Research

Recently Completed

VISITOR INTERCEPT STUDY

Downs & St. Germain Research has completed 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.

This report includes responses from 2,740 participants. Highlights from those findings are summarized below:

• Average length of stay: 4.1 days for hotel stays and 9.7 days for STVRs
• First-time visitors: 29% of respondents were visiting for the first time
• Trip planning window: Trips were planned an average of 93 days in advance, with bookings occurring 59 days prior to travel
• Visitor satisfaction: 75% reported being very satisfied with their visit; 73% are very likely to return
• Top drivers of satisfaction: Peaceful and relaxing atmosphere, friendly people and local hospitality, weather and climate, and overall experience
• Top activities: Dining out, shopping, visiting natural attractions, relaxing/unwinding, and visiting museums
• Visitor demographics: Majority of visitors are age 35+, with the largest share in the 55+ category
• Lodging preferences: 44% hotel/motel/resort; 18% vacation rental; 15% stayed with family or friends

Click HERE for the full version of that report.

IMAGE AND AWARENESS STUDY

SMARI has completed the 2025 Image and Awareness Study. The study evaluates 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.

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.

Below are preliminary findings from that study:

• Overall destination rating: Two-thirds of respondents rated Greater Palm Springs as a “Good” or “Excellent” leisure destination
• Market familiarity trends: Closest markets reported the highest familiarity, while some distant markets saw the largest gains since 2023
• Improved destination attributes: Notable gains in scenic beauty and appeal as a destination for outdoor exploration since 2023
• Competitive positioning: Strong performance against competitors, particularly for health and wellness and a relaxing atmosphere
• Campaign performance: More than two-thirds of respondents reported a positive reaction to Visit Greater Palm Springs’ creative

Once finalized, the full version of the study will be available on the Research & Reports page.

In Progress

RESIDENT SENTIMENT – WAVE 1

We’ve partnered with Future Partners to conduct a Resident Sentiment Study aimed at understanding how local residents view tourism and its effects on the community. The study assesses attitudes toward visitor volume, tourism-related development, quality of life, and the perceived benefits and challenges of a visitor-driven economy. The research is being carried out in two waves—one during the off-peak season and one during peak season—to capture sentiment across different times of the year.

Future Partners has completed Wave 1 of this survey, with 500 surveys completed during the off-season. Wave 2 is launching this month to continue tracking sentiment and deepen our understanding of community priorities.

Below are a few highlights from the Wave 1 findings:

• Resident tenure: 54.2% have always lived in the Coachella Valley; among non-lifelong residents, 27.5% have lived in the region for 15+ year
• Relocation driver: 64.2% of newcomers chose to move to the Coachella Valley after visiting and enjoying their experience
• Work arrangements: 25.3% fully remote; 32.9% hybrid; 41.8% fully in person
• Remote work sentiment: 93.2% of remote workers rate the Coachella Valley highly as a place to work remotely
• Tourism support: 84.2% of residents support continued development of the tourism industry
• Summer improvements priorities: More shaded walkways (79.4%), more local events/festivals (78.4%), and a local value pass for retail/restaurants (77.0%)
• Indoor sports facility support: 76.6% support using tax dollars to fund a public indoor sports facility
• Airport expansion importance: 77.2% say it is important or very important for PSP to add customs and immigration facilities for expanded international service

The full version of this report can be found HERE.

2025 ECONOMIC IMPACT OF TOURISM

The travel sector is a vital part of the Greater Palm Springs economy, with visitors generating significant economic benefits for households, businesses, and government. As a critical driver of the region’s future, understanding the full economic impact of tourism is more important than ever. With the changing global economy, it is essential to assess the contributions tourism makes to local businesses, job creation, and tax revenues to guide sustainable development and growth.

To quantify this significance, Tourism Economics has initiated the data collection process for the 2025 Tourism Economic Impact Study, which is expected to be completed by end of Q2.

This study will provide valuable, data-driven insights to help Greater Palm Springs effectively plan for the future and optimize tourism’s role in the region’s economic recovery and prosperity.

2025 ECONOMIC IMPACT OF SHORT-TERM VACATION RENTALS

Short-term vacation rentals (STVRs) play a significant role in the Coachella Valley, with a large share of visitors choosing to stay in these properties. The spending generated by STVR guests drives local jobs, income, and business activity, making it an essential component of the region's economy. Understanding the full economic impact of this sector is crucial for local planning and decision-making.

To quantify the economic significance of STVRs in Greater Palm Springs, Tourism Economics has begun the data collection process for the 2025 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.

Upcoming

DESTINATION STEWARDSHIP PLAN – FLAGSHIP 2026 INITIATIVE

Building on our research foundation, our largest initiative in 2026 is an expanded, city-focused Destination Stewardship Plan.

We have secured Hunden Partners to lead the development of nine city-specific tourism master plans, which will collectively roll up into a cohesive overall Destination Stewardship Plan. This approach ensures that each community’s unique context, priorities, and potential are reflected while supporting sustainable growth and an exceptional visitor experience.

The kick-off meeting for this initiative took place in February.

Hunden Partners will be presenting to the VGPS Board of Directors this month, engaging members in a study session to provide insight into the planning process and establish success metrics.

The next step is an upcoming site visit in May to meet with local stakeholders and gather input directly from each community. We look forward to sharing additional updates as this initiative progresses.

Past Research and Reports & Current Industry Trends

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