2011-2012 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 December 2012
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 ).
Regional Distribution of Visitors Fall 2011 Winter 2011 Spring 2012 Summer 2012 Alabama 43.1 37.9 37.6 36.5 Southeast 41.0 28.8 41.5 45.9 Northeast 0.5 1.8 0.4 0.5 Midwest 9.3 25.0 14.4 9.0 Southwest 4.4 3.7 5.1 7.1 Markets of Opportunity 1.7 2.8 1.0 1.0 Total 10 10 10 10 Economic Impact Estimates Fall 2011 Winter 2011 Spring 2012 Summer 2012 Occupancy Condominium Market 33.3 15.9 46.6 68.6 Occupancy Hotel/Motel Market 54.3 27.7 68.6 78.8 ADR Condominium Market $124.73 $76.04 $168.35 $253.77 ADR Hotel/Motel Market $119.36 $81.16 $142.99 $154.33 Top U.S. Feeder Markets (By Season) Fall 2011 Winter 2011 Spring 2012 Summer 2012 Core Origin Markets Core Origin Markets Core Origin Markets Core Origin Markets 1. Birmingham 20.1 1. Birmingham 18.5 1. Birmingham 14.6 1. Birmingham 16.0 2. Huntsville/Decatur 8.9 2. Mobile/Pensacola 8.1 2. Mobile/Pensacola 7.6 2. Huntsville/Decatur 7.0 3. Mobile/Pensacola 5.7 3. Huntsville/Decatur 5.0 3. Huntsville/Decatur 6.3 3. New Orleans 6.8 4. Nashville 5.4 4. New Orleans 4.6 4. Nashville 5.3 4. Mobile 5.7 5. New Orleans 4.7 5. Montgomery/Selma 3.7 5. New Orleans 4.9 5. Nashville 4.8 6. Baton Rouge 3.7 6. Atlanta 3.6 6 Montgomery/Selma 4.8 6. Memphis 4.1 7. Jackson, MS 3.5 7. Nashville 3.3 7. Atlanta 4.6 7. Atlanta 3.7 8. Montgomery/Selma 3.4 8 Baton Rouge 3.1 8. Baton Rouge 3.9 8. Montgomery 3.5 9. Atlanta 3.3 9. Jackson, MS 2.9 9. Jackson, MS 3.4 9. Baton Rouge 3.4 10. Tuscaloosa 3.2 10. Tuscaloosa 2.1 10. Tuscaloosa 3.2 10. Jackson, MS 3.2 11. Lafayette, LA 3.2 11. Memphis 3.2 11. Louisville 3.2 Total 65.1 Total 54.9 Total 61.8 Total 61.4 Fall 11 (Sept. Oct.) Winter 11 (Nov. - Feb.) Spring 12 (Mar. - May) Summer 12 (Jun. - Aug.) Annual 11 12 Number of Visitors 292,300 252,300 294,400 635,700 1,474,700 Visitor Expenditures $113,067,500 $111,504,000 $133,098,200 $318,701,800 $676,371,500 Evans - Klages, Inc. - 1-2011 - 2012 Visitor Profile
Transportation Mode Personal Car/RV 95.3 93.9 94.9 94.9 Rental Car 4.0 5.4 4.5 4.4 Plane 1.5 3.3 2.7 2.0 10 8 6 Transportation 95.3 93.9 94.9 94.9 Major Highways Used to Reach Area Interstate 65 61.6 60.5 71.0 59.6 Interstate 10 33.5 31.1 31.3 35.3 U.S. Highway 98 8.1 10.1 10.6 12.1 Interstate 85 5.3 6.4 7.2 8.2 From Pensacola 4.5 3.7 4.5 2.3 Purpose of Trip (Primary Reason) Vacation 85.8 75.9 82.9 89.0 Business/Meeting/Conference 2.5 6.0 3.9 4.6 Visit Friends/Relatives 6.3 10.8 6.2 3.5 Fishing 2.6 2.0 1.9 N/A Golfing 1.0 2.7 2.2 N/A First Visit to GSH/ORB 31.2 34.8 29.2 25.3 Average Repeat Visits Past 5 Years (Base: Repeat Visitors) 4.9 trips 4.6 trips 4.4 trips 4.1 trips Information Sources Internet 69.8 68.8 77.7 77.7 Previous Visit 61.8 57.9 57.6 61.3 Recommendation by Friend/Relative 