Area
0%
French Quarter
Casual dining
Bourbon Street
Bars/Nightclubs
Cafe du Monde
Jackson Square
Frenchmen Street
Other French Quarter
French Market
Garden District
Fine dining
Shopping
Canal Street
Music
Magazine Street
Riverwalk
Cemeteries
Street car
City Park
St. Louis Cathedral
WWII Museum
City tour
Swamp tour
Other guided tours
Other museums
Parades
Festivals
Harrah's Casino
Gambling
River boat tour
Plantations
Aquarium
N.O. Museum of Art
Ferry on Mississippi
Mardi Gras World
Audubon Zoo
Carriage ride
Sporting events
N.O. School of Cooking
Superdome
LA State Museum
Ogden Museum
Insectarium
Children's Museum
Other activities/places

20%

40%

60%

80%

100%

98.7%
91.3%
85.2%
79.9%
73.1%
68.1%
65.7%
64.8%
63.9%
60.0%
57.4%
57.3%
55.3%
52.1%
49.3%
46.0%
43.3%
42.0%
36.0%
31.3%
25.4%
25.1%
21.3%
21.3%
18.0%
18.0%
15.2%
14.2%
12.8%
10.4%
9.7%
9.1%
9.0%
8.5%
7.2%
2017 N=2,259
5.7%
4.7%
4.3%
4.0%
3.2%
2.7%
2.6%
2.0%
0.7%
13.9%

Total equals more than 100% due to multiple responses.

Nearly all visitors (98.7%) reported visiting the French Quarter, while 85.2% went specifically
to Bourbon Street. 91.3% of respondents reported eating in casual dining restaurants, and
79.9% went to bars/nightclubs.
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Demographics
Which category best describes your household annual income, before taxes?
Figure 9: Household Annual Income of Respondents
0%
Under $25,000

$25,000 - $49,999

10%

20%

16.2%
8.2%
22.3%
19.9%
15.9%
20.2%

$75,000 - $99,999

18.1%
24.9%

$100,000 - $149,999

$200,000 and over

40%

6.6%
7.0%

$50,000 - $74,999

$150,000 - $199,999

30%

11.7%
13.0%
9.2%
6.8%

2017 N=264
2013 N=122

Over half (56.3%) of the STR visitors surveyed had a household annual income between
$50,000 and $149,999. Almost 21% of the visitors had a household income of $1500,000 or
more.
What is your gender?
Table 18: Gender of Respondents
Response

Percentage
2017

Male
Female

40.8
59.2

Total
Valid Cases

100.0
297

This question was added to the analysis in 2017.

About 59% of the STR respondents were female.
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Which category best describes your race?
Table 19: Race of Respondents
Percentage
2017

Response
Caucasian
African American
Asian
Hispanic
Other

80.1
7.4
3.5
6.1
2.8

Total
Valid Cases

100.0
291

This question was added to the analysis in 2017.

Most (80.1%) of the STR respondents were Caucasian.
Which category best describes your age?
Figure 10: Age of Respondents
0%
18 - 24
years old

