Fall 2013 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau Prepared for: Alabama Gulf Coast Convention and Visitors Bureau Prepared by: Evans - Klages, Inc. www.klagesgroup.com January 2014
Visitor Profile Parameters The Visitor Profile information is a result of ongoing direct interviews conducted by the market research firm Evans-Klages, Inc. The target participants in the survey are people staying in overnight, paid accommodations for periods of 1 29 days. Groups not included in this definition of a visitor are: Local-area beach visitors ( day-trippers ); People visiting family and/or friends in their homes; People staying in their own second home or condominium; or Part-time residents who stay in the area for periods of 30 days or longer ( snowbirds ).
Fall 10 Fall 11 Fall 12 Fall 13 12-13 Number of Visitors 278,000 292,300 287,300 309,000 +7.6 Visitor Expenditures $99,065,300 $113,067,500 $116,566,200 $130,132,700 +11.6 2013 Regional Distribution of Visitors NE 0.3 MW 8.3 SW 4.6 MO 1.5 Regional Visitor Distribution Fall 10 Fall 11 Fall 12 Fall 13 Alabama 44.6 43.1 42.4 42.9 Southeast 39.7 41.0 41.9 42.4 Northeast 0.7 0.5 0.4 0.3 Midwest 8.6 9.3 8.9 8.3 Southwest 4.2 4.4 4.8 4.6 Markets of Opportunity 2.2 1.7 1.6 1.5 Total 10 10 10 10 SE 42.4 AL 42.9 Fall 2010 Fall 2011 Fall 2012 Fall 2013 Lodging Occupancy Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Condominium Market 33.7 163,573 33.3 173,176 31.1 167,127 35.1 193,384 Hotel/Motel Market 51.6 61,126 54.3 69,658 55.8 71,582 59.2 75,943 Average Daily Rate Fall 2010 Fall 2011 Fall 2012 Fall 2013 Condominium Market $100.96 $124.73 $128.53 $134.28 Hotel/Motel Market 116.11 119.36 125.98 128.69 Evans - Klages, Inc. - 1 - Fall 2013
TOP GSH/ORB DOMESTIC FEEDER MARKETS Fall Season (September, October) Core Origin Markets Fall 2010 Fall 2011 Fall 2012 Fall 2013 13 Rank 10 Rank 11 Rank 12 Rank 1. Birmingham 23.1 1 20.1 1 17.3 1 17.0 2. Huntsville/Decatur 7.7 2 8.9 2 9.2 2 10.8 3. Mobile 4.5 5 5.7 3 6.3 3 7.0 4. New Orleans 5.0 3 4.7 5 4.6 5 6.5 5. Atlanta 3.7 6 3.3 9 4.0 8 4.8 6. Nashville 4.7 4 5.4 4 5.7 4 4.6 7. Montgomery/Selma 3.5 7 3.4 8 4.2 6 4.5 8. Tuscaloosa ** ** 3.2 10 ** ** 3.5 9. Baton Rouge 3.2 8 3.7 6 3.1 10 3.4 10. Jackson, MS 3.0 9 3.5 7 3.3 9 2.8 ** Please Note: Not in Top Ten Listing Evans - Klages, Inc. - 2 - Fall 2013
TOP U.S. STATES Fall Season (September, October) Core Origin States Fall 2010 Fall 2011 Fall 2012 Fall 2013 13 Rank 10 Rank 11 Rank 12 Rank 1. Alabama 44.6 1 43.1 1 42.4 1 42.9 2. Louisiana 9.4 3 9.8 2 9.7 2 11.0 3. Mississippi 9.1 4 8.1 4 8.9 3 8.0 4. Tennessee 10.3 2 9.4 3 8.5 4 7.8 5. Georgia 4.9 5 4.4 6 4.6 6 5.6 6. Kentucky 4.7 6 5.5 5 5.1 5 4.7 7. Florida 0.7 15 3.3 8 3.7 7 3.6 8. Texas 1.5 11 1.6 12 2.1 10 2.2 9. Arkansas 2.0 8 2.0 9 2.3 9 2.1 10. Illinois 1.7 10 1.2 13 1.8 12 1.7 Evans - Klages, Inc. - 3 - Fall 2013