25.7 27.1 21.8 17.4 Vacation/Travel Guides 16.1 13.5 13.6 13.4 Brochures 11.5 10.6 12.4 11.6 Convention and Visitors Bureau 7.0 7.4 6.7 6.2 4 2 9 8 7 6 5 4 3 2 1 8 7 6 5 4 3 2 1 4.0 5.4 4.5 4.4 1.5 3.3 2.7 2.0 Personal Car Rental Plane 69.8 68.8 85.8 82.9 75.9 Purpose of Trip 89.0 2.5 6.0 3.9 4.6 6.3 Vacation Business Visit F/R 77.7 77.7 Information Sources 61.8 57.9 57.6 61.3 25.7 27.1 21.8 17.4 16.1 10.8 6.2 13.5 13.6 13.4 Internet Previous Recomm. Travel Guide 3.5 Evans - Klages, Inc. - 2-2011 - 2012 Visitor Profile
Assisted by Travel Professional 2.7 4.3 5.5 3.8 Have Reservations Yes 92.1 89.5 93.6 94.2 No 7.9 10.5 6.4 5.8 Length of Stay in GSH/ORB (days) Vacation Trips 6.7 7.2 6.5 6.3 Get-Away Trips 3.2 3.3 3.1 3.4 Party Size (Immediate Travel Party) 3.8 3.2 4.0 4.4 Party Composition Family 43.0 29.1 51.1 65.8 Couple 42.6 61.4 35.8 24.7 Group of Couples/Friends 18.7 12.1 13.0 13.0 Single 4.0 4.1 3.9 3.2 With Business Associates 0.7 0.8 1.2 1.1 Traveling with Children Yes 35.7 21.7 52.7 68.4 No 64.3 78.3 47.3 31.6 Who First Suggested Our Area for this Trip Self 54.1 44.8 47.6 54.8 Family 15.6 23.1 30.4 34.0 Spouse/Companion 19.1 20.8 22.4 23.3 Friend 15.2 15.4 15.8 13.1 Female Recommending 65.0 51.4 58.5 62.9 Other Beach Areas Considered Florida 54.9 50.3 51.2 55.0 South Carolina 11.5 9.0 7.5 9.9 North Carolina 3.4 2.8 2.1 5.8 Georgia 3.3 4.6 4.1 4.1 Mississippi 5.8 6.9 6.5 5.4 Texas 3.0 6.0 6.7 4.6 None 39.5 42.3 42.0 37.8 10 9 8 7 6 5 4 3 2 1 9 8 7 7 6 6 5 5 4 3 4 2 3 1 2 1 6 5 4 3 2 1 92.1 43.0 89.5 Yes Have Reservations 93.6 94.2 7.9 10.5 No 6.4 5.8 Fall '08 Fall '09 Party Composition 9 83.4 29.1 51.1 Before 65.8 42.6 61.4 35.8 16.6 24.7 None 18.7 1 Family Couple Group 12.1 13.0 13.0 Who First Suggested Our Area for the Trip 54.1 44.8 47.6 54.8 15.6 23.1 34.0 30.4 19.1 20.8 22.4 23.3 15.2 15.4 15.8 13.1 Self Family Spouse Friend Evans - Klages, Inc. - 3-2011 - 2012 Visitor Profile
Why Choose GSH/ORB Nice Beaches 39.2 44.2 57.6 62.6 Close to Home/Convenient Location 39.8 33.5 52.9 52.5 Family Oriented 29.5 15.0 30.2 39.0 Familiar/Previous Visit 33.2 36.3 33.2 49.9 Recommended by Friend/Relative 23.5 22.4 16.7 18.6 Accommodations 35.3 24.5 21.5 28.3 Reasonable Rates 35.7 32.5 27.2 37.9 Quiet/Laid Back 30.9 34.2 37.1 42.3 Clean N/A 12.8 14.3 20.8 Safe Area 28.5 24.6 28.2 20.2 Never Been/Try Something Different N/A 13.4 12.3 17.6 Not Crowded/Commercial 28.7 23.4 20.5 30.6 Food/Restaurants 29.1 25.7 29.8 13.4 Weather 25.1 30.1 3 14.6 Beautiful N/A 22.7 20.8 12.7 Shopping N/A 13.7 15.9 8.3 Nature N/A 14.2 14.2 15.0 Fishing N/A 10.7 12.1 13.4 Friends/Relatives in Area N/A 15.7 1 13.3 Golfing N/A 14.6 7.0 5.5 Brochures/Website N/A 13.0 12.5 10.7 Attractions Visited Tanger Outlets 49.7 45.0 44.3 47.7 The Wharf 28.6 30.7 35.7 33.8 The Track 13.6 7.8 19.5 23.3 Gulf State Park 29.2 28.6 