visit st. petersburg/clearwater visitor profile study · st. petersburg-clearwater international...
TRANSCRIPT
Research prepared for Visit St. Petersburg/Clearwater by Destination Analysts, Inc.
Visit St. Petersburg/Clearwater
VISITOR PROFILE STUDY
Report of FindingsDecember 2017
TABLE OF CONTENTS
Overview & Methodology
Point of Origin & Demographic Profile
Top 10 Visitor Insights
Visitor Trip Details
Travel Planning and Satisfaction Metrics
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Page 3
OVERVIEW & METHODOLOGY
This report presents interim monthly findings of a comprehensive visitor profile
development study conducted by Destination Analysts, Inc. on behalf of Visit St.
Petersburg/Clearwater. The data presented here comes from an in-person intercept
survey of St. Pete/Clearwater area visitors at locations throughout the destination. To be
considered a visitor respondents had to reside outside of Pinellas County. This
preliminary report presents the top-line survey data collected from these surveys in
Note that data presented in this interim report is unweighted. Once more data has been
collected, we will develop appropriate weighting techniques so the final statistics
emerging from the project will accurately reflect the overall population of St.
Pete/Clearwater area visitors.
In total, completed surveys from Pinellas County visitors were collected.
December 2017.
453
Page 4
RESEARCH OBJECTIVES
The overarching goal of this survey-based research is to create in-depth profiles of
Pinellas County visitors, including:
• Detailed trip characteristics (i.e. tripographic information like the reason for visiting
the area, length of stay, place of stay, etc.)
• Travel party composition
• Activities & attractions visited in the St. Petersburg/Clearwater area
• Evaluation of St. Petersburg/Clearwater brand attributes
• Detailed visitor spending estimates
• Travel planning resources used by St. Petersburg/Clearwater area visitors
• Visitor satisfaction
• Visitor demographics
Destination Analysts’ research staff at PIE airport.
Page 5
VISITOR INTERCEPT OVERVIEW
Destination Analysts’ survey team worked at locations around the St. Petersburg/Clearwater area to
randomly select and interview visitors. The questionnaire was administered to persons residing outside
Pinellas County at the following locations and events:
Beach Drive
The Chihuly Collection
Clearwater Beach
Clearwater Marine Aquarium
The Dali Museum
John's Pass Village & Boardwalk
Shephard’s Resort
St. Petersburg-Clearwater International Airport
St. Petersburg Saturday Morning Market
Sunken Gardens
Wyndham Grand Clearwater Beach Destination Analysts’ research staff interviewing visitors at the St. Petersburg Saturday Morning Market.
Page 6
POINT OF ORIGIN& DEMOGRAPHIC PROFILE
Page 7
Chart: Country of Origin Chart: State of Origin
Question: In what country do you reside? Base: All Respondents.
Question: What is your zip/postal code? Base: Domestic respondents.
Point Of Origin
Question: What is your zip/postal code? Base: Domestic respondents.
Chart: MSA of Origin
2.4%
1.1%
2.0%
6.9%
87.6%
0% 20% 40% 60% 80% 100%
Other
Germany
United Kingdom
Canada
United States
2.3%
2.3%
2.6%
2.6%
2.6%
3.1%
3.4%
3.9%
4.7%
5.2%
5.5%
6.3%
9.6%
23.2%
0% 10% 20% 30% 40%
Minnesota
Wisconsin
Kentucky
Maryland
Tennessee
California
New Jersey
Indiana
Pennsylvania
Michigan
New York
Illinois
Ohio
Florida
451 responses. 384 responses.
1.5%1.5%1.5%1.5%1.8%1.8%1.8%2.2%2.2%2.5%2.5%2.8%2.8%2.8%
5.2%9.8%
0% 10% 20%
Baltimore, MDLakeland-Winter Haven, FL
Rockford, ILSt. Louis, MO-IL
Los Angeles-Long Beach, CAPhiladelphia, PA-NJ
Rochester, NYColumbus, OH
Washington, DC-MD-VAChicago, ILDetroit, MI
Cincinnati, OH-KY-INMinneapolis-St. Paul, MN-WI
Sarasota-Bradenton, FLOrlando, FL
Tampa, FL
325 responses.