20%

60%

9.8%
1.9%
42.9%

25 - 34
years old

22.5%
25.5%

35 - 49
years old

23.4%
17.4%

50 - 64
years old

65 years
and older

40%

40.9%
4.5%
11.3%

2017 N=301
2013 N=140

The most frequent age group among STR respondents was 25-34 years old (42.9%), followed
by 35-49 years old (25.5%), and 50-64 years old (17.4%).
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Performance Indicators
Respondents were asked to rate the importance of certain destination attributes for ANY city using
a five-point scale (1=Not at all important, 5=Extremely important). Later in the survey, visitors were
asked to rate their satisfaction (performance) with these same attributes specifically for New
Orleans using a similar scale (1=Not at all satisfied, 5=Extremely satisfied).
The most important destination attributes for ANY city were: variety of things to see and do,
good food, unique, personal safety, and entertainment.
The satisfaction of visitors with these attributes is often essential to their overall trip satisfaction.
One way to assess the performance of New Orleans is to look at the “gaps” between importance
and performance for the different attributes by examining the difference between means.
Table 20 includes the mean scores for importance and performance of destination attributes. The
variance of 2013 was also included for comparison purposes. The variances in this table exemplify
the difference between means; however, they do not represent the statistical defined variance.
Attributes with the largest negative variance or “gaps” are personal safety and cleanliness.
Good value improved in 2017 and no longer presents a negative gap.
Table 20: Important/Performance Indicators
Attribute
Variety of things to see and do
Good food
Unique
Personal safety
Entertainment
Quality of service
Good value
Easy to travel to
Cleanliness
Nightlife

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Importance
2017
4.61
4.54
4.35
4.17
4.17
3.83
3.80
3.75
3.51
3.20

Performance
2017
4.66
4.63
4.76
3.59
4.53
4.24
3.96
4.22
3.18
4.39

Variance*
2017
0.05
0.09
0.41
-0.58
0.36
0.41
0.16
0.47
-0.33
1.19

2013
0.12
0.13
0.42
-0.57
0.38
0.07
-0.06
0.10
-0.41
0.96

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The means for both importance and performance indicators were also graphed on a grid divided
into quadrants according to rate levels. The axes have remained unchanged over the years to allow
for historical comparisons. The symbol for each attribute indicates the quadrant in which it was
located when first analyzed.
Most attributes that ranked high in importance also ranked highly in performance. Attributes
that ranked high in importance but low in performance include personal safety.

Figure 11: Importance/Performance Indicators
5.25

HI IMP/HI PER -

LO IMP/HI PER 5.00

Unique

4.75
4.50

Performance

Variety of things to see
and do

Entertainment

Good food
Nightlife

4.25

Quality of service

Easy to travel to

4.00

Good value

3.75
Personal safety

3.50
3.25

Cleanliness

3.00
2.75

LO IMP/LO PER - Δ
2.75

3.00

3.25

HI IMP/LO PER 3.50

3.75

4.00

4.25

4.50

4.75

5.00

5.25

Importance

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Economic Impact
Introduction
Short term rentals visitor spending generated valuable economic benefits in the New Orleans area.
The purpose of this section is to estimate the total economic impact of STR visitors on the 8-parish
New Orleans Metropolitan Statistical Area (NOMSA) during the calendar year 2017. This analysis
estimates total spending, total income, total employment, and total state and local tax revenues
created by STR visitors.

Visitor Breakdown
According to estimates obtained from an analysis of total visitation to the New Orleans area during
2017, the number visitors who stayed in short term rentals was approximately 595,000. The total
STR visitation represents about 5.4% of the total New Orleans visitation during 2017.

Direct and Secondary Spending
Table 21: Average Individual Visitor Trip Expenditures
Response

2013

2017

Restaurants/Meals
Bars/Nightclubs
Recreation/Entertainment
Shopping
Local Transportation
Gambling
Lodging
Total

$282
$104
$117
$162
$51
$23
$254
$993

$268
$122
$107
$95
$75
$19
$232
$918

Estimates of STR visitors trip expenditures were derived from survey results (Table 21). Based on
these individual trip expenditures, estimates can be made of the total direct spending attributable
to visitors who came to New Orleans and stayed overnight in short term rentals. Total direct
spending was determined for each expense category as the product of visitors’ average trip
expenditures and the total number of STR visitors.
For every new dollar of direct spending, additional dollars of secondary spending are generated in
the economy. Secondary spending, or the ripple effect, is based on indirect and induced spending
generated from direct spending. Indirect spending corresponds to changes in industry-to-industry
spending, while induced spending corresponds to changes in household spending. Secondary
spending was calculated as a proportion of direct spending using multipliers provided by the
United States Department of Commerce, Bureau of Economic Analysis (BEA). The 2016 BEA
Regional Input-Output Modeling System (RIMS II) values for the New Orleans Metropolitan
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Statistical Area were used in this analysis. These multipliers are specific to each industry in a given
area. The multipliers used in this report correspond to industries in the New Orleans metro area
represented by each spending category. It is important to note that three years ago, St. James
Parish was added into the official definition of the New Orleans Metropolitan Statistical area by
the Federal Government. This new definition of the metropolitan area is accounted for in the 2016
Multipliers.

