I've been to Gulf Shores quite a few times as I live in northwest Florida (Pensacola).
Gulf Shores/Orange Beach used to be a sleepy little beach town, but it has become like a lot of the beaches in Florida with wall to wall condos. There is quite a bit to do there besides the beach.
You're not too far from Pensacola (National Museum of Naval Aviation (free), and the Historical District in Pensacola. If you like history, there are several pre-civil war era forts in the area.
The one knock I'd have against Gulf Shores is that the water is usually not as pretty as it is in Florida, due to Gulf Shores proximity to Mobile Bay.
If you're familiar with Destin, Gulf Shores is more of a blue collar version of Destin.
I'd recomend either Destin or Pensacola Beach. There's a lot to do in Destin, but it is busy, busy busy. Pensacola Beach is a lot more laid back and is not as pricey.
Hope this helps.