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Gulf Shores & Orange Beach Spring 2018 Visitor Profile

Gain insights into the visitor experience, demographics, and travel planning in the Gulf Shores and Orange Beach area through online surveys conducted by Strategic Marketing & Research Insights. Understand visitor preferences for hotels and vacation rentals in order to drive sustainable growth in the tourism industry.

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Gulf Shores & Orange Beach Spring 2018 Visitor Profile

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  1. Visitor Profile Research Spring 2018 Strategic Marketing & Research Insights, LLC

  2. Table of Contents GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  3. Introduction Visitor Profile Research – Spring 2018

  4. Background The Gulf Shores & Orange Beach area is a year-round leisure travel destination featuring 32 miles of white-sand beaches along Alabama’s southern border to the Gulf of Mexico. The destination remains largely condo/vacation rental in terms of paid lodging inventory. But with new hotel properties rapidly coming online, there is a need to understand different audiences and behaviors for hotel users versus the more traditional visitors who stay in vacation rentals. Gulf Shores & Orange Beach Tourism (GSOBT) is responsible for marketing the Alabama Gulf Coast as a year-round destination, while stewarding a thoughtful, sustainable level of growth. In support of this mission, GSOBT has conducted quarterly visitor profile research for nearly 20 years. To attract and manage additional visitation to the area, it is critical to first have a thorough understanding of the current situation, and visitor profiling is a vital way to gain that understanding. GSOBT is now partnering with Strategic Marketing & Research Insights (SMARInsights) to gather information from visitors to better understand the visitor experience, existing image of the area, demography and geographic origins of visitors by season. The research objectives include understanding what visitors think of the area, what drives them to visit, what their experience is in the area, trip satisfaction and characteristics, and travel planning. The methodology is largely online and is outlined in detail in the following section. Additionally, to overcome a data deficit from 2017, SMARInsights gathered data on trips taken in 2017. The analysis reported here incorporates those trips as well. This report is the first of four seasonal reports, leading up to a final report and insights. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  5. Research Objectives GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  6. Methodology This report presents information collected through online surveys of visitors to Gulf Shores, Orange Beach, or Fort Morgan during spring 2017 and spring 2018 (March through May). Potential respondents were screened to ensure they were travelers to the Gulf Shores/Orange Beach area and were at least 25 years of age. Travelers were asked about trips taken in 2017 and 2018. Because we asked travelers about multiple trips, as quarterly data collection progresses we will continue to gather data from travelers who visited in spring 2018, so this volume will grow. Data is weighted to match the destination’s actual occupancy rates over the relevant time period. Included in the data are interviews with travelers who crossed the GS/OB geofence during spring 2018. Geofencing is a technology that tracks when consumers’ cell phones cross a digital “fence” around a geographic area. Geofencing is being used to help identify shifting geographic origins of visitors by season, as it allows us to identify fenced travelers’ origin markets. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  7. Year-over-Year Methodological Changes 50 stay in vacation rentals 5 nights 5 people 1,250 100 visitors Travel party size Length of stay Person-nights 50 stay in hotels 2 nights 3 people 300 In past years, GSOBT has conducted intercept studies, which have the advantage of ensuring contact with visitors in a timely fashion, in that the visitors are on-site when contacted. However, the main challenge with intercepts is that the data is not representative of the population – in-person interviewing is inherently skewed – not everyone gets surveyed, only certain locations have surveyors, interviewers tend to select people who are like them in some way, etc. Further, intercept methodology over-represents heavy users; in GSOBT’s case, those who stay in vacation rentals. The graphic below illustrates that in an example where half of visitors stay in rentals, they have even greater opportunity (more than half) to be surveyed and are more heavily represented in results. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  8. Year-over-Year Methodological Changes Condo/vacation rental 2017 n= 461 (a); 2018 n=298 (b) Hotel/motel 2017 n= 124 (c); 2018 n=80 (d) a / b / c / d indicate statistically significant differences at the 95% level. Looking at the distribution of lodging type by person-nights (share of total trips as represented by length of stay times party size), the outcome looks a little better. But it is still not in line with GS/OB occupancy. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  9. Year-over-Year Methodological Changes The solution is to weight the data collected this spring and last to match the destination’s actual occupancy rates over the time period we’re looking at. And because online surveying is representative of and demographically balanced to the population, we should not expect the results to be exactly the same as they were in prior reporting. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  10. Detailed Findings Visitor Profile Research – Spring 2018

