Research prepared for Visit St. Petersburg/Clearwater by Destination Analysts, Inc.
Visit St. Petersburg/Clearwater
VISITOR PROFILE STUDY
Report of FindingsFebruary 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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9
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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.
February 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
Image by Destination Analysts’ surveyor at Clearwater Beach, February 2018.
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:
3 Daughters Brewing
Beach Drive
The Chihuly Collection
Clearwater Beach
Clearwater Marine Aquarium
Clearwater Sea-Blues Festival
The Dali Museum
John's Pass Village & Boardwalk
Shephard’s Resort
St. Petersburg-Clearwater International Airport
St. Petersburg Saturday Morning Market
Straub Park
Wyndham Grand Clearwater Beach
Image by Destination Analysts’ surveyor at Clearwater Sea-Blues Festival in Coachman Park.
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
1.0%
0.2%
1.2%
9.5%
87.9%
0% 20% 40% 60% 80% 100%
Other
Germany
United Kingdom
Canada
United States
2.8%
3.1%
3.4%
3.4%
3.7%
4.5%
4.8%
5.1%
5.3%
7.0%
9.3%
9.3%
9.6%
11.2%
0% 10% 20% 30% 40%
Tennessee
Kentucky
Massachusetts
Iowa
New Jersey
Minnesota
Wisconsin
Indiana
Pennsylvania
New York
Illinois
Michigan
Florida
Ohio
421 responses. 356 responses.
1.8%1.8%1.8%2.2%2.2%2.2%2.2%2.5%2.5%2.5%2.9%2.9%2.9%3.3%3.6%4.0%
0% 10%
Milwaukee, WI
Grand Rapids, MI
Boston, MA
Flint, MI
Indianapolis, IN
Cincinnati, OH-KY-IN
Cleveland, OH
Columbus, OH
Dayton-Springfield, OH
St. Louis, MO-IL
Pittsburgh, PA
Minneapolis-St. Paul, MN-WI
Orlando, FL
Chicago, IL
Detroit, MI
Tampa, FL
276 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 –
February 2018.
59.8Mean age –
$70,536Mean household income –
96.9%0.7%0.5%0.0%
EthnicityCaucasian – _____
Latino/Hispanic – ____Black/African-American – ____
40.2%59.8%
78.7%5.3%
92.3%1.7%
Page 9
TOP 10 VISITOR INSIGHTSFEBRUARY 2018
1. In February 2018, the top domestic visitor markets represented were Tampa, FL (4.0%), Detroit, MI (3.6%), and Chicago, IL (3.3%), followed by
Orlando, FL (2.9%), Minneapolis-St. Paul, MN-WI (2.9%) and Pittsburgh, PA (2.9%).
2. In total, 12.1 percent of survey respondents were international residents, with Canada (9.5%) being the top international market.
3. Nine in ten domestic survey respondents (90.4%) were out-of-state residents, up from 77.9 percent in January 2018.
4. One-in-five visitors (21.6%) were in the St. Petersburg/Clearwater area for the first time (vs. 40.5% in February 2017).
5. The typical travel party included 2.4 people. In total, 7.8 percent of travel groups surveyed included children under 18.
6. On average, February 2018 visitors stayed 8.5 days in the St. Pete/Clearwater area (vs. 6.8 in February 2017), spending an average of $104.67 per
person, per day (vs. $174.20 in February 2017).
7. A majority of visitors arrived in the area by car, using either a personal automobile (50.1%) or rental car (18.6%). Of the visitors who arrived into
the area by airplane, 42.3 percent flew into the St. Petersburg-Clearwater International Airport, while 47.0 percent flew into Tampa.
8. Nearly all visitors surveyed (99.1%) said they were “satisfied” (7.9%) or “very satisfied” (91.2%) with their experience in the St. Pete/Clearwater
area. Respondents rated their likelihood to recommend the area to other travelers an average of 9.5 out of 10.
9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.4 out of 10.
10. In total, 32.9 percent of February 2018 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
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.
6.9%
0.0%
0.0%
2.4%
0.0%
5.7%
20.7%
0.2%
16.2%
0.5%
2.9%
2.1%
42.5%
0% 20% 40% 60%
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.
$10.82
$7.47
$7.51
$8.70
$23.95
$67.09
$102.94
$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 = _______
$228.47
2.2
$104.67
375 responses.
Feb ‘17 Mean Spending per Person = $174.20
2.18
Page 12
9.5%
7.5%
6.8%
9.3%
8.3%
4.8%
10.5%
7.0%
1.0%
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) = ___
8.5
16.2
400 responses. 400 responses.
