PETER CRANIS: Beach Trips Top List of People Considering Summer Travel, Space Coast Provides Attractive and Affordable Option

Peter Cranis is the executive director of the Space Coast Office of Tourism

BREVARD COUNTY, FLORIDA—Summer travel is still unknown. But despite consumer confidence being at a 13-year low (The Conference Board Consumer Confidence Index fell by 7.9 points in April to 86.0), Longwood’s most recent American Travel Sentiment Study—Wave 96—may have some positives for us.

Some of the key highlights include:

Social and Nature-Based Travel Top the List: Travelers are prioritizing visits to friends and family, beach trips, and road travel, indicating a strong focus on personal connection and outdoor relaxation.

Leisure Travel Activity Interest Declines from Last Year: Compared to April 2024, May 2025 results show notable drops in planned activities, especially shopping (-13%), visiting friends/family (-9%), and road trips (-9%).

Cautious Travel Spending Ahead of Summer and International Travel: More Americans plan to cut back on summer travel spending, with a 9-point increase in those spending less than last year. There’s also been a 7-point drop since January in travelers who say they’re very likely to take an international leisure trip, which may help our destination.

Financial Pressures Remain a Leading Concern: Since January of this year, concerns about inflation have gone up four points, airfare prices up five points, and personal financial situation up three points. The share of respondents who say financial pressures “greatly impact” travel decisions reached about 31% in May 2025.

We have always said that if financial concerns increase among the traveling public, our destination plays well in that scenario, as we are a relatively affordable beach destination compared to other beaches or city destinations.

Clearly, beach trips top the list of people considering summer travel. Also, if people are taking fewer trips internationally or to cities, then what options remain for them?

Certainly, the Space Coast provides an attractive option, being more affordable than many other beaches in Florida.

Our average ADR is $162 over the last 12 months, while St. Pete/Clearwater, Jacksonville, and West Palm Beach are over $200, and Sarasota and Ft. Lauderdale are over $300.

We are increasing the affordability messaging in our summer advertising, and we are hopeful that when people are looking at their options, the Space Coast will rank high not only in affordability but also in terms of the experience.

There is still no other beach that can claim rocket launches and space history as part of its experience.

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ABOUT THE AUTHOR

As executive director of the Space Coast Office of Tourism, Brevard County native Peter Cranis is doing his part to promote the Space Coast as an amazing place to live, work, and play. His passions are marketing, tourism, and the place he has always called home… Brevard County. 

Cranis grew up in Melbourne, Florida, and graduated with honors from Eau Gallie High School and Brevard Community College (A.A. in Journalism). He then went on to the University of Central Florida and received a B.A. with honors and an M.A. in Communications. He was an adjunct professor at UCF for 26 years and a Past Chairman of the Alumni Association, serving on the Board of Directors for 25 years.

His 30-year career began handling advertising and public relations for Church Street Station, a tourist attraction in downtown Orlando. He continued his career in PR and advertising, working with Sprint Telecom, SunTrust Banks, and Kirchman Corp., a global software firm.

Deciding to follow his passion for tourism, Cranis joined the AAA National Office as Director of Marketing Communications. He then became Vice President of Consumer Marketing at the Visit Orlando association for the next 16 years. In 2016, he took on the role of head of sales and marketing at the Orlando Eye (The Wheel at ICON Park), a 400-foot-tall observation wheel in the heart of the Orlando tourist district.

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