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CVB Research & Reports
2020 GPSNEXT EXECUTIVE SUMMARY
The 2020 GPSNEXT Executive Summary includes recommendations from the CVB's original 2016 Destination Development Plan, as well as additional key components for the plan moving forward that were based on findings from the 2019 Destination NEXT study.
Click here to view the presentation deck from the 2nd annual gpsnext meeting held in march 2020. to view the presentation deck from the 2nd annual GPSNext meeting held in March 2020.
2019 ECONOMIC IMPACT OF VISITORS IN GREATER PALM SPRINGS
To quantify the economic significance of the tourism sector in Greater Palm Springs, Tourism Economics prepared this study, which shows the scope of the travel sector in 2019 in terms of direct visitor spending, as well as total economic impact, including employment, household income, and tax revenue in the broader economy.
2019 ANNUAL REPORT
Every year, the CVB releases a report highlighting key stats and results within each department to summarize the organization’s overall impact to Greater Palm Springs.
2019 SALES & MARKETING PLAN
The 2019 Sales & Marketing Plan outlines the CVB's strategy and execution of all marketing initiatives developed through research and collaboration, including key market prioritizations and detailed strategies such as co-ops, digital campaigns and increased brand awareness.
2016 DESTINATION DEVELOPMENT PLAN
Working with leading strategic agencies Minding Your Business and Convention, Sports & Leisure, the CVB created a Destination Development Plan in mid-2016 as a blueprint for short-term and long-term success, with goals for growing visitation and resultant jobs for all travel segments, from leisure to meetings.
2019 DESTINATIONNEXT
In 2019, the CVB commissioned NEXT Factor to administer a DestinationNEXT study for Greater Palm Springs. The study measured destination strength and community support for tourism development to ensure the destination and nine cities are aligned and moving in the right direction.
2018 CONSUMER IMAGE AWARENESS STUDY
The CVB partnered with Strategic Marketing & Research Insights (SMARInsights) to identify consumer perceptions of the destination and what attitudes and viewpoints may have changed since the original study was conducted in 2011.
2018 GREATER PALM SPRINGS RELOCATION STUDY
The CVB collaborated with fuseResearch to develop, conduct and analyze a survey to assess the interest level among a targeted sample set in relocating to Greater Palm Springs for a preferred employment opportunity.
2018 IMAGE & AWARENESS STUDY - MEETINGS
The CVB commissioned Destination Analysts to conduct a Meetings Image Study that revealed important insights on how to optimize Greater Palm Springs’ brand messaging for groups and grow our meetings market.
2017 CANADIAN ECONOMIC IMPACT REPORT
The CVB contracted Tourism Economics to undergo an in-depth analysis of Canadian visitor spending across various sectors, including lodging, food, retail and recreation, and its impact on the destination.
2017 ECONOMIC IMPACT OF TOURISM
To gain insight into the overall economic impact of tourism in Greater Palm Springs, the CVB contracted with Tourism Economics to undergo an in-depth analysis of visitor spending and its impact on the Coachella Valley. The CVB conducts economic research every odd year.
2017 ECONOMIC IMPACT OF TOURISM - EXECUTIVE SUMMARY
The Executive Summary of the 2017 Economic Impact Study features the study's key results, including total visitor spending, tax revenues and tourism-supported jobs as well as the increases in these sectors since 2015.
THE ECONOMIC IMPACT OF A PROPOSED HOSPITALITY MANAGEMENT PROGRAM
This study, prepared by Tourism Economics, analyzes the potential long-term economic benefits that the proposed hospitality management program at the CSUSB Palm Desert Campus would generate in Greater Palm Springs in terms of economic and fiscal impacts, including total economic output, labor income, jobs and taxes generated.
SALTON SEA ECONOMIC IMPACT STUDY
The CVB commissioned Tourism Economics to outline the potential damage to the tourism industry of Greater Palm Springs over a five-year scenario in which the degradation of the Salton Sea continues without effective remediation.
REVITALIZED SALTON SEA
The CVB commissioned Tourism Economics to analyze the potential economic benefits of a hypothetical future scenario with a revitalized Salton Sea.
