Transcript DPA 2014 Autumn Visitor Profile

Autumn 2014
Profile of Visitors
Staying Overnight in Paid Accommodations
January 2015
Prepared for:
Gulf Shores and Orange Beach Tourism
by:
Table of Contents
Introduction
3
Key Findings
6
Detailed Findings
10
Travel Planning
11
Trip Characteristics
15
Travel Party Characteristics
23
Views Toward Gulf Shores/Orange Beach and Trip Satisfaction
27
Additional Detail on State of Origin and Interview Locations
34
Trip Type Comparison
41
Introduction
3
Background
• Gulf Shores and Orange Beach Tourism has commissioned DPA to conduct a research study profiling visitors to
the Gulf Shores and Orange Beach area.
• The research involves ongoing data collection each month from June of 2014 through May of 2015 with
reports produced seasonally.
• The findings from this research will provide the organization with information about travelers to the
area and their trips in order to monitor seasonal visitation patterns and help inform future marketing
efforts.
• This report presents information collected through paper-based surveys of visitors to Gulf Shores, Orange
Beach, or Fort Morgan during the fall season, defined as September and October.
• In order to maximize the representativeness of travelers surveyed for this research, questionnaires were
distributed at a number of restaurants, beach access points, special events, and shopping venues in Gulf
Shores, Orange Beach, and Fort Morgan.
• Potential respondents were screened to ensure they were travelers to the Gulf Shores/Orange Beach
area and were at least 18 years of age.
• A total of 382 autumn visitors were surveyed. Of these, 234 stayed between one and 30 nights in paid
accommodations in Gulf Shores, Orange Beach, or Fort Morgan. The body of this report is based nearly
entirely on these travelers.
• Throughout this report, the data presented are based on the number of visitors answering a given question
(as some respondents did not fill in every question).
4
Research Objectives
The specific goals of this research were to:
Provide a profile of visitors
• Age, educational attainment, level of affluence, current state
and city of residence, etc.
Examine the characteristics
of trips taken within Gulf
Shores & Orange Beach
• Trip length, purpose of trip, activities undertaken, travel party
characteristics, type of accommodations
• Sources of information used, length of planning period,
decision influencers, and prior visitation
Measure visitor satisfaction
• Overall satisfaction, likelihood of returning, likelihood of
recommending to others, comparison to other similar
destinations
5
Key Findings
6
Autumn Visitor Profile
Average Household
Income: $94,000
Generally from the
South: top origin states
include Alabama,
Tennessee, and
Louisiana
81% are married
Average travel party:
3.9
7
Autumn Trip Profile
83% of responding travelers
have visited previously – most
visit once a year.
Top reasons autumn travelers
choose Gulf Shores/Orange
Beach:
98% drive to the area.
One in five begin planning their
trip within two weeks of their
visit.
Most common activities:
* Going to the beach
* Dining out
* Beautiful beaches
* Relaxing
* Beautiful scenery
* Swimming
Average length of paid
overnight stays: 5.7 nights.
Most stay in a rented vacation
home or condo.
Most popular attractions:
* Tanger Outlets
* Gulf State Park
* The Wharf
Average Spending:
$2,600 per party per trip or
$99 per person per day
8
Autumn Visitor Satisfaction
100% of surveyed autumn
travelers are satisfied
with their trip to Gulf
Shores/Orange Beach.
91% are very satisfied.
100% are likely to
recommend the area over
other destinations. 96%
definitely will.
84% rate the service they
received in the area as
better than other
destinations.
100% say they are likely
to return to the area at
some point in the future;
93% are likely to do so
within the next year.
9
Detailed Findings
10
Travel Planning
11
Over one-third of autumn visitors staying in paid
accommodations book or start planning their trip within
two months of their visit.
• Three out of ten start planning their trip six months or more in advance.
Travel Planning
Begin Planning the Trip (n=227)
Made Lodging Reservations (n=225)
28%
22%
18% 17%
12%
14%
8%
<1 week
12% 11%
10%
1 week to <2
weeks
15% 15%
6% 7%
2 weeks to <1
month
1 month to <2
months
2 months to <3 3 months to <6
months
months
Q4. How far in advance of leaving did you begin planning the trip?
Q4b. How far in advance of leaving did you make lodging reservations? (Not shown: 2% who do not recall when
they started planning their trip; 1% who do not recall when they booked their lodging; and 3% who did not book
lodging in advance.)
12
6 months+
Nine out of ten autumn visitors use general internet
searches to plan their trip to the area.
