VGPS RESEARCH
Visitor Intercept Study
We are pleased to share that Downs & St. Germain has completed the Q1 report for our year-long Visitor Intercept Study. This important research initiative is designed to collect on-the-ground insights directly from our visitors, helping us better understand traveler behavior, motivations, satisfaction, and spending patterns throughout the year.
The Q1 report includes responses from 877 participants. Highlights from the findings are summarized below:
- The average stay was 8.7 days.
- 28% of respondents were visiting for the first time.
- On average, trips were planned 91 days in advance, and the bookings occurred on average 83 days before the trip.
- 73% of respondents reported being very satisfied with their visit, and 72% said they are very likely to return in the future.
- Top reasons for visitor satisfaction included pleasant weather and climate, a variety of activities/attractions, and friendly people and local hospitality.
- 1 in 10 visitors expressed a desire for more affordable options.
- Lodging preferences among visitors were as follows: 43% stayed in a hotel/motel/resort; 21% chose a vacation rental; and 15% stayed with family or friends.
Q2 results are expected by the end of July. We look forward to sharing more as the study progresses throughout the year. Click HERE (PDF file) to view the full version of the Q1 report.
2024 Tourism Economic Impact Study
Tourism Economics has completed the 2024 Tourism Economic Impact Study. Visitor spending increased 1.1% in 2024, a result of relatively flat demand and modest price increases in some spending categories. Total visitor volume increased 1.0% in 2024, with growth in day visitors outpacing at 3.5% while overnight volume declined 1.9%.
Below are some key preliminary findings from the study. The full report is scheduled to be released by the end of this month.
- 14.5M Visitors to Greater Palm Springs
- $9.1B Total Economic Impact
- $7.4B Visitor Spending
- $1.9B Total Personal Income
- 51,045 Total Jobs Supported
- $897M State and Local Taxes Generated
2024 STVR Economic Impact Study
To quantify the economic significance of STVRs in Greater Palm Springs, Tourism Economics has begun the data collection process for the 2024 STVR Economic Impact Study. This study, expected to be completed in Q2, will provide key insights into how STVRs contribute to the local economy and help shape future strategies for maximizing their positive impact on the region.
Second Homeowners Study
We have issued a Request for Proposals (RFP) for a Second Homeowners Study to better understand the impact and characteristics of non-primary residence owners in the region. This study provides valuable insights into the demographics, usage patterns, and economic contributions of second homeowners—who often act as unofficial ambassadors, bring extended visitors, and support local businesses year-round. The findings will help guide strategic planning, marketing efforts, and community development initiatives that support both residents and the tourism economy. We look forward to sharing more as this project moves forward.
Industry Trends and Insights
As we navigate a dynamic and ever-evolving environment, it's clear that traveler behaviors, international arrivals, and overall sentiment are shifting in real time. From economic headwinds to changing booking patterns, there’s a lot unfolding right now across the destination and beyond.
To help provide broader context, we are sharing insights from some of the industry’s top data providers. We’ll continue to monitor these trends closely and look forward to sharing more insights and implications in the weeks and months ahead.
Visit California Updates
The 2025 forecast projects a slight decline in overall visitation to California (-0.7%) and modest growth in travel spending (+0.5%).
International travel to California is facing notable pressure, with year-over-year visitation declines expected from key markets including Canada, Mexico, and China.
Traveler sentiment data — particularly from Canada — highlights growing concerns about political rhetoric, border experiences, and economic conditions like the weak Canadian dollar.
According to Tourism Economics’ May Lodging Forecast, California’s lodging industry is expected to see just a slight 0.2% increase in room revenue in 2025.
Modest ADR growth is expected to be largely offset by weak demand for 2025, resulting in minimal overall revenue growth.
Declining international arrivals and a weakening U.S. economy are projected to result in a slight 0.5% drop in hotel demand in 2025.
Despite these challenges, the data reinforces the importance of sustained marketing efforts, coordinated messaging, and real-time research. Initiatives like Visit California’s “California Loves Canada” campaign and its ongoing sentiment tracking help maintain visibility and competitiveness in a crowded global market.
You can view Visit California’s full studies here:
Expedia Group Updates
The past five years have been a whirlwind for the travel industry. From the pandemic shutdowns and “revenge travel" to stability's return and now new challenges, the journey has been anything but smooth. The way people now think about travel has changed in profound ways. Travelers today are making decisions with new priorities, shifting values, and fresh perspectives that continue to shape the industry.
As noted in Expedia's latest study, the two most common reasons to travel have both increased over the last three years. The top motivator is spending time with family and friends (49% of respondents), followed by finding new experiences (44% of respondents).
Early booking discounts are popular for hotels and vacation rentals, whereas complimentary add-ons are typically more enticing for travelers booking airfare, car rentals, and activity bookings.
The largest search window increase was in the 91-180-day window, with an almost 50% increase in share QoQ. The 180+ day window also saw an increase at 20% QoQ.
For domestic searches, the 91–180–day search window increased by almost 70% QoQ.
You can view Expedia Group’s full studies here:
American Express Travel Updates
Recent insights from American Express Travel highlight evolving travel trends for 2025, revealing a strong enthusiasm for both domestic and international exploration. Travelers are increasingly prioritizing meaningful experiences, with many planning trips around entertainment and sporting events. There’s also a growing emphasis on supporting local businesses and seeking destinations that cater to families and all age groups.
The following statistics underscore these emerging preferences among global travelers:
- 74% of global respondents plan on taking 1–3 domestic trips in 2025, and 59% of global respondents plan on taking 1 - 3 international trips in 2025.
- 60% of global respondents plan to book a trip around entertainment events or plan on taking at least one trip for a sporting event in 2025, reinforcing that traveling for experiences continues to be a driving force.
- 73% of global respondents surveyed aim to support local small businesses while visiting a new destination.
- 81% of global respondents surveyed prefer destinations that are family-centric and have activities for all ages.
According to Millennials and Gen Z surveyed, the most useful travel aspects of Gen AI include:
You can view American Express’s 2025 Global Travel Trends Report HERE.
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