Transportation Mode (Multiple Response) Personal Car/RV 94.1 95.3 91.2 94.0 Rental Car 3.7 4.0 8.5 6.0 Plane 2.7 1.5 2.9 2.4 Major Highways Used to Reach Area (Multiple Response) Interstate 65 64.0 61.6 57.1 61.3 Interstate 10 32.5 33.5 33.4 34.0 U.S. Highway 98 8.4 8.1 1 9.2 Interstate 85 8.1 5.3 6.5 5.9 From Pensacola 3.9 4.5 4.6 5.7 Purpose of Trip (Primary Reason) Vacation 86.2 85.8 85.2 83.8 Visit Friends/Relatives 5.4 6.3 6.5 7.4 Business/Meeting/Conference 3.2 2.5 2.4 4.3 Fishing 1.7 2.6 2.9 2.2 Golfing 1.2 1.0 0.7 0.5 First Visit to Gulf Shores/Orange Beach 32.8 31.2 32.3 30.4 10 8 6 4 2 7 6 5 4 3 2 1 10 8 6 4 2 91.2 94.0 Transportation 8.5 6.0 2.9 2.4 Personal Car/ RV Rental Car Plane Major Highways Used to Reach Area 57.1 61.3 33.4 34.0 1 9.2 6.5 5.9 4.6 5.7 I-65 I-10 US 98 I-85 From Pensacola 85.2 83.8 Purpose of Trip 6.5 7.4 2.4 4.3 Vacation V F/R Bus./Mtg Evans - Klages, Inc. - 4 - Fall 2013
Average Repeat Visits to GSH/ORB over past 5 years (Base: Repeat Visitors) 4.8 trips 4.9 trips 5.3 trips 5.2 trips Information Sources (Multiple Response) Internet 66.0 69.8 68.4 73.1 Previous Visit 58.6 61.8 59.9 62.0 Recommendation by Friend/Relative 21.7 25.7 27.1 25.5 Vacation/Travel Guides 15.8 16.1 18.3 17.8 Brochures 16.3 11.5 13.6 9.5 Convention and Visitors Bureau 8.9 7.0 6.2 5.6 Assisted by Travel Professional 2.0 2.7 1.4 2.4 Reservations Before Arriving in Area 85.0 92.1 94.1 93.1 None 15.0 7.9 5.9 6.9 Length of Stay in GSH/ORB (days) Vacation Trips 6.6 6.7 6.6 6.6 Get-away Trips 3.1 3.2 3.3 3.4 Party Size (Immediate Travel Party) 3.8 3.8 3.7 3.6 Party Composition (Multiple Response) Couple 43.3 42.6 41.2 44.3 Family 47.3 43.0 44.0 43.8 Group of Couples/Friends 12.3 18.7 19.0 16.7 Single 2.2 4.0 4.3 5.4 With Business Associates 1.2 0.7 1.0 2.2 Traveling with Children Yes 37.9 35.7 37.4 36.6 No 62.1 64.3 62.6 63.4 8 7 6 5 4 3 2 1 10 8 6 4 2 Information Sources (Top Five) 68.4 73.1 59.9 62.0 6 5 4 3 2 1 27.1 25.5 18.3 17.8 13.6 9.5 Web Prev. Recom. Guides Broch. 94.1 93.1 Before Reservations 41.2 44.3 44.0 43.8 Fall '12 Fall' 13 5.9 6.9 None Party Composition 19.0 16.7 4.3 5.4 1.0 2.2 Couple Family Group Single Bus. Assoc. Evans - Klages, Inc. - 5 - Fall 2013
Who First Suggested Our Area for this Trip (Multiple Response) Self 53.0 54.1 55.4 52.4 Family 14.0 15.6 17.3 21.8 Spouse/Companion 16.5 19.1 20.1 21.3 Friend 12.3 15.2 16.4 14.4 Female Recommending 66.3 65.0 67.5 69.4 Other Beach Areas Considered (Multiple Response) Florida 56.4 54.9 53.0 49.7 South Carolina 16.7 11.5 10.6 9.7 Mississippi 5.9 5.8 7.7 6.6 North Carolina n/a 3.4 2.0 6.6 Texas 2.2 3.0 4.7 5.7 Georgia 3.7 3.3 5.7 5.1 None 33.0 39.5 38.8 43.7 Why Choose GSH/ORB (Multiple Response) Nice Beaches 31.0 39.2 44.1 49.2 Close to Home/Convenient Location 34.5 39.8 39.1 45.9 Reasonable Rates 32.8 35.7 37.7 43.0 Food/Restaurants 25.1 29.1 33.5 35.0 Familiar/Previous