Alabama Gulf Coast Convention and Visitors Bureau Vacation Planning 2009 February May 2009
Introduction Purpose: Understand vacation plans for 2009 When: February & May 2009 Methodology: Sample: Who: Online Survey GCCVB Inquirers General Public 1000 in Pre-Wave 680 in Post-Wave Primary or joint vacation decision maker AL, GA, LA, MS, TN, and TX Ages 35-64 Income above $50,000 2
What sank the unsinkable Titanic? Ignoring Relevant Information! Arrogance
What are vacation plans for 2009?
Cost is a significant factor in vacation planning for 2009 Cost 61% Distance from Home / Accessibility Accommodations Clean, open, beautiful beaches Activities / Entertainment Available Fun, relaxing vacation with family and friends Timing / Time of Year Family Friendly Vacation Already Planned 23% 18% 17% 13% 10% 9% 9% 8% 0% 20% 40% 60% 80%
100% 75% 50% 25% 0% 80% or more took at least one vacation in 2008 Yes No 17% 18% 15% 19% 21% 14% 83% 82% 85% 81% 80% 86% 6 February 2009 Total (N=1000) Gen Pop Gulf Coast Inquirers Total (N=680) Gen Pop Gulf Coast Inquirers May 2009
In BOTH surveys 80%+ are planning on taking a vacation this summer Will definitely take vacation Might or might not Will probably take vacation Will not take a vacation 100% 3% 3% 5% 7% 13% 12% 14% 13% 12% 17% 75% 50% 25% February 2009 37% 41% 32% 33% 36% 23% May 2009 47% 44% 51% 49% 46% 60% 0% Total (N=1000) Gen Pop Gulf Coast Inquirers Total (N=680) Gen Pop Gulf Coast Inquirers 7
The percentage taking a vacation in 2008 was almost identical to the percentage planning to vacation in 2009. Took a vacation last summer Definitely/probably will take a vaction this summer 100% 83% 84% 85% 82% 85% 86% 83% 81% 82% 82% 83% 80% 75% Among those who took a vacation last year 90%+ 50% 25% February 2009 are planning on taking a vacation in 2009. May 2009 0% Total (N=1000) Gen Pop Gulf Coast Inquirers Total (N=608) Gen Pop Gulf Coast Inquirers 8
Since fall of 2008, vacation plans have shortened but have not changed February to May. Will not take a vacation Will take a shorter vacation than in the past Will take vacation as we have in the past Will take a longer vacation than in the past 100% 10% 9% 10% First bar is from the Fall 2008 image study (the same question was asked in that survey). 75% 50% 13% 54% 23% 27% 58% 52% 25% 0% 23% 10% 12% Fall 2008 Feb-09 May-09 9
Both destinations and nights appear to be lower in 2009 Destinations: Visited (2008) Mean: 2.2 destinations, both overall and by each data source. Plan to visit (2009) Mean: 1.8 destinations, both overall and by each data source. Nights: 2008 Mean: 5 nights Gulf Coast = 5 Gen Pop = 5.1 2009 Mean: 4.9 nights Gulf Coast = 5 Gen Pop = 4.8 February and May data combined due to no difference in answers
There is clearly still untapped potential for the area Willing to consider (screener) Are being considered 100% 75% 68% 50% 51% 53% 37% 25% 0% Gulf Shores Total AL Gulf Coast Total 11
The Bottom Line on Vacation Plan Study Costs appears to be a significant factor: Providing value will be key. 90% (+) of those who vacationed in 2008 are planning on vacationing in 2009. It appears both destinations and nights will see slight reductions. There is untapped potential for this area. 12
Alabama Gulf Coast Convention and Visitors Bureau Awareness & Perceptions Research Fall 2008
Introduction Purpose: Examine the image of the Alabama Gulf Coast, Orange Beach and Gulf Shores When: November 2008 Methodology: Online Survey Sample: General population sample AGCCVB inquirers 1381 Interviews +/-2.6% Who: Primary or joint vacation decision maker Residence in AL, GA, LA, MS, TN, and TX Ages 35-59 Annual household income above $50,000 14
Does the area have an awareness opportunity?
YES, there is clearly opportunity for improvement in awareness General Population CVB Sample North FL Gulf Beaches 78% 85% AL Beaches 32% 79% Florida 22% 31% South Florida South Carolina 21% 18% 26% 36% International 20% 30% Other 53% 82% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 16
Does the area have an: A. GREAT IMAGE? B. POOR IMAGE? C. IMAGE OPPORTUNITY?
