Winter 2014 & 2015 Profile of Visitors Staying Overnight in Paid Accommodations May 2015 Prepared for: Gulf Shores and Orange Beach Tourism by:
Table of Contents Page Introduction 3 Key Findings 6 Detailed Findings 10 Travel Planning 11 Trip Characteristics 15 Travel Party Characteristics 23 Views Toward Gulf Shores/Orange Beach and Trip Satisfaction 27 Additional Detail on State of Origin and Interview Locations 34 Trip Type Comparison 41 Appendix: Comparing Target to Other 43
Introduction 3
Background Gulf Shores and Orange Beach Tourism has commissioned DPA to conduct a research study profiling visitors to the Gulf Shores and Orange Beach area. The research involves ongoing data collection each month from June of 2014 through May of 2015 with reports produced seasonally. The findings from this research will provide the organization with information about travelers to the area and their trips in order to monitor seasonal visitation patterns and help inform future marketing efforts. This report presents information collected through paper based surveys of visitors to Gulf Shores, Orange Beach, or Fort Morgan during the winter season November and December of 2014 and January and February of 2015. In order to maximize the representativeness of travelers surveyed for this research, questionnaires were distributed at a number of restaurants, beach access points, special events, state specific meetings of snowbirds, and shopping venues in Gulf Shores, Orange Beach, and Fort Morgan. Potential respondents were screened to ensure they were travelers to the Gulf Shores/Orange Beach area and were at least 18 years of age. A total of 646 winter visitors were surveyed. Of these, 207 stayed between one and 30 nights in paid accommodations in Gulf Shores, Orange Beach, or Fort Morgan. The body of this report is based nearly entirely on these travelers. Throughout this report, the data presented are based on the number of visitors answering a given question (as some respondents did not fill in every question). 4
Research Objectives The specific goals of this research were to: Provide a profile of visitors Age, educational attainment, level of affluence, current state and city of residence, etc. Examine the characteristics of trips taken within Gulf Shores & Orange Beach Trip length, purpose of trip, activities undertaken, travel party characteristics, type of accommodations Sources of information used, length of planning period, decision influencers, and prior visitation Measure visitor satisfaction Overall satisfaction, likelihood of returning, likelihood of recommending to others, comparison to other similar destinations 5
Key Findings 6
Winter Visitor Profile Average household income: $89,300 Most commonly from the South, but with a strong representation from the Midwest: top origin states include Alabama, Mississippi, Missouri, Illinois, Indiana, Ohio, and Georgia 77% are married Average travel party: 3 people 7
Winter Trip Profile 71% of responding travelers have visited previously most visit slightly less than once a year. Average length of paid overnight stays: 10 nights. Six out of ten stay in a rented vacation home or condo. One third of winter visitors begin planning their trip within a month of their visit. At the same time, another three out of ten start to plan their trip or book their accommodations six months or more before their visit. Top reasons winter travelers choose Gulf Shores/Orange Beach: * Beautiful beaches * Beautiful scenery 97% drive to the area. Most common activities: * Dining out * Going to the beach * Relaxing Most popular attractions: * Gulf State Park * Tanger Outlets * The Wharf Average Spending: $3,200 per party per trip or $97 per person per day 8
Winter Visitor Satisfaction 92% of surveyed winter travelers are satisfied with their trip to Gulf Shores/Orange Beach. 75% are very satisfied. 98% are likely to recommend the area over other destinations. 86% definitely will. 82% rate the service they received in the area as better than other destinations. 97% say they are likely to return to the area at some point in the future; 82% are likely to do so within the next year. 9
Detailed Findings 10
Travel Planning 11