11.5%
6.5%
6.0%
9.3%
8.0%
4.8%
9.5%
8.0%
1.0%
2.3%
35.3%
0% 10% 20% 30% 40%
0
1
2
3
4
5
6
7
8
9
More than 10
Mean Nights (< 30) = ___
Mean Nights (> 30) = ___
7.5
15.5
Feb ‘17 MeanDays = 6.8
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. 413 responses.
0.0%
0.0%
0.0%
1.2%
1.2%
1.5%
1.5%
1.5%
1.9%
2.2%
17.4%
71.7%
0% 20% 40% 60% 80%
Government business/travel
Honeymoon
Wedding
On or pre/post a cruise
Attend sports event/tournament
Other personal reasons
Conference/tradeshow
Attend special event
Weekend getaway
Business
Visit friends or family in the area
Vacation
54.6%0.0%0.5%0.5%0.5%0.7%0.7%0.7%0.7%1.0%1.2%1.2%1.9%2.1%
5.0%10.2%10.7%
22.6%
0% 20% 40% 60%
NONE—SPC was my only destinationTallahassee
SebringPanhandle
Kennedy/Space Coast/Cocoa/MelbourneDaytona
Ocala/GainesvilleEverglades
MiamiJax/St. Augustine
Lakeland/Winter HavenFlorida KeysCrystal River
Ft. Lauderdale/Palm BeachFt. Myers/SW Florida
Orlando/DisneySarasota Area
Tampa
421 responses.
Page 14
0.0%
0.0%
0.2%
0.5%
1.2%
0.5%
1.7%
14.8%
47.4%
34.0%
0.0%
0.2%
0.2%
0.5%
1.2%
1.9%
2.1%
18.6%
50.1%
55.8%
0% 20% 40% 60%
Other
Train
Public bus
Tour bus
RV
Taxi or limo
Rideshare (Uber, Lyft, etc.)
Rental vehicle
Personal vehicle
Airline
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
419 responses.
0.0%
0.0%
0.0%
0.4%
0.4%
0.9%
2.6%
6.4%
42.3%
47.0%
0% 50%
Palm Beach Int’l.
Jacksonville Int’l.
Miami Int’l.
Sarasota/Bradenton Int’l
Sanford Int’l
Ft. Lauderdale Int’l.
SW Fl Int’l. (Ft. Myers)
Orlando Int’l.
St. Pete-Clearwater Int’l
Tampa Int’l.
234 responses.
11.8%
0.0%
0.9%
2.4%
3.3%
5.2%
11.8%
17.5%
46.9%
0% 50%
Other
Alaska Airlines
Sun Country
Jet Blue
United
American Airlines
Delta Airlines
Southwest
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%
1.4%
3.4%
8.3%
36.6%
48.3%
0% 20% 40% 60%
West Palm Beach
Sanford
Fort Lauderdale
Ft. Myers
Orlando
St. Petersburg/ Clearwater area
Tampa
145 responses.
0.0%
0.0%
0.2%
0.2%
1.4%
1.7%
1.9%
6.0%
8.4%
34.9%
58.4%
0% 20% 40% 60% 80%
RV
Motorcycle
Boat
Tour bus
Free Beach Rides
Bicycle
Taxi or limo
Public bus
Uber, Lyft, etc.
Rental vehicle
Personal vehicle
416 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
0.5%
0.0%
4.0%
2.1%
1.4%
11.2%
78.6%
8.8%
0% 20% 40% 60% 80% 100%
Business Associates
Tour Group
Group of Friends
Group of Couples
Extended Family
Immediate Family
Couple
Solo
420 responses.
Mean
Male adults (18 yrs. +) 1.09
Female adults (18 yrs. +) 1.17
Male children (0 to 17 yrs.) 0.07
Female children (0 to 17 yrs.) 0.06
Average Travel Party Size 2.4
Percent with children in party 7.8%
421 responses.
Page 17
0.2%0.7%1.0%1.2%1.2%1.5%1.7%2.5%2.7%2.7%3.4%3.9%4.4%4.9%5.4%6.4%6.9%7.9%8.1%
10.6%13.1%
15.3%15.8%
24.1%31.0%
40.1%61.8%
0% 20% 40% 60% 80%
Lifelong desire to visitArticles, features, reviews, etc. about the area
Fishing opportunitiesThe area’s unique culture
The St.Pete/Clearwater area is romanticBreweries/Distilleries/Craft beer scene
The St.Pete/Clearwater area is family-friendlyGolf
Easy to get toSpecial event(s) and/or festival(s)
Sports or sporting eventsGood hotel rate
A specific attractionAdvertisements for the area
Good deal on airfareAppealing hotels/resorts and other lodging options
Shopping opportunitiesScenic beauty
Recommendation from people I knowOutdoor recreational opportunities
Restaurants, cuisine, food sceneAttractions in the area
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.
406 responses.
