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To view current research and reports, click here.

  • Visit GPS Research & Reports Archive



    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.

    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.

    Meetings- Image & Awareness Study


    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.

    Economic Impact- Canadian Visitors


    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.

     Destination Development 2016


    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.

    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: Potential Economic Benefits


    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.


Industry Trends & Reports Archive


December 8, 2021: MMGY Global’s latest survey of U.S. adults revealed that 45% of respondents who are familiar with the Omicron variant are less likely to travel in the next three months because of related concerns. Interestingly, unvaccinated travelers’ intentions appear to be far less impacted than those of the vaccinated. The survey found 39% of vaccinated adults familiar with Omicron say news of the variant has no impact on their likelihood to travel in the next three months, while the majority (71%) of those who are unvaccinated say this news does not impact their likelihood to travel.


You can view the full report summary via this link.

US Travel Logo

November 3, 2021: Latest research updates from U.S. Travel include:

  • Travel spending improved to 9% below 2019 levels in September, after falling for the first time since January in August
  • As travel demand softened somewhat after the summer travel season, travel prices declined from a high of 6% above 2019 levels in July to 4.4% in September—even as motor fuel prices remain high
  • Hotel booking windows are starting to extend somewhat in October—bookings greater than one month out are now just 3% below 2019 levels and bookings within one week are 6% above
  • Two-thirds of business travel suppliers and planners reported their companies allow non-essential domestic business travel, up from 61% in September
  • Overseas travel to the U.S. weakened last month, from -76% in August to -79% in September (compared to Sept. 2019)

U.S. Travel member may access the organization’s recover dashboard via this link.

Research_DI Logo

October 31, 2021: Recent findings from Destination Analysts’ Coronavirus Travel Sentiment Index include:


  • Many Americans are looking at lifestyle changes, primarily centered on transforming their relationships with themselves, their family and work.
  • Using travel as a means to deeply connect with their friends and family, traveling more sustainably and with a greater environmental consciousness, and a greater focus on outdoor activities.
  • Americans continue to regain normalcy lost to the Delta-variant surge.
  • 83.8% of American travelers currently have trip plans, with 53.0% traveling at least once in the next three months.
  • Business and convention/group meetings travel is rebounding.
  • Despite the strong desire for travel, Americans are more conscious about their spending.
  • Travel advertising has a significant opportunity to be more inclusionary. Just 36.1% say they see people they identify with commonly featured in travel advertising and only 38.1% feel travel advertising is designed with people like them in mind.

You can learn more via this link to Destination Analysts.


October 10, 2021: The latest Smith Travel Research (STR) data for Greater Palm Springs continued the trend of record breaking average daily rates (ADR) for the fifth straight month (May, June, July, August & September 2021) as well as nearly matching 2019 occupancy levels in those same months. Records have also been reached at Palm Springs International Airport as well with record passengers in June, July, August & September.  

You can view more research from Visit Greater Palm Springs via this link.

Research_DI Logo

July 26, 2021: Optimism about the coronavirus situation in the U.S. has plummeted and regression in safety perceptions has caused Americans to feel that ground has been lost on the progress made towards a return to normalcy. The Delta variant is also disrupting Americans’ trip plans with 25.4% having postponed an upcoming trip and 18.9% cancelling a trip specifically due to the Delta variant.

You can learn more about this latest research from Destination Analysts via this link.

girl traveling by car

July 7, 2021: U.S. Travel’s Recovery Insights Dashboard show the travel recovery continuing to brighten as virus fears recede. Travelers are back on the road, as auto trips in May matched pre-pandemic levels. Air travel took a large step forward, and trailed 2019 levels by 33% in May. Boosted by leisure travel, hotel demand recovered to within 13% of 2019 levels and short-term rental demand is now 17% above pre-pandemic levels. Over two-thirds of travelers now feel safe traveling outside of their community and 87% have travel plans within the next six months. Business travel sentiment also continues to improve, as 55% of U.S. companies that are not currently traveling plan to resume domestic business travel within the next three months. This mounting optimism is visible in forward-looking indicators, as DMO/CVB website organic search sessions surged to 23% above 2019 levels in the first half of June

U.S. Travel members may access the dashboard via this link.