Page 8
The following presents the demographic profile for all respondents surveyed in
Female –Male –
Married/partnered –Has children under 18 –
Demographic Profile
Heterosexual –LGBTQ –
December 2017.
52.7Mean age –
$78,119Mean household income –
86.2%4.1%3.2%1.1%
EthnicityCaucasian – _____
Latino/Hispanic – ____Black/African-American – ____
Asian/Pacific Islander – ____
47.5%52.5%
70.8%8.4%
92.0%1.6%
Page 9
TOP 10 VISITOR INSIGHTSDECEMBER 2017
1. In December 2017, the top domestic visitor markets represented were Tampa, FL (9.8%) and Orlando, FL (5.2%), followed by Sarasota-
Bradenton, FL (2.8%) and Minneapolis-St. Paul, MN-WI (2.8%).
2. In total, 12.4 percent of survey respondents were international residents, with Canada (6.9%) being the top international market.
3. Three quarters of domestic survey respondents (76.8%) were out-of-state residents.
4. One-in-five visitors (19.5%) were in the St. Petersburg/Clearwater area for the first time (vs. 41.0% in December 2016).
5. The typical travel party included 2.7 people. In total, 11.3 percent of travel groups surveyed included children under 18.
6. On average, December 2017 visitors stayed 5.9 days in the St. Pete/Clearwater area (vs. 5.7 in December 2016), spending an average of
$112.85 per person, per day (vs. $161.91 in December 2016).
7. A large majority of visitors arrived in the area by car, using either a personal automobile (50.0%) or rental car (30.1%). Of the visitors who
arrived into the area by airplane, 45.1 percent flew into the St. Petersburg-Clearwater International Airport.
8. Nearly all visitors surveyed (99.4%) said they were “satisfied” (8.9%) or “very satisfied” (90.5%) with their experience in the St.
Pete/Clearwater area. Respondents rated their likelihood to recommend the area to other travelers a 9.5 out of 10, on average.
9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.1 out of 10.
10. In total, 26.8 percent of December visitors surveyed recalled reading, seeing or hearing paid or earned media for the St. Pete/Clearwater
area in the past six months.
Page 10
VISITOR TRIP DETAILS
Page 11
$9.89
$6.14
$8.29
$11.73
$42.87
$84.92
$86.74
$0 $50 $100 $150
Other
Gas, parking and local transportation
Car rental (in area only)
Other Entertainment & sightseeing
Retail store purchases
Restaurants (including in your hotel)
Hotel/motel/inn/lodging (per night,before tax)
Chart: Type of Lodging
Lodging Type / Daily Spending In-Market
Question: Where are you staying overnight on this trip to the St. Pete/Clearwater area? (Select one) Base: All Respondents.
Chart: Per Day Travel Party Spending
Question: Approximately how much will you spend on each of the following while in the St. Petersburg/Clearwater area? Base: All Respondents.
15.7%
0.4%
0.2%
2.2%
0.4%
3.3%
19.6%
0.4%
11.9%
0.0%
4.9%
5.1%
35.8%
0% 20% 40%
Regional Resident on a Day Trip
Just passing through
Other lodging outside SPC
RV/Trailer park in SPC
Campground in SPC
Private residence outside SPC
Private residence in SPC
Condo/vacation home outside SPC
Condo/vacation home in SPC
Home share rental outside SPC
Home share rental in SPC
Hotel, resort or motel outside of SPC
Hotel, resort or motel in SPC
453 responses.
Mean Travel Party Spending =_________
Avg # of People Covered by Spending = ____
Mean Spending per Person = _______
$250.58
2.2
$112.85
346 responses.