Roughly four out of ten winter visitors staying in paid accommodations book or start planning their trip less than two months before traveling to the area. About three out of ten start planning their trip or book their accommodations six months or more in advance. Travel Planning Begin Planning the Trip (n=203) Made Lodging Reservations (n=190) 34% 29% 22% 16% 3% 5% 7% 9% 10% 9% 6% 6% 13% 12% <1 week 1 week to <2 weeks 2 weeks to <1 month 1 month to <2 months 2 months to <3 months 3 months to <6 months 6 months+ Q4. How far in advance of leaving did you begin planning the trip? Q4b. How far in advance of leaving did you make lodging reservations? (Not shown: 1% who do not recall when they started planning their trip; 2% who do not recall when they booked their lodging; and 1% who did not book lodging in advance.) 12
Two out of three winter visitors use general internet searches to plan their trip. Fewer about one in five rely on word of mouth or destination websites to plan their trip. Planning Resources Used (n=180) Conduct general internet searches 68% Ask friends/relatives/co workers for advice 24% Go to destination websites 17% Contact a local business for information or to make reservations 6% Look at travel books/magazines 4% Look at travel guides/brochures 4% Contact local convention and visitors bureaus 3% Contact local Chambers of Commerce 1% Contact AAA (online, on the phone, or at an office) 1% Access blogs or social media 1% Use other resources 13% Q5. While planning this trip, did you: 13
Search engines are the most common websites for planning winter trips, followed by vacation home rental sites. One in six use GulfShores.com or OrangeBeach.com to plan their trips to the area, and one in ten visit Alabama.travel. Websites Visited (n=188) Online search engines (Google, Bing, etc.) 38% Vacation home rental booking sites (HomeAway.com, VacationHomeRentals.com, VRBO.com) 29% Local real estate or vacation rental sites 18% GulfShores.com or OrangeBeach.com (websites for Gulf Shores & Orange Beach) 16% Hotel websites 13% Booking websites (Orbitz, Expedia, etc.) 10% Alabama.travel (Alabama's official tourism website) 9% TripAdvisor 3% Facebook 2% AAA 1% Other 6% None/Didn't visit any websites while planning this trip 27% Q6. While planning this trip, did you use any of the following websites? 14
Trip Characteristics 15
Seven out of ten winter visitors have come to the area previously. On average, winter travelers staying in paid accommodations visit a little less than once a year. Frequency of Visits (n=207) On average, winter visitors have taken 4 trips to the Gulf Shores & Orange Beach area in the past 5 years. First Time 29% Repeat Visitor 71% Q2. Is this your first visit to the Gulf Shores & Orange Beach area? Q3. Over the past five years, how many times have you visited the Gulf Shores & Orange Beach area, including this trip? (n=608) 16
About two out of three winter visitors come for leisure, with nearly all of the rest describing the purpose of their stay as seasonal. Almost all drive to the area. Reason for Visit (n=205) Mode of Transportation (n=203) Vacation 63% Car 97% Seasonal/ Snowbird 33% Personal business 2% Airplane 3% Business 1% Q1. What is the main purpose of your trip to the Gulf Shores & Orange Beach area? (Please select the most important purpose.) Q9. How did you travel to this area? (Please select the one mode of transportation that you used to travel the most miles for this trip.) 17
On average, winter visitors staying in paid accommodations stay 10 nights. Six out of ten stay in rented vacation homes, condos, or timeshares. On average, winter visitors stay 10 nights. The median length of stay is 7 nights. Type of Paid Accommodations Used (n=207) RV park, campground or cabin 16% Rented vacation home, condo, or timeshare 61% Hotel or Bed & Breakfast 22% Q10. How many nights in total do you intend to stay in the Gulf Shores & Orange Beach area on this trip? Q12. What type of lodging are you staying in? 18