  11. Travel Planning Question text: How far in advance did you begin planning your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. About half of trips are planned between 3 weeks and 3 months ahead of time. There is a difference in planning horizon by lodging type, as we will see next. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  12. Travel Planning – Hotel vs. Condo Rental a a a b b b Vacation rental/condo n= 298 (a); Hotel/motel n=80 (b); a / b indicate statistically significant differences at the 95% level. Question text: How far in advance did you begin planning your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. Those who stay in hotels are far more likely to plan and book in the short term. More than half of spring hotel trips are planned in a month or less. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  13. Travel Planning Question text: How far in advance did you book your lodging in Gulf Shores/Orange Beach? Response options as shown in graph above. As with trip planning overall, nearly half of lodging bookings take place between 3 weeks and 3 months ahead of travel. New technologies and apps enable travelers to plan and book more quickly, which may be why these steps are happening at roughly the same time, particularly among hotel users. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  14. Travel Planning b Question text: Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? Response options as shown in graph. 2017 n= 585 (a); 2018 n=377 (b); a / b indicate statistically significant differences at the 95% level. Travel planning takes place largely online, and even family and friends have an online presence through social media. We would expect these numbers to continue to rise as the lines between websites and mobile apps continue to blur. This shift also relates to a brief planning horizon, as travelers can benefit from last-minute deals. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  15. Travel Planning – Hotel vs. Condo Rental a b a a a Vacation rental/condo n= 298 (a); Hotel/motel n=80 (b); a / b indicate statistically significant differences at the 95% level. Question text: Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. Question text: Did you visit the Gulf Shores/Orange Beach Welcome Center? Yes/No Some of the differences in trip planning resources by lodging type are intuitive – those who stay in vacation rentals use vacation rental sites and apps more, and those who stay in hotels use hotel sites more. However, it is notable that hotel users say they are more influenced by ads. Hotel users are more than twice as likely to visit a GS/OB Welcome Center. In fact, as we will see later in this section, hotel users are more likely to be first-time visitors. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  16. Travel Planning Question text: Why didn’t you visit the welcome center? [open ended response] Of those who did not visit a welcome center, the most common reason is already being familiar with the destination. This underscores opportunities to: Promote the welcome centers to first-time visitors and Make the centers relevant to repeat visitors by featuring what’s new in the destination GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  17. Trip Characteristics Question text: Prior to your visit, was Gulf Shores/Orange Beach familiar to you? Response options as shown in graph above. These results reinforce that the bulk of GS/OB trips are repeat visits from those who are familiar with the destination. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  18. Hotel visitors are more likely to be: aspirational (always wanted to go), visiting family and former neighbors, and those attending tournaments or other events. a a a Vacation rental/condo n= 298 (a); Hotel/motel n=80 (b); a / b indicate statistically significant differences at the 95% level. Question text: Prior to your visit, was Gulf Shores/Orange Beach familiar to you? Response options as shown in graph above. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  19. Trip Characteristics Question text: How did you get to Gulf Shores/Orange Beach for your trip? Select the one mode of transportation that you used to travel the most miles for this trip. Response options as shown in graph above. Question text: Into which airport did you fly?? Response options as shown in graph above. The majority of GS/OB visitors drive to the destination, although air travel is growing as air service expands. The source markets of those who fly are Atlanta, Chicago, Cleveland, Detroit, Houston, Miami, Milwaukee, Nashville, and St. Louis. Of those who flew, most flew into Pensacola, with nearly 1 in 5 flying into Mobile. “Other” airports include Biloxi, Gulfport, New Orleans and Punta Gorda. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  20. Trip Characteristics Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response options as shown in tables. As we would expect, most trips include the basic beach vacation activities of dining out, going to the beach, shopping, relaxing, and swimming. Some of these activities – swimming in particular – are weather-dependent. The destination’s local culture and historical attractions are part of about a third of trips. More niche appeal activities tend to have lower participation based on travel party make-up and trip purpose. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  21. Trip Characteristics cd cd d (a) (c) (b) (d) Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response chosen: beach Condo/vacation rental 2017 n= 461 (a); 2018 n=298 (b) Hotel/motel 2017 n= 124 (c); 2018 n=80 (d) a / b / c / d indicate statistically significant differences at the 95% level. Looking specifically at visiting the beach (not the basic beach group of activities) by lodging type and experience with the destination shows an interesting result. Vacation renters and those who visit infrequently are more likely to feature beach visits in their trip. This represents an opportunity for GSOBT to aim resources at newer and hotel visitors. As noted, hotel visitors are the heaviest users of GSOBT visitor centers. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  22. Trip Characteristics Question text: Which of these attractions and activities motivated you to choose Gulf Shores/Orange Beach as the destination for your trip? Select up to 5. Response options are those selected as activities/attractions participated in. As a follow-up to the activity-participation question, visitors were asked which of the activities and attractions they’d done had motivated them to choose GS/OB as their destination. These results show that the beach and related activities remain the key draw for spring visitors. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  23. Trip Characteristics a a (a) (c) (b) (d) 2017 n= 585 (a); 2018 n=377 (b); a / b indicate statistically significant differences at the 95% level. Condo/vacation rental 2017 n= 461 (a); 2018 n=298 (b) Hotel/motel 2017 n= 124 (c); 2018 n=80 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: To help us better understand the economic impact of tourism, what was the approximate amount of money your travel party spent while in Gulf Shores/Orange Beach on your trip? [Category prompts] Including yourself, how many people were in your travel party? How many nights did you stay in Gulf Shores/Orange Beach during this trip? If you did not stay overnight, please enter '0'. Open-ended numeric responses. Hotel spending brings the per-person per-night figure up. The per-person efficiency of vacation rentals is one of the appeals for larger groups. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  24. Trip Characteristics 2017 n= 585 (a); 2018 n=377 (b); a / b indicate statistically significant differences at the 95% level. Condo/vacation rental 2017 n= 461 (a); 2018 n=298 (b) Hotel/motel 2017 n= 124 (c); 2018 n=80 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: To help us better understand the economic impact of tourism, what was the approximate amount of money your travel party spent while in Gulf Shores/Orange Beach on your trip? [Category prompts] Open-ended numeric responses. Food/beverage spending is down slightly in 2018. That is likely due to somewhat smaller travel parties this spring compared to last. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  25. Travel Party Characteristics c d d c (a) (c) (b) (d) (a) (c) (b) (d) Condo/vacation rental 2017 n= 461 (a); 2018 n=298 (b) Hotel/motel 2017 n= 124 (c); 2018 n=80 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: Including yourself, how many people were in your travel party? How many nights did you stay in Gulf Shores/Orange Beach during this trip? If you did not stay overnight, please enter '0'. Open-ended numeric responses. Travel party size and length of stay are a reflection of the balancing of lodging types, as condo/vacation rental visitors stay longer and visit with significantly larger travel parties than those who stay in hotels. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  26. Travel Party Characteristics a 2017 n= 70 (a); 2018 n=56 (b); a / b indicate statistically significant differences at the 95% level. Question text: What ages were the children in your travel party? Response options as shown in graph above. There is a year-over-year increase in the presence of younger children in spring travel parties. This coincides with recent marketing efforts aimed at families with pre-school aged children, a key target for spring visits. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  27. Travel Party Characteristics Question text: Are you…? (Male, Female) What is your age? Are you currently…? (Married, Divorced/Separated, Widowed, Single/Never married) Which of the following categories best represents the total annual income for your household before taxes? (Less than $35,000, $35,000 but less than $50,000, $50,000 but less than $75,000, $75,000 but less than $100,000, $100,000 or more) • Overall, in terms of demographics, visitors look very similar year-over-year: • The majority of travel decision makers are female • Most are married • Average household income is roughly $100K • Next we will look at demographics by lodging type. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  28. Travel Party Characteristics • Decision-makers for hotel stays are more likely to be male and single. • Hotel visitors are a more ethnically diverse group; more than 10% are African American. • Condo renters are older and have higher incomes. • Education is fairly similar across lodging types. • Condo renters are more likely to be retired (potentially due to larger multigenerational parties). • Hotel visitors are more likely to be in upper management or IT. Question text: Are you…? (Male, Female) What is your age? Are you currently…? (Married, Divorced/Separated, Widowed, Single/Never married) Which of the following categories best represents the total annual income for your household before taxes? (Less than $35,000, $35,000 but less than $50,000, $50,000 but less than $75,000, $75,000 but less than $100,000, $100,000 or more) Which of the following categories represents the last grade of school you completed? (High school or less, Some college/technical school, College graduate, Post-graduate degree) What is your occupation? (Response options shown in table) What of the following best describes your ethnic heritage? Are you… Please select all that apply. (Response options shown in table) GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  29. Travel Party Characteristics • Heat map showing source markets of spring visitors (2018 data) GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  30. Views Toward GS/OB & Trip Satisfaction Question text: Thinking now about Gulf Shores/Orange Beach, how much do you agree that each of these statements describes the area? Response options: Does not describe at all – 1, 2, 3, 4, Describes extremely well – 5 Ratings of GS/OB are very positive. More than 8 in 10 spring visitors agree that the statements at right describe the area (4 and 5 on a 5-point scale where 5 = describes very well). GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  31. Views Toward GS/OB & Trip Satisfaction Question text: How likely are you to recommend Gulf Shores/Orange Beach to your friends or family as a destination to visit for a leisure trip? Response options: Not at all likely– 1, 2, 3, 4, Extremely likely – 5 Likelihood to recommend GS/OB remains very high – not surprising given the high levels of agreement with the positive image attributes. While hotel visitors report high likelihood to recommend, stays in vacation rentals garner even higher likelihood. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  32. Views Toward GS/OB & Trip Satisfaction b a (b) (a) 2017 n= 585 (a); 2018 n=377 (b); a / b indicate statistically significant differences at the 95% level. Question text: Overall, how would you rate the quality of the service you received at stores, restaurants, attractions, and lodging establishments in Gulf Shores/Orange Beach? Response options: Poor, Fair, Good, Very good, Excellent The destination receives positive ratings for its quality of service. Very few visitors had negative comments, and these were of a more general nature (“Cleanliness,” “ Touristy,” “Customer service can always be better”). Some who said service was good referenced seasonal crowds (“Spring break, super busy”) and some comments illustrate the complex nature of a service rating (“Overall it was good. Some locations were great and others were good but not great. The crew on our dolphin tour was fabulous.”) The many positive responses detailed the area’s weather and array of activities (“Family friendly with a lot of activities,” “The beaches are always clean, free,” “Fun beautiful exciting”). This will be tracked to gauge whether seasonal staffing challenges are reflected in the satisfaction metric. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  33. Views Toward GS/OB & Trip Satisfaction Question text: How likely are you to visit Gulf Shores/Orange Beach in the next year? Response options: Not at all likely, Not very likely, Somewhat likely, Very likely, Already planning a trip As with other measures of satisfaction, likelihood to return to the area remains high. Half of repeat visitors plan to return next year. Notably, planned repeat visits are even higher among those who came to the area for a tournament, meeting, or other event. The lower rate of planned repeat visits among first-time visitors represents an opportunity for the CVB to target new visitors with incentives designed to spur a return. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  34. Destinations Visited Question text: Was Gulf Shores/Orange Beach the only destination you visited on this trip? Yes/No [IF NO] Where else did you go on this trip? Open-ended response. Most visitors do not include other destinations during their GS/OB trip. This is more so with hotel visitors, whose stays tend to be shorter. It may be that condo visitors’ longer stays enable day trips to other destinations nearby or en route. Those who arrive by car are more likely to visit other places, as are those from more distant markets. This is likely because these drives permit stops along the way. Other destinations visited by 3% or more of those who took side trips include Pensacola, Mobile, New Orleans, Florida, Biloxi, and Disney. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  35. Appendices Visitor Profile Research – Spring 2018