Dec. ‘16 Mean Spending per Person = $161.91
Page 12
17.4%
5.2%
7.9%
9.8%
11.1%
6.4%
11.3%
7.9%
0.5%
22.6%
0% 10% 20% 30% 40%
1
2
3
4
5
6
7
8
9
10 or more
Chart: Days in Market Chart: Nights in Market
Question: How many total days and nights did you, or will you, stay in the St. Petersburg/Clearwater area on this trip?Base: All Respondents.
Question: How many total days and nights did you, or will you, stay in the St. Petersburg/Clearwater area on this trip? Base: All Respondents.
Days & Nights in St. Pete/Clearwater
407 responses. 407 responses.
18.2%
3.9%
8.6%
9.6%
11.3%
6.1%
11.3%
8.1%
0.5%
0.7%
21.6%
0% 10% 20% 30% 40%
0
1
2
3
4
5
6
7
8
9
More than 10
Mean Days(< 30) = ___
Dec. ‘16 Mean Days = 5.7
5.9
Mean Days (incl. > 30) == ___
Mean Nights (< 30) = ___
8.6
4.8
Mean Nights (incl. > 30) = ___7.7
Page 13
Chart: Other Destinations Visited on St. Pete/Clearwater Trip
Question: Which of these other destinations did you visit while on this trip? (Show list. Select all that apply) Base: All Respondents.
Primary Reason for Visit / Other Destinations Visited
Chart: Primary Reason for Visit
Question: What is your primary reason for visiting the St. Pete/Clearwater Area? (Select one)Base: All Respondents. 431 responses.
0.0%
0.2%
0.5%
0.7%
0.7%
0.9%
4.2%
5.3%
5.6%
7.4%
23.0%
51.5%
0% 20% 40% 60%
Government business/travel
Honeymoon
On or pre/post a cruise
Attend sports event/tournament
Conference/tradeshow
Wedding
Business
Weekend getaway
Other personal reasons
Attend special event
Visit friends or family in the area
Vacation
64.7%0.2%0.2%0.4%0.4%0.7%0.7%0.7%1.1%1.1%1.1%1.3%1.5%2.0%
4.4%6.2%8.4%
18.1%
0% 20% 40% 60% 80%
NONE—SPC was my only destinationSebring
TallahasseeFt. Lauderdale/Palm Beach
PanhandleDaytona
Jax/St. AugustineOcala/Gainesville
EvergladesFlorida Keys
Kennedy/Space Coast/Cocoa/MelbourneLakeland/Winter Haven
MiamiCrystal River
Ft. Myers/SW FloridaSarasota Area
Orlando/DisneyTampa
453 responses.
Page 14
0.4%
0.2%
0.2%
1.1%
1.1%
1.6%
4.0%
27.9%
15.0%
48.9%
0.4%
0.2%
0.4%
1.1%
1.6%
1.6%
4.5%
30.1%
36.6%
50.0%
0% 20% 40% 60%
Other
RV
Train
Public bus
Taxi or limo
Tour bus
Rideshare (Uber, Lyft, etc.)
Rental vehicle
Airline
Personal vehicle
Arrival Departure
Chart: Method of Arrival and Departure Chart: Airport of Arrival
Question: How did you arrive into the St. Pete/Clearwater area and how will you leave? (Select all that apply) Base: All Respondents.
Question: At which airport did you arrive into the area? (Select one)? Base: Respondents who arrived by Airline.
Method of Arrival & Departure / Arrival Airport
448 responses.
0.0%
0.0%
0.0%
0.0%
0.6%
0.6%
1.2%
10.4%
42.1%
45.1%
0% 20% 40% 60%
Sarasota/Bradenton Int’l
Ft. Lauderdale Int’l.
Palm Beach Int’l.
Jacksonville Int’l.
Sanford Int’l
SW Fl Int’l. (Ft. Myers)
Miami Int’l.