Beaches and scenery are the top reasons winter travelers choose Gulf Shores and Orange Beach. Most do not consider any other destination for their trip. Many winter visitors also cite the warm weather, affordability, previous positive experiences, and ease of getting there as reasons they decided to travel to the area. Travel Drivers (n=206) It has beautiful beaches 74% It has beautiful scenery 67% It has warm weather 54% It is an affordable place to visit 41% I had been here before and liked it 38% It is easy to get to 36% I spend all or part of my winters here 22% Friends or family recommended it 20% I came to visit friends or family 19% I had never been here before and wanted to try it 13% It is close to home 12% It was hosting a specific activity or event 11% I had business here 7% Other 4% Number of Other Destinations Considered (n=205) None 77% 1 or 2 21% 3to 5 1% More than 5 <.5% Q7. Which of the following reasons best describe why you chose this destination for your trip? Q8. How many other destinations did you consider before choosing Gulf Shores & Orange Beach for this trip? 19
Dining out, going to a beach, and relaxing are by far the most common wintertime activities each is enjoyed by more than eight out of ten visitors. At least half of winter visitors go sightseeing or shop while in the area. Top Activities/Interests (n=206) Dining out 85% Beaches 84% Relaxing 84% Sightseeing Shopping Fishing Shelling Historical sites Bars/Nightlife Watching wildlife Visiting friends/relatives Exercise/Working out Sporting events 30% 25% 24% 24% 18% 14% 12% 10% 51% 56% Other Activities/Interests Amusement park/water park 9% Photography 8% Festivals or special events (nonsports events) 8% Golfing 8% Swimming 7% Bird watching 6% Hiking on trails 6% Boating or sailing 5% Dolphin tour 3% Bicycle riding 3% Visiting a spa 1% Tennis 1% Kayaking/Canoeing <.5% Other 3% Q18. What activities or interests are you enjoying while visiting the area? * <.5% 20
The Tanger Outlets and Gulf State Park are the most popular attractions for winter visitors, followed by The Wharf and Fort Morgan. Attractions Visited (n=200) Tanger Outlets Gulf State Park The Wharf Fort Morgan Alabama Gulf Coast Zoo National Naval Aviation Museum Battleship USS Alabama Bon Secour National Wildlife Refuge Dauphin Island The Track Alabama's Coastal Connection Scenic Byway Hugh S. Branyon Backcountry Trail Bellingrath Gardens 30% 22% 19% 16% 10% 10% 6% 4% 4% 3% 44% 54% 52% Q19. On this trip, which attractions are you visiting? 21
The average travel party spends about $3,200 over the course of their winter stay. Lodging and food together make up well over half of winter travelers spending, though shopping makes up a notable portion of traveler expenditures as well. On average, each traveler spends an estimated $97 per day in the area. Average Trip Expenditures per Travel Party % of Spending Lodging & Accommodations $989 31% Food & Beverages $817 26% Shopping $596 19% Recreation or Entertainment $332 11% Other $426 13% TOTAL $3,159 Q17. Please tell us the amount you and your immediate travel party spent during the past 24 hours in Gulf Shores & Orange Beach in each category. 22
Travel Party Characteristics 23
Most winter visitors are traveling as a couple or a family. The average travel party over the course of the season includes three people. While four out of ten visitors are traveling as a family, just two out of ten are traveling with minor children, suggesting that many are traveling with adult children or other members of their family. Travel Party Size Average travel party size 2.9 Average number of adults in travel party 2.4 Average number of children in travel party 0.5 Travel Party Composition (n=197) As a couple 42% As a family 38% By yourself 14% With friends 10% With business associates 1% 21% of winter visitors are traveling with minor children. 21% 4% 7% Younger than 6 years old Ages of Children 33% 17% 79% 6 11 years old 12 17 years old % of All Visitors (n=206) % of Visitors W/Children (n=43) Q14. On this trip, are you traveling: Q15. Including yourself, how many people are in your immediate travel party? Q16. How many of those people are: Younger than 6 years old/6 11 years old/ 12 17 years old/adults 24
The average winter visitor responding to the survey is fifty years old and has a household income of roughly $90,000. Characteristics of Winter Visitors Gender of respondent (n=199) Male 43% Female 57% Age of respondent (n=206) Average 50 Martial status of respondent (n=193) Married 77% Single 13% Other 10% Annual household income (n=183) Average $89,340 Q28. Are you: Male/Female Q29. What is your age, please? Q30. Are you: Married/Single/Other Q31. What is your total annual household income before taxes? 25
