Summer 2009 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau
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1 Summer 2009 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 2009
2 Summer 06 Summer 07 Summer 08 Summer Number of Visitors 505, , , , Visitor Expenditures $215,788,004 $246,949,280 $243,689,636 $241,162, Regional Distribution of Visitors NE 0.9 MW 1 SW 3.1 MO 0.7 Regional Visitor Distribution Summer 06 Summer 07 Summer 08 Summer 09 Alabama Southeast Northeast Midwest Southwest Markets of Opportunity Total SE 50.4 AL 34.9 Summer 2006 Summer 2007 Summer 2008 Summer 2009 Lodging Occupancy Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Condominium Market , , , ,081 Hotel/Motel Market , , , ,309 Average Daily Rate Summer 2006 Summer 2007 Summer 2008 Summer 2009 Condominium Market $ $ $ $ Hotel/Motel Market Evans - Klages, Inc Summer 2009
3 TOP U.S. FEEDER MARKETS Core Origin Markets Summer 2006 Summer 2007 Summer 2008 Summer Rank 06 Rank 07 Rank 08 Rank 1. Birmingham Huntsville/Decatur Nashville Atlanta Memphis New Orleans Montgomery Baton Rouge Jackson, MS ** ** ** ** Mobile Tuscaloosa ** ** ** ** ** ** 2.6 ** Please Note: Not in Top Ten Listing Evans - Klages, Inc Summer 2009
4 Transportation Mode Personal Car/RV Rental Car Plane Major Highways Used to Reach Area Interstate Interstate U.S. Highway Interstate From Pensacola Purpose of Trip (Primary Reason) Vacation Visit Friends/Relatives Business/Meeting/Conference First Visit to Gulf Shores/Orange Beach Transportation Personal Car Rental Car Plane Major Highways Used to Reach Area I-65 I-10 US 98 I-85 From Pensacola Purpose of Trip Vacation V F/R Bus./Mtg 2.2 Evans - Klages, Inc Summer 2009
5 Average Repeat Visits to GSH/ORB over past 5 years (Base: Repeat Visitors) 3.8 trips 4.0 trips 3.9 trips 4.0 trips Information Sources (Multiple Response) Internet Previous Visit Brochures Recommendation by Friend/Relative Vacation/Travel Guides Convention and Visitors Bureau Assisted by Travel Agent Reservations Before Arriving in Area None Length of Stay in GSH/ORB (days) Get-away Trips Vacation Trips Party Size (Immediate Travel Party) Party Composition (Multiple Response) Family Couple Group of Couples/Friends Single With Business Associates Traveling with Children Yes No Information Sources Web Prev. Visit Broch. Recom. Guides Before Reservations None Party Composition Family Couple Group Single Bus. Assoc. Evans - Klages, Inc Summer 2009
6 Who First Suggested Our Area for this Trip (Multiple Response) Self Family Friend Spouse/Companion Female Recommending Other Beach Areas Considered (Multiple Response) Florida South Carolina North Carolina Mississippi Georgia None Why Choose GSH/ORB (Multiple Response) Close to Home Nice Beaches Previous Visit Family Oriented Quiet/Laid Back Reasonable Rates Recommended Accommodations Clean Safe Area Never Been Not Crowded/Commercial Attractions Visited (Multiple Response) Tanger Center The Wharf N/A The Track Gulf State Park Fort Morgan Waterville Alabama Gulf Coast Zoo Battleship USS Alabama Dauphin Island Pensacola Naval Museum None Evans - Klages, Inc Summer Who First Suggested Our Area for the Trip Self Family Friend Spouse Why Choose Gulf Shores/Orange Beach (Top Five) Close Beaches Prev. Visit Family Quiet Attractions Visited (Top Five) Tanger The Wharf The Track Gulf St. Park Ft. Morgan
7 Satisfaction with GSH/ORB Very Satisfied Satisfied Satisfaction Level Activities Enjoyed in GSH/ORB (Multiple Response) Beaches Relaxing Dining Out Shopping Pool Sight Seeing Attractions Wildlife/Environment Photography Miniature Golf Fishing Visiting Friends/Relatives Seafood Bars/Night Life Golfing Movies Recommend GSH/ORB to Friends/Relatives ( yes) Plan to Return ( yes) To Local Area Next Year (BASE: All Respondents) Median Age Head of Household (years) Median Annual Household Income $79,205 $83,051 $85,588 $83,453 Satisfaction/Recommend Gulf Shores/Orange Beach Satisfied Recommend Activities Enjoyed (Top Four) Beaches Relaxing Dining Out Shopping Plan to Return To Local Area Within Next Year Evans - Klages, Inc Summer 2009
8 Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1, $1, $1, $1, Per Person/Trip Per Person/Day Visitor Party Budget Breakout (GSH/ORB Stay) Accommodations $ $ $ $ Food/Entertainment Retail/Grocery Miscellaneous Exp $ Budget Breakout Accomm Food/Ent Retail Misc. Summer All First Time Repeat See/Read/Hear GSH/ORB Message Summer 2009 Type of Message Seen All First Time Repeat (BASE: Respondents Reporting See/Read/Hear Message)(Multiple Response) Internet Brochure Magazine Ad Travel/Visitor Guide Television Magazine Story Newspaper Ad Newspaper Story Billboards Summer 2009 Influenced by GSH/ORB Message All First Time Repeat (BASE: Respondents Reporting See/Read/Hear Message) See/Hear/Read Message Yes Influenced by Message Yes Type of Message Seen (Top Five) Web Brochure Mag. Ad TG/VG TV Evans - Klages, Inc Summer 2009
9 Occupation Professional/Technical Executive/Managerial Craft/Factory Self-Employed Salesman/Buyer Retired Occupation Prof./Tech. Exec./Mgr Craft/Fact. Self-Empl. Sales/Buyer Retired Evans - Klages, Inc Summer 2009
10 Influential Factors in Choosing Gulf Shores/Orange Beach I Can Drive There With My Family Influential Factors (Top Five) White, Sandy Beaches Safe Destination Complete Relaxation Family Atmosphere Clean, Unspoiled Environment Sunning on the Beach Good Family Restaurants Good Value for the Money Safe Beaches for Children Warm Weather Reasonably Priced Lodging Uncommercialized Beaches Can Drive Beaches Safe Relax Family Atm Upscale Accommodations Shopping Romantic Place Good Fishing Good Golfing Good Boating Evans - Klages, Inc Summer 2009
11 Have Access to the Internet Seek Out Travel Information On-Line (BASE: Those with Internet Access) Ever Book Reservations On-Line (BASE: Those with Internet Access) Used the Internet to Gather Travel Information for this Trip (BASE: Those who Seek Travel Information On-Line) First Time Repeat Booked Reservations for this Trip on the Internet (BASE: Those who Seek Travel Information On-Line) Accessed the Website (BASE: Those who Seek Travel Information On-Line) Requested Information About Area for Trip (Multiple Response) Accessed Accessed individual hotel/motel/condominium website Accessed destination sites for Gulf Shores/Orange Beach Called a hotel/motel/condominium toll-free number Accessed an on-line travel agency website Called the CVB toll-free number Did not request information Planning/Reservation Window Analysis Days to Arrival Reservation Started Talking 74 Decided Total Sources of Information About Destination Once Arrive in Area (Multiple Response) Visitor guides Front desk personnel Internet Visitor welcome centers Maps Local information TV channel Waiters/waitresses Don t look for information once in area days 0 Summer 2008 Summer 2009 Evans - Klages, Inc Summer 2009
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