Orlando Int’l.
Tampa Int’l.
St. Pete-Clearwater Int’l
164 responses.
Page 15
Chart: Transportation Used In-MarketChart: Rental Vehicle Pick-Up City
Question: Which modes of transportation did you, or will you, use while in the St. Petersburg/ Clearwater area? (Select all that apply) Base: All Respondents.
Question: In which city did you rent your rental vehicle? (Select one) Base: Respondents who arrived in the area by rental car.
Rental Vehicle Pick-Up City / Transportation Used In-Market
0.6%
0.6%
1.3%
3.2%
15.9%
23.6%
54.8%
0% 20% 40% 60%
Ft. Myers
Outside of Florida
Sanford
Miami
Orlando
St. Petersburg/ Clearwater area
Tampa
157 responses.
0.0%
0.0%
0.5%
0.9%
1.8%
1.8%
2.3%
3.8%
8.3%
35.4%
58.1%
0% 20% 40% 60% 80%
RV
Boat
Motorcycle
Taxi or limo
Bicycle
Tour bus
Free Beach Rides
Public bus
Uber, Lyft, etc.
Rental vehicle
Personal vehicle
444 responses.
Page 16
Chart: Travel Party Composition Chart: Travel Party Size
Question: Which best describes your travel group on this trip? Are you…? (Select all that apply)Base: All Respondents.
Question: How many people of each type are in your immediate travel party, including yourself? Base: All Respondents.
Travel Party Composition / Travel Party Size
0.7%
1.8%
2.0%
2.0%
5.8%
13.2%
23.1%
60.1%
0% 20% 40% 60% 80%
Tour Group
Business Associates
Extended Family
Group of Couples
Group of Friends
Solo
Immediate Family
Couple
446 responses.
Mean
Male adults (18 yrs. +) 1.16
Female adults (18 yrs. +) 1.24
Male children (0 to 17 yrs.) 0.14
Female children (0 to 17 yrs.) 0.13
Average Travel Party Size 2.7
Percent with children in party 11.3%
450 responses.
Page 17
0.0%0.0%0.2%0.2%0.2%0.5%0.5%0.9%1.2%1.6%
3.2%3.5%3.7%4.8%5.8%5.8%
7.2%7.9%8.1%
9.7%11.5%
13.2%13.9%
22.9%33.5%
41.8%43.2%
0% 20% 40% 60%
Lifelong desire to visitThe St.Pete/Clearwater area is romantic
Articles, features, reviews, etc. about the areaThe area’s unique culture
The St.Pete/Clearwater area is family-friendlyBreweries/Distilleries/Craft beer scene
GolfAdvertisements for the area
Fishing opportunitiesSports or sporting events
Good deal on airfareGood hotel rate
Special event(s) and/or festival(s)Easy to get to
Appealing hotels/resorts and other lodging optionsRecommendation from people I know
Scenic beautyShopping opportunities
Outdoor recreational opportunitiesRestaurants, cuisine, food scene
Attractions in the areaArts & cultural offerings
A specific attractionOverall ambiance & atmosphere
Friends or family in the areaBeaches that suit my tastes
Weather
Question: Which of the following were IMPORTANT to your decision to take this trip to St. Petersburg/Clearwater area? (Select all that apply) Base: All Respondents.
Important Factors to Destination Decision / Trip Activities
Chart: Important to Decision to Visit Chart: Trip Activities
Question: Which of these activities did you, or will you, participate in while in the St. Pete/Clearwater area? (Select all that apply) Base: All Respondents.
433 responses.
0.4%0.7%0.7%0.7%0.7%0.9%0.9%1.5%2.9%3.1%3.5%3.5%3.8%4.0%4.2%4.2%
9.5%9.9%11.7%
21.6%26.5%
29.4%57.2%
70.6%87.2%
0% 20% 40% 60% 80% 100%
Baseball Spring TrainingJet skiing
Kayaking/CanoeingPaddle boarding
ParasailingSailing
Take a dining cruiseGolf
Attend or participate in a sporting eventGuided tour
Bird watchingFishing
Visit breweries and/or distilleriesBiking
PhotographyShelling
Attend a festival or special eventSwimming
Other boatingBars/Nightlife
Visit museumsVisit friends or family
ShoppingVisit the beach
Dining in restaurants
453 responses.