THE ECONOMIC IMPACT OF A FULLY UTILIZED CSUSB PALM DESERT CAMPUS
This study, prepared by Tourism Economics, analyzes the potential economic benefits the CSUSB Palm Desert Campus master plan would generate in Greater Palm Springs in terms of economic and fiscal impacts, including total economic output, labor income, jobs and taxes generated.
NON-PRIMARY RESIDENCES BY LOCATION OF OWNER
The CVB commissioned Lauren Schlau Consulting to analyze a net sample of 66,578 Greater Palm Springs properties, identified as both single family and condo properties (many in both categories with multiple owners) to determine the total number, percentage and actual ownership for the properties in the destination, as well as for each of the nine cities.
2015 VISITOR INTERCEPT STUDY
In October 2014, the CVB contracted Custom Intercept Solutions of Minneapolis to launch a 12-month Visitor Profile and Perceptions Study, which proved beneficial to both the CVB and its Partners as an important resource for sales and marketing planning, as well as attracting new and increased visitation.
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Industry Trends & Reports
February 26, 2021: The global travel industry seems to be in agreement that a secure, electronic documentation system for verifying travelers’ ID information linked to their COVID-19 test and vaccination records, will be key to restarting international travel on any meaningful way. The independent scientific academy of the UK, The Royal Society, has presented twelve criteria for the development and use of COVID-19 vaccine passports. You can read the full report via this link.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com
February 24, 2021: U.S. Travel has created a unique dashboard to provide members with insights on the travel recovery and impact of COVID-19. Twenty companies provide data each month, both historical and forward-looking. Some of the data providers include; Cvent, TravelClick, Oxford Economics, STR, Arrivalist & AirDNA. If you are not a U.S. Travel member, please contact the CVB for more information on this new dashboard or any research from U.S. Travel.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com
February 18, 2021: Tripadvisor has analyzed traveler sentiment and along with their search data, has released a report highlighting some emerging trends they feel will play a prominent role in traveler behavior in 2021 and beyond. These trends include traveler confidence due to vaccinations, popularity of domestic travel, travelers spending more time on vacation research, ordering in and dining at home is staying relevant and a rebound in traveling abroad in the second half of 2021. You can view the full report via this link.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com
February 12, 2021: Not since 1997, the year Tiger Woods became a globally recognized golf sensation, has there been a larger rise in the number of golf rounds reported by the National Golf Foundation. Our destination’s golf courses shared the same success in 2020 including Desert Willow who reported breaking their record for rounds played and overall revenue. You can read more from Marra Market Intelligence via this link.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.
February 15, 2021: According to new Skift research, the tourism industry will need to keep a watchful eye on the following topics this year:
No unified solution: While a single test and trace system, utilized by all destinations, airlines, and accommodation providers would benefit the tourism recovery, this will not happen. Disparate approaches: More than one system will be implemented, and for the foreseeable future there will be additional barriers to traveling, as travelers will need to find out the specific requirements for each country. Information is key: Accurate and timely information provision will be paramount. Hard to find leadership: The UNWTO and WTTC have not had the ear of many governments, and have moved slowly so far. This has allowed (forced) individual companies to jump in and implement their own systems around testing and tracing. Opportunity out of adversity: There are clear opportunities for companies, within and outside the travel sphere, to offer services related to the new requirements in travel, be it testing facilities or health tracking technology. Vaccines bolster demand? Many travel advisors are reporting robust business, possibly bolstered by vaccine rollouts. Let’s hope this continues. Booking windows shorten: As indicated by search results on Google, the normal January peak in searches for vacations did not happen. Like in 2020, expect shorter booking windows and more last-minute travel this year. Cancellation rates will likely remain high.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.
January 25, 2021: New research from Skift’s EventMB into the event industry indicate 55 percent of event professionals cited safety concerns as the most important obstacle to planning in-person events. Travel limitations and a concern about the viability of low-capacity events were second and third, at 14 percent and 10 percent respectively. A Covid vaccine was the most cited factor that would make event professionals feel confident planning and attending live events (40 percent), followed by an effective Covid treatment (16 percent) and effective onsite testing (15 percent).
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.