35.4 23.0 Fort Morgan 14.6 21.6 20.1 16.8 Waterville 3.0 N/A N/A 10.3 Alabama Gulf Coast Zoo 11.0 11.6 12.6 10.1 Battleship USS Alabama 8.5 12.6 7.0 8.8 National Naval Aviation Museum 10.7 14.7 10.6 11.0 Dauphin Island 7.5 14.2 8.0 8.7 Mobile Bay Ferry 6.4 12.0 N/A N/A Bon Secour Wildlife Refuge 8.6 11.5 7.2 N/A None 18.7 17.0 11.8 16.6 5 45.0 4 35.0 3 25.0 2 15.0 1 5.0 49.7 45.0 44.3 47.7 Attractions Visited 28.6 30.7 35.7 33.8 13.6 7.8 19.5 23.3 29.2 28.6 35.4 Tanger Wharf Track Gulf St. Park 23.0 14.6 21.6 20.1 16.8 Ft. Morgan Satisfaction/Recommend Gulf Shores/Orange Beach 10 9 8 7 6 5 4 3 2 1 10 8 6 4 2 96.0 96.0 96.4 95.5 94.2 93.8 95.8 95.1 Satisfied 93.4 Plan to Return 91.0 9 91.9 To Local Area Recommend Evans - Klages, Inc. - 4-2011 - 2012 Visitor Profile
Activities Enjoyed in GSH/ORB Beaches 95.3 92.1 95.4 96.6 Dining Out 85.2 78.4 77.9 86.7 Relaxing 84.6 79.4 89.8 79.3 Shopping 66.4 58.9 58.0 63.6 Pool 35.4 24.3 48.4 57.8 Sight Seeing 39.2 52.1 38.1 40.9 Attractions 32.9 25.5 37.8 37.3 Miniature Golf 14.5 11.4 19.1 25.8 Wildlife/Environment 19.5 27.9 29.2 24.8 Photography 13.1 19.0 17.7 19.9 Fishing 18.8 21.0 21.5 19.2 Visiting Friends/Relatives 16.5 26.9 18.4 17.6 Bars/Nightlife 10.5 14.0 17.4 14.7 Seafood/Shrimp Fest 14.0 7.6 N/A N/A Movies 4.6 8.6 N/A 10.6 Golfing 11.7 20.4 11.1 8.9 Bird Watching 4.3 8.7 6.4 N/A Trip to Mississippi Casino 4.3 9.2 N/A N/A Median Age Head of Household (years) 47.5 48.5 45.5 45.3 Median Annual Household Income* $77,814 $75,467 $79,145 $86,848 Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1,469.93 $1,414.24 $1,808.39 $2,205.89 Per Person/Trip 386.82 441.95 452.10 501.34 Per Person/Day 82.30 73.66 79.32 92.84 Visitor Party Budget Breakout (GSH/ORB Stay) Accommodations $578.99 $469.26 $871.67 $1,146.05 Food/Entertainment 461.03 449.81 521.09 652.39 Retail/Grocery Purchases 258.32 279.20 266.21 303.42 Miscellaneous Expenditures 107.36 178.43 129.12 100.45 * Please Note: Median household income after taxes 10 9 8 7 6 5 4 3 2 1 6 5 4 3 2 1 $ 120 100 80 60 40 20 Activities Enjoyed (Top Four) 95.3 92.1 95.4 96.6 85.2 78.4 77.9 86.7 84.6 79.4 89.8 79.3 66.4 58.9 58.0 63.6 Beaches Dining Out Relaxing Shopping 579.0 Age Head of Household 871.7 469.9 47.5 48.5 1146.1 Years Budget Breakout 461.0 449.8 521.1 652.4 45.5 45.3 303.4 279.2 266.2 258.3 178.4 107.4 129.1 100.5 Accomm Food/Ent Retail Misc. Evans - Klages, Inc. - 5-2011 - 2012 Visitor Profile