Total Visitor Spending
Total impact attributed to visitors who stayed in short term rentals during 2017 was determined
as the sum of direct and secondary spending. Visitors spent a total of $546.4 million for direct or
primary spending (Table 22). The largest category was for restaurants/meals, followed by lodging
and bars/nightclubs (Figure 12). Based on their primary spending, out-of-town visitors generated
another $352.8 million in secondary spending. Therefore, the total economic impact produced by
STR visitors during 2017 was $899.2 million.
Table 22: Short Term Rentals Visitor Spending
Spending
Restaurants/Meals
Bars/Nightclubs
Recreation/Entertainment
Shopping
Local Transportation
Gambling
Lodging
Total

Direct
Spending

Secondary
Spending

Total
Spending

$159,674,591
$72,492,748
$63,649,227
$56,506,684
$44,594,963
$11,469,795
$137,990,443
$546,378,450

$131,140,741
$59,538,294
$47,972,422
$44,244,734
$50,427,984
$8,644,785
$10,859,848
$352,828,807

$290,815,332
$132,031,042
$111,621,649
$100,751,418
$95,022,946
$20,114,580
$148,850,291
$899,207,257

Figure 12: Proportion of Total Visitor Spending
35%

32%

30%
25%
20%
15%

15%

17%
12%

11%

11%

10%
5%

2%

0%
Restaurants/
Bars/
Meals
Nightclubs

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Recreation/
Ent.

Shopping

Local
Transport.

Gambling

Lodging

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Comparison of Economic Impacts
Table 23 provides a comparison of STR visitors total spending between 2013 and 2017. In addition,
Figure 13 includes a graphical representation of the growth rate of all factors influencing the
economic impact. This growth rate is estimated using 2013 figures as the base point.
The total economic impact of STR visitors reached $899.2 million during 2017, a significant increase
from $174.8 million recorded in 2013. The increase in the number of people staying overnight in
other accommodations, specifically visitors who chose to stay in private home rentals, had a
positive contribution on the calculation of the total direct spending. Other factors such as trip
spending decreased moderately, while the secondary effects, measured by the 2016 multipliers,
remained stable. Thus, after factoring in such positive and negative contributions, the total
economic impact of STR visitors was significantly higher during 2017.
Table 23: Historical Total Spending
Spending (Millions)

2013

2017

Direct Spending
Secondary Spending*

$99.8
$74.9

$546.4
$352.8

Total Spending

$174.8

$899.2

*It is important to note that in 2017, the multipliers and subsequent calculations applied to estimate secondary
spending for shopping and lodging were modified to reflect updates in methodological procedures.

Figure 13: Economic Impact Variables
700%
2017

600%
500%
400%
300%
200%
100%
0%
STR
Visitors
(%)

Total STR
visitors

Trip
spend.

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Direct
spend.

Second. Total econ.
spend.
impact

Total
taxes

Jobs

Earnings

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Earnings
Direct spending created by visitors also generates earnings or income in the economy. These
earnings are created across different employment industries, including non-tourism related
sectors. The 2016 BEA RIMS II Multipliers were used to estimate the earnings created for each
industry impacted by direct spending. In total, STR visitors will be responsible for generating $263.1
million of new earnings for residents in the New Orleans metro area economy, a substantial
increase from $56.1 million reported in 2013.

