Transcript www.experiencenottinghamshire.com

Trends,
Motivations and
Destinations
Sharon Orrell
29th February 2012
Holiday trip volumes are below 2009 peak, but remain well
above pre-recession levels
Trips
(m)
YTD
Jan-Oct
Domestic Overnight Trips in England – Rolling 12 Month Trend
60
50
Holiday
40
30
20
10
0
Source: GB Tourism Survey
+5%
+5%
VFR
Business
+17%
Value growth is outstripping volume growth
Rolling 12 month % change – Domestic Holidays
25.0%
Year to Date
Trips + 5%
Spend + 10%
20.0%
15.0%
10.0%
5.0%
0.0%
-5.0%
-10.0%
Trips
Source: GB Tourism Survey
Source: GB Tourism Survey
Expenditure
Trends vary by demographics and trip characteristics
English Holiday Trips – Year on Year % Change Jan – Sept 2011 vs 2010
Static Caravans
20
18.7
17.1
Booked online
Self-catering
Train Travel
12.8
Older Independents
7.7
7.4
7.1
C1
Young Independents
C2
5.9
5.4
5.4
5
Empty Nester
AVERAGE
AB
Older Families
4
Hotels / GH
2.5
2.2
1.7
Young Famillies
DE
Not working
B&B accommodation -9
Source: GB Tourism Survey
-0.3
Attractions performance was positive through most of 2011
% Year on Year Change in Attractions Visitor Numbers
44
2009
2011
2010
Quarter 1
+7%
Quarter 2
+4%
Quarter 3
+2%
Quarter 4
+12%
34
28
24
19
15
14
12
5
4
-6
10
7
4
1
0
-5
Source: England Attractions Monitor
Source: VE Quarterly Attractions Monitor
-3
-1
-1
-2
1
4
3
0
9
Widespread concern about the economic environment, unlikely to
have improved since last wave
% strongly / slightly agree
75
74
72
Very concerned
about it
65
66
Concerned about job
security
70
63
54
52
61
58
59
53
54
64
61
60
57
60
Sep-10
Mar-11
49
47
Oct/Nov
08
Feb/Mar
09
Jun-09
Source: VisitEngland Staycation Research
Oct/Nov
09
Feb-10
Sep-11
Worried about
making ends meet
Motivations
Spontaneous consumer motives for holidaying / short
breaking in England
Family
London
Escape
Attractions
Heritage / history
Friends
Events
City
Museums / Galleries
Activities
Sightseeing
Food and drink
Culture
Countryside
Fun
Coast
Shopping
Indulgent
Relax
Source: VE Brand Qualitative Research
Some motives are more important than others; relaxing,
escaping, and having fun are key
% saying each motivation would be ‘Very Important’ for taking breaks/ hols in England
over the next couple of years (Q6)
Treating yourself
(30%)
Friends
(26%)
Family
Relaxing
36%)
(54%)
Having fun
Escaping
(40%)
(46%)
Doing something
new/different (19%)
Learning something
new (9%)
Hot
(40%+)
Warm
Cold
(<25%)
Base: All (1008) Q6 How important are each of the following likely to be to you for taking
breaks or holidays of any length in England over the next couple of years? (Very
important, Quite important, Not very important, Not at all important)
Source: VE Brand Quantitative Research
Fun / Relax
• When we started the research, we didn’t ask about “fun” or “relax”
• But response in qualitative phase suggested that they warranted
consideration in themselves – and quantitative outputs supported this
Relax
Fun
• What holidays are about for many
• Could be included in adventure
• Want to feel relaxed whilst there
• But does warrant consideration in
• Want to feel relaxed post
• Felt England can offer
• Less hassle travelling to
self as not all fun adventurous
• People want to do things that make
them and those with happy
• For some less stressful than abroad
We needed some time away, somewhere
different for a few days. ...The bracing sea air
during the daylight hours & good restaurants in
the evening.
...A good time & place for short break to
recharge batteries before next round!
I chose to go to a theme park with my son, for
a day of fun. I chose to go there because I had
a child free voucher.
