Research prepared for Visit St. Petersburg/Clearwater by Destination Analysts, Inc.
Visit St. Petersburg/Clearwater
VISITOR PROFILE STUDY
Report of FindingsMay 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.
May 2018.
424
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’ surveyor interviewing a visitor in May 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:
▪ Beach Drive
▪ Clearwater Beach
▪ Clearwater Marine Aquarium
▪ John's Pass Village & Boardwalk
▪ Seminole City Center
▪ Shephard’s Resort
▪ St. Petersburg-Clearwater International Airport
▪ St. Petersburg Saturday Morning Market
▪ Straub Park
▪ Sundial St. Pete
▪ The Dali Museum
▪ Wyndham Grand Clearwater Beach Photo taken at Sunken Gardens in St. Petersburg
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
0.9%
1.6%
2.4%
6.6%
88.5%
0% 20% 40% 60% 80% 100%
Other
Germany
United Kingdom
Canada
United States
2.5%
2.8%
2.8%
3.0%
3.0%
3.3%
3.9%
4.1%
5.0%
5.0%
5.2%
6.1%
8.0%
21.5%
0% 10% 20% 30% 40%
Minnesota
Missouri
North Carolina
Massachusetts
Texas
Tennessee
Michigan
Wisconsin
Indiana
Pennsylvania
New York
Ohio
Illinois
Florida
425 responses. 362 responses.
1.3%
1.3%
1.7%
1.7%
2.0%
2.0%
2.0%
2.0%
2.0%
2.3%
2.3%
3.0%
3.0%
3.7%
4.7%
8.3%
0% 10%
Knoxville, TN
Washington, DC-MD-VA
Denver-Boulder, CO
Atlanta,GA
Minneapolis-St. Paul, MN-WI
Milwaukee, WI
Pittsburgh, PA
Lakeland-Winter Haven, FL
Detroit, MI
Boston, MA
Indianapolis, IN
Sarasota-Bradenton, FL
Chicago, IL
St. Louis, MO-IL
Orlando, FL
Tampa, FL
301 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 –
May 2018.
53.1Mean age –
$83,511Mean household income –
86.1%
4.6%
3.1%
2.2%
EthnicityCaucasian – _____
Latino/Hispanic – ____Black/African-American – ____
Asian/Pacific Islander – ____
48.5%
51.5%
69.7%10.3%
85.9%4.1%
Page 9
TOP 10 VISITOR INSIGHTS
MAY 2018
1. In May 2018, the top domestic visitor markets represented were Tampa, FL (8.3%), Orlando, FL (4.7%), and St. Louis, MD-IL (3.7%).
2. In total, 11.5 percent of survey respondents were international residents, with Canada (6.6%) being the top international market.
3. Just under nine in ten domestic survey respondents were out-of-state residents (78.5%).
4. One-in-five visitors (27.5%) were in the St. Petersburg/Clearwater area for the first time (vs. 28.3% in May 2017).
5. The typical travel party included 2.7 people. In total, 11.1 percent of travel groups surveyed included children under 18.
6. On average, May 2018 visitors stayed 5.5 days in the St. Pete/Clearwater area (vs. 5.6 in May 2017), spending an average of $114.57
per person, per day (vs. $160.90 in May 2017).
7. A majority of visitors arrived in the area by car, using either a personal automobile (45.8%) or rental car (30.4%). Of the visitors who
arrived into the area by airplane, 45.2 percent flew into the St. Petersburg-Clearwater International Airport, while 40.4 percent flew
into Tampa.
8. Nearly all visitors surveyed (98.3%) said they were “satisfied” (10.0%) or “very satisfied” (88.3%) with their experience in the St.
Pete/Clearwater area. Respondents rated their likelihood to recommend the area to other travelers an average of 9.6 out of 10.
9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.3 out of 10.
10. In total, 28.1 percent of May 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.
13.7%
0.5%
0.0%
0.5%
0.2%
5.2%
14.6%
1.2%
15.3%
1.4%
5.7%
4.7%
37.0%
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
424 responses.
$11.81
$7.78
$8.73
$22.63
$45.44
$78.80
$101.80
$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 = _______
$277.00
2.42
$114.57
389 responses.
May ‘17 Mean Spending per Person = $160.90
Page 12
22.5%
4.7%
7.7%
10.6%
14.6%
6.9%
14.9%
5.0%
0.0%
16.1%
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) = ___
5.5
8.1
404 responses. 404 responses.
25.2%
3.2%
6.2%
9.7%
12.6%
9.2%
8.9%
11.6%
0.5%
1.0%
13.4%
0% 10% 20% 30% 40%
0
1
2
3
4
5
6
7
8
9
More than 10
Mean Nights (< 30) = ___
Mean Nights (> 30) = ___
4.6
7.2
May ‘17 MeanDays = 5.6
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. 418 responses.