• The next most popular trip planning resource – word of mouth – is used by
only three out of ten autumn visitors.
Planning Resources Used
(n=168)
Conduct general internet searches
Ask friends/relatives/co-workers for advice
Go to destination web sites
Look at travel books/magazines
Look at travel guides/brochures
Contact local convention and visitors
bureaus
Contact AAA (online, on the phone, or at an
office)
Contact a local business for information or
to make reservations
Access blogs or social media
Use other resources
Q5. While planning this trip, did you:
13
90%
30%
10%
2%
2%
1%
1%
1%
1%
4%
The top websites autumn visitors use while planning
their trips include home rental booking sites, local real
estate sites, and online search engines.
• Roughly one out of ten autumn visitors use Gulfshores.com or
Alabama.travel to plan their trip.
Websites Visited
(n=175)
Vacation home rental booking sites (HomeAway.com,
VacationHomeRentals.com, VRBO.com)
Local real estate or vacation rental sites
43%
Online search engines (Google, Bing, etc.)
29%
GulfShores.com or OrangeBeach.com (web sites for Gulf
Shores & Orange Beach)
Hotel web sites
14%
30%
11%
Booking web sites (Orbitz, Expedia, etc.)
7%
Alabama.travel (Alabama's official tourism web site)
6%
TripAdvisor
4%
Facebook
3%
Other
7%
None/Didn't visit any web sites while planning this trip
Q6. While planning this trip, did you use any of the following websites?
14
18%
Trip Characteristics
15
More than eight out of ten autumn visitors have been
to the area previously.
• The typical autumn visitor has been to the area five times in the past five
years.
Frequency of Visits
(n=232)
On average, autumn visitors have taken 5 trips to the
Gulf Shores & Orange Beach area in the past 5 years
First Time
17%
Repeat Visitor
83%
Q2. Is this your first visit to the Gulf Shores & Orange Beach area?
Q3. Over the past five years, how many times have you visited the Gulf Shores &
Orange Beach area, including this trip? (n=234)
16
Nine out of ten autumn visitors to the area come for
vacation, and nearly all drive.
Reason for Visit
Mode of Transportation
(n=231)
(n=228)
Vacation
93%
Car
Business
Personal
business
5%
2%
Airplane
Seasonal
98%
1%
Q1. What is the main purpose of your trip to the Gulf Shores & Orange Beach
area? (Please select the most important purpose.)
Q9. How did you travel to this area? (Please select the one mode of
transportation that you used to travel the most miles for this trip.)
17
2%
The average autumn stay is about five nights. The very
large majority of visitors – eight in ten – stay in a rental
home, condo, or timeshare.
On average, autumn
visitors stay 5.7 nights.
The median stay is 5.0
nights.
Type of Paid Accommodations Used
(n=234)
RV park, campground or
cabin
6%
Hotel or Bed & Breakfast
11%
Rented vacation home,
condo, or timeshare
83%
Q12. Are you staying overnight (either last night or tonight)?
Q10/Q11. How many nights in total do you intend/have you already spent in the Gulf Shores &
Orange Beach area on this trip?
Q12. What type of lodging are you staying in?
18
Beautiful beaches and scenery are the top reasons autumn
visitors choose Gulf Shores and Orange Beach. Few
consider any other destination for their trip.
•
Many visitors also cite the warm weather, affordability, ease of getting to the area, and
previous positive experiences as reasons they decided to travel to the area.
Travel Drivers
Number of Other Destinations Considered
(n=234)
(n=225)
It has beautiful beaches
88%
None
94%
It has beautiful scenery
85%
1 or 2
5%
It has warm weather
71%
3 to 5
1%
It is an affordable place to visit
68%
It is easy to get to
67%
I had been here before and liked it
65%
It is close to home
27%
Friends or family recommended it
27%
I had never been here before and wanted to try it
14%
It was hosting a specific activity or event
12%
I came to visit friends or family
11%
I spend all or part of my winters here
10%
I had business here
5%
Other
3%
Q7. Which of the following reasons best describe why you chose this
destination for your trip?
Q8. How many other destinations did you consider before choosing Gulf
Shores & Orange Beach for this trip?
19
Going to the beach, dining out, and relaxing are the
most common activities among autumn visitors,
followed by swimming.
Top Activities/Interests
(n=232)
Beaches
95%
Dining out
94%
Relaxing
92%
Swimming
85%
Bars/Nightlife
52%
Shopping
46%
Sightseeing
41%
Fishing
31%
Festivals or special events (non-sports events)
Boating or sailing
16%
11%
Q18. What activities or interests are you enjoying while visiting the area?