Source: VE Brand Qualitative Research
Escape / Family / Friends
• Other motives identified in qualitative research as powerful were confirmed
by quantitative findings
Escape
Family
Friends
• Powerful motive
• Very strong associations
with England
• Very different from
families
• Escaping from every day
life
• Visiting
• All about having fun
• Often linked to short
breaks vs longer holidays
• Multi-generational /
extended family
• Sharing experiences
• Most mention as reason
to break
• Connecting/ bonding
• Going to events
• High energy / fun
• Sharing and teaching
• Nostalgia
I've heard from friends and
colleagues that it is a beautiful
area and the idea of being away
from the hustle and bustle of city
centres is very appealing to me
The family chose Skegness
through tradition as we used to
holiday there yearly. We were
hoping to spend some quality time
with our family, especially our
young nephews and niece
• Lots of mono -gender
events
We all go to Reading festival
and let our hair down
Source: VE Brand Qualitative Research
Adventure / Indulgent / Learning
• These motivations are more niche and so less broad in their appeal
Adventure
Indulgent
Learning
• Often associated with
outdoors /activity
• Very feminine (men less
likely to admit)
• Although relevant does
seem less of motive
• ..but connections can be
made with city
• All about pampering, spas
• For many more of a byproduct
• Great food and drink
• It’s all about coming back &
having stories to tell
• Closest motive to fun
• Shopping
• Something do rather than a
reason to go
• Felt England delivers this
very well now
• But something England has
in abundance
• If lacks fun (i.e in quant
something new/different)
becomes more niche
There were no time scales
to adhere to and it was an
adventure every day
• And for minority powerful
motive
Us girls go to Manchester
about twice a year...we shop,
check into a Spa hotel and
pamper ourselves
Don’t get me wrong...if there is
a castle there I will go to it and
be good but it’s not really why I
go
Source: VE Brand Qualitative Research
Themes
(….or the body, mind,
personality and soul of
England)
Coastal, countryside, cities...the body
We do have the most
beautiful coast line...I
just love the sea, the
fresh air
It what makes
England...so different,
the green and pleasant
land
In Liverpool all the
women wander round in
curlers and are a funny
orange colour...no but its
great it’s got its own
culture
Coastal
•
•
•
•
Great asset in many eyes
Programme Coast does wonders
Loved by all
Strong regional differences: South more
beauty, North synonymous seaside towns
Countryside
• Again generally loved (less so among prefamilies and more traditional consumers)
• Very varied
• Perception unique in world
• But huge blackspots depending on region
Cities
•
•
•
•
Radically change for the better
Serious consideration
Culturally very diverse (own micro cultures)
Shopping, nights out / culture/ history
I used to go to Skeggy
as a kid..I think if I didn’t
have the nostalgia I’d
hate it ...but I do so I
love it
Never been to Kent.,
there’s nothing there is
there? // Yorkshire Moors,
you can’t tell someone
you are going there on
holiday!
There’s no such thing as
a cheap flight anymore...
and the Northern cities
have been
rejuvenated..they are all
worth a look now
Source: VE Brand Qualitative Research
Events, activities and attractions ...the mind
When on holiday there
is always something
going on...you kind of
want to have more
information on that sort
of thing
There’s always
something to do with the
kids and there has to be
as you can’t guarantee
the weather
The kids love theme
parks...well I do as well
they are so much fun
Events
That's me (festival
photo) I have so much
fun although truth be told
I don’t feel very
energised by the end
• Very popular for all ages
• Real sense so much going on (festivals,
fayres, sports events etc)
• Often want to know more about what might
be going on somewhere
Activities
• Very important for all ages
• Great variety ranging from cooking lessons to
out door activities
• Enable strong connections between people
and the country
Attractions
• Very big for kids
• Can be expensive
• But deliver structure to trips and rationale for
going
There is so much to do
here..it what makes it
different from abroad
where you lie at the
beach..you are always
doing something
They do add up by the
time you have gone to
couple of attractions you
could have gone away
for week abroad
Source: VE Brand Qualitative Research
Culture, cuisine, lifestyle...the personality
You go to London and no
one’s English...its funny
But I really like it!
You got Somerset and
you have to have a cider
and some cheese!
I love to shop! But not
the brands you find on
every high street but the
little boutiques…Oh no
give me Selfridges any
day of the week!
Culture
•
•
•
•
Very complex area
Love / pride of traditional English culture
Appreciation of micro cultures
Many love multi-culturarism
Cuisine
•
•
•
•
•
Ever improving
Feel ‘chefs’ driving everything forward
Greater emphasis local produce and quality
And also cultural diversity
English food and drink (not cuisine!)
Lifestyle/well being
•
•
•
•
Shopping very important
Pampering /spa
Good times
Very Pre family and Empty Nester
Geordies are hilarious...
Yorkshire people are so
friendly, it’s a different
pace of life up there...
Scousers lovely people!
It’s much better than it
was and I love a great
pie and a pint or fish and
chips in
Scarborough..Yum!!
Ooh me and the girls
love a good spa… lots of
booze and some
shopping
Source: VE Brand Qualitative Research
History, heritage and Iconic England...the soul
History and heritage
We took the kids to
smuggler’s caves in
Cornwall..they really loved
them..it’s that local stuff I
love beyond the
battles...stuff about real
people
• A real pride in history
• This includes the traditional sense i.e. kings,
queens, castles, wars
• But also a real enjoyment of local level and
participatory
• Not often the main reason for taking a trip –
but enjoyed when there
This is the stuff the Yanks
love...although to be honest
I love a pint in an English
pub //
•
•
•
I love pottering around the
Gardens in a country house
•
Iconic England
Take for granted
Can almost forget there
Some can be a little reticent (“too touristy”)
although can be surprised when experience
Others happy to admit that they love this!