0.5%
0.7%
1.0%
1.2%
1.9%
1.9%
2.9%
4.3%
11.2%
19.1%
55.3%
0% 20% 40% 60%
Honeymoon
On or pre/post a cruise
Wedding
Attend sports event/tournament
Conference/tradeshow
Business
Other personal reasons
Weekend getaway
Attend special event
Visit friends or family in the area
Vacation
59.4%
0.0%
0.2%
0.5%
0.5%
0.5%
0.5%
0.7%
0.7%
0.9%
0.9%
1.4%
1.4%
2.1%
3.5%
6.6%
9.4%
19.8%
0% 20% 40% 60% 80%
NONE—SPC was my only destination
Panhandle
Ocala/Gainesville
Sebring
Tallahassee
Jax/St. Augustine
Ft. Lauderdale/Palm Beach
Everglades
Kennedy/Space Coast/Cocoa/Melbourne
Crystal River
Florida Keys
Miami
Daytona
Lakeland/Winter Haven
Ft. Myers/SW Florida
Sarasota Area
Orlando/Disney
Tampa
424 responses.
Page 14
0.2%
0.0%
0.0%
0.2%
0.7%
1.2%
2.8%
20.0%
36.6%
38.7%
0.0%
0.0%
0.0%
0.2%
0.7%
3.8%
5.9%
30.4%
45.8%
64.2%
0% 20% 40% 60% 80%
Other
Train
Public bus
RV
Tour bus
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
424 responses.
0.0%
0.4%
0.7%
1.8%
2.2%
8.1%
40.4%
45.2%
0% 50%
Palm Beach Int’l.
Ft. Lauderdale Int’l.
Miami Int’l.
Sanford Int’l
SW Fl Int’l. (Ft. Myers)
Orlando Int’l.
Tampa Int’l.
St. Pete-Clearwater Int’l
272 responses.
10.3%
0.0%
0.4%
2.6%
3.9%
5.6%
10.3%
14.6%
52.4%
0% 50% 100%
Other
Sun Country
Alaska Airlines
United
Jet Blue
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
0.6%
1.2%
1.8%
1.8%
1.8%
12.1%
32.1%
48.5%
0% 20% 40% 60%
Fort Lauderdale
Outside of Florida
Sanford
Ft. Myers
Miami
Orlando
St. Petersburg/ Clearwater area
Tampa
165 responses.
0.0%
0.0%
0.7%
1.2%
1.4%
1.7%
2.2%
5.3%
13.5%
39.7%
50.7%
0% 20% 40% 60%
RV
Motorcycle
Bicycle
Boat
Tour bus
Taxi or limo
Free Beach Rides
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
0.9%
0.0%
10.2%
1.9%
0.7%
27.9%
64.5%
10.4%
0% 20% 40% 60% 80%
Business Associates
Tour Group
Group of Friends
Group of Couples
Extended Family
Immediate Family
Couple
Solo
423 responses.
Mean
Male adults (18 yrs. +) 1.11
Female adults (18 yrs. +) 1.39
Male children (0 to 17 yrs.) 0.06
Female children (0 to 17 yrs.) 0.11
Average Travel Party Size 2.7
Percent with children in party 11.1%
424 responses.
Page 17
0.5%
0.5%
0.7%
0.7%
1.0%
1.7%
2.0%
2.2%
2.9%
3.4%
3.9%
3.9%
5.1%
5.4%
5.9%
7.6%
8.3%
8.6%
8.8%
11.5%
16.9%
18.9%
19.6%
26.0%
26.2%
32.1%
48.3%
0% 20% 40% 60%
Lifelong desire to visit
Breweries/Distilleries/Craft beer scene
The St.Pete/Clearwater area is romantic
Golf
Advertisements for the area
The St.Pete/Clearwater area is family-friendly
The area’s unique culture
Fishing opportunities
Sports or sporting events
Easy to get to
Good hotel rate
Special event(s) and/or festival(s)
Good deal on airfare
Scenic beauty
Outdoor recreational opportunities
Articles, features, reviews, etc. about the area
Appealing hotels/resorts and other lodging options
Shopping opportunities
A specific attraction
Restaurants, cuisine, food scene
Attractions in the area
Recommendation from people I know
Arts & cultural offerings
Friends or family in the area
Overall ambiance & atmosphere
Weather
Beaches that suit my tastes
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.
408 responses.
0.2%
0.7%
1.2%
1.7%
1.9%
2.1%
2.4%
2.4%
2.4%
3.5%
3.8%
4.0%
4.7%
5.2%
6.6%
7.5%
13.2%
14.2%
25.7%
27.8%
28.3%
31.1%
63.2%
73.3%
89.9%
0% 20% 40% 60% 80% 100%
Sailing
Paddle boarding
Parasailing
Jet skiing
Take a dining cruise
Kayaking/Canoeing
Baseball Spring Training
Bird watching
Golf
Biking
Attend or participate in a sporting event
Visit breweries and/or distilleries
Photography
Fishing
Shelling
Guided tour
Attend a festival or special event
Other boating
Visit friends or family
Bars/Nightlife
Visit museums
Swimming
Shopping
Visit the beach
Dining in restaurants
424 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
422 responses.
