DIGITAL ANALYTICS

In 2022, Visit Greater Palm Springs (VGPS) finished the year with sessions at 109% of target goal and 104% of 2019 actual sessions. Bounce rate saw a ~3% increase over the goal of 47.88% due to new awareness campaigns resulting in website traffic but not additional conversions (i.e., AEG/Benefits of Tourism/Workforce Development). Average bounce rate for DMOs is 55%.  VGPS reached the engaged session goal and qualified session goal as a hard number but not as a rate (%) due to actual website traffic being higher than projected. Although ESR and QSR saw a slight dip, VGPS saw an increase in Engaged Sessions and Qualified Sessions when compared YoY by 6% and 3% respectively and Total Partner Referrals increased by 28% YOY.

Visit Greater Palm Springs saw an increase in organic traffic to the website by 19.6%. This substantially outperformed other DMOs industry-wide, who, on average, saw a 3.2% decrease in organic sessions. The homepage as a whole, increased 22.9% in organic traffic.

Campaigns supported by the VGPS website for 2022 included Restaurant Week, Summer Eats Pass, Summer Travel, Getaway Offers, What Will You Find, Oasis Adventures, Benefits of Tourism, Workforce Development, Vacation Rentals, Oasis of Art, and holidays landing pages.

The main traffic driver for November and December were organic sessions, with 640K sessions. Overall sessions totaled 327,601 in December, a 6.25% increase year-over-year.

E-Newsletter Updates
The consumer and dineGPS newsletters performed above the industry standard. In 2022, Visit GPS had a 43.43% open rate, 4.35% click rate, and 10.02% click-through-rate for both newsletters. In comparison, the industry standard benchmarks are 27.78% open rate, 2.42% click rate, and 9.08% click-through-rate. Overall, e-newsletter subscriptions increased by 125.2% YOY. In addition, the digital team tested a new header variation on the Consumer Newsletter for December with displaying a holiday text header driving to the holiday events landing page. 

Over 84 blogs were published to the Visit Greater Palm Springs website in 2022. The blogs on the website contributed to over 1 million pageviews for the year with the Hot Water Guide to Desert Hot Springs leading to the highest viewed blog with over 95K pageviews for 2022.

From November through December, 20 blogs were published on the Visit Greater Palm Springs website.

1. Al Fresco Bites: Perfect Patios for Outdoor Dining in Greater Palm Springs
2. Family and Junior Golf in Greater Palm Springs
3. November in Greater Palm Springs
4. Best Greater Palm Springs Golf Courses for Beginners
5. 6 Reasons to Dine at Kaiser Grille Palm Springs
6. Thanksgiving Dinners in Greater Palm Springs for 2022
7. Greater Palm Springs Holiday Gift Guide
8. Gift an Experience this Holiday Season
9. Holiday Dining in Greater Palm Springs 2022
10. 3 Things to Do in Greater Palm Springs as a Wheelchair User
11. December in Greater Palm Springs
12. Top Things to Do in Greater Palm Springs
13. ‘Hot Water’ Guide to Desert Hot Springs: Hot Springs in Palm Springs
14. 2023 American Express Golf Preview
15. 5 Things to Know About Acrisure Arena
16. Signature Events in Greater Palm Springs
17. Greater Palm Springs Mocktails You Can't Miss
18. Greet the New Year in Greater Palm Springs (2022-2023)
19. Healthy & Delicious Dining in Greater Palm Springs
20. Holiday Happenings in Greater Palm Springs for 2022
21. Restaurants with Amazing Views in Greater Palm Springs

Getaway Offers Landing Page
During November and December, VGPS supported resorts, boutique properties, and vacation rentals with updating and distributing the Getaway Offers landing page. 

What Will You Find Landing Page
The What Will You Find campaign landing page is continuously updated to optimize for advertising creative and performance. Since September, there have been over 50,000 sessions to the web page. The top persona page from the What Will You Find quiz is the Nature Lover, with an average session duration on site of 3 minutes.

Looking Ahead
As we look forward into 2023, Visit Greater Palm Springs will continue to prioritize DEI and sustainability as well as launch a new version of the website's navigation for ease of use.

VGPS will also launch a new landing page to support nonstop flights, offering 32 dynamic copy options based on geographic location. 

Below are dashboards showing our year-to-date total website traffic, engagement, and conversion rates.