I don't know the exact specifics as it relates to how II uses this number in their algorithms valuing deposits, exchanges, and trades, but that number in II you are referring to (i.e. 36) is a ranking out of 100 how much in demand that region or specific area is relative to other regions and how some regions have near 100%+ occupancy demand during their peak seasons.
This overall regional ranking is impacted by how saturated a market is and how many opportunities exist for more supply to be easily added to the market (or not). For example, places like Hilton Head, Marco Island, Virginia Beach, Aruba, etc are either fully or almost fully developed with no real parcels of land suitable for adding significantly to supply (at least as it relates to beachfront property). Whereas the same is not true for places like Orlando, Branson, Arizona, Williamsburg, etc. Those places have some great resorts but the saturation levels are high and the barriers to entry (i.e. adding to supply) are relatively low.
Here are some examples of regions / specific destinations and how they rank in II...
Marco Island - 95
Captiva & Sanibel Island, FL - 95
Virginia Beach - 92
Aruba - 78
Myrtle Beach - 76
North Carolina, OBX - 76
North Carolina, Atlantic Beach area - 76
St. Thomas - 71
California, Southern Coast - 70
Gatlinburg, TN (Smoky & Blue Ridge Mountains) - 68
Jamaica - 56
Utah - 53
Key West - 51
Hilton Head - 50
Ocean City, MD (Mid Atlantic Coast) - 49
New England, Ski Areas - 48
Bahamas - 37
California, Palm Springs and Desert Springs - 36
Las Vegas - 35
Arizona, Sedona - 32
Palm Beach, FL - 30
New England, Coast - 27
Williamsburg - 29
Poconos, PA - 28
Hawaiian Islands - 13
Colorado, Vail - 9
Arizona, Scottsdale - 8
Branson - 7
Orlando - 5
Obviously this is not absolute. The nice or even exceptional resorts in any region will likely always be in demand, especially in peak season. What I think this means is that even the lesser quality resorts might have full occupancy during peak season in some regions or locations (especially the East Coast beach areas).
Almost everything I have seen in the II demand rankings for the various regions seems to make sense from a supply / demand perspective. The only one I can't fully figure out is Hawaii. It seems like it should be higher than a 13, but than again I guess for every Marriott's Maui Ocean Club there seems to be a half dozen smaller resorts in Hawaii that struggle every year.