First-time Visitors, 27.5%
1-10 Previous Visits , 50.5%
11-20 Previous Visits , 7.1%
More than 20
visits, 14.9%
7.6
Mean # of Past Trips
=____
422 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
45.3%
13.7%
0.0%
0.0%
0.2%
0.2%
1.4%
1.4%
2.2%
2.4%
2.7%
3.9%
4.3%
5.8%
5.8%
8.0%
13.0%
20.7%
0% 20% 40% 60%
NONE OF THESE
Other
Kennedy Space Center
Adventure Island
Weedon Island Preserve
Brooker Creek Preserve
Heritage Village
Caladesi Island
Florida Aquarium in Tampa
Florida Botanical Gardens
Tampa Bay Rays Game/Tropicana Field
Ft. Desoto Park
Sunken Gardens
Busch Gardens
Tarpon Springs
Orlando Area Theme Parks
Clearwater Marine Aquarium
Dali Art Museum
415 responses.
1.2%
1.2%
1.9%
2.1%
2.6%
3.8%
4.2%
5.9%
6.4%
6.8%
7.8%
8.0%
8.5%
12.7%
19.3%
38.7%
42.2%
45.3%
46.5%
0% 20% 40% 60%
Oldsmar
Safety Harbor
Tierra Verde
Palm Harbor
Pinellas Park
Seminole
Gulfport
North Redington Beach/Redington Shores
Dunedin
Tarpon Springs
Largo
Pass-A-Grille Beach
Clearwater
Indian Shores & Indian Rocks Beach
St. Pete Beach
Treasure Island
Clearwater Beach
Madeira Beach
St. Petersburg
424 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
2.2%
2.2%
2.4%
4.4%
4.6%
6.1%
10.2%
10.7%
11.5%
12.9%
13.2%
14.4%
14.6%
29.3%
60.5%
0% 20% 40% 60% 80%
Family Friendly
Great Location / Easy to get to
Safe
Shopping
Clean
Accessible / Convenient / Walkable
Friendly People
Entertainment / Variety of Fun Activities
Scenic Beauty
Everything
Food / Restaurants & Bars
Attractions (Museums, Aquarium, etc.)
Relaxing Atmosphere / Ambiance
Tropical Climate / Warm Weather
Beaches / Ocean
410 responses.
0.2%
0.7%
2.7%
2.9%
3.9%
4.4%
5.6%
5.6%
6.6%
7.6%
10.0%
33.2%
54.1%
0% 20% 40% 60%
Negative feelings
Free
Safe
Entertained
Energized / Excited
Amazing
Refreshed / Healthy
Welcomed
Warm
Comfortable
Fine / Good
Happy
Calm / Relaxed
410 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%
0.6%
0.6%
0.6%
0.6%
0.9%
0.9%
0.9%
0.9%
1.2%
1.2%
1.2%
1.8%
3.5%
4.4%
8.5%
77.6%
0% 20% 40% 60% 80% 100%
More Activities / Attractions
Better Nightlife
Better Signage /accessibility
Clean it up
Finish the Pier
Tourist Information
More Shopping
More kid friendly activities
Bars and food options on the beach
Restaurant Diversity
More public restrooms
More shaded / green areas
More Affordable
More Public Transportation Options
Less congestion / traffic
Cheaper & More Parking
It needs no improvement
340 responses.
Page 22
TRAVEL PLANNING
AND 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
89.6_____Days in Advance
438 responses.
User-generated content/Review websites, such
as Yelp and TripAdvisor57.8% 37.5%
Online travel agencies (Expedia, Travelocity, etc.) 35.4% 0.0%
Opinions of friends or relatives 30.9% 30.2%Social Media content 10.8% 11.1%Official St. Petersburg/Clearwater area tourism
website, www.VisitStPeteClearwater.com3.3% 4.0%
YouTube or other online videos 1.7% 1.7%
Lifestyle or travel magazines 1.4% 5.7%Television programming 1.4% 0.9%Travel agency (traditional, offline) 0.7% 0.0%
Travel guides, brochures 0.5% 18.4%Radio programming 0.5% 0.5%Official Visit St. Pete/Clearwater Destination
Magazine0.5% 0.5%
Newspaper travel section 0.2% 1.2%
Used Before
Arrival
Used In
Market
424 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%
1.7%
10.0%
88.3%
0% 20% 40% 60% 80% 100%
Very unsatisfied
Unsatisfied
Neutral—neither satisfied nor unsatisfied
Satisfied
Very satisfied
420 responses.420 responses.
Yes, 28.1%
No, 66.9%
Maybe/Not sure, 5.0%
Page 25
9.3
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
9.6/10
420 responses.
/10
420 responses.