ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment AAA Alabama March 2011

AAA Member Poll – Spring Break Page 2 Methodology An online survey was sent to AAA Alabama members who participate in our online research panel “AAA Insiders” The survey was conducted from February 14-22, members completed the survey Responses are weighted to represent the ages of members Differences between 2011 and 2010 results were tested for statistical significance at a 95% confidence level

AAA Member Poll – Spring Break Page 3 “In which entertainment categories do you plan to spend money during the 2011 spring season?” Base: 2011 AAA AL members n= AAA AL members n=307 Q: “In which of the entertainment categories below do you plan to spend money during the 2011 spring season?” Multiple responses allowed. For the majority of AAA Alabama members, dining out and nightlife will be the entertainment they are most likely to spend on, followed by movies and live shows In the 2011 spring season, more members will pursue hobbies or sports compared to Fewer will go to museums or venues for family activities Uppercase letters indicate statistically significant difference from other lettered category * Not asked in 2010

AAA Member Poll – Spring Break Page 4 “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Q: “How are you planning to change your entertainment activities during the 2011 spring season compared to last year?” Multiple responses allowed. Members don’t plan to change their entertainment activities to be more frugal this year Significantly fewer are taking any steps to spend less and 13% state they plan to spend more this year Uppercase letters indicate statistically significant difference from other lettered category * Not asked in 2010 Base: 2011 AAA AL members n= AAA AL members n=307

AAA Member Poll – Spring Break Page 5 Gas Prices Affect Budgets of AAA Members Base: AAA AL members n=234 Not asked in 2010 Yes No AAA Alabama “Have the recent high gasoline prices affected your budget?” “At approximately what price per gallon of gas do you think you will start making major changes in how much you drive or how much gasoline you use?” Most members feel they’ll start changing their gas use patterns when the price reaches $3-$4 per gallon = 70%

AAA Member Poll – Spring Break Page 6 “How have the higher gas prices affected your budget?” Not asked in 2010 Q: “How have the higher gas prices affected how you budget your money?” Multiple responses allowed. The majority of members affected by the higher gas prices will cut back on unnecessary driving More than half will cut back on dining at restaurants Base: AAA AL members who said high gas prices have affected their budget n=143

AAA Member Poll – Spring Break Page 7 “During the 2011 spring season, do you plan to take at least one leisure trip?” Q: “During the 2011 spring season, do you plan to take at least one leisure trip?” “Leisure trip” for this survey is defined as “a non-business trip of more than 50 miles one way from home and requiring at least one overnight stay.” % % % Base: AAA AL members n=234 Significantly fewer AAA Alabama members are sure they will take at least one leisure trip this spring (62%) compared to last year (72%) ▼ ▼  indicates significant difference from previous year

AAA Member Poll – Spring Break Page 8 “How many leisure trips are you likely to take in March and April?” Base: AAA AL who are planning to travel during spring season 2011 n=148 Not asked in 2010 Q: “How many leisure trips are you likely to take in March and April?” About half (52%) of the members traveling will take just one trip this spring, but a substantial number (36%) plan to take two

AAA Member Poll – Spring Break Page 9 “About how much do you expect to spend on all your leisure travel during the 2011 spring season?” Base: 2011 AAA AL members who plan to take a leisure trip during spring season n= AAA AL members who plan to take a leisure trip during spring season n=228 Q: “About how much do you expect to spend on all your leisure travel during the 2011 spring season, including lodging, transportation, meals and entertainment?” 62% % More AAA Alabama members plan to spend $500 or less for this year’s spring travel compared to 2010, although there are slightly more planning to spend more than $5,000

AAA Member Poll – Spring Break Page 10 “What do you plan on doing while traveling during the 2011 spring season?” Q: “What do you plan on doing while traveling during the 2011 spring season?” Multiple responses allowed. Uppercase letters indicate statistically significant difference from other lettered category Base: 2011 AAA AL members who plan to take a leisure trip during spring season n= AAA AL members who plan to take a leisure trip during spring season n=228 Fewer AAA Alabama members plan to visit attractions or shop while they travel during spring season this year compared to last year

