ACE Marketing Research AAA Member Poll 2011 Spring Break Travel and Entertainment Auto Club of Southern California March 2011

AAA Member Poll – Spring Break Page 2 Methodology An online survey was sent to Automobile Club of Southern California members who participate in our online research panel “AAA Insiders” The survey was conducted from February 14-22, Auto Club 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 Auto Club members n= Auto Club members n=659 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 Auto Club members, dining out and nightlife will be the entertainment they are most likely to spend on, followed by movies Compared to the spring season of 2010, more members will pursue hobbies or sports this spring 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. Significantly fewer Auto Club members are taking any steps to spend less 33% state they won’t make any changes to their spring season entertainment activities and 9% state they plan to spend more compared to last year Uppercase letters indicate statistically significant difference from other lettered category * Not asked in 2010 Base: 2011 Auto Club members n= Auto Club members n=659

AAA Member Poll – Spring Break Page 5 Gas Prices Affect Budgets of Auto Club Members Base: Auto Club members n=570 Not asked in 2010 Yes No Auto Club of Southern California “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?” $4 per gallon of gas is the critical point at which a full third of Auto Club members will start to make major changes to conserve

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 Auto Club members affected by the higher gas prices will cut back on unnecessary driving Half will cut back on dining at restaurants Base: Auto Club members who said high gas prices have affected their budget n=358

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.” % % % Significantly fewer Auto Club members plan to take a leisure trip this spring (55%) compared to last year (64%) ▼ ▼  indicates significant difference from previous year Base: 2011 Auto Club members n= Auto Club members n=659 

AAA Member Poll – Spring Break Page 8 “How many leisure trips are you likely to take in March and April?” Base: Auto Club members who are planning to travel during 2011 spring season n=313 Not asked in 2010 Q: “How many leisure trips are you likely to take in March and April?” 6 out of 10 Auto Club members traveling this spring will take just one trip

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 Auto Club members who plan to take a leisure trip during spring season n= Auto Club members who plan to take a leisure trip during spring season n=435 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?” Significantly more Auto Club members plan to spend $500 or less for this year’s spring travel compared to 2010, and significantly fewer in the $2,000-$3,000 range ▼  indicates significant difference from previous year  ▼

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 Auto Club members who plan to take a leisure trip during spring season n= Auto Club members who plan to take a leisure trip during spring season n=435 More Auto Club members plan to visit friends during spring season this year compared to last year, and fewer will go to gambling spots

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. As in 2010, slightly more than half of Auto Club members who are traveling this spring season will travel in California and about half will also travel to another state Note: Specific destinations outside the U.S. were not included in the 2010 poll 11% planned “international” travel in 2010 Base: 2011 Auto Club members who plan to take a leisure trip during spring season n= Auto Club members who plan to take a leisure trip during spring season n=435

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. Significantly more Auto Club members will travel closer to home for their 2011 spring break compared to last year, will stay with friends or family rather than a hotel, and will take shorter trips Uppercase letters indicate statistically significant difference from other lettered category Base: 2011 Auto Club members who plan to take a leisure trip during spring season n= Auto Club members who plan to take a leisure trip during spring season n=435

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 60% 22% 18% More Auto Club members now think they’ll take fewer trips in 2011, compared to how they responded to the same question in October of 2010 Base: Auto Club members n=570

AAA Member Poll – Spring Break Page 14 “What type of ground transportation are you likely to use to or from the airport?” Base: Auto Club members who are traveling by plane during spring season n=93 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 33% 41% 9% 12% 3% 14% 8%

AAA Member Poll – Spring Break Page 15 “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 Auto Club members who plan to take a leisure trip during spring season n=313 October 2010 Holiday Poll 3 days or less23% 4-7 days55% 8-14 days16% More than 14 days 6%

AAA Member Poll – Spring Break Page 16 “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 Auto Club members who plan to take a leisure trip during spring season n=313 October 2010 Holiday Poll 46% 31% 5% 3% 5% 1% 6%

AAA Member Poll – Spring Break Page 17 “How many people will be traveling with you?” Q: “How many people will be traveling with you?” October 2010 Holiday Poll None15% One49% Two14% Three11% Four or more11% Base: 2011 Auto Club members who plan to take a leisure trip during spring season n=313

AAA Member Poll – Spring Break Page 18 “With whom will you be traveling?” Q: “With whom will you be traveling?” Multiple responses allowed. Base: 2011 Auto Club members who plan to take a leisure trip during spring season and are traveling with someone n= Auto Club members who plan to take a leisure trip during spring season and are traveling with someone n=383

AAA Member Poll – Spring Break Page 19 “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 Auto Club members who plan to take a leisure trip during spring season n=313 October 2010 Holiday Poll 43% 17% 18% 12% 11%

AAA Member Poll – Spring Break Page 20 Demographics Auto Club of So. Calif. Base570 Gender Male58% Female42% Age % % % 65+20% Income <$50,00017% $50,000-$74,99916% $75,000-$99,99915% $100,000-$149,99918% $150,000 or more11% Prefer not to answer23%