Most winter visitors to Gulf Shores and Orange Beach come from the South, though four out of ten in this season come from the Midwest. Region Almost all winter visitors staying in paid accommodations are residents of the U.S. (99%). Alabama is the top state of visitor origin in the winter, followed by Mississippi, Missouri, Illinois, Indiana, Ohio and Georgia. (n=194) South 59% Midwest 38% Northeast 4% West Top Source Markets (n=194) Birmingham (Anniston and Tuscaloosa 13% Mobile Pensacola (Fort Walton Beach) 9% Saint Louis 4% Biloxi Gulfport 4% Atlanta 4% Indianapolis 3% Chicago 3% Springfield, MO 3% Columbus Tupelo West Point 3% Columbus, OH 3% Q27a. Are you currently a resident of: Q27b. What is your current home ZIP code? Additional detail about the top states of origin can be found on slide 35. 26
Views Toward Gulf Shores/Orange Beach and Trip Satisfaction 27
Winter visitors have strongly positive views toward the area. Very large majorities of winter visitors believe that a wide variety of positive statements describe the area most believe the statements describe it extremely well. Views Toward Gulf Shores/Orange Beach Describes Extremely Well (5) 4 Total Describes Has beautiful beaches (n=201) 90% 9% 99% Is a safe destination (n=199) 85% 14% 99% Has a "family friendly" atmosphere (n=200) 85% 13% 98% Offers a relaxing atmosphere (n=198) 85% 13% 98% Is easy to get to by car (n=196) 88% 11% 98% Provides warm Southern hospitality (n=193) 85% 11% 97% Has a clean, unspoiled environment (n=196) 79% 17% 96% Offers plenty to see and do (n=200) 78% 16% 94% Offers reasonably priced lodging (n=201) 77% 13% 90% Offers affordable dining (n=200) 74% 16% 90% Has nice weather (n=199) 74% 11% 85% Q23. How well do you believe the following describe the Gulf Shores & Orange Beach area? 28
The very large majority of winter visitors believe the Gulf Shores and Orange Beach area is no more expensive than other destinations that offer similar experiences. Relative Expensiveness (n=205) 20% 25% 42% Gulf Shores/Orange Beach area is: Much Less Expensive (1) 2 About the Same (3) 4 Much More Expensive (5) Don t Know 5% 3% 5% Relative Expensiveness Q20. From your experience, how expensive would you say the Gulf Shores & Orange Beach area is when compared with other destinations that offer similar experiences? Compared to other destinations, is our area... 29
Nine out of ten winter travelers are satisfied with their stay in the area, including three out of four who are very satisfied. Overall Satisfaction (n=204) Very Satisfied (5) Total satisfied: 92% 75% 4 3 Dissatisfied (1, 2) 17% 3% Satisfaction 5% Q21. Overall, how satisfied are you with your stay in the area? 30
Almost all winter travelers are likely to recommend the area over other destinations, with nearly nine in ten saying they definitely will. Likelihood of Recommending Gulf Shores/Orange Beach (n=205) Total likely to recommend: 98% 86% Definitely Will (5) 4 May or May Not (3) Will Not (1, 2) 11% 2% <.5% Likelihood to Recommend Q24. How likely would you be to recommend the Gulf Shores & Orange Beach area to family or friends for a vacation or getaway trip over other areas that offer similar experiences? 31
Eight out of ten winter visitors rate the service they received in the area as better than other destinations, with nearly two thirds saying it is much better. Gulf Shores/Orange Beach vs. Other Destinations (n=202) Total better than other destinations: 82% 63% 19% Gulf Shores/Orange Beach area is: Much better (5) 4 About the same (3) Worse (1, 2) Don't know 11% 2% 4% Comparison to Other Destinations Q22. Overall, how would you rate the quality of the services you received at stores, restaurants, and lodging establishments in Gulf Shores and Orange Beach? Compared to services at similar establishments in other destinations, is the service in our area 32