Employment
Direct spending generated by visitors is also responsible for the creation or support of full-and
part-time jobs in the economy. Similar to earnings, these jobs are part of different employment
industries, including non-tourism related sectors. The respective 2016 BEA RIMS II Multipliers for
employment were used to estimate the spin-off jobs that will result from visitor spending. This
analysis was done for each industry impacted by direct spending. In total, STR visitor spending will
be responsible for the creation or support of about 10,200 full-and part-time jobs in the New
Orleans metro area economy, an increase over the 2,200 jobs reported in 2013. It is important to
note that some of these are not new jobs necessarily, but rather existing jobs which are supported
by the spending generated by visitors.

Tax Revenues
Spending and employment created in the New Orleans area by STR visitors during 2017 also
generate taxes for state and local governments. There are two types of tax revenues estimated in
this report: direct and indirect taxes. Direct revenue includes taxes that visitors and organizations
pay to state and local governments directly. Examples include occupancy taxes paid on hotel rooms
and sales taxes paid on retail purchases, including food and drinks. The direct tax revenue in this
analysis was measured by current lodging, sales, and gambling taxes. In 2017, lodging taxes were
revised to include taxes collected from both hotels and short term rentals.
Indirect taxes are paid on the revenue or earnings generated by direct spending. The revenue
created by direct spending results in jobs and salaries, and on those salaries, the recipients pay
state income taxes. In addition, the recipients buy goods and services and pay taxes that
correspond to those transactions. The retail sales tax applies to the purchase of most goods and
services. However, other items are not taxable under the retail sales tax, but are taxable under
various other taxes. Examples of these are taxes on gasoline, insurance premiums, and alcohol.
These are referred to as excise taxes. The assumption used to estimate the revenue from these
indirect taxes is that the recipient of newly created income is no different from the average
Louisiana consumer. Therefore, the proportion of taxes paid on secondary income is equivalent to
the average values of the state as a whole. The indirect taxes for state and local governments in
this analysis were measured by current income, sales, excise, and business taxes.

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In total, the state of Louisiana is expected to receive $38.9 million in tax revenue from the
economic activity produced by STR visitors. In addition, local governments in the New Orleans area
will raise another $24.9 million in tax revenue. Total tax revenue is the sum of state and local
revenues. In summary, STR visitors are expected to generate a total of $63.9 million in government
tax revenue (Table 24).
Table 24: State and Local Tax Revenue
Government and Tax

Total Revenue

State Taxes
Sales Taxes
Lodging Taxes*
Excise Taxes
Gambling Taxes
Income Taxes
Business Taxes
Total State Taxes

$24,079,705
$5,174,642
$2,878,177
$2,466,006
$3,808,427
$531,701
$38,938,658

Local Taxes
Sales Taxes
Lodging Taxes*
Total Local Taxes

$21,727,647
$3,213,373
$24,941,021

Total Governmental Revenue

$63,879,678

*Short term rentals occupancy taxes were added to the 2017 analysis.

In 2017, total government revenue increased substantially to $63.9 million from $10.8 million
reported in 2013. The substantial increase of revenue in 2016 was attributed to the increase in
visitation and direct spending, along with the implementation of occupancy taxes for short term
rentals in early 2017 and taxes implemented in late 2015 and early 2016, including the hotel
assessment tax, the French Quarter security sales tax, and the increase of the state’s sales tax.
(Table 25).
Table 25: Historical Total Taxes
Government and Tax (Millions)

2013

2017

Total State Tax Revenue
Total Local Tax Revenue

$6.1
$4.7

$38.9
$24.9

Total Governmental Revenue

$10.8

$63.9

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Conclusion
Visitors who stayed overnight in short term rentals made a valuable contribution to the New
Orleans metro area economy. In 2017, approximately 595,000 visitors to the New Orleans area
stayed in short term rentals, and generated a total economic impact of $899.2 million. This impact
comprises $546.4 million in direct expenditures and $352.8 million in secondary expenditures. In
addition, spending is expected to create or support nearly 10,200 full-and part-time jobs. These
jobs are projected to create a total of $263.1 million in additional earnings for residents of the New
Orleans area.
STR visitor spending is also expected to generate a total of $63.9 million in tax revenue for state
and local governments. Of that total, roughly $38.9 million will go to the State of Louisiana, and
$24.9 million will be claimed by local governments in the New Orleans area.

