VGPS RESEARCH

Image and Awareness Study

We have engaged SMARI Insights to conduct an Image and Awareness Study for our destination. The study will evaluate how Greater Palm Springs is perceived in key markets and measure overall brand awareness while also analyzing consumer travel behaviors, lodging preferences, and travel motivations. By combining perception data with insights into decision-making drivers, the research will provide a clearer picture of our competitive position. These findings will directly inform strategic planning, guide marketing investments, and ensure our messaging and offerings align with the expectations and preferences of high-value travelers.

We expect preliminary findings later this fall.

Visitor Intercept Study 

Downs & St. Germain Research has completed the Q2 report for our year-long Visitor Intercept Study. This ongoing research provides valuable, real-time insights from our visitors, giving us a clearer picture of traveler behaviors, motivations, satisfaction, and spending patterns as they evolve throughout the year. 

The Q2 report includes responses from 744 participants. Highlights from those findings are summarized below: 

• The average stay was 3.7 days for hotel stays and 7.3 days for STVRs. 
• 30% of respondents were visiting for the first time. 
• On average, trips were planned 94 days in advance and the bookings occurred on average 91 days before the trip. 
• 77% of respondents reported being very satisfied with their visit and 73% said they are very likely to return in the future.  
• Top reasons for visitor satisfaction included peaceful and relaxing atmosphere, friendly people and local hospitality, weather and climate, and overall experience. 
• 1 in 5 visitors expressed a desire for more affordable options.  
• Lodging preferences among visitors were as follows: 48% stayed in a hotel/motel/resort; 18% chose a vacation rental; and 14% stayed with family or friends. 

Q3 results are expected by the end of October. We look forward to sharing more as the study progresses throughout the year.

Click HERE to view a PDF of the full version of the Q2 report.  

Destination Master Plan

An RFP has been issued for a comprehensive Destination Master Plan (DMP) for Greater Palm Springs. This forward-looking plan will serve as a strategic roadmap to guide long-term growth, competitiveness, and sustainability for the region as a premier travel destination. Just as importantly, it will ensure that future tourism development enhances resident quality of life while safeguarding the character, culture, and environment that make Greater Palm Springs unique. The DMP will align closely with our organizational priorities, including driving off-peak visitation, expanding air service and accessibility, growing meetings and conventions, advancing sustainability and DEI initiatives, strengthening the hospitality workforce, and promoting economic diversity across the region.

Through this process, we seek a research partner with the expertise to assess our current assets, analyze emerging opportunities, and deliver bold, actionable strategies that balance a thriving tourism economy with the well-being of residents and the long-term vitality of our community. We look forward to sharing more details and updates as the DMP process progresses.

2024 Short-Term Vacation Rental Economic Impact Study

Tourism Economics has completed the 2024 Short-Term Vacation Rental Economic Impact Study. Visitor volume and spending recovered to the prior 2019 peak in 2022, but expansion beyond that has been at moderate and more sustainable growth rates. Overall short-term vacation rental (STVR) visitor volume to the region increased 2% in 2023 and 1% in 2024, reaching a total of STVR 14.5 million visitors in 2024.  

Below are key preliminary findings from the study.

Economic Impact of Short-Term Vacations Rentals in Greater Palm Springs:

• $907M Visitor Spending  
• $1.1B Total Estimated Economic Impact  
• 4,422 Total Jobs Supported  
• $126M State and Local Taxes  

The full report is scheduled to be released by the end of this month. 

Resident Sentiment Study

We have commissioned Future Partners to conduct a Resident Sentiment Study to better understand how local residents perceive tourism and its impact on the community. The study will measure attitudes toward visitor volume, tourism-related development, quality of life factors, and the perceived benefits and challenges of a visitor-based economy.

By analyzing both areas of support and areas of concern, the research will provide critical insights into how tourism intersects with community priorities. These findings will guide strategies that strengthen resident engagement, ensure tourism growth is balanced with community well-being, and help align destination planning with the values of those who call Greater Palm Springs home. 

We expect preliminary findings from the first wave of research in early 2025, with the second wave results anticipated by mid-year.

Second Homeowners Study

David Robertson Consulting was awarded a contract to conduct a Second Homeowners Study, designed to better understand the role of non-primary residence owners in our region. A key part of this research will identify where these homeowners’ permanent residences are located, which helps us better understand our feeder markets and how these individuals contribute to both visitation and the broader economy. As unofficial ambassadors, second homeowners play an important role in sustaining year-round economic activity.

The findings will help guide strategic planning, marketing efforts, and community development initiatives. The report is scheduled for release by the end of this month. 

Meetings Research

We have contracted with Future Partners to participate in the 2025 Meetings Research Co-op, a national research initiative that provides an in-depth look at which marketing and branding strategies most effectively influence meeting planners throughout their decison-making journey. The study will identify the messages, creative elements, and outreach tactics that are most compelling when it comes to attracting meetings and events to a destination. Through this research we will gain actionable insights to refine planner-facing campaigns and better position oursleves in a competitive meeting landscape.

Findings from this research are expected by end of November. 

Current and Past Research & Reports

As a reminder, you can explore prior VGPS research and the latest industry trends and  updates on our website’s Research & Reports page. This dedicated section serves as a  valuable resource, offering industry insights, market shifts, and innovative practices, allowing stakeholders the ability to strategically adapt their offerings, marketing strategies, and infrastructure to meet consumer demands in our ever-evolving global market. 

For more information about Visit GPS research, please contact: 
Rebecca Kirkpatrick 
Analytics Manager 
rebecca@visitgreaterps.com | 760.969.1325