20
Other Activities/Interests
Dolphin tour
Visiting
friends/relatives
Historical sites
Shelling
Golfing
Amusement park/
Water park
Photography
Parasailing/Jet skiing
Birdwatching
Visiting a spa
Sporting events
Watching wildlife
Scuba diving/
Snorkeling
Other
7%
6%
5%
5%
4%
4%
3%
3%
2%
1%
1%
1%
1%
3%
About half of autumn travelers visit the outlets or Gulf
State Park. One-third visit the Wharf.
Attractions Visited
(n=198)
Tanger Outlets
54%
Gulf State Park
51%
The Wharf
37%
Alabama Gulf Coast Zoo
12%
Fort Morgan
10%
The Track
10%
Dauphin Island
6%
Battleship USS Alabama
5%
National Naval Aviation Museum
3%
Bon Secour National Wildlife Refuge
2%
Bellingrath Gardens
Other (Please specify)
1%
6%
Q19. On this trip, which attractions are you visiting?
21
The average autumn travel party spends about $3,000 over
the course of their trip – amounting to about $100 per
person per day.
•
The majority of autumn visitor spending is on lodging and food.
On average, each
traveler spends an
estimated $99 per day in
the area.
Average Trip Expenditures per Travel Party
% of Spending
Lodging & Accommodations
$921
35%
Food & Beverages
$779
30%
Shopping
$505
19%
Recreation or Entertainment
$230
9%
Misc
$197
7%
TOTAL
$2,632
Q17. Please tell us the amount you and your immediate travel party spent
during the past 24 hours in Gulf Shores & Orange Beach in each category.
22
Travel Party Characteristics
23
The average autumn travel party consists of four people.
Most autumn visitors are traveling either as a family or as a
couple.
• One-third of visitors in the fall are traveling with children.
Travel Party Size
35% of autumn visitors are traveling with children.
Average travel party size
3.9
Average number of adults in travel party
3.2
Average number of children in travel party
.8
Ages of Children
Travel Party Composition
(n=230)
As a family
43%
As a couple
37%
With friends
15%
By yourself
4%
With business associates
2%
58%
20%
Younger than 6
years old
52%
18%
Q14. On this trip, are you traveling:
Q15. Including yourself, how many people are in your immediate travel party?
Q16. How many of those people are: Younger than 6 years old/6-11 years old/
12-17 years old/adults
24
17%
6-11 years old
% of All Visitors (n=234)
48%
12-17 years old
% of Visitors W/Children (n=81)
The typical surveyed autumn visitor to the area is 46 years
old and has a household income of about $95,000.
Characteristics of Fall Visitors
Gender of respondent
Male
Female
Age of respondent
Average
Martial status of respondent
Married
Single
(n=233)
51%
49%
(n=230)
46
(n=231)
81%
8%
Other
10%
Annual household income
(n=198)
Average
Q28.
Q29.
Q30.
Q31.
Are you: Male/Female
What is your age, please?
Are you: Married/Single/Other
What is your total annual household income before taxes?
$93,900
25
Most autumn visitors are from the south – most often
Alabama, Tennessee, and Louisiana.
Region
(n=215)
Visitor Origin
South
Midwest
Northeast
West
(n=233)
The United
States
98%
87%
11%
1%
<.5%
Top Source Markets
(n=215)
Canada
Other
(Please
specify)
1%
1%
The top origin states
include Alabama,
Tennessee, and
Louisiana
Q27a. Are you currently a resident of:
Q27b. What is your current home ZIP code?
Additional detail about the top states of origin can be found in the appendix.
26
Mobile-Pensacola
Birmingham
Nashville
Baton Rouge
Huntsville-Decatur
Louisville
11%
11%
8%
7%
7%
6%
Views Toward Gulf Shores/Orange Beach and
Trip Satisfaction
27
Autumn visitors have extremely positive opinions of
the area.
• Nearly all autumn visitors feel that each of 11 positive statements describe
Gulf Shores and Orange Beach extremely well.
Views Toward Gulf Shores/Orange Beach
Describes Extremely Well (5)
Has a "family-friendly" atmosphere (n=200)
4
Total Describes
96%
Is a safe destination (n=200)
4% 100%
94%
Has beautiful beaches (n=200)
6%
98%
100%
2% 100%
Offers a relaxing atmosphere (n=200)
96%
Provides warm Southern hospitality (n=198)
95%
Has a clean, unspoiled environment (n=200)
94%
4% 98%
Offers plenty to see and do (n=198)
94%
5% 99%
Is easy to get to by car (n=198)
95%
4% 99%
Has nice weather (n=200)
90%
Offers affordable dining (n=199)
92%
Offers reasonably priced lodging (n=199)
91%
Q23. How well do you believe the following describe the Gulf Shores & Orange Beach
area?