Nearly all winter travelers say they are likely to return to Gulf Shores or Orange Beach. More than eight out of ten plan to return next year. Likelihood to Return to the Gulf Shores/Orange Beach Area Total likely to return: 97% 89% Definitely Will 68% Total likely to return next year: 82% 7% Probably Will 14% Likely to Return (n=204) Likely to Return Next Year (n=200) Q25. How likely are you to visit the Gulf Shores & Orange Beach area at some point in the future? Q26. How likely are you to visit the area next year? (Scale of 1 Definitely will not to 5 Definitely will) 33
Additional Detail on State of Origin and Interview Locations 34
Visitor Origin (States) % of Visitors State of Origin (n=194) Alabama 27% Mississippi 9% Missouri 8% Illinois 7% Indiana 6% Ohio 5% Georgia 5% Iowa 4% Michigan 4% Texas 4% Florida 3% Tennessee 3% Louisiana 2% Maryland 2% Wisconsin 2% Kentucky 2% North Carolina 2% Pennsylvania 2% 35
Visitor Origin (States) 36
Visitor Origin (ZIP Codes) Each sphere corresponds to a ZIP code represented by one or more visitors. 37
Visitor Origin (ZIP Codes) Each sphere corresponds to a ZIP code represented by one or more visitors. 38
Visitor Origin (ZIP Codes) Shading corresponds to the number of visitors represented by a ZIP code. 39
Interview Locations Type of Interview Location % of Interviews Attractions 54% Restaurants 35% Snowbird meetings 12% 40
Trip Type Comparison 41
Trip Type Comparison Spending (Per party per trip) Getaway Trips (3 4 nights) (n=36) Vacation Trips (5+ Nights) (n=86) Lodging & Accommodations $525 $1,401 Food & Beverages $478 $1,120 Recreation or Entertainment $189 $472 Shopping $268 $865 Other $175 $621 TOTAL $1,635 $4,479 Accommodation Types Getaway Trips (3 4 nights) (n=42) Vacation Trips (5+ Nights) (n=132) Hotel or Bed & Breakfast 33% 11% Rented vacation home, condo, or timeshare 60% 71% RV park, campground or cabin 7% 17% 42
Appendix: Comparing Target to Other 43
Introduction The following tables present data collected from all winter season travelers to Gulf Shores, Orange Beach, and Fort Morgan, Alabama. These tables compare target travelers* to all other travelers surveyed between November of 2014 and February of 2015. * Target travelers are defined as travelers who stayed between one and 30 nights in paid accommodations within Gulf Shores, Orange Beach, or Fort Morgan. These are the travelers profiled in the body of this report. 44
Travel Planning 45
Advanced Planning Began Planning Trip All (n=591) Target (n=203) [a] All Other (n=388) [b] Less than 1 week before the trip 21% 22% 21% 1 week to less than 2 weeks 3% 3% 4% 2 weeks to less than 1 month 9% 7% 9% 1 month to less than 2 months 6% 10% b 4% 2 months to less than 3 months 7% 9% 6% 3 months to less than 6 months 9% 13% b 7% 6 months or more before the trip 42% 34% 46% a Don't know 2% 2% 2% Made Lodging Reservations All (n=556) Target (n=190) [a] All Other (n=366) [b] Less than 1 week before the trip 12% 16% b 10% 1 week to less than 2 weeks 3% 5% b 1% 2 weeks to less than 1 month 6% 9% b 4% 1 month to less than 2 months 3% 6% b 1% 2 months to less than 3 months 4% 6% 4% 3 months to less than 6 months 8% 12% b 6% 6 months or more before the trip 43% 29% 50% a Don't know 2% 3% 1% No lodging reservations made 20% 13% 23% a Q4. How far in advance of leaving did you begin planning the trip? Q4b. How far in advance of leaving did you make lodging reservations? (Not shown: 1% who do not recall when they started planning their trip; 2% who do not recall when they booked their lodging; and 1% who did not book lodging in advance.) a/b indicate statistically significant differences at the 95% level. 46
Sources of Information About the Area All (n=553) Target (n=180) [a] All Other (n=373) [b] Conduct general internet searches 51% 68% b 43% Go to destination websites 20% 17% 21% Contact local convention and visitors bureaus 5% 3% 7% a Contact local Chambers of Commerce 2% 1% 3% a Contact AAA (online, on the phone, or at an office) 3% 1% 4% a Contact a local business for information or to make reservations 8% 6% 9% Look at travel books/magazines 8% 4% 9% a Look at travel guides/brochures 8% 4% 10% a Ask friends/relatives/co workers for advice 29% 24% 31% Access blogs or social media 2% 1% 3% a Use other resources 22% 13% 26% a Q5. While planning this trip, did you: a/b indicate statistically significant differences at the 95% level. 47
