visit st. petersburg/clearwater visitor profile study · 2018. 12. 4. · atlanta,ga...

Research prepared for Visit St. Petersburg/Clearwater by Destination Analysts, Inc.

Visit St. Petersburg/Clearwater

VISITOR PROFILE STUDY

Report of FindingsJanuary 2018

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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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.

January 2018.

421

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.

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

Shriner’s Game

St. Petersburg-Clearwater International Airport

St. Petersburg Saturday Morning Market

Treasure Island Kite Festival

Wyndham Grand Clearwater BeachDestination Analysts’ research staff interviewing visitors

at the St. Petersburg Saturday Morning Market.

POINT OF ORIGIN& DEMOGRAPHIC PROFILE

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

1.7%

0.0%

1.7%

10.7%

85.7%

0% 20% 40% 60% 80% 100%

Other

Germany

United Kingdom

Canada

United States

2.3%

2.3%

2.3%

2.9%

3.4%

3.7%

4.0%

4.3%

4.6%

5.7%

6.6%

6.6%

7.7%

22.1%

0% 10% 20% 30% 40%

Virginia

Minnesota

New Jersey

Massachusetts

Kentucky

Pennsylvania

Wisconsin

Iowa

New York

Indiana

Illinois

Ohio

Michigan

Florida

419 responses. 349 responses.

1.4%1.4%1.4%1.4%1.4%1.8%1.8%2.2%2.5%2.9%2.9%2.9%3.2%3.6%3.6%

12.5%

0% 10% 20%

Hartford, CT

Atlanta,GA

Huntington-Ashland, WV-KY-OH

Indianapolis, IN

Cincinnati, OH-KY-IN

Omaha, NE-IA

Cleveland, OH

Appleton-Oshkosh-Neenah, WI

Grand Rapids, MI

Boston, MA

St. Louis, MO-IL

Sarasota-Bradenton, FL

Detroit, MI

Chicago, IL

Orlando, FL

Tampa, FL

279 responses.

The following presents the demographic profile for all respondents surveyed in

Female –Male –

Married/partnered –Has children under 18 –

Demographic Profile

Heterosexual –LGBTQ –

January 2018.

56.7Mean age –

$78,330Mean household income –

92.5%2.9%2.2%0.5%

EthnicityCaucasian – _____

Latino/Hispanic – ____Black/African-American – ____

Asian/Pacific Islander – ____

42.9%57.1%

74.9%5.6%

93.3%1.2%

1. In January 2018, the top domestic visitor markets represented were Tampa, FL (12.5%) and Orlando, FL (3.6%), followed by Chicago, IL (3.6%),

Detroit, MI (3.2%) and Sarasota-Bradenton, FL (2.9%).

2. In total, 14.3 percent of survey respondents were international residents, with Canada (10.7%) being the top international market.

3. Over three-quarters of domestic survey respondents (77.9%) were out-of-state residents.

4. One-in-five visitors (21.7%) were in the St. Petersburg/Clearwater area for the first time (vs. 34.3% in January 2017).

5. The typical travel party included 2.5 people. In total, 7.4 percent of travel groups surveyed included children under 18, down slightly from 11.3

percent in December 2017.

6. On average, January 2018 visitors stayed 7.1 days in the St. Pete/Clearwater area (vs. 6.2 in January 2017), spending an average of $111.04 per

person, per day (vs. $172.34 in January 2017).

7. A large majority of visitors arrived in the area by car, using either a personal automobile (48.2%) or rental car (30.0%). Of the visitors who

arrived into the area by airplane, 53.6 percent flew into the St. Petersburg-Clearwater International Airport.

8. Nearly all visitors surveyed (98.5%) said they were “satisfied” (12.9%) or “very satisfied” (85.6%) with their experience in the St. Pete/Clearwater

area. Respondents rated their likelihood to recommend the area to other travelers an average of 9.4 out of 10.

9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.1 out of 10.

10. In total, 31.1 percent of January 2018 visitors surveyed recalled reading, seeing or hearing paid or earned media for the St. Pete/Clearwater

area in the past six months.

TOP 10 VISITOR INSIGHTSJANUARY 2018

VISITOR TRIP DETAILS

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%

0.0%

0.7%

1.0%

0.2%

3.1%

17.6%

0.7%

18.3%

0.5%

3.6%

3.6%

35.2%

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

421 responses.

$8.34

$6.50

$7.99

$16.34

$33.27

$76.90

$95.44

$0 $50 $100 $150

Other

Car rental (in area only)

Gas, parking and local transportation

Other Entertainment & sightseeing

Retail store purchases

Restaurants (including in your hotel)

Hotel/motel/inn/lodging (per night,before tax)

Mean Travel Party Spending =_________

Avg # of People Covered by Spending = ____

Mean Spending per Person = _______

$244.78

2.2

$111.04

340 responses.