Couple in Car in Desert

June 23, 2021: After more than a year of lockdowns and traveling restrictions, 43 million people are expected to be hitting the road this July 4th weekend, surpassing Memorial Day travel this year and pre-Covid-19 levels of 2019. The prediction comes from Arrivalist, the travel industry’s location intelligence platform tracking consumer road trips via its Daily Travel Index.

Arrivalist predicts road trips this Fourth of July holiday will be up 25% this year versus 2020, when many festivities were cancelled amid the Covid-19 pandemic. Travel is even expected to exceed pre-Covid-19 levels by 3.8% compared to 2019 road trip activities, an Arrivalist spokesperson said.

You can view the full article in Skift via this link.

Store front Open sign

May 6, 2021: A new poll suggests that most Americans and Canadians support the concept of developing a “vaccine passport” to help reopen international travel.

According to a new Ipsos survey, 71 percent of United States citizens believe that all international tourists arriving in the country should be required to show proof of receiving a full COVID-19 vaccination. Another 61 percent of Americans said the vaccine passports would be effective in making travel and large events safe, which is a drop from the 73 percent worldwide average.

You can view the full article in Travel Pulse via this link.

US Travel Logo

May 3, 2021: Highlights from U.S. Travel’s Travel Recovery Dashboard include; Air travel and hotel demand achieved their highest marks since the onset of the pandemic. Short-term rental demand, such as Airbnb, have fully recovered to its 2019 level. Short booking windows and drivable, outdoor destinations remain popular. TSA screenings reached their strongest pandemic levels in the first two weeks of April. Nearly 40% of global companies plan to restart domestic business travel in the next three months – up from 16% in January. Group meetings are on the rise and increased 43% in March compared to February – average meeting size remains less than 100 at just 61 attendees.

U.S. Travel members may access more research via this link.

Dog in Suitcase

April 27, 2021: With COVID-19 travel restrictions varying by country and by state in the US, it’s difficult to figure out what’s safe and what the latest rules are. Expedia Group — whose online travel agent (OTA) websites include Expedia, Vrbo, Travelocity, Hotels.com, and Google — have created a tool to help travelers plan trips while adhering to COVID-19 restrictions at their destinations. Conducting searches for flights, hotels, or things to do will now also bring up results for any COVID-19-related travel advisories or restrictions at the searcher’s destination, including whether quarantine is required or if you have to show proof of immunization or a negative COVID-19 test.

The Verge provides full details for Google’s search tools via this link and Expedia’s efforts are outlined via this link.  

Skift Logo yellow

April 25, 2021: A pile-up in savings during the stay-at-home restrictions is one of the many reasons experts are predicting luxury travel will lead the tourism rebound. Worldwide, households have saved $5.4 trillion above their expected average levels of saving. The U.S. has the world’s most excess saving, equal to 12 percent of GDP, with the UK a close runner-up at 10 percent of GDP.

More details are available from this Skift article via this link.


US Travel Logo

April 12, 2021: Updated highlights from U.S. Travel’s Recovery Insights Dashboard include:

  • Hotel booking activity has surged recently, increasing 47% over the past two months, due in large part to the very near-term reservations made within one week of travel.
  • Hotel reservations for the next 12 months reached nearly 4.9 million – the highest level since March 2020.
  • TSA screenings of air travel passengers were 60% lower in February 2021 than in February 2020, recording the best month since the start of the pandemic.

    If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.

Salton Sea Logo

April 9, 2021: The Salton Sea Management Program is finalizing a contract with the University of California, Santa Cruz to perform an independent feasibility assessment of water importation strategies for the Salton Sea. UC Santa Cruz will convene an independent expert panel to review 11 water-importation concepts submitted to the state in 2018, assess their technical and economic feasibility, and evaluate the overall viability of water importation as a long-term strategy for restoration of the Salton Sea. 

If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.


April 1, 2021: Reuters is reporting that global airline industry body IATA will launch a digital travel pass for COVID-19 test results and vaccine certificates on the Apple platform in mid-April. The digital travel pass, currently in the testing phase, had been planned to be launched by the end of March. The app will contain all the passenger details necessary for safe, efficient travel and inform passengers on what tests, vaccines, and other measures they require prior to travel; details on where they can get tested; and, most importantly, the ability to share their tests and vaccination results in a verifiable manner that also protects privacy.