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A. Appendix A
Market Size
The analysis presented in appendix A includes graphs portraying the market size of STR in
comparison to indicators of tourism activity in the New Orleans metro area as a whole.
Figure A-1: Accommodations - Overnight and Daytrip
60%
50.6%
50%

2013 N=12,795
45.8%

2017 N=5,890

40%
26.7% 26.1%

30%
20%

15.1%

10%

6.6%

5.4%
1.1%

18.6%

4.1%

0%
Hotels

Friends or
relatives

Short term
rentals

Other
accommodations

Daytrippers

In 2017, STR visitation represented 5.4% of the total visitation to the New Orleans area.
Figure A-2: Accommodations - Overnight
70%
60%

59.5%

2013

2017

56.2%

50%
40%

31.4%

32.0%

30%
20%
6.7%

10%

1.2%

7.8%

5.1%

0%
Hotels

Friends or
relatives

Short term
rentals

Other
accommodations

STR visitation represented 6.7% of the overnight visitation to New Orleans during 2017.

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Figure A-3: Average Number Nights in New Orleans
4.3

2017
4.2

4.2
4.1
4.0
3.9
2017
3.7

3.8
3.7
3.6
3.5
3.4
STR Visitor

N.O. Overnight Visitor

Overnight visitors include those who stayed in hotels, with friends or relatives, in short term
rentals, and in other paid accommodations.

In 2017, STR visitors stayed for an average of 4.2 nights in New Orleans, almost half day more
than the average (3.7 nights) of all overnight visitors to New Orleans.

Figure A-4: Average Individual Trip Expenditures
950

2017
$918

900
850

2017
$773

800
750
700
650
600
550
500
STR Visitor

N.O. Overnight Visitor

Overnight visitors include those who stayed in hotels, with friends or relatives, in short term
rentals, and in other paid accommodations.

The average trip spending of STR visitors ($918) was almost $150 more than that of all
overnight visitors to New Orleans during 2017 ($773).

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Figure A-5: Average Party Size
2017
4.1

4.5
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0

2017
3.0

STR Visitor

N.O. Overnight Visitor

Overnight visitors include those who stayed in hotels, with friends or relatives, in short term
rentals, and in other paid accommodations.

The average party size of STR visitors (4.1) was higher than that of all New Orleans overnight
visitors (3.0).

Figure A-6: Children in Travel Party
2017
14.8%

16%
14%
12%
2017
7.7%

10%
8%
6%
4%
2%
0%

STR Visitor

N.O. Overnight Visitor

Overnight visitors include those who stayed in hotels, with friends or relatives, in short term
rentals, and in other paid accommodations.

In 2017, 7.7% of the STR visitors brought children to New Orleans, while the same indicator
was 14.8% for all overnight visitors.

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Figure A-7: Net Promoter Score
2017
60.8%

0.7
0.6

2017
47.5%

0.5
0.4
0.3
0.2
0.1
0.0
STR Visitor

N.O. Visitor

The net promoter score for STR visitors was 60.8%, while that of all visitors to New Orleans was
47.5%.
Figure A-8: New Orleans MSA Tourism Activity
8%
2013

6.8%

7%
6%

2017
5.9%

5.4%

5%

4.2%

4%
3%
2%

2.2%
1.1%

1.5%

1.3%

1.1%
0.5%

1%
0%
Number of
Visitors

Visitor Spending
(Direct)

Jobs

Earnings

Taxes

The graph above indicates the proportion that STR visitors contribute to the impact of total
visitation to New Orleans. The measurements include visitation, direct spending, job, earnings,
and taxes.
In 2017, STR visitation represented 5.4% of the total visitation to New Orleans. STR visitors
generated 6.8% of the total direct spending. In terms of jobs and earnings, STR visitors
contributed 4.2% and 2.2% respectively. Regarding total taxes, STR visitors generated 5.9% of
the total taxes collected from visitors to New Orleans.