28
4% 99%
4% 99%
7%
6%
6%
98%
97%
97%
Most autumn visitors believe the area is no more expensive
than other similar destinations, with one out of three feeling
the area is less expensive than comparable destinations.
Relative Expensiveness
(n=225)
5%
Gulf Shores/Orange
Beach area is:
Much Less Expensive (1)
28%
2
About the Same (3)
4
54%
Much More Expensive (5)
Don’t Know
4%
4%
5%
Relative Expensiveness
Q20. From your experience, how expensive would you say the Gulf Shores & Orange
Beach area is when compared with other destinations that offer similar experiences?
Compared to other destinations, is our area...
29
Nine out of ten autumn visitors are very satisfied with
their trip to the area.
Overall Satisfaction
(n=222)
Very Satisfied (5)
4
Total satisfied:
100%
3
91%
Dissatisfied (1, 2)
9%
Satisfaction
Q21. Overall, how satisfied are you with your stay in the area?
30
<.5%
Nearly all autumn visitors say they definitely would
recommend the area to others.
Likelihood of Recommending Gulf Shores/Orange Beach
(n=226)
Definitely Will (5)
Total likely to
recommend:
100%
96%
4
May or May Not (3)
4%
<.5%
Likelihood to Recommend
Q24. How likely would you be to recommend the Gulf Shores & Orange Beach
area to family or friends for a vacation or getaway trip over other areas that
offer similar experiences?
31
More than eight out of ten autumn visitors describe the service
they received in the area as better than other destinations;
Seven in ten feel local service is much better.
Gulf Shores/Orange Beach vs. Other Destinations
(n=222)
Gulf Shores/Orange
Beach area is:
Much better (5)
Total better than
other destinations:
84%
71%
4
About the same (3)
Don't know
13%
12%
4%
Comparison to Other Destinations
Q22. Overall, how would you rate the quality of the services you received at
stores, restaurants, and lodging establishments in Gulf Shores and Orange
Beach? Compared to services at similar establishments in other destinations, is
the service in our area…
32
Nearly all autumn travelers are likely to return to the
area, including nine out of ten who plan to return next
year.
Likelihood to Return to the Gulf Shores/Orange Beach Area
96%
86%
Total likely to
return next
year: 93%
Total likely to
return: 100%
Definitely Will
Probably Will
7%
3%
Likely to Return
(n=225)
Q25. How likely are you to visit the Gulf Shores & Orange Beach area at some
point in the future?
Q26. How likely are you to visit the area next year?
(Scale of 1 – Definitely will not to 5 – Definitely will)
Likely to Return Next Year
(n=218)
33
Additional Detail on State of Origin and
Interview Locations
34
Visitor Origin (States)
State of Origin
Alabama
Tennessee
Louisiana
Mississippi
Indiana
Kentucky
Arkansas
Georgia
Illinois
Missouri
Texas
Ohio
% of
Visitors
33%
17%
13%
8%
6%
6%
4%
4%
2%
2%
1%
1%
35
Visitor Origin (States)
36
Visitor Origin (ZIP Codes)
Each sphere corresponds to a ZIP code represented by one or more visitors.
37
Visitor Origin (ZIP Codes)
Each sphere corresponds to a ZIP code represented by one or more visitors.
38
Visitor Origin (ZIP Codes)
Shading corresponds to the number of visitors represented by a ZIP code.
39
Interview Locations
Type of Interview Location
% of
Interviews
Attractions
49%
Restaurants
21%
Lodging/Accommodations
30%
40
Trip Type Comparison
41
Trip Type Comparison
Spending (Per party per trip)
Lodging & Accommodations
Food & Beverages
Recreation or Entertainment
Shopping
Misc
TOTAL
Accommodation Types
Hotel or Bed & Breakfast
Rented vacation home, condo, or timeshare
RV park, campground or cabin
42
Getaway Trips
(3-4 nights)
(n=72)
Vacation Trips
(5+ Nights)
(n=101)
$636
$494
$292
$122
$126
$1,670
$1,248
$1,100
$316
$744
$276
$3,684
Getaway Trips
(3-4 nights)
(n=87)
Vacation Trips
(5+ Nights)
(n=125)
11%
80%
8%
5%
90%
5%