Websites Used All (n=591) Target (n=188) [a] All Other (n=403) [b] GulfShores.com or OrangeBeach.com (websites for Gulf Shores & Orange Beach) 24% 16% 27% a Online search engines (Google, Bing, etc.) 24% 38% b 17% Vacation home rental booking sites (HomeAway.com, VacationHomeRentals.com, VRBO.com) 24% 29% 22% Local real estate or vacation rental sites 15% 18% 13% Alabama.travel (Alabama's official tourism website) 7% 9% 6% Hotel websites 7% 13% b 4% Booking websites (Orbitz, Expedia, etc.) 5% 10% b 2% TripAdvisor 4% 3% 5% Facebook 4% 2% 5% a AAA 2% 1% 3% a Other 7% 6% 7% None/Didn't visit any websites while planning this trip 37% 27% 41% a Q6. While planning this trip, did you use any of the following websites? a/b indicate statistically significant differences at the 95% level. 48
Trip Characteristics 49
Number of Visits All (n=644) Target (n=207) [a] All Other (n=437) [b] First time visitors 18% 29% b 13% Repeat visitors 82% 71% 87% a All (n=646) Target (n=207) [a] All Other (n=439) [b] Mean 4.76 4.13 5.07 a Q2. Is this your first visit to the Gulf Shores & Orange Beach area? Q3. Over the past five years, how many times have you visited the Gulf Shores & Orange Beach area, including this trip? a/b indicate statistically significant differences at the 95% level. 50
Trip Purpose All (n=638) Target (n=205) [a] All Other (n=433) [b] Seasonal stay (i.e. snowbird) 57% 33% 68% a Pleasure/Vacation 39% 63% b 28% Personal business (wedding, reunion, funeral) 2% 2% 2% Business (convention, meeting) 2% 1% 2% Target travelers are defined as travelers who stayed between one and 30 nights in paid accommodations within Gulf Shores, Orange Beach, or Fort Morgan. Q1. What is the main purpose of your trip to the Gulf Shores & Orange Beach area? a/b indicate statistically significant differences at the 95% level. 51
Mode of Travel All (n=631) Target (n=203) [a] All Other (n=428) [b] Drove a car, truck, SUV, RV, etc. 96% 97% 96% Flew 3% 3% 4% Other * * Q9. How did you travel to this area? (Please select the one mode of transportation that you used to travel the most miles for this trip.) a/b indicate statistically significant differences at the 95% level. *<.5% 52
Types of Lodging All (n=646) Target (n=207) [a] All Other (n=439) [b] Paid Accommodations (net) 78% 100% b 68% Vacation home, condo, or timeshare that you rented 52% 61% b 48% Hotel or Bed & Breakfast 12% 22% b 8% Yacht or fishing boat that you rented RV park, campground or cabin 14% 16% 13% Unpaid Accommodations (net) 11% 17% Vacation home, condo, or timeshare that you own or borrowed 7% 10% Yacht or fishing boat that you own or borrowed * * With family or friend(s) in their home 5% 7% None not staying overnight 10% 15% Q12. Are you staying overnight (either last night or tonight)?what type of lodging are you staying in? a/b indicate statistically significant differences at the 95% level. * <.5% 53
Length of Stay Number of Nights Staying All (n=646) Target (n=207) [a] All Other (n=439) [b] Mean including zero 39 10 53 a Q10. How many nights in total do you intend to stay in the Gulf Shores & Orange Beach area on this trip? a/b indicate statistically significant differences at the 95% level. 54
Reasons for Choosing Gulf Shores All (n=639) Target (n=206) [a] All Other (n=433) [b] It has beautiful beaches 66% 74% b 62% It has beautiful scenery 51% 67% b 44% It has warm weather 50% 54% 48% I had been here before and liked it 42% 38% 43% It is an affordable place to visit 40% 41% 40% I spend all or part of my winters here 33% 22% 38% a It is easy to get to 29% 36% b 25% I came to visit friends or family 22% 19% 23% Friends or family recommended it 21% 20% 22% It is close to home 13% 12% 14% I had never been here before and wanted to try it 10% 13% 8% It was hosting a specific activity or event 7% 11% b 5% I had business here 3% 7% b 2% Other 6% 4% 7% Q7. Which of the following reasons best describe why you chose this destination for your trip? a/b indicate statistically significant differences at the 95% level. 55
Number of Other Destinations Considered All (n=633) Target (n=205) [a] All Other (n=428) [b] None 76% 77% 76% 1 or 2 20% 21% 19% 3 to 5 3% 1% 4% More than 5 1% * 1% Don't know * * Q8. How many other destinations did you consider before choosing Gulf Shores & Orange Beach for this trip? a/b indicate statistically significant differences at the 95% level. *<.5% 56
