Find out tourists' satisfaction levels
High satisfaction levels among visitors rose to the point that those surveyed said that they would not only repeat the destination (83%) but recommend it to friends and family (84%). This was one of the most outstanding findings of the 2023 Visitor Profile Report, commissioned by Discover Puerto Rico to the firm Future Partners.
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Nine out of ten (89%) of visitors expressed satisfaction with their trip in general terms. When looking at specific satisfaction levels, 80% said they were satisfied with the activities they did in Puerto Rico. Likewise, 79% said they were happy with the hospitality service they received and 77% expressed positive feedback on their interactions with residents. However, one in four travelers expressed dissatisfaction with their accommodations and the value they received for the money they spent on their vacation.
The survey also measured essential information to capture the attention of travelers before they board a plane or cruise. For example, half (44%) of travelers planned their visit to Puerto Rico between three and six months in advance. Last-minute travelers, with less than two weeks for planning, accounted for just 11% of respondents.
To plan where to stay, what attractions to visit, and food reservations, among other things, visitors used review sites (26%) such as TripAdvisor, Yelp, and Google Business, among others. They were also influenced by online travel agencies such as Expedia or Booking.com (22) and by trips made by family or friends (19%).
Three out of four visitors identified restaurants as their favorite activity on their visit to Puerto Rico. This was followed by visits to the beaches (72%), shopping (57%), and historical sites (52%). Water sports (41%) and hiking (33%) also received good reviews from a large group of respondents.
Half (51%) of the visitors surveyed identified the warm climate as one of the main factors for choosing Puerto Rico as a vacation destination. The scenic beauty was chosen as a selection factor by 44% of visitors and Puerto Rican culture was identified by 39% of travelers. This last percentage represents a significant increase in the cultural assessment when selecting Puerto Rico as a destination. Previously, Puerto Rican culture was important for 30% of travelers, but this factor grew 9 percentage points since the promotional campaign for Puerto Rico as a destination focused on culture.
Hotels or resorts continue to be the preferred accommodation for visitors. Between them, they host 54% of tourists. Short-term rentals, meanwhile, accommodate one in three visitors (35%). Meanwhile, 16% of travelers stay with family or friends and 6% stay in a hostel or guest house.