Please click this link for the full article.

Travel Pulse Logo

March 31, 2021: Many people have become penny-pinchers over the past year, after losing their jobs or struggling to stay afloat in certain industries. A recent article in Travel Pulse explains why tourism companies and travel advisors should be aware that not everyone is looking to save a ton of money when they do decide to travel again.

Please click this link for the full article. 

US Travel Logo

March 16, 2021: Here are some notable research updates on U.S. Travel’s recovery dashboard.

  • Travel spending in January was 40% below January 2020.
  • Hotel demand in January was down 30% compared to 2019.
  • Outdoor recreation activities continue to be viewed as safe and is reflected in National Park visitation down only 12% in December.
  • Eight in ten Americans have travel plans in the next six months.
  • International visitation is forecast to remain 56% below 2019 levels in 2021 and not return to 2019 levels until 2025.

If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.

Skift Logo

March 15, 2021: After a long and arduous road through the coronavirus pandemic, it looks like the environment in the U.S. for airlines has finally turned a corner. A recent article in Skift noted that Alaska Airlines, Delta Air Lines and United Airlines are all looking to break even or generate positive cash flow in March.

If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.

CDC Logo

March 9, 2021: The CDC has released its first guidelines for Americans who are fully vaccinated against Covid-19 but stopped short of removing warnings against travel. However, it’s not clear if the guidance will make much difference as more and more people book flights and hotels. You can view all of the guidelines via this link.

If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.

Salton Sea Logo

February 26, 2021: The California Natural Resources Agency has submitted its Annual Report on the Salton Sea Management Program (SSMP) to the State Water Resources Control Board. The report summarizes progress in 2020 toward reducing exposed lakebed and creating habitat at the Salton Sea. Highlights include completing 755 acres of interim dust suppression projects and launching construction of the state’s first large-scale project to create habitat and cover exposed lakebed – the 4,110-acre Species Conservation Habitat (SCH) Project along the south shore of the Salton Sea. You can view the full report via this link.

If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.

The Royal Society Logo

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 in any meaningful way. The independent scientific academy of the UK, The Royal Society, has presented 12 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.


US Travel Association Logo

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 and AirDNA.

If you are not a U.S. Travel member, please contact Gary Orfield (gorfield@gpscvb.com) for more information on this new dashboard or any research from U.S. Travel.  

Trip Advisor Logo

February 18, 2021: Tripadvisor has analyzed traveler sentiment and, along with their search data, has released a report highlighting 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 is expected. You can view the full report via this link.  

If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.


 Marra Marketing Intelligence Logo

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. Greater Palm Springs' golf courses shared the same success in 2020, including Desert Willow, which reported breaking its 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.

 Skift Logo

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 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.

 Partnership_Event MB Logo

January 25, 2021: New research from Skift’s EventMB indicate 55% 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% and 10% respectively. A Covid vaccine was the most cited factor that would make event professionals feel confident planning and attending live events (40%), followed by an effective Covid treatment (16%) and effective onsite testing (15%).

If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com.

 Research_DI Logo

January 21, 2021: Recent consumer sentiment research from Destination Analysts is showing more optimism for travel. Some key takeaways :

  • 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 all are still planning to travel in anticipation of vaccines being widely available.
  • Despite challenges, vaccine distribution is still driving optimism about a return to normal – and travel normal – in the next six months. 

    If you would like to learn more, please contact Gary Orfield, gorfield@gpscvb.com

 Visit California Logo

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.

 US Travel Association Logo

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.


 Reseach_Travel Forecast

November 17, 2020: U.S. Travel and Oxford Economics have released their semi-annual forecast accessible via this link.

Notable findings include:

  • Total travel spending expected to decline by 45% and not return until 2024 at the earliest.

  • Total losses will reach $510 billion by end of 2020 and $1 trillion by end of 2023.

  • In 2020, domestic leisure travel will decline 24%, domestic business down 60% and international inbound travel will be down 76%.

  • 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 Orfieldgorfield@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 Chart

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. 

 Kimpton Lobby

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. 



 US Travel Association Logo

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.