Activities and Interests All (n=640) Target (n=206) [a] All Other (n=434) [b] Dining out 86% 85% 86% Relaxing 81% 84% 79% Beaches 78% 84% b 76% Shopping 56% 51% 59% Sightseeing 51% 56% 48% Historical sites 28% 24% 30% Visiting friends/relatives 26% 14% 32% a Shelling 24% 25% 23% Fishing 23% 30% b 20% Festivals or special events (non sports events) 21% 8% 27% a Bars/Nightlife 20% 24% 18% Exercise/Working out 19% 12% 22% a Watching wildlife 18% 18% 19% Golfing 18% 8% 23% a Hiking on trails 14% 6% 18% a Bird watching 10% 6% 11% a Dolphin tour 9% 3% 12% a Photography 8% 8% 8% Sporting events 8% 10% 7% Swimming 8% 7% 9% Bicycle riding 7% 3% 9% a Boating or sailing 6% 5% 6% Amusement park/water park 5% 9% b 4% Visiting a spa 2% 1% 3% Tennis 2% 1% 3% Kayaking/Canoeing 1% * 1% Scuba diving/snorkeling * * Parasailing/Jet skiing * 1% Other 4% 3% 5% Q18. What activities or interests are you enjoying while visiting the area? a/b indicate statistically significant differences at the 95% level. * <.5% 57
Attractions Visited All (n=629) Target (n=200) [a] All Other (n=429) [b] Tanger Outlets 64% 54% 68% a Gulf State Park 53% 52% 53% The Wharf 51% 44% 54% a National Naval Aviation Museum 32% 19% 39% a Fort Morgan 31% 30% 31% Alabama Gulf Coast Zoo 24% 22% 26% Battleship USS Alabama 17% 16% 17% Bon Secour National Wildlife Refuge 14% 10% 16% a Dauphin Island 13% 10% 14% Alabama's Coastal Connection Scenic Byway 8% 4% 9% a Bellingrath Gardens 7% 3% 8% a Hugh S. Branyon Backcountry Trail 7% 4% 9% a The Track 3% 6% b 2% Waterville * * None/Not visiting attractions 4% 4% 4% Q19. On this trip, which attractions are you visiting? a/b indicate statistically significant differences at the 95% level. * <.5% 58
Travel Party Spending Spending (Per party per trip) All (n=356) Target (n=148) All Other (n=208) Lodging & Accommodations $1,642 $989 $2,107 Food & Beverages $1,588 $817 $2,136 Shopping $1,356 $596 $1,897 Recreation or Entertainment $653 $332 $882 Other $981 $426 $1,376 TOTAL $6,220 $3,159 $8,398 Average Per person Spending Per Day All (n=356) Target (n=148) All Other (n=208) Mean $105 $97 $107 Q17. Please tell us the amount you and your immediate travel party spent during the past 24 hours in Gulf Shores & Orange Beach in each category. a/b indicate statistically significant differences at the 95% level. 59
Overnight Visitors Locations of Lodging All (n=569) Target (n=207) [a] All Other (n=362) [b] Gulf Shores 46% 57% b 39% Orange Beach 39% 40% 38% Fort Morgan 3% 3% 3% Foley 8% 13% Some other area 5% 7% Q13. In what area specifically are you staying the most nights on this trip? a/b indicate statistically significant differences at the 95% level. * <.5% 60
Travel Party Characteristics 61
Travel Party Characteristics Relationship to Travel Companions All (n=622) Target (n=197) [a] All Other (n=425) [b] As a family 24% 38% b 18% As a couple 60% 42% 68% a By yourself 11% 14% 9% With friends 8% 10% 7% With business associates * 1% * With a tour group or sports team Other Travel Party Size All (n=646) Target (n=207) [a] All Other (n=439) [b] Mean 2.52 2.88 b 2.36 Q14. Relationship to people in travel party. Q15. Number of people in immediate travel party. a/b indicate statistically significant differences at the 95% level. *<.5% 62
With Children All (n=645) Target (n=206) [a] All Other (n=439) [b] Net: Percent of With Any Children 15% 21% b 13% Percent of all with Children: Younger than 6 years old 4% 4% 4% 6 11 years old 7% 7% 7% 12 17 years old 10% 17% b 6% Q16. How many of those people are: Younger than 6 years old/6 11 years old/ 12 17 years old/adults? a/b indicate statistically significant differences at the 95% level. 63
Demographic Characteristics of Winter Visitors All Target [a] All Other [b] Gender of respondent (n=610) (n=199) (n=411) Male 42% 43% 41% Female 58% 57% 59% Age of respondent (n=638) (n=206) (n=432) Average 58 50 62 a Martial status of respondent (n=618) (n=193) (n=425) Married 80% 77% 82% Single 10% 13% b 8% Other 10% 10% 11% Annual household income (n=551) (n=183) (n=368) Average $87,000 $89,000 $86,000 Q28. Are you: Male/Female Q29. What is your age, please? Q30. Are you: Married/Single/Other Q31. What is your total annual household income before taxes? a/b indicate statistically significant differences at the 95% level. 64