Page 18
Chart: First Time Visitors to Florida Chart: Previous Visitation to the St. Pete/Clearwater Area
Question: Is this your first visit to Florida?Base: All Respondents.
Question: Prior to this visit, how many times have you been to the St. Petersburg/Clearwater area? Base: All Respondents.
First-Time Visit to Florida / Previous Visitation to St. Pete/Clearwater
Yes, 4.5%
No, 95.5%
440 responses.
First-time Visitors, 19.5%
1-10 Previous Visits, 51.0%
11-20 Previous Visits, 11.4%
More than 20 Visits, 18.1%
9.5
Mean # of Past Trips
=____
437 responses.
Page 19
Attractions Visited / Communities Visited
Question: Which of these attractions did you (or will you) visit while on this trip? (Select all that apply) Base: All Respondents.
Question: Which of the following communities in the St. Pete/Clearwater area did you visit? (Show list. Select all that apply) Base: All Respondents.
Chart: Communities VisitedChart: Attractions Visited
60.8%4.6%
0.2%0.2%0.2%0.5%0.5%1.1%1.8%2.1%2.5%2.8%4.6%4.8%5.0%5.7%7.3%
20.2%
0% 20% 40% 60% 80%
NONE OF THESEOther
Adventure IslandBrooker Creek Preserve
Tampa Bay Rays game/Tropicana…Kennedy Space Center
Weedon Island PreserveHeritage Village
Florida Aquarium in TampaCaladesi IslandFt. Desoto Park
Sunken GardensFlorida Botanical Gardens
Clearwater Marine AquariumBusch Gardens
Orlando area Theme ParksTarpon Springs
Dali Art Museum
436 responses.
0.7%1.8%2.4%2.9%3.1%3.5%3.8%4.2%4.6%
8.2%9.1%10.4%10.6%11.0%
21.9%30.7%
38.0%42.4%
47.9%
0% 20% 40% 60%
OldsmarSafety Harbor
Pinellas ParkTierra Verde
SeminoleNorth Redington Beach/Redington Shores
GulfportPalm Harbor
Pass-A-Grille BeachDunedin
LargoTarpon Springs
ClearwaterIndian Shores & Indian Rocks Beach
St. Pete BeachTreasure IslandMadeira BeachSt. Petersburg
Clearwater Beach
453 responses.
Page 20
Chart: Most Liked Aspects of St. Pete/Clearwater (Unaided) Chart: Feelings in St. Pete/Clearwater Area (Unaided)
Question: What do you like most about the St. Petersburg/Clearwater area?Base: All Respondents.
Question: What one word or phrase best describes how you feel in the St. Petersburg/Clearwater area? Base: Respondents.
Most Liked Aspect / Feelings in St. Pete-Clearwater
0.5%
0.5%
1.0%
1.5%
1.8%
2.1%
2.3%
2.8%
4.4%
5.9%
5.9%
9.0%
23.8%
38.5%
0% 20% 40% 60%
Restaurants and Bars
Safe
Clean
Family Friendly
Everything
Shopping
Friendly People
Variety of Fun Activities
Tourist Attractions (museum, aquarium)
Accessible & Convenient
Scenic Beauty
Relaxed yet Modern Atmosphere
Tropical Climate
The Beaches & Ocean
390 responses.
0.2%
0.5%
0.7%
1.7%
1.9%
4.1%
5.5%
6.2%
7.2%
21.8%
50.1%
0% 20% 40% 60%
Safe
Entertained
Negative feelings
Refreshed
Energized/Excited
Welcomed
Fine/Good
Comfortable
Amazing
Happy
Calm/Relaxed
417 responses.