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B. Appendix B
States
FigurB-1: State of Residence for Domestic Visitors
Response
California
Texas
New York
Florida
Georgia
Illinois
Virginia
Pennsylvania
Colorado
Michigan
Louisiana
Maryland
Massachusetts
Tennessee
Kentucky
North Carolina
Washington
Alabama
Minnesota
New Jersey
District of Columbia
Arizona
Wisconsin
Ohio
Oregon
Oklahoma
Mississippi
Nebraska
South Carolina
Nevada
Indiana
Rhode Island
Utah
Kansas
UNO Hospitality Research Center

Percentage
2017
14.6
9.5
6.9
5.6
4.9
3.8
3.4
3.2
3.1
3.1
2.9
2.9
2.7
2.6
2.4
2.1
1.9
1.9
1.8
1.7
1.7
1.7
1.4
1.2
1.2
1.1
1.0
1.0
1.0
0.7
0.7
0.7
0.7
0.7
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 Profile and Economic Impact Analysis
Arkansas
Connecticut
Hawaii
Maine
Montana
New Mexico
Delaware
Missouri
Vermont
West Virginia
Total
Valid Cases

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0.6
0.5
0.5
0.5
0.5
0.5
0.2
0.2
0.2
0.2
100.0
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Definitions of Key Terms
Visitor: Any person who lives outside the New Orleans Metropolitan Statistical Area (NOMSA). The
NOMSA parishes include Jefferson, Plaquemines, Orleans, St. Bernard, St. Charles, St. James, St.
John, and St. Tammany. The term traveler is used as synonym, while “tourist” is not used as readers
might not be aware that business travelers or meeting attendees are also tourists.
Domestic Visitor: A resident of the U.S. who travels to places outside his/her usual environment.
Foreign Visitor: A resident of a foreign country who travels to the U.S.
Overnight Visitor: A visitor who spends at least one night in the New Orleans Metro Area.
Daytripper: A visitor who does not stay overnight in the New Orleans Metro Area.
Short Term Visitor: A visitor who stays in the New Orleans Metro Area for up to 15 days.
Long Term Visitor: A visitor who stays in the New Orleans Metro Area for 16 days or more.
Association, Convention, Trade Show, and Corporate Meeting Visitor: A visitor who indicates that
the primary purpose of visit is to attend a gathering such as a convention, trade show, exposition,
or corporate meeting.
Business Visitor: A visitor who indicates that the primary purpose of visit is to conduct business in
the New Orleans Metro Area.
Leisure Visitor: A visitor who indicates that the primary purpose of visit is to vacation, visit friends
and relatives, attend a special event, go to a sporting event, shop, dine out, gamble, or for
entertainment. Visitors who pass through are also categorized as leisure visitors.
Valid Cases: Represent the number of responses of a particular question.
Percentage: Represents the number of times an event occurred in an experiment or study. It is
estimated by dividing the number of responses in a particular category over the valid cases.
Percent of Cases: Indicate the percentage of respondents who select each category for a given
question. It adds up to over 100% since each respondent can select more than one category.
Mean: The mean is a measure of central tendency that indicates the most representative score in
a group. The arithmetic mean, often called average, is the sum of all scores divided by the number
of scores. For example, if the scores are 1, 3, 4, 6, 9, the mean would be 4.6.
Median: The median is also a measure of central tendency that indicates the most representative
score in a group. The median is helpful when the mean does not make sense (e.g., average party
size of 3.1 or average number of kids of 2.5), or when the mean is affected by extreme scores or
outliers. The median is the number that lies at the midpoint of a distribution. It divides the
distribution of scores ranked from lowest to highest into two equal halves. For example, if the
scores are 2, 3, 5, 7, 8, the median would be 5, with two scores above and two scores below.

UNO Hospitality Research Center

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