2003 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau
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1 2003 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau Prepared for: Alabama Gulf Coast Convention and Visitors Bureau Prepared by: Walter J. Klages, Ph.D. President Evans - Klages, Inc. November 2003
2 Regional Distribution of Visitors Fall 2002 Winter 2002 Spring 2003 Summer 2003 Alabama 34.9% 24.6% 30.8% 34.9% Southeast Northeast Midwest Southwest Markets of Opportunity/Other Total 10% 10% 10% 10% Economic Impact Estimates Fall 2002 Winter 2002 Spring 2003 Summer 2003 Occupancy Condominium Market 43.2% 12.7% 52.6% 79.1% Occupancy Hotel/Motel Market 51.2% 37.0% 70.3% 82.9% ADR Condominium Market $ $60.86 $ $ ADR Hotel/Motel Market $84.01 $59.18 $104 $ Top U.S. Feeder Markets (By Season) Fall 2002 Winter 2002 Spring 2003 Summer 2003 Core Origin Markets Core Origin Markets Core Origin Markets Core Origin Markets 1. Birmingham 16.8% 1. Birmingham 8.4% 1. Birmingham 12.7% 1. Birmingham 16.4% 2. New Orleans Mobile/Pensacola Mobile/Pensacola Huntsville/Decatur Huntsville/Decatur New Orleans Huntsville/Decatur Atlanta Atlanta Huntsville/Decatur Atlanta New Orleans Nashville Atlanta Montgomery/Selma Nashville Mobile/Pensacola Montgomery/Selma New Orleans Mobile/Pensacola Memphis Nashville Grand Rapids/Kzoo Baton Rouge Louisville Jackson, MS Nashville Memphis Jackson, MS Grand Rapids/Kzoo Jackson, MS Jackson, MS Montgomery/Selma Minneapolis/St. Paul Baton Rouge Montgomery/Selma Tuscaloosa Baton Rouge Indianapolis 3.0 Total 64.6% Total 47.9% Total 53.8% Total 66.7% Fall 02 (Sept. Oct.) Winter 02 (Nov. - Feb.) Spring 03 (Mar. - May) Summer 03 (Jun. - Aug.) Annual Number of Visitors 240, , , ,014 1,294,629 Visitor Expenditures $72,578,255 $93,468,272 $100,146,036 $198,684,278 $464,876,841 Evans - Klages, Inc Visitor Profile
3 Fall 02 Winter 02 Spring 03 Summer '03 Transportation Mode Personal Car 96.3% 90.2% 88.6% 95.6% Rental Car Plane Transportation Major Highways Used to Reach Area (Multiple Response) Interstate % 62.2% 60.8% 58.3% Interstate U.S. Highway Interstate From Pensacola Purpose of Trip (Primary Reason) Vacation 87.4% 77.8% 8% 95.8% Business/Meeting/Conference Visit Friends/Relatives To Play Golf N/A To Fish N/A First Visit to GSH/ORB 34.0% 29.9% 32.6% 30.4% Average Repeat Visits Past 5 Years (Base: Repeat Visitors) 4.8 trips 4.9 trips 4.6 trips 4.5 trips Information Sources (Multiple Response) Previous Visit 6% 62.0% 63.0% 61.4% Internet Recommendation by Friend/Relative Brochures Vacation/Travel Guides Convention and Visitors Bureau Business Personal Car Rental Plane Purpose of Trip Vacation Business Visit F/R Information Sources Previous Internet Recomm. Brochures Evans - Klages, Inc Visitor Profile
4 Assisted by Travel Agent 3.2% 2.6% 0.9% 1.7% Reservations Before Arriving in Area 87.4% 78.0% 89.5% 94.8% None Length of Stay (days) Vacation Trips In GSH/ORB Get-Away Trips In GSH/ORB Party Size (Immediate Travel Party) Party Composition Family 40.3% 25.6% 45.1% 75.8% Couple Group of Couples/Friends With Business Associates Single Traveling with Children Yes 38.4% 23.4% 48.1% 76.0% No Who First Suggested Our Area for this Trip (Multiple Response) Self 34.9% 25.2% 26.2% 39.5% Family Spouse/Companion Friend % Female Recommending 61.2% 61.9% 66.0% 65.8% Other Beach Areas Considered (Multiple Response) None 57.0% 52.4% 55.0% 47.5% Florida South Carolina Mississippi Georgia Louisiana Texas Before Reservations Party Composition None Family Couple Group Who First Suggested Our Area for the Trip Self Family Spouse Friend Evans - Klages, Inc Visitor Profile
5 Why Choose GSH/ORB (Multiple Response) Close to Home 33.9% 27.0% 26.3% 33.7% Family Oriented Familiar/Previous Visit Nice Beaches Recommended by Friend/Relative Quiet/Laid Back Not Crowded/Commercial Friendly People Never Been/Try Something Different Reasonable Rates Clean Friends/Relatives in Area Accommodations Shopping Golfing Food/Local Restaurants Business/Conference Weather Attractions Visited (Multiple Response) Riviera Centre 61.1% 53.5% 43.0% 53.8% The Track Gulf State Park None Waterville Fort Morgan Pensacola Naval Museum Battleship USS Alabama Dauphin Island Mobile Bay Ferry Alabama Gulf Coast Zoo Bon Secour Wildlife Refuge Bellingrath Gardens Satisfaction with Area Very Satisfied 81.7% 80.9% 78.1% 72.4% Satisfied Very Satisfied + Satisfied 95.1% 98.1% 94.5% 95.5% Attractions Visited Riviera Track Gulf State Waterville Satisfaction/Recommend Gulf Shores/Orange Beach Satisfied To Local Area Plan to Return Recommend 72.5 Within Next Year Evans - Klages, Inc Visitor Profile