January 21, 2021: Recent consumer sentiment research from Destination Analysts is showing more optimism for travel. Some of the key takeaways are: 58.6% of American expect to be inoculated for COVID-19 by June. Older Americans are likeliest to feel the vaccines are safe while younger travelers are more cautious, but still planning to travel in anticipation of vaccines being widely available. Finally, despite challenges, vaccine distribution is still driving optimism about a return to normal – and travel normal – in the next 6-months.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com
January 10, 2021: Use this link to see current week and 28-day totals for key lodging statistics including occupancy, average daily rate and revenue per available room for both California and by region. In addition, you can click this link for Visit California’s latest COVID-19 Research Dashboard.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.
November 25, 2020: As Americans head into Thanksgiving week—the fourth major travel holiday during this pandemic—record COVID-19 cases across the country continue to devastate sentiment about near-term travel and the industry’s ability to inspire new, incremental trips. However, there are indicators that the impact on travel may not be as deep or long-lasting as previous surges. The full report may be accessed via this link.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.
November 25, 2020: Travel spending rose 4% last week—recovering about one-third of the prior week’s 11% decline. In the week ending November 14, travel spending tallied $11.9 billion, reflecting a 44% drop below last year's levels (a $9.5 billion loss). While this is an improvement from the 46% year-over-year (YoY) decline in the previous week, it remains worse than the 42% YoY decline (and $12.9 billion in travel spending) two weeks earlier. The full report may be accessed via this link.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.
November 17, 2020: U.S. Travel and Oxford Economics have released their semi-annual forecast accessible via this link. Notable findings include:
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Total travel spending expected to decline by 45% and not return until 2024 at the earliest.
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Total losses will reach $510 billion by end of 2020 and $1 trillion by end of 2023.
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In 2020, domestic leisure travel will decline 24%, domestic business down 60% and international inbound travel will be down 76%.
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The United States is on pace to lose 4.5 million direct travel jobs – that’s 50% of all travel jobs – by the end of 2020.
If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com
The latest travel data from STR, CBRE, Visit California, Arrivalist and more was shared at the recent Director of Sales’ meeting hosted by Colleen Pace, the CVB’s Chief Sales & Marketing Officer. If you missed the meeting and would like to see the PowerPoint, please click this link for a downloadable copy.
TSA travelers declined during this past week, but TSA saw a resurgence on November 8 with 973,000 travelers (41.3% of travelers on the same day in 2019). For the month of November, TSA is currently at 33.4% of the same time period in 2019. However, Americans are slowly and steadily returning to the airport as people learn to live with COVID-19 and see the precautions airlines are implementing.
Contactless interactions have become crucial during these times of crisis. Surveys are showing that guests want it, and the result is a major jump in the adoption of contactless technology. The four most popular types of interaction seeing the highest level of adoption are: contactless payments, guest engagement tools, online check-in or self-service kiosks, and keyless entry. Contactless technology can add to the feeling of safety, especially as it allows for easier social distancing. According to a recent Skift and Oracle Hospitality survey, increasing the frequency of cleaning (60% of respondents) was the most important change to make travelers feel safe, but technology also contributed considerably. Contactless payments (35%), mobile room keys (26%), self-service check-in kiosks (23%), and digital messaging to avoid contact with staff (20%) were all significant factors.
Contactless interactions have become crucial during these times of crisis. Surveys are showing that guests want it, and the result is a major jump in the adoption of contactless technology. The four most popular types of interaction seeing the highest level of adoption are: contactless payments, guest engagement tools, online check-in or self-service kiosks, and keyless entry. Contactless technology can add to the feeling of safety, especially as it allows for easier social distancing. According to a recent Skift and Oracle Hospitality survey, increasing the frequency of cleaning (60% of respondents) was the most important change to make travelers feel safe, but technology also contributed considerably. Contactless payments (35%), mobile room keys (26%), self-service check-in kiosks (23%), and digital messaging to avoid contact with staff (20%) were all significant factors.
The November 5 report from Tourism Economics and the U.S. Travel Association show that travel spending ended its two-week slide last week and grew 3% from the prior week. In the week ending October 31, travel spending tallied just $12.9 billion and reflected a 42% drop below last year's levels (a $9.3 billion loss)—an improvement from the 44% drop in the prior week. Since the end of the summer travel season, weekly travel spending has remained relatively flat, with the percentage loss oscillating between -45% and -41% in each of the past eight weeks. The complete report can be accessed via this link.
For questions or more info, please contact Gary Orfield at gorfield@gpscvb.com.
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