  36. Comparing Target to Other Travelers 2017 day trip n=188 (a); no paid lodging n=92 (b); 2018 day trip n=153 (c); no paid lodging n=75 (d) a / b / c / d indicate statistically significant differences at the 95% level. For the same reason that intercept methodology skewed results even more heavily in favor of heavy users among target travelers, it also skewed much more heavily toward long-term visitors (30+ days). In fact, the current data show only 1% of 2017 non-target spring visitors stayed more than 30 days in GS/OB, and in spring 2018 there are none. The majority of non-target trips are day trips. Non-target trips exclude local residents. Visitors from Pensacola, however, are included. Roughly a third of non-target visitors are first time visitors, and there is some indication that these day trips or VFR trips could be part of longer trips. This will be explored in future research. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  37. Comparing Target to Other Travelers 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. Question text: How far in advance did you begin planning your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. Question text: Was Gulf Shores/Orange Beach the only destination you visited on this trip? YES/NO GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  38. Comparing Target to Other Travelers Question text: Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? Response options as shown in table. 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  39. Comparing Target to Other Travelers Question text: Who traveled with you on this trip? Select all that apply. Response options: Spouse/Partner, Adult friends/relatives, Children under 18 [shown], Sports team, Business associates, Other, specify. Question text: [IF CHILDREN UNDER 18 SELECTED] What ages were the children in your travel party? Response options as shown in table. How did you get to Gulf Shores/Orange Beach for your trip? Select the one mode of transportation that you used to travel the most miles for this trip. 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  40. Comparing Target to Other Travelers 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. Question text: To help us better understand the economic impact of tourism, what was the approximate amount of money your travel party spent while in Gulf Shores/Orange Beach on your trip? [Category prompts] Including yourself, how many people were in your travel party? How many nights did you stay in Gulf Shores/Orange Beach during this trip? If you did not stay overnight, please enter '0'. Open-ended numeric responses. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  41. Comparing Target to Other Travelers 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. Question text: Are you…? (Male, Female) What is your age? Are you currently…? (Married, Divorced/Separated, Widowed, Single/Never married) Which of the following categories best represents the total annual income for your household before taxes? (Less than $35,000, $35,000 but less than $50,000, $50,000 but less than $75,000, $75,000 but less than $100,000, $100,000 or more) GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  42. Comparing Target to Other Travelers Question text: Thinking now about Gulf Shores/Orange Beach, how much do you agree that each of these statements describes the area? Response options: Does not describe at all – 1, 2, 3, 4, Describes extremely well – 5 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  43. Comparing Target to Other Travelers 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. Question text: Thinking about your overall experience in Gulf Shores/Orange Beach during your trip, would you say it was…? Response options: Poor, Fair, Good, Very good, Excellent Question text: How likely are you to recommend Gulf Shores/Orange Beach to your friends or family as a destination to visit for a leisure trip? Response options: Not at all likely– 1, 2, 3, 4, Extremely likely – 5 GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  44. Comparing Target to Other Travelers 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. Question text: How likely are you to visit Gulf Shores/Orange Beach in the next year? Response options: Not at all likely, Not very likely, Somewhat likely, Very likely, Already planning a trip Question text: [IF SOMEWHAT LIKELY OR ABOVE] During which season(s) would you be most likely to visit? Select all that apply. Response options: Spring, Summer, Fall, Winter GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  45. Comparing Target to Other Travelers 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  46. Comparing Non-Target Trips Year-Over-Year Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response options as shown in tables above. 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

  47. Comparing Non-Target Trips Year-Over-Year 2017 target n=585 (a), day trip n=188 (e), no paid lodging n=92 (f); 2018 target n=377 (c), day trip n=153 (g), no paid lodging n=75 (h) a / c / e / f / g / h indicate statistically significant differences at the 95% level. Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response options as shown in tables above. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights

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