What IS Our Experience? The Gulf Shores & Orange Beach Area Destination Brand Tourism Summit
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1 What IS Our Experience? The Gulf Shores & Orange Beach Area Destination Brand 2018 Tourism Summit
2 EXCITEMENT FOR BEACH DESTINATIONS
3 Destination Excitement
4 RESEARCH OBJECTIVES
5 Research Objectives Evaluate the following: Key motivating factors for visiting Most appealing aspects of the destination brand Valued attributes in selecting beach destinations How the Gulf Shores & Orange Beach area performs against valued destination attributes Visitor satisfaction and likelihood to recommend
6 Research Methodology Online survey administered to two audiences: Leisure Travelers in Key Regional Markets Consumer List
7 Survey Sample Regional Travelers who: Took at least 1 leisure trip Are interested in beach destinations Live in key markets 606 completed surveys Consumers who: Subscribe to the GSOB newsletter Requested the Alabama Gulf Coast Vacation Guide 1,055 completed surveys
8 THE GULF SHORES & ORANGE BEACH AREA: DESTINATION BRAND AWARENESS
9 Top-of-Mind Beach Destinations Regional Travelers Consumers Florida Hawaii Myrtle Beach, SC Miami Beach, FL California Gulf Shores, AL Daytona, FL Destin, FL Panama City Beach, FL Key West, FL 25.1% 22.2% 18.0% 17.2% 15.4% 14.5% 9.3% 9.1% 8.9% 8.1% Gulf Shores, AL Destin, FL Key West, FL Myrtle Beach, SC Panama City Beach, FL Pensacola, FL Florida Hawaii Daytona, FL Clearwater, FL 31.2% 19.0% 15.8% 15.6% 15.0% 12.3% 11.0% 8.4% 6.9% 76.2% 0% 20% 40% 60% 80% 0% 20% 40% 60% 80%
10 Familiarity with the Gulf Shores & Orange Beach Area 44.5% of Regional Travelers surveyed are familiar or extremely familiar with the Gulf Shores & Orange Beach area of Consumers surveyed are familiar or extremely familiar with the Gulf Shores & Orange Beach area 78.0%
11 Top-of-Mind Descriptions of the Gulf Shores & Orange Beach Area Regional Travelers Consumers Amazing, fun (45.0%) Calm (41.1%) Family-friendly (24.7%) The beach (23.6%) Beautiful (21.9%) The beach (46.2%) Good food (46.1%) Calm (44.4%) Beautiful (28.1%) Clean (26.2%)
12 THE GULF SHORES & ORANGE BEACH AREA: DESTINATION BRAND PERFORMANCE
13 Destination Attributes: Importance vs. Rating of the Gulf Shores & Orange Beach Area Regional Travelers 100% Important or Extremely Important 80% 60% 40% 20% 0% Least important most important
14 Destination Attributes: Importance vs. Rating of the Gulf Shores & Orange Beach Area Regional Travelers 100% 80% 60% 40% 20% 0% Important or Extremely Important Gulf Shores & Orange Beach is Good or Extremely Good Least important most important
15 Destination Attributes: Importance vs. Rating of the Gulf Shores & Orange Beach Area Consumers 100% 80% 60% 40% 20% 0% Important or Extremely Important Gulf Shores & Orange Beach is Good or Extremely Good Least important most important
16 Gulf Shores & Orange Beach Compared to Other Beach Destinations Regional Travelers (top-two box score Gulf Shores is better or much better compared to other beach destinations) Consumers (top-two box score Gulf Shores is better or much better compared to other beach destinations) 80% 64.5% 63.7% 62.7% 60.7% 80% 71.1% 67.2% 66.5% 64.9% 60% 60% 40% 40% 20% 20% 0% Clean beach Great place for a family vacation Scenic beauty Peaceful environment 0% Clean beach Peaceful environment Great place for a family vacation Scenic beauty
17 Regional Travelers Consumers Most Attractive Destination Attributes Beaches & Water 44.8% Natural Beauty 12.3% Variety of Activities 5.9% Ideal for Families 5.6% Clean 4.8% Peaceful & Relaxing 4.8% 0% 20% 40% 60% Beaches & Water 47.5% Natural Beauty 8.2% Peaceful & Relaxing 6.3% Off the Beaten Path 6.0% Clean 4.9% Ideal for Families 4.4% 0% 20% 40% 60% Least Attractive Destination Attributes Nothing, it's great Overcrowded Expensive Too far away Weather 6.0% 5.4% 5.1% 25.0% 24.1% Overcrowded Too far away Nothing, it's great Expensive Unknown Destination 18.2% 12.1% 11.5% 9.4% 7.1% 0% 20% 40% 60% 0% 20% 40% 60%
18 Motivators for a Gulf Shores & Orange Beach Trip Regional Travelers Consumers Clean beaches (83.3%) Food festivals (73.9%) Family attractions (64.7%) Clean beaches (92.7%) Food festivals (74.4%) More/new restaurants (71.1%)
19 VISITORS TO THE GULF SHORES & ORANGE BEACH AREA
20 Visitation to the Gulf Shores & Orange Beach Area 40.3% of Regional Travelers surveyed visited the Gulf Shores & Orange Beach area in the past five years of Consumers surveyed visited the Gulf Shores & Orange Beach area in the past five years 69.8%
21 Gulf Shores & Orange Beach Area Trip Details Regional Travelers Consumers Primary Reason for Visit: 31.8% stayed in a vacation rental Primary Reason for Visit: 66.6% stayed in a vacation rental Vacation (65.1%) Weekend Getaway (21.4%) On average spent 4.8 days and 4.0 nights in market Traveled with spouse (80.7%) and/or children under 18 (55.7%) Vacation (76.8%) Weekend Getaway (11.6%) On average spent 6.0 days and 5.5 nights in market Traveled with spouse (78.6%) and/or children under 18 (28.5%)
22 Most Liked Aspects of the Gulf Shores & Orange Beach Area Regional Travelers Consumers White sand beaches/ocean (26.4%) Everything (12.8%) Scenic beauty (11.5%) White sand beaches/ocean (40.8%) Scenic beauty (11.0%) Peaceful (9.7%)
23 Regional Travelers Consumers Satisfaction with Gulf Shores & Orange Beach Area Trip Very satisfied, 84.6% Very satisfied, 83.6% 98.6% 97.9% Satisfied, 14.0% Satisfied, 14.4% Likelihood to Recommend the Gulf Shores & Orange Beach Area Mean Score = 9.6/10 Mean Score = 9.0/10
24 Key Takeaways The Gulf Shores & Orange Beach area: Is widely known for its beautiful and unique beaches Performs well for the attributes that are most important in selecting beach destinations Is a destination in which great food and cuisine play a significant role Provides a highly satisfactory visitor experience
25 THANK YOU Kimberly Vince-Cruz Vice President, Destination Analysts
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