Jan. ‘17 Mean Spending per Person = $172.34

14.0%

6.2%

8.6%

10.2%

8.6%

3.5%

12.1%

6.5%

1.1%

32.5%

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

Mean Days(< 30) = ___

Mean Days (> 30) = ___

7.1

10.9

372 responses. 372 responses.

13.2%

6.2%

8.6%

10.2%

8.9%

3.2%

10.2%

8.9%

1.1%

2.2%

28.8%

0% 10% 20% 30% 40%

0

1

2

3

4

5

6

7

8

9

More than 10

Mean Nights (< 30) = ___

Mean Nights (> 30) = ___

6.4

10.3

Jan. ‘17 Mean Days = 6.2

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. 397 responses.

0.0%

0.0%

0.8%

2.0%

2.5%

3.3%

3.5%

3.5%

3.8%

3.8%

20.4%

56.4%

0% 20% 40% 60%

Government business/travel

Honeymoon

Wedding

On or pre/post a cruise

Other personal reasons

Attend sports event/tournament

Conference/tradeshow

Business

Weekend getaway

Attend special event

Visit friends or family in the area

Vacation

62.9%0.0%0.0%0.0%0.2%0.5%0.7%1.0%1.0%1.2%1.2%1.4%1.9%2.1%

5.0%7.1%8.6%

19.0%

0% 20% 40% 60% 80%

NONE—SPC was my only destinationSebring

TallahasseePanhandle

Jax/St. AugustineDaytona

Kennedy/Space Coast/Cocoa/MelbourneOcala/Gainesville

Lakeland/Winter HavenFt. Lauderdale/Palm Beach

EvergladesMiami

Crystal RiverFlorida Keys

Ft. Myers/SW FloridaOrlando/Disney

Sarasota AreaTampa

421 responses.

0.5%

0.2%

0.2%

0.7%

1.0%

1.2%

2.7%

25.3%

21.0%

48.0%

0.7%

0.2%

0.2%

1.0%

1.0%

1.9%

2.4%

30.0%

39.8%

48.2%

0% 20% 40% 60%

Other

Train

Public bus

RV

Tour bus

Taxi or limo

Rideshare (Uber, Lyft, etc.)

Rental vehicle

Airline

Personal vehicle

Arrival Departure

Chart: Method of Arrival and Departure Charts: Airport of Arrival and Airline Used

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? Which airline did you use?Base: Respondents who arrived by Airline.

Method of Arrival & Departure / Arrival Airport & Airline

417 responses.

0.0%

0.0%

0.6%

0.6%

0.6%

1.2%

1.8%

10.2%

30.7%

53.6%

0% 50% 100%

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

166 responses.

1.3%

0.0%

0.0%

0.0%

1.3%

2.5%

2.5%

3.8%

88.6%

0% 50% 100%

Other

Alaska Airlines

Jet Blue

Sun Country

United

American Airlines

Southwest

Delta Airlines

Allegiant

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

0.7%

0.7%

1.3%

2.0%

17.9%

33.8%

41.7%

0% 20% 40% 60%

Outside of Florida

Sanford

Ft. Myers

Miami

Orlando

St. Petersburg/ Clearwater area

Tampa

151 responses.

0.2%

0.2%

0.5%

1.2%

1.2%

1.7%

3.4%

4.6%

7.0%

36.4%

56.1%

0% 20% 40% 60%

RV

Boat

Motorcycle

Bicycle

Tour bus

Free Beach Rides

Taxi or limo

Public bus

Uber, Lyft, etc.

Rental vehicle

Personal vehicle

415 responses.

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%

0.5%

6.7%

2.2%

0.7%

17.7%

63.6%

14.1%

0% 20% 40% 60% 80%

Business Associates

Tour Group

Group of Friends

Group of Couples

Extended Family

Immediate Family

Couple

Solo

418 responses.

Mean

Male adults (18 yrs. +) 1.11

Female adults (18 yrs. +) 1.22

Male children (0 to 17 yrs.) 0.08

Female children (0 to 17 yrs.) 0.09

Average Travel Party Size 2.5

Percent with children in party 7.4%

417 responses.

0.0%0.3%0.8%1.0%1.0%1.3%1.8%1.8%1.8%2.3%3.1%3.3%3.6%4.3%4.6%4.8%5.9%6.6%6.9%

8.4%8.9%

10.7%12.2%

17.0%31.3%32.3%

45.5%

0% 20% 40% 60%

The area’s unique cultureThe St.Pete/Clearwater area is romantic

Articles, features, reviews, etc. about the areaBreweries/Distilleries/Craft beer scene

Fishing opportunitiesLifelong desire to visit

The St.Pete/Clearwater area is family-friendlyGolf

Advertisements for the areaGood hotel rate

Easy to get toSpecial event(s) and/or festival(s)

Appealing hotels/resorts and other lodging optionsShopping opportunities

Good deal on airfareRecommendation from people I know

Sports or sporting eventsScenic beauty

Restaurants, cuisine, food sceneOutdoor recreational opportunities

Attractions in the areaA specific attraction

Arts & cultural offeringsOverall 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.

