Marketing Research on Newman-Dailey in Destin, Florida

Marketing research summary on guests who stayed in the Destin, Florida area with Newman-Dailey Resort Properties.

(PRWEB) March 25, 2007 -- Based on a marketing research study conducted by Majority Opinion Research, guests staying with Newman-Dailey in Beaches of South Walton properties during the summer of 2006 were extremely satisfied with their vacation experience and plan to return again next year. In fact, 98% gave an overall positive rating of their vacation and most plan to return next year with a record three out of four saying they "definitely will return."

This high degree of satisfaction is specifically seen in Newman-Dailey's guests giving higher ratings for the destination being a good place for a family vacation and a pleasant place to relax and unwind. Additionally, the beach experience for Newman-Dailey guests exceeded the overall area with higher ratings given for clean, well maintained beaches, scenic beauty and good ocean swimming. Newman-Dailey guests also rate their accommodations higher, on average, than those staying elsewhere and have benefited from the FUNtastic Recreation Program as evidenced by higher ratings offered for activities other than the beach, interesting places to shop, golf, cultural events/festivals and spa resorts. All of this has resulted in Newman-Dailey guests reporting a higher value for the travel dollar and increasing their word of mouth referrals among family and friends.

Amidst these extremely positive findings, there are currently more than 14,500 units (houses, condominiums and hotel rooms) available for rent in the Beaches of South Walton, which represents a 209% increase or nearly 10,000 units over the past 10 years.

For purposes of target marketing, visitors to the destination have been classified into specific clusters based on their demographics, lifestyles, needs and wants and this learning has been used to find and attract new visitors. These targeted households are among the wealthiest in the nation and as a result are accustomed to a high standard of living and tend to be earnest users and early adopters of technology.

To maintain current rates or achieve higher rates and to not lose occupancy to newer units which have been and will continue to be built, it is important to make sure that older units are updated to present-day appearance and functionality. Additionally, since the core targets for the destination tend to be early adaptors, reasonable investments in electronics such as flat-panel televisions, DVD players and wireless Internet should also pay off in this competitive market.

Fortunately for Newman-Dailey and the owners they represent, guests staying at Newman-Dailey properties are very satisfied with their vacation experience and rate their vacation higher than other vacationers on many important offerings including value for the money. If owners and management work together to continue to offer an exceptional vacation experience, financial success will result even with the high level of competition.

Report produced by:
Majority Opinion Research
6010 Georgetown Park Drive, Norcross, GA 30071

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