When you think of Orange Beach, Gulf Shores and the Alabama Gulf Coast, what comes to mind? Visit OB/GS/AGC Most Often Visited OB/GS/AGC in p2y Aware, but haven't visited Know very little 0% 100% Clean, open, beautiful beaches Fun, relaxing vacation with family and friends Good Restaurants / Food Family Friendly Good Activities / Entertainment Close to Home / Accessible Secluded / Not Overcrowded Good Accommodations Good Atmosphere Nothing 20% 26% 20% 9% 17% 7% 3% 21% 14% 11% 5% 19% 11% 6% 5% 17% 15% 13% 4% 16% 13% 10% 3% 16% 13% 10% 2% 15% 12% 11% 2% 1% 5% 19% 33% 46% 49% 48% 68% 82% A great image! Opportunity 18
If was a vehicle what brand would it be? 19
Orange Beach and Gulf Shores are best represented by a Cadillac, Toyota, Chevy, Mercedes and Honda? General Population GCV Bureau Cadillac 10% 22% Toyota 15% 15% Chevrolet 13% 23% Mercedes 2% 12% Honda 12% 15% Buick Ford 8% 9% 10% 12% Kia 3% 4% Yugo 1% 3% 0% 5% 10% 15% 20% 25% 20
The Alabama Gulf Coast is best represented by a Chevy, Ford, Buick, Honda or Cadillac? General Population GCV Bureau Chevrolet 20% 20% Ford 13% 15% Buick 9% 12% Honda 11% 16% Cadillac 4% 9% OB/GS: Kia Toyota Mercedes 4% 3% 6% 10% 8% 9% Cadillac Toyota Chevrolet Mercedes Yugo 3% 7% Honda 0% 5% 10% 15% 20% 25% 21
NONE of these beaches lean to the sophisticated, upscale end of the scale? Biloxi 1.9 AGC 2.0 Gulf Shores 2.2 Panama City 2.3 Orange Beach 2.4 Ft. Walton 2.7 Me 2.7 Destin 3.2 Hometown Newspaper Wall Street Journal Biloxi 2.1 AGC 2.1 Gulf Shores 2.4 Orange Beach 2.6 Panama City 2.7 Ft. Walton 3.0 Me 3.0 Destin 3.4 Mayberry New York City Numbers represent the average rating on a 7-point scale. 22
Orange Beach is always closer to the more sophisticated, upscale end of the scale, while Alabama Gulf Coast is closer to the basic or lower cost end of the scale? AGC 2.4 Gulf Shores 2.5 Orange Beach 2.6 Biloxi 2.7 Me 2.7 Ft. Walton 3.0 Panama City 3.3 Destin 3.5 Andy Griffith Paris Hilton Biloxi 2.2 AGC 2.3 Panama City 2.4 Gulf Shores 2.7 Ft. Walton 2.8 Orange Beach 3.0 Me 3.2 Destin 3.5 Hampton Inn Ritz Carlton 23
Orange Beach is always closer to Me which is also always closer to the sophisticated upscale end of the scale? Biloxi 2.2 AGC 2.4 Panama City 2.5 Gulf Shores 3.0 Ft. Walton 3.1 Orange Beach 3.3 Me 3.5 Destin 3.8 Ford BMW Panama City 2.3 Biloxi 2.3 AGC 2.8 Ft. Walton 3.0 Gulf Shores 3.5 Orange Beach 3.6 Destin 3.9 Me 4.0 Beer Wine 24
Atlanta area focus groups showed a poor image for Alabama. A KIA cheap with no frills or features and they don t last long. Reuben Studdard he is from Alabama and he loves southern food, nice and Christian boy and has good family values. Trans Am a lot of the southern kids drove around in those, trailer parks not necessarily poor. Britney Spears, southern redneck, trying to move up in the world but not quite there yet. A Ford truck, four wheel drive, CD player, rugged tires, fishing rack on the back with a hitch, BASS sticker in the window and a BAMA plate on the front. Roseanne her family kind of encapsulated what I think Alabama is, the way the show was obnoxious and country. 25
Nashville and Baton Rouge focus groups showed a positive image for Alabama. A truck a good ol boy place to be, its not a new truck, ten or 15 years old that is a fixer upper because that is what Alabama is doing. A mini van a family place and lots of open spaces for viewing God s beauty, safe, reliable and comfortable. George Clooney gorgeous if we could be in Alabama, its gorgeous. Reese Witherspoon s he is a native southern belle, funny, beautiful and full of personality. Chevy Impala with a full luxury package. A price I can afford with all the bells and whistles. Reba McIntyre local, friendly, always helpful and down to earth. 26
What are ratings of coastal destinations?
Gulf Shores and Orange Beach are both rated highly but too many do not know them well. Excellent/Very Good General Population Excellent/Very Good AGCVB Destin 71% 75% 15% 16% Gulf Shores 54% 72% 11% 31% Orange Beach 53% 84% 17% 52% South Walton 56% 63% 35% 48% Panama City Beach 43% 49% 17% 16% Fort Walton 52% 58% 25% 34% Biloxi 19% 23% 34% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 28
How likely are you to recommend? Definitely Probably Might Probably/Definitely Not Orange Beach / Gulf Shores General Pop 24% 56% 32% 32% 12% Orange Beach / Gulf Shores GCV Bureau 64% 88% 22% 10% 4% AL Gulf Coast General Pop 11% 31% 20% 48% 13% AL Gulf Coast GCV Bureau 10% 41% 31% 53% 6% 0% 20% 40% 60% 80% 100% 29
Key Points There is clearly an opportunity for improved unaided awareness as a destination for the general public: 32% unaided awareness as a destination Among those who visit most often (advocates) or visit in the past two years (friends) the image is GREAT! White sand, fun, restaurants, family, friends Among those who have not visited the area the image represents a great unknown = opportunity to define and grow! 30
Key Points Orange Beach & Gulf Shores = Cadillac, Chevrolet, Toyota and Mercedes Alabama Gulf Coast = Chevrolet, Ford, Buick Honda When comparing brands: Orange Beach is always slightly shifted to the more sophisticated, upscale, cutting edge and is always closer to me. 31
Key Points Alabama clearly has baggage attached: Atlanta focus groups Trans am, Chevette, KIA Anna Nicole, Britney Spears, Roseanne Always closest to the least sophisticated brand Among inquirers 88% recommend GS/OB as compared to 41% recommend Alabama Gulf Coast Among general public 56% recommend GS/OB as compared to 31% Alabama Gulf Coast 32