393 responses.

0.0%0.2%0.7%0.7%1.2%1.9%1.9%2.6%3.3%3.8%3.8%5.0%5.5%5.5%5.9%5.9%6.7%7.1%

11.9%20.0%

26.1%29.2%

55.6%70.8%

86.5%

0% 20% 40% 60% 80% 100%

Baseball Spring TrainingSailing

Paddle boardingParasailing

Jet skiingKayaking/CanoeingTake a dining cruise

Guided tourFishing

GolfPhotography

ShellingBird watching

BikingAttend or participate in a sporting event

Visit breweries and/or distilleriesSwimming

Other boatingAttend a festival or special event

Bars/NightlifeVisit museums

Visit friends or familyShopping

Visit the beachDining in restaurants

421 responses.

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

416 responses.

First-time Visitors, 21.7%

1-10 Previous Visits , 46.1%

11-20 Previous Visits , 9.9%

More than 20 visits, 22.2%

10.3

Mean # of Past Trips

=____

414 responses.

Yes, 3.6%

No, 96.4%

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

65.0%7.8%

0.0%0.2%0.5%0.5%0.5%0.7%1.2%1.2%1.5%3.4%3.6%3.6%4.9%5.3%7.3%

15.5%

0% 20% 40% 60% 80%

NONE OF THESEOther

Adventure IslandTampa Bay Rays Game/Tropicana Field

Brooker Creek PreserveKennedy Space Center

Caladesi IslandHeritage Village

Weedon Island PreserveFlorida Aquarium in Tampa

Florida Botanical GardensSunken GardensFt. Desoto ParkBusch Gardens

Orlando Area Theme ParksClearwater Marine Aquarium

Tarpon SpringsDali Art Museum

412 responses.

0.7%2.4%3.1%3.3%3.3%4.5%6.2%6.9%8.1%8.6%9.0%10.5%11.6%

14.0%26.8%

35.6%43.9%45.1%

54.6%

0% 20% 40% 60%

OldsmarPalm HarborPinellas Park

Safety HarborTierra Verde

SeminoleNorth Redington Beach/Redington Shores

GulfportLargo

ClearwaterPass-A-Grille Beach

DunedinTarpon Springs

Indian Shores & Indian Rocks BeachSt. Pete Beach

Treasure IslandMadeira Beach

Clearwater BeachSt. Petersburg

421 responses.

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

3.2%

3.4%

4.2%

4.2%

4.4%

5.4%

5.6%

5.9%

21.3%

37.0%

0% 20% 40%

Friendly People

Restaurants and Bars

Clean

Variety of Fun Activities

Accessible & Convenient

Scenic Beauty

Tourist Attractions (museum, aquarium)

Relaxed yet Modern Atmosphere

Tropical Climate

The Beaches & Ocean

408 responses.

0.8%

0.5%

2.5%

2.5%

4.0%

4.3%

5.0%

8.8%

21.1%

50.5%

0% 20% 40% 60%

Negative feelings

Safe

Refreshed

Energized/Excited

Welcomed

Comfortable

Amazing

Fine/Good

Happy

Calm/Relaxed

398 responses.

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

1.4%

2.5%

2.5%

2.9%

2.9%

3.2%

6.8%

12.6%

58.3%

0% 20% 40% 60% 80%

Finish the Pier

More Cultural Activities

Bars and food options on the beach

Tourist Information

Less congestion

More kid friendly activities

More Public Transportation Options

Cheaper & More Parking

It needs no improvement

278 responses.

TRAVEL PLANNINGAND SATISFACTION METRICS

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

122.7_____Days in Advance

438 responses.

User-generated content/Review websites, such as Yelp and TripAdvisor 42.0% 32.3%

Online travel agencies (Expedia, Travelocity, etc.) 30.9% 1.4%

Opinions of friends or relatives 19.0% 17.1%Social Media content 12.4% 10.5%Travel agency (traditional, offline) 2.9% 1.0%Travel guides, brochures 2.6% 14.0%YouTube or other online videos 2.4% 1.4%Lifestyle or travel magazines 1.4% 2.4%Newspaper travel section 1.0% 1.4%Official Visit St. Pete/Clearwater Destination Magazine 1.0% 0.7%

Official St. Petersburg/Clearwater area tourism website, www.VisitStPeteClearwater.com 0.7% 3.8%

Television programming 0.2% 0.5%Radio programming 0.2% 0.5%

Used Before Arrival

Used In Market

421 responses.

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

0.5%

0.0%

1.0%

12.9%

85.6%

0% 20% 40% 60% 80% 100%

Unsatisfied

Very unsatisfied

Neutral—neither satisfied nor unsatisfied

Satisfied

Very satisfied

417 responses.415 responses.

Yes, 31.1%

No, 65.3%

Maybe/Not sure, 3.6%

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

9.4/10

415 responses.

/10

414 responses.

visit st. petersburg/clearwater visitor profile study · 2018. 12. 4. · atlanta,ga...

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