Recommend GSH/ORB to Friends/Relatives 94.2 93.8 95.8 95.1 Plan to Return ( yes) To Local Area 93.4 91.0 9 91.9 Satisfaction with GSH/ORB Very Satisfied 77.5 72.1 71.5 71.1 Satisfied 18.5 23.9 24.9 24.4 Satisfaction Level 96.0 96.0 96.4 95.5 See/Hear/Read Message Influenced by Message Fall '11 Win. '11 Fall '11 Win. '11 7 6 5 4 3 2 1 Spr. '12 Sum. '12 68.4 59.9 69.1 67.8 5 Spr. '12 Sum. '12 46.6 43.2 41.4 41.8 4 3 2 1 Yes Yes See/Read/Hear GSH/ORB Message 68.4 59.9 69.1 67.8 Influenced by GSH/ORB Message (Base: Respondents Reporting See/Read/Hear Message) 41.4 43.2 41.8 46.6 Occupation Professional/Technical 36.4 30.1 36.3 40.5 Executive/Managerial 17.9 12.2 17.7 16.1 Self-Employed 6.9 9.6 8.7 9.8 Craft/Factory 8.5 7.2 8.5 8.7 Retired 9.3 22.0 7.3 8.4 Salesman/Buyer 9.4 8.1 7.1 6.5 5 4 3 2 1 Occupation 40.5 36.4 36.3 30.1 17.9 17.7 16.1 12.2 9.6 8.7 9.8 8.5 8.5 8.7 6.9 7.2 Prof/Tech Exec./Mgr Self Employed Craft Evans - Klages, Inc. - 6-2011 - 2012 Visitor Profile
Influential Factors in Choosing GSH/ORB White, Sandy Beaches 93.4 85.5 92.3 94.7 Influential Factors (Top Five) I Can Drive There with Family 84.0 79.7 84.6 90.2 Safe Destination 88.1 82.3 87.1 86.5 Family Atmosphere 74.7 64.0 77.2 84.5 Complete Relaxation 89.6 81.5 87.2 81.4 Sunning on the Beach 61.0 47.8 74.1 76.6 Safe Beaches for Children 51.2 40.8 59.8 75.7 Good Value for the Money 86.3 80.3 79.0 75.6 Clean, Unspoiled Environment 72.7 70.8 78.7 75.1 Warm Weather 77.1 75.3 79.9 74.0 Reasonably Priced Lodging 76.9 77.5 79.9 73.8 Good Restaurants/Dining Out 73.8 71.7 75.2 73.6 Uncommercialized Beaches 69.1 60.2 60.8 65.5 Upscale Accommodations 53.3 50.4 52.2 55.8 Beaches Can Drive Safe Fmly. Atm. 64.0 79.7 77.2 74.7 85.5 84.6 84.0 86.5 87.1 82.3 88.1 84.5 94.7 92.3 93.4 90.2 Shopping 48.8 43.0 33.6 49.3 Romantic Place 38.3 41.1 38.5 31.1 Good Fishing 19.6 23.7 19.7 22.3 Good Boating 15.7 18.5 16.0 14.5 Relaxation 81.4 87.2 81.5 89.6 2 4 6 8 10 Good Golfing 13.3 24.4 12.4 11.7 Evans - Klages, Inc. - 7-2011 - 2012 Visitor Profile
Requested Additional Information About GSH/ORB for Trip Did Not Request Information 27.0 22.4 25.0 21.3 Accessed www.gulfshores.com 35.2 37.4 40.7 43.0 Accessed Individual Hotel/Motel/Condominium Website 39.3 37.6 38.4 39.7 Accessed Destination Sites for Gulf Shores/Orange Beach 29.0 24.2 26.4 29.4 Accessed an Internet Travel Website 24.6 22.4 19.2 20.7 Called a Hotel/Motel/Condominium Toll-Free Number 14.7 10.8 13.5 9.7 Called the CVB Toll-Free Number 2.8 3.8 3.4 3.8 80 70 60 54 Days Planning/Reservation Window Analysis Days to Arrival 63 Days 7 Seek Out Travel Information On-Line 97.4 94.1 98.1 96.4 Used the Internet to Gather Travel Information for this Trip (BASE: Those who Seek Travel Information On-Line) 95.4 94.6 96.9 95.8 First Time 97.5 95.2 99.0 98.7 Repeat 94.4 94.2 96.0 94.8 50 40 30 20 10 7 47 Days 45 Days 6 13 7 7 8 34 34 30 15 41 Booked Reservations for this Trip on the Internet (BASE: Those who Seek Travel Information On-Line) 59.7 56.2 56.3 57.8 0 Fall '11 Win '11 Spr '12 Sum '12 Accessed the Website www.gulfshores.com (BASE: Those who Seek Travel Information On-Line) 47.5 54.9 59.6 51.1 Reservation Start Talking Decide Total Evans - Klages, Inc. - 8-2011 - 2012 Visitor Profile