Visit 29.6 33.2 32.7 34.9 Not Crowded/Commercial 27.1 28.7 30.9 34.1 Family Oriented 26.4 29.5 33.0 33.1 Quiet/Laid Back 26.8 30.9 30.7 32.9 Accommodations 31.3 35.3 34.3 31.4 Weather 28.3 25.1 28.7 29.5 Safe Area 28.1 28.5 31.4 29.4 Recommended by Friend/Relative 18.5 23.5 24.7 20.2 Attractions Visited (Multiple Response) Tanger Mall 46.3 49.7 48.5 46.9 Gulf State Park 33.3 29.2 27.4 30.2 The Wharf 26.1 28.6 25.2 28.5 Fort Morgan 17.7 14.6 15.2 15.3 The Track 11.3 13.6 13.0 12.4 Alabama Gulf Coast Zoo 9.4 11.0 11.2 10.8 Pensacola Naval Museum 13.5 10.7 8.4 8.7 Battleship USS Alabama 10.6 8.5 9.8 7.6 Dauphin Island 8.6 7.5 7.7 7.6 Bon Secour Wildlife Refuge 9.1 8.6 7.4 6.9 Mobile Bay Ferry 8.9 6.4 5.0 4.8 None 17.7 18.7 19.2 15.3 Evans - Klages, Inc. - 6 - Fall 2013 Who First Suggested Our Area for the Trip 6 55.4 52.4 5 4 3 17.3 21.8 2 20.1 21.3 16.4 14.4 1 Self Family Spouse Friend Why Choose Gulf Shores/Orange Beach (Top Five) 5 4 3 2 1 6 5 4 3 2 1 49.2 45.9 44.1 43.0 39.1 37.7 33.5 35.0 34.9 32.7 Beaches Close Rates Food Prev. Visit Attractions Visited (Top Four) 48.5 46.9 27.4 30.2 25.2 28.5 15.2 15.3 Tanger Gulf St. Park Wharf Ft. Morgan
Satisfaction with GSH/ORB Very Satisfied 73.6 77.5 74.8 76.2 Satisfied 21.7 18.5 19.7 18.8 Satisfaction Level 95.3 96.0 94.5 95.0 Activities Enjoyed in GSH/ORB (Multiple Response) Beaches 94.3 95.3 97.6 95.8 Dining Out 84.7 85.2 89.5 92.5 Relaxing 87.7 84.6 84.3 84.7 Shopping 65.0 66.4 63.2 62.7 Attractions 34.0 32.9 37.6 39.0 Sight Seeing 41.9 39.2 40.7 38.8 Pool 32.0 35.4 35.2 33.0 Wildlife/Environment 17.5 19.5 23.3 23.8 Visiting with Friends/Relatives 14.0 16.5 18.4 21.0 Fishing 15.3 18.8 17.7 19.5 Miniature Golf 11.6 14.5 16.2 17.6 Photography 16.5 13.1 14.1 17.4 Bars/Night Life 11.8 10.5 12.3 14.6 Golfing 13.1 11.7 10.3 9.5 Seafood/Shrimp Fest 16.3 14.0 12.6 9.4 Satisfaction/Recommend Gulf Shores/Orange Beach 10 9 8 7 6 5 4 3 2 1 10 9 8 7 6 5 4 3 2 1 94.5 95.0 93.3 94.5 Satisfied Recommend Activities Enjoyed (Top Four) 97.6 95.8 89.5 92.5 84.3 84.7 63.2 62.7 Beaches Dining Out Relaxing Shopping Recommend GSH/ORB to Friends/Relatives ( yes) 93.6 94.2 93.3 94.5 Plan to Return ( yes) To Local Area 92.6 93.4 91.1 92.3 Median Age Head of Household (years) 48.1 47.5 47.6 47.9 Median Annual Household Income * $72,026 $77,814 $74,511 $76,318 * Please Note: Median Household Income After Taxes Evans - Klages, Inc. - 7 - Fall 2013 10 8 6 4 2 Plan to Return 91.1 92.3 To Local Area
Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1,354.13 $1,469.93 $1,501.19 $1,551.07 Per Person/Trip 356.35 386.82 405.73 430.85 Per Person/Day 77.47 82.30 84.53 87.93 Visitor Party Budget Breakout (GSH/ORB Stay) Accommodations $483.40 $578.99 $613.30 $650.23 Food/Entertainment 441.96 461.03 471.49 491.60 Retail/Grocery 250.64 258.32 251.87 250.25 Miscellaneous Exp. 114.36 107.36 110.39 116.21 $ 70 60 50 40 30 20 10 Budget Breakout 613.3 650.2 471.5 491.6 251.9 250.3 110.4 116.2 Accomm Food/Ent Retail Misc. See/Hear/Read Message Influenced by Message Fall 2013 2010 2011 2012 Total First Time Repeat See/Read/Hear GSH/ORB Beach Message 78.8 68.4 66.3 70.7 85.7 64.2 Influenced by GSH/ORB Message (Base: Respondents Reporting See/Read/Hear Message) 33.8 41.4 35.1 36.3 48.7 29.1 8 7 6 5 4 3 2 1 66.3 Yes 70.7 5 4 3 2 1 35.1 36.3 Yes Occupation Professional/Technical 38.9 36.4 36.1 35.1 Executive/Managerial 19.0 17.9 17.6 17.4 Retired 8.9 9.3 10.2 11.7 Self-Employed 4.9 6.9 8.7 10.6 Craft/Factory 9.1 8.5 7.8 8.9 Salesman/Buyer 10.1 9.4 7.3 8.5 4 35.0 3 25.0 2 15.0 1 5.0 Occupation (Top Four) 36.1 35.1 17.6 17.4 10.2 11.7 8.7 10.6 Prof/Tech Exec/Mgr Retired Self-Empl. Evans - Klages, Inc. - 8 - Fall 2013
Influential Factors in Choosing Gulf Shores/Orange Beach White, Sandy Beaches 91.1 93.4 91.3 90.7 Complete Relaxation 87.3 89.6 87.1 9 Good Value for the Money 84.8 86.3 83.3 85.5 Safe Destination 84.1 88.1 87.1 85.1 I Can Drive There With My Family 88.7 84.0 80.8 84.3 Clean, Unspoiled Environment 70.6 72.7 74.5 79.3 Warm Weather 75.5 77.1 77.4 79.2 Reasonably Priced Lodging 73.2 76.9 77.8 77.1 Good Restaurants/Dining Out 75.2 73.8 71.8 73.5 Family Atmosphere 72.4 74.7 72.0 71.1 Uncommercialized Beaches 67.0 69.1 64.9 65.9 Sunning on the Beach 59.0 61.0 63.7 64.2 Safe Beaches for Children 53.3 51.2 49.0 53.8 Upscale Accommodations 55.6 53.3 50.6 52.8 Romantic Place 38.5 38.3 33.4 38.5 Shopping 46.7 48.8 42.9 38.0 Good Fishing 16.0 19.6 16.9 19.2 Good Boating 14.1 15.7 13.1 14.7 Good Golfing 15.8 13.3 12.6 9.7 Influential Factors (Top Five) 90.7 Beaches 91.3 9 Relax. 87.1 85.5 Value 83.3 85.1 Safe 87.1 84.3 Can Drive 80.8 2 4 6 8 10 Evans - Klages, Inc. - 9 - Fall 2013
2012 2013 Requested Additional Information About Area for Trip (Multiple Response) Did not request information 25.2 28.6 Accessed www.gulfshores.com 35.3 34.4 Accessed individual hotel/motel/condominium website 32.3 33.5 Accessed destination sites for Gulf Shores/Orange Beach 30.7 31.6 Accessed an Internet travel site 25.3 23.8 Called a hotel/motel/condominium toll-free number 14.1 15.4 Called the CVB toll-free number 2.1 2.4 70 Planning/Reservation Window Analysis Days to Arrival Reservation Started Talking Decided Total Seek Out Travel Information On-Line (BASE: Those with Internet Access) 95.0 95.4 Used the Internet to Gather Travel Information for this Trip (BASE: Those who Seek Travel Information On-Line) 95.6 94.4 First Time 10 99.4 Repeat 93.4 92.0 60 50 40 30 51 6 13 49 6 12 Booked Reservations for this Trip on the Internet (BASE: Those who Seek Travel Information On-Line) 56.2 57.2 Accessed the Website www.gulfshores.com (BASE: Those who Seek Travel Information On-Line) 50.8 52.7 20 10 0 days 32 31 Fall 2012 Fall 2013 Evans - Klages, Inc. - 10 - Fall 2013