6 Recommend Area to Friends 96.9% 93.3% 95.8% 95.1% Plan to Return (% yes) To Local Area 91.4% 94.1% 87.8% 87.7% Within Next Year (Base: Return to Local Area) Activities Enjoyed in Area (Multiple Response) Relaxing 88.8% 83.5% 88.8% 94.2% Beaches Dining Out Shopping Pool Attractions Sight Seeing Miniature Golf Fishing Golfing Visiting Friends/Relatives Photography Bars/Nightlife Sea Food/Shrimp Fest Wave Runners Wildlife/Environment Trips to Casinos in Mississippi Bird Watching Bicycling Median Age Head of Household (years) Median Annual Household Income* $65,914 $69,908 $68,721 $67,413 Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1, $ $1, $1, Per Person/Trip Per Person/Day Visitor Party Budget Breakout (GSH/ORB Stay) Accommodations $ $ $ $ Food/Entertainment Retail/Grocery Purchases Miscellaneous Expenditures * Please Note: Median household income after taxes Activities Enjoyed (Top Four) Relaxing Beaches Dining Out Shopping Age Head of Household Years 48.2 Budget Breakout Accomm Food/Ent Retail Misc. 100 Evans - Klages, Inc Visitor Profile
7 See/Read/Hear GSH/ORB Message 63.8% 50.3% 57.9% 59.6% See/Hear/Read Message Fall '02 Win. '02 Spr. '03 Sum. '03 Influenced by Message Fall '02 Win. '02 Spr. '03 Sum. '03 Type of Message Seen Internet 38.8% 38.5% 50.9% 46.1% Magazine Ad Brochure Television Travel/Visitor Guide Magazine Story Newspaper Ad Newspaper Story Billboards Radio AAA N/A % Yes % Yes Type of Message Seen (Top Four) 33.6 Influenced by GSH/ORB Message (Base: Respondents Reporting See/Read/Hear Message) 31.4% 39.5% 40.7% 33.6% Likely or Very Likely to Combine a Gaming Trip to Mississippi w/a Future Stay at GS/OB 16.7% 18.2% 13.5% 16.0% Occupation Professional/Technical 34.1% 25.4% 36.6% 42.8% Executive/Managerial Craft/Factory Retired Salesman/Buyer Self-Employed Occupation Internet Mag. Ad Brochure Television Prof/Tech Exec./Mgr Craft Retired Evans - Klages, Inc Visitor Profile
8 Influential Factors in Choosing GSH/ORB I Can Drive There with Family 91.4% 78.5% 85.2% 92.6% Influential Factors (Top Five) Family Atmosphere White, Sandy Beaches Complete Relaxation Safe Destination Sunning on the Beach Clean, Unspoiled Environment Good Value for the Money Safe Beaches for Children Good Family Restaurants Reasonably Priced Lodging Uncommercialized Beaches Warm Weather Upscale Accommodations Can Drive Fmly. Atm. Beaches Relax Romantic Place Good Golfing Good Fishing Good Boating Safe Evans - Klages, Inc Visitor Profile
9 Fall 02 Winter 02 Spring 03 Summer 03 Requested Additional Information About Area for Trip (Multiple Response) Did not request information 48.2% 52.9% 50.6% 52.2% Accessed individual hotel/motel/condominium website Accessed Called a hotel/motel/condominium toll-free number Accessed destination sites for Gulf Shores/Orange Beach Called a local Chamber of Commerce Called the CVB toll-free number Accessed an on-line travel agency website Using Travel Agent/AAA Have Access to the Internet 85.0% 77.7% 87.1% 87.3% Seek Out Travel Information On-Line (BASE: Those with Internet Access) 85.9% 82.0% 92.6% 87.0% Ever Book Reservations On-Line (BASE: Those with Internet Access) 46.2% 40.1% 57.0% 51.0% Used the Internet to Gather Travel Information for this Trip (BASE: Those who Seek Travel Information On-Line) 66.2% 64.6% 70.4% 72.2% First Time Repeat Booked Reservations for this Trip on the Internet (BASE: Those who Seek Travel Information On-Line) 14.7% 6.5% 20.3% 19.0% Accessed the Website (BASE: Those who Seek Travel Information On-Line) 33.1% 27.3% 29.6% 32.1% Planning/Reservation Window Analysis Days to Arrival Fall '02 Win '02 Spr '03 Sum '03 Reservation Start Talking Decide Total Sources of Information About Destination Once Arrive in Area (Multiple Response) Don t look for information once in area 46.8% 35.0% 34.1% 42.0% Front desk personnel Visitor Welcome Centers Waiters/waitresses Local information TV channel Airplane banners Local Radio Internet Evans - Klages, Inc Visitor Profile
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