Traveler Origin Country of Residence All (n=640) Target (n=205) [a] All Other (n=435) [b] The United States 98% 99% 98% Canada 1% 1% 2% Other * * * U.S. Census Region All (n=589) Target (n=194) [a] All Other (n=395) [b] Midwest 50% 38% 56% a South 40% 59% b 31% Northeast 8% 4% 11% a West 1% 2% Q27a. Are you currently a resident of: Q27b. What is your current home ZIP code? a/b indicate statistically significant differences at the 95% level. * <.5% 65
Views Toward Gulf Shores/Orange Beach and Trip Satisfaction 66
Perceptions of Gulf Shores and Orange Beach Area Net: Describes Area Very/Extremely Well All (n=590 621*) Target (n=193 201*) [a] All Other (n=389 420*) [b] Has beautiful beaches 97% 99% b 96% Offers a relaxing atmosphere 96% 98% b 95% Is a safe destination 95% 99% b 93% Has a "family friendly" atmosphere 95% 98% b 93% Is easy to get to by car 95% 98% b 93% Provides warm Southern hospitality 95% 97% 95% Has a clean, unspoiled environment 93% 96% b 91% Offers plenty to see and do 91% 94% b 89% Offers affordable dining 87% 90% 86% Offers reasonably priced lodging 85% 90% b 83% Has nice weather 76% 85% b 71% Q23. How well do you believe the following describe the Gulf Shores & Orange Beach area? a/b indicate statistically significant differences at the 95% level. * The base sizes for each item vary; therefore, the range of respondents within each group who answered for each item is shown. 67
Relative Cost of the Area All (n=628) Target (n=205) [a] All Other (n=423) [b] Net: Less expensive 43% 44% 43% 1 Much less Expensive 20% 20% 20% 2 23% 25% 23% 3 About the Same 40% 42% 39% Net: More expensive 9% 9% 9% 4 6% 5% 6% 5 Much More Expensive 3% 3% 3% Don't Know 7% 5% 9% Q20. From your experience, how expensive would you say the Gulf Shores & Orange Beach area is when compared with other destinations that offer similar experiences? Compared to other destinations, is our area... a/b indicate statistically significant differences at the 95% level. 68
Visitor Satisfaction All (n=626) Target (n=204) [a] All Other (n=422) [b] Net: Satisfied 87% 92% b 85% 5 Very Satisfied 70% 75% 68% 4 17% 17% 17% 3 4% 3% 4% Net: Not Satisfied 9% 5% 11% a 2 3% 2% 3% 1 Very Dissatisfied 6% 2% 8% a Q21. Overall, how satisfied are you with your stay in the area? a/b indicate statistically significant differences at the 95% level. 69
Likelihood to recommend Gulf Shores & Orange Beach All (n=635) Target (n=205) [a] All Other (n=430) [b] Net: Will Recommend 95% 98% b 93% 5 Definitely Will 82% 86% b 80% 4 13% 11% 14% 3 4% 2% 5% a Net: Will Not Recommend 1% * 2% 2 * * * 1 Definitely Will Not 1% 1% Q24. How likely would you be to recommend the Gulf Shores & Orange Beach area to family or friends for a vacation or getaway trip over other areas that offer similar experiences? a/b indicate statistically significant differences at the 95% level. *<.5% 70
Quality of Services All (n=619) Target (n=202) [a] All Other (n=417) [b] Net: Better 77% 82% b 74% 5 Much Better 54% 63% b 50% 4 22% 19% 24% 3 About the Same 17% 11% 19% a Net: Worse 2% 2% 2% 2 2% 2% 2% 1 Much Worse * * * Don't Know 5% 4% 5% Q22. Overall, how would you rate the quality of the services you received at stores, restaurants, and lodging establishments in Gulf Shores and Orange Beach? Compared to services at similar establishments in other destinations, is the service in our area a/b indicate statistically significant differences at the 95% level. * <.5% 71
Likelihood to return to Gulf Shores & Orange Beach All (n=631) Target (n=204) [a] All Other (n=427) [b] Net: Likely to Visit 97% 97% 97% 5 Definitely Will 87% 89% 86% 4 10% 7% 11% 3 3% 3% 2% Net: Not Likely to Visit * * 2 * * 1 Definitely Will Not Q25. How likely are you to visit the Gulf Shores & Orange Beach area at some point in the future? a/b indicate statistically significant differences at the 95% level. *<.5% 72
Likelihood to return to Gulf Shores & Orange Beach in the Next Year All (n=622) Target (n=200) [a] All Other (n=422) [b] Net: Likely to Visit 87% 82% 90% a 5 Definitely Will 74% 68% 77% a 4 13% 14% 13% 3 9% 14% b 6% Net: Not Likely to Visit 4% 4% 4% 2 2% 3% 2% 1 Definitely Will Not 2% * 2% Q26. How likely are you to visit the area next year? a/b indicate statistically significant differences at the 95% level. * <.5% 73