AAA Member Poll – Spring Break Page 11 “What travel destinations do you plan on for the 2011 spring season?” Q: “What travel destinations do you plan on for the 2011 spring season?” Multiple responses allowed. Base: 2011 AAA AL members who plan to take a leisure trip during spring season n= AAA AL members who plan to take a leisure trip during spring season n=228 As in 2010, about 8 in 10 AAA Alabama members are traveling to another state for the spring break Note: Specific destinations outside the U.S. were not included in the 2010 poll 8% planned “international” travel in 2010

AAA Member Poll – Spring Break Page 12 “How are you planning to save money on your 2011 spring travel?” Q: “How are you planning to save money on your 2011 spring travel, if at all?” Multiple responses allowed. Base: 2011 AAA AL members who plan to take a leisure trip during spring season n= AAA AL members who plan to take a leisure trip during spring season n=228 Significantly more AAA Alabama members are planning road trips for their 2011 spring break compared to last year, but will not cut back on their entertainment Uppercase letters indicate statistically significant difference from other lettered category

AAA Member Poll – Spring Break Page 13 “Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?” Not asked in 2010 Spring Break Poll Q: “Do you think that you will take more, fewer, or about the same number of leisure trips in 2011 compared to 2010?” October 2010 Holiday Poll 64% 17% 19% More AAA Alabama members now think they’ll take fewer trips in 2011, compared to how they responded to the same question in October of 2010 Base: AAA AL members n=234

AAA Member Poll – Spring Break Page 14 “What will your primary form of transportation be to your destination?” Not asked in 2010 Spring Break Poll Q: “For [your longest trip], what will be the primary type of transportation to reach your destination?” Base: 2011 AAA AL members who plan to take a leisure trip during spring season n=148 October 2010 Holiday Poll 74% 19% 1% 2% 3% 1% 0%

AAA Member Poll – Spring Break Page 15 “What type of ground transportation are you likely to use to or from the airport?” Base: AAA AL members who are traveling by plane during spring season n=24 Not asked in 2010 Spring Break Poll Q: “What type of ground transportation are you likely to use to or from the airport?” Multiple responses allowed. October 2010 Holiday Poll 45% 8% 24% 19% 16% 5% 3% Caution: Small base size

AAA Member Poll – Spring Break Page 16 “How many days will your trip last?” Not asked in 2010 Spring Break Poll Q: “How many days will your [longest] trip last?” Base: 2011 AAA AL members who plan to take a leisure trip during spring season n=148 October 2010 Holiday Poll 3 days or less20% 4-7 days64% 8-14 days14% More than 14 days 2%

AAA Member Poll – Spring Break Page 17 “What will your primary accommodations be while on this trip?” Not asked in 2010 Spring Break Poll Q: “What will be your primary accommodations while on this [longest] trip?” Base: 2011 AAA AL members who plan to take a leisure trip during spring season n=148 October 2010 Holiday Poll 35% 39% 11% 3% 2% 1% 6%

AAA Member Poll – Spring Break Page 18 “How many people will be traveling with you?” Q: “How many people will be traveling with you?” October 2010 Holiday Poll None15% One49% Two14% Three13% Four or more 9% Base: 2011 AAA AL members who plan to take a leisure trip during spring season n=148

AAA Member Poll – Spring Break Page 19 “With whom will you be traveling?” Q: “With whom will you be traveling?” Multiple responses allowed. Base: 2011 AAA AL members who plan to take a leisure trip during holidays and are traveling with someone n= AAA AL members who plan to take a leisure trip during holidays and are traveling with someone n=133 Uppercase letters indicate statistically significant difference from other lettered category

AAA Member Poll – Spring Break Page 20 “How long ago did you plan this trip?” Not asked in 2010 Spring Break Poll Q: “How long ago did you plan this [longest] trip?” Base: 2011 AAA AL members who plan to take a leisure trip during spring season n=148 October 2010 Holiday Poll 46% 13% 15% 17% 10%

AAA Member Poll – Spring Break Page 21 Demographics AAA Alabama Base234 Gender Male54% Female46% Age % % % 65+33% Income <$50,00018% $50,000-$74,99910% $75,000-$99,99920% $100,000-$149,99916% $150,000 or more11% Prefer not to answer26%