This paper develops a communications and promotional marketing plan for a new luxury villa resort complex located in Gulf Shores, Alabama. It begins with an overview of Gulf Shores as a top-ten U.S. tourist destination, then surveys local attractions, wildlife tourism, and key destination growth indicators. The paper incorporates emerging trends in luxury travel — including demand for privacy, eco-tourism, personalization, and seamless service — and examines tourists' preference for alternative lodging over traditional hotel rooms. Building on this foundation, the plan recommends social media marketing, media relations, promotional gifts, print advertising, and brand-imagery strategies tailored to affluent international travelers.
The objective of this study is to develop a communications plan to promote a new seaside resort complex that offers tourists luxury villas on a weekly basis. The plan follows a marketing framework with emphasis on the promotional component of the marketing mix.
Gulf Shores, Alabama is located on the Gulf of Mexico at the southernmost tip of the state. It is a favorite vacation destination for families and college students alike. The area is graced by sparkling white beaches and features many restaurants and attractions that draw visitors each year. Making reservations during the peak season is difficult due to limited availability of beach houses and condos located directly on the Gulf side. Several years ago, a hurricane wiped out many businesses in the area, making peak-season reservations even harder to secure. There is a clear need for additional overnight accommodations — particularly in the luxury segment — to serve the growing number of tourists and visitors.
According to one study, Gulf Shores is considered "one of the top 10 tourist towns in the U.S." (All Alabama, 2013, p. 1). The 2013 Travel Award Winners (April Issue) surveyed 2,000 individuals and 360 destinations and found that Gulf Shores is a preferred vacation spot alongside Yellowstone National Park, Monterey (California), and Myrtle Beach (South Carolina), among others. Gulf Shores was also named one of the "best luxury locations in the U.S. for discerning travelers" by the Travel Channel (All Alabama, 2013, p. 1). In addition, the World Fishing Network nominated Orange Beach — adjacent to Gulf Shores — as its Ultimate Fishing Town.
Among the attractions in Gulf Shores is the Gulf Adventure Center at Gulf State Park, which features a Hummingbird Zipline consisting of seven towers and six ziplines spanning one mile. The zipline offers visitors spectacular views of the white sand beaches and crystal-clear waters found at Gulf State Park (Gulf Adventure Center, 2013). Rather than using concrete and steel, the towers were constructed from wooden poles and lumber, making the attraction eco-friendly and environmentally conscious — consistent with the natural, uncommercialized character of Gulf Shores.
ABC Parasail offers an adventure package that includes a boat ride into the Gulf of Mexico combined with a parasailing experience.
Adventure Island provides rides and entertainment for the entire family, including bumper boats, adventure golf, and paddleboat rides.
Gulf Shores also offers fishing expeditions, kayaking, and the Alabama Gulf Coast Zoo, among many other activities.
Wildlife tourism is a significant economic driver in Gulf Shores. According to one report, wildlife tourism "generates over $19 billion in annual spending" (Stokes and Lowe, 2013, p. 5). This total includes approximately $8 billion spent on recreational fishing, $6.5 billion on wildlife watching, and $5 billion on hunting. Trip-related expenditures — such as lodging and dining — account for $9.6 billion, while licenses, permits, and stamps add another $3.1 billion (Stokes and Lowe, 2013).
Gulf Shores & Orange Beach Tourism has partnered with the Southeastern Conference (SEC), and results from the first year of the partnership were already evident in Gulf Coast tourism figures. Consumers aware of the sponsorship "are more inclined to come to our area" (IEG Sponsorship Report, 2012, p. 1). The partnership was formed specifically to promote travel to the Alabama Gulf Coast in the wake of the 2010 Deepwater Horizon oil spill. The SEC Beachfest event — scheduled for August 23–26 — includes a golf scramble, a 5K run, sports clinics, appearances by coaches, and concerts by the B-52s and Dr. John, among other activities (IEG Sponsorship Report, 2012, p. 1).
Gulf Shores & Orange Beach Tourism destination growth indicators for April 2013 reflect ongoing increases in visitor activity. Surveys of visitors indicate that the top reasons Gulf Shores is chosen as a vacation destination include its white sandy beaches, opportunities for complete relaxation, and the uncommercialized character of the shoreline. The availability of upscale accommodations is also cited as a key factor in destination selection (Gulf Shores & Orange Beach Tourism, 2012).
A recent luxury destination tourism report identified several emerging trends shaping traveler demands (Howarth HTL, 2012):
1. More privacy and less ostentation. A quieter, more discreet style of luxury is now preferred; private islands are highly desirable.
2. Increased demand for open-range excursions. Survey responses underscored the appeal of destinations such as Brazil, Argentina/Chile (Patagonia), Australia, and New Zealand for their spectacular landscapes and unspoiled nature.
3. Growing interest in off-the-beaten-track destinations. Some areas previously avoided for political or social reasons are expected to become more attractive to tourists.
4. Destinations appealing to environmentally concerned and culturally interested travelers. Destinations with rich cultures and traditions — including Israel and Peru — are growing in popularity with affluent travelers, as are destinations actively working to protect nature and endangered species (Howarth HTL, 2012).
Five key trends expected to affect the luxury travel industry over the next several years have been identified as follows (Howarth HTL, 2012):
1. Emerging destinations will gain in importance. Increasing demand for authenticity, new experiences, and exclusivity will boost interest in places reflecting the culture and traditions of local communities.
2. Personalization will continue to shape the industry. This trend will drive the creation of enduring personal relationships based on trust between luxury travel providers and travelers, amplified by advances in technology and the growth of social media.
3. Simplicity and seamless service rank highly. With time as the most precious commodity, every element of the service chain — from the planning process through transportation, accommodation, ground services, and tours — must work without friction.
4. The luxury travel industry will continue to recover from the financial crisis. Demand is expected to grow, with suppliers and buyers anticipating gradual increases in both advance booking times and rates. However, luxury travel remains vulnerable to political instability, terrorism, and complex visa and immigration requirements. The U.S. has lost significant market share in global long-haul travel over the past decade, dropping from 17% in 2000 to 12% in 2010.
5. Awareness of value will continue to influence travel decisions. The Internet and social media will remain major forces in travel planning and booking (Howarth HTL, 2012).
"Why tourists choose villas over hotel rooms"
"Social media, gifts, brand imagery, print ads"
"Synthesis of promotional plan recommendations"
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