0.0%0.0%0.7%1.0%1.4%1.9%1.9%2.4%2.6%3.6%3.6%4.0%4.0%4.3%
6.4%7.4%
11.4%15.0%16.6%
22.6%22.8%
30.4%67.9%
82.7%94.3%
0% 20% 40% 60% 80% 100%
Paddle boardingJet skiing
SailingKayaking/Canoeing
PhotographyParasailing
Take a dining cruiseBird watching
Attend or participate in a sporting eventBaseball Spring Training
BikingGuided tour
ShellingVisit breweries and/or distilleries
FishingGolf
Other boatingSwimming
Attend a festival or special eventVisit museumsBars/Nightlife
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
420 responses.
First-time Visitors, 21.6%
1-10 Previous Visits , 54.4%
11-20 Previous Visits , 9.8%
More than 20 visits, 14.1%
8.0
Mean # of Past Trips
=____
417 responses.
Yes, 2.1%
No, 97.9%
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
54.3%6.5%
0.0%0.0%0.2%0.7%1.0%1.0%1.2%2.7%3.1%4.1%
6.5%6.5%7.0%
9.7%12.8%14.7%
0% 20% 40% 60%
NONE OF THESEOther
Adventure IslandBrooker Creek Preserve
Tampa Bay Rays Game/Tropicana FieldKennedy Space Center
Weedon Island PreserveFlorida Aquarium in Tampa
Heritage VillageFlorida Botanical Gardens
Caladesi IslandBusch Gardens
Sunken GardensClearwater Marine Aquarium
Orlando Area Theme ParksFt. Desoto ParkTarpon Springs
Dali Art Museum
414 responses.
1.4%2.6%3.3%3.6%4.3%4.5%
7.8%8.6%9.5%10.7%
14.3%15.9%16.9%16.9%
29.7%40.4%
42.8%48.2%
58.9%
0% 20% 40% 60% 80%
Tierra VerdeOldsmar
Safety HarborPinellas ParkPalm Harbor
SeminoleGulfport
North Redington Beach/Redington ShoresPass-A-Grille Beach
LargoClearwater
Indian Shores & Indian Rocks BeachDunedin
Tarpon SpringsSt. Pete BeachSt. Petersburg
Treasure IslandMadeira Beach
Clearwater Beach
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
2.7%
2.7%
3.4%
3.9%
3.9%
4.3%
34.8%
35.5%
0% 20% 40%
Clean
Variety of Fun Activities
Accessible & Convenient
Friendly People
Tourist Attractions (museum, aquarium)
Relaxed yet Modern Atmosphere
Tropical Climate
The Beaches & Ocean
414 responses.
0.5%
1.0%
1.4%
1.7%
3.6%
4.1%
8.0%
10.1%
14.7%
54.7%
0% 20% 40% 60%
Safe
Negative feelings
Refreshed
Energized/Excited
Comfortable
Welcomed
Amazing
Fine/Good
Happy
Calm/Relaxed
415 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
290 responses.
0.7%0.7%0.7%0.7%0.7%1.0%1.0%1.7%1.7%2.1%2.1%2.1%2.4%2.4%
4.8%7.2%8.6%
59.3%
0% 20% 40% 60% 80%
Better SignageFinish the Pier
More public restroomsClean it up
Better NightlifeMore shaded areas
Bars and food options on the beachTourist Information
More ShoppingMore kid friendly activities
Restaurant DiversityMore beach & boardwalk rentals
More Affordable Lodging OptionsMore Cultural Activities
More Public Transportation OptionsLess congestion
Cheaper & More ParkingIt needs no improvement
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
132.7_____Days in Advance
438 responses.
User-generated content/Review websites, such as Yelp and TripAdvisor 43.5% 35.2%
Online travel agencies (Expedia, Travelocity, etc.) 31.8% 0.5%
Opinions of friends or relatives 24.9% 22.6%Social Media content 12.6% 11.4%Lifestyle or travel magazines 3.3% 4.5%Travel guides, brochures 2.9% 15.7%Travel agency (traditional, offline) 1.9% 0.5%Newspaper travel section 1.7% 3.3%Official St. Petersburg/Clearwater area tourism website, www.VisitStPeteClearwater.com 1.4% 2.6%
Television programming 1.2% 1.0%YouTube or other online videos 1.0% 1.0%Official Visit St. Pete/Clearwater Destination Magazine 1.0% 0.5%
Radio programming 0.5% 0.0%
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
0.2%
0.0%
0.7%
7.9%
91.2%
0% 20% 40% 60% 80% 100%
Unsatisfied
Very unsatisfied
Neutral—neither satisfied nor unsatisfied
Satisfied
Very satisfied
420 responses.419 responses.
Yes, 32.9%
No, 62.3%
Maybe/Not sure, 4.8%
Page 25
9.4
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
419 responses.
/10
417 responses.