Post on 17-Aug-2020
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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6
9
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22
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.
January 2018.
421
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
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.
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
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.
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 –
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%
Page 9
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
Page 10
VISITOR TRIP DETAILS
Page 11
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
Page 12
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
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. 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.
Page 14
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
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
0.7%
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.
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%
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.
Page 17
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.
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
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%
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
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.
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
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.
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
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.
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
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.
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
0.5%
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%
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
9.4/10
415 responses.
/10
414 responses.