Page 21
Chart: Additional Attractions or Services (Unaided)
Question: In your opinion, what services or additional attractions would most enhance your experience in the St. Petersburg/Clearwater Area? Base: All Respondents.
Attractions or Services that Would Enhance the Destination Experience
0.3%0.3%0.3%0.3%1.0%1.0%1.7%1.7%2.4%2.4%2.8%3.1%3.5%
8.0%9.0%
61.9%
0% 20% 40% 60% 80%
More public restroomsMore shaded areas
Clean it upMore Affordable Lodging Options
More Cultural ActivitiesMore kid friendly activities
Restaurant DiversityTourist Information
More beach & boardwalk rentalsLess congestionBetter NightlifeMore Shopping
Bars and food options on the beachMore Public Transportation Options
Cheaper & More ParkingIt needs no improvement
289 responses.
Page 22
TRAVEL PLANNINGAND SATISFACTION METRICS
Page 23
Chart: Average Time Between Decision to Visit and Arrival Chart: Resources Used before Arrival and While In Market
Question: Approximately how many days before you arrived did you make the decision to visit the St. Petersburg/Clearwater area for this trip? Base: All Respondents.
Question: Which of the following resources did you use to plan your trip to the St. Petersburg/Clearwater area BEFORE you arrived and which did you (or do you plan to) use while IN the area for this trip? (Select all that apply.) Base: All Respondents.
When Decision to Visit was Made / Travel Planning Resources Used
110.8_____Days in Advance
438 responses.
User-generated content/Review websites, such as Yelp and TripAdvisor 47.9% 29.8%
Online travel agencies (Expedia, Travelocity, etc.) 32.5% 0.7%
Opinions of friends or relatives 26.7% 22.1%Social Media content 14.3% 12.1%Official St. Petersburg/Clearwater area tourism website, www.VisitStPeteClearwater.com 2.4% 3.3%
Lifestyle or travel magazines 2.4% 1.8%Travel guides, brochures 1.8% 10.2%Newspaper travel section 0.9% 0.7%YouTube or other online videos 0.7% 0.2%Television programming 0.4% 0.4%Official Visit St. Pete/Clearwater Destination Magazine 0.2% 0.0%
Radio programming 0.2% 0.2%Travel agency (traditional, offline) 0.0% 0.0%
Used Before Arrival
Used In Market
453 responses.
Page 24
Chart: Overall Satisfaction Chart: Media Recall
Question: How satisfied are you with your experience in the St. Petersburg/Clearwater area on this trip? (Select one) Base: All Respondents.
Question: In the last six months, have you seen, read, or heard any travel stories, advertising, or promotions for the St. Petersburg/Clearwater area? Base: All Respondents.
Experience Satisfaction / Earned & Paid Media Recall
0.0%
0.0%
0.7%
8.9%
90.5%
0% 20% 40% 60% 80% 100%
Unsatisfied
Very unsatisfied
Neutral—neither satisfied nor unsatisfied
Satisfied
Very satisfied
440 responses.
Yes, 26.8%
No, 68.0%
Maybe/Not sure 5.2%
440 responses.
Page 25
9.1
Chart: Likelihood to Recommend St. Pete/Clearwater Area Chart: Likelihood to Return to St. Pete/Clearwater Area
Question: How likely are you to recommend the St. Petersburg/Clearwater area as a place to visit to other travelers? Please use a 10-point scale where 1 represents “Definitely will NOT recommend” and 10 represents “Certain to recommend.” Base: All Respondents.
Question: How likely are you to return to the St. Petersburg/Clearwater area? Please use a 10-point scale where 1 represents “Definitely will NOT return” and 10 represents “Certain to return.”Base: All Respondents.
Likelihood to Recommend / Likelihood to Return
9.5/10
438 responses.
/10
435 responses.