visit st. petersburg/clearwater visitor profile study · st. petersburg-clearwater international...

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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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

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

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.

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

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.

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%

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.

VISITOR TRIP DETAILS

$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

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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