The kids love the reenactments...it’s really
important for them to
understand their country
You have to do it don’t you
(history)...I feel guilty if I
don’t
My boyfriend found out I’d
never been to London...he
couldn't believe it so we
went down and did all the
touristy things Mme
Tussauds, the London
Eye, Tower Bridge, Tea at
the Ritz, Buckingham
Palace, The Parks...it was
amazing
Source: VE Brand Qualitative Research
Destinations
There is a general lack of knowledge about the England offer
(though committed empty nesters know more than most) –
and destination awareness varies widely by region
Birmingham
London
•
•
•
•
•
Bristol
•
•
•
•
•
Whole of SW
London
Bit of Birmingham
Lakes and Peak
Not Yorkshire!
• West Midlands
area
• Cotsworlds
• Cornwall (and SW)
• London
• Bit of Lakes/Peak
• (Not Kent/E Anglia)
SE
Whole of SW
E Anglia
Northern Cities
Bit of lakes
Leeds
• Yorkshire
• Lakes
• Northumberland
• Aspire to Cornwall
(many not been)
• London
• Northern Cities
Source: VE Brand Qualitative Research
The numbers confirm this – even for the largest brands
Column % N East
Sample size
Lake District
Cornwall
Devon
London
Yorkshire Dales
Peak District
Dorset
York
Cotswolds
New Forest
Yorkshire Moors
Somerset
Isle of Wight
Bath
Brighton
Norfolk
Stratford u Avon
Northumberland
Kent
Oxford
57
59
36
38
33
50
23
20
48
21
15
43
17
24
19
17
11
15
47
14
13
% saying destination is 'Very Appealing‘ by Region of residence
Yorks &
N West
E Mids W Mids
East London S East
Humbs
114
137
86
116
96
111
182
61
47
50
43
47
48
45
37
47
46
45
46
52
53
36
39
45
38
38
45
46
38
40
31
34
29
43
37
36
54
31
20
31
27
22
32
36
35
28
27
31
28
22
21
26
30
26
35
35
35
40
28
24
21
23
18
28
27
23
25
32
28
31
20
17
18
21
34
35
40
33
45
24
16
26
23
17
19
19
22
34
25
34
29
20
24
25
19
24
41
31
22
17
23
18
21
32
25
15
12
18
16
17
36
20
14
12
31
13
28
23
20
16
22
21
25
12
17
12
23
30
23
12
8
12
8
16
11
12
13
17
30
23
16
15
12
11
16
27
16
S West
109
42
46
47
34
12
26
27
19
21
24
16
30
22
22
12
6
16
10
9
11
Source: VE Brand Quantitative Research
…more extreme for less prominent destinations
Column % N East
Sample size
Lake District
Cornwall
Devon
London
Yorkshire Dales
Peak District
Dorset
York
Cotswolds
New Forest
Yorkshire Moors
Somerset
Isle of Wight
Bath
Brighton
Norfolk
Stratford u Avon
Northumberland
Kent
Oxford
57
59
36
38
33
50
23
20
48
21
15
43
17
24
19
17
11
15
47
14
13
% saying destination is 'Very Appealing‘ by Region of residence
Yorks &
N West
E Mids W Mids
East London S East
Humbs
114
137
86
116
96
111
182
61
47
50
43
47
48
45
37
47
46
45
46
52
53
36
39
45
38
38
45
46
38
40
31
34
29
43
37
36
54
31
20
31
27
22
32
36
35
28
27
31
28
22
21
26
30
26
35
35
35
40
28
24
21
23
18
28
27
23
25
32
28
31
20
17
18
21
34
35
40
33
45
24
16
26
23
17
19
19
22
34
25
34
29
20
24
25
19
24
41
31
22
17
23
18
21
32
25
15
12
18
16
17
36
20
14
12
31
13
28
23
20
16
22
21
25
12
17
12
23
30
23
12
8
12
8
16
11
12
13
17
30
23
16
15
12
11
16
27
16
S West
109
42
46
47
34
12
26
27
19
21
24
16
30
22
22
12
6
16
10
9
11
Source: VE Brand Quantitative Research
The full picture (1)
Column % N East
Sample size
Lake District
Cornwall
Devon
London
Yorkshire Dales
Peak District
Dorset
York
Cotswolds
New Forest
Yorkshire Moors
Somerset
Isle of Wight
Bath
Brighton
Norfolk
Stratford u Avon
Northumberland
Kent
Oxford
57
59
36
38
33
50
23
20
48
21
15
43
17
24
19
17
11
15
47
14
13
% saying destination is 'Very Appealing‘ by Region of residence
Yorks &
N West
E Mids W Mids
East London S East
Humbs
114
137
86
116
96
111
182
61
47
50
43
47
48
45
37
47
46
45
46
52
53
36
39
45
38
38
45
46
38
40
31
34
29
43
37
36
54
31
20
31
27
22
32
36
35
28
27
31
28
22
21
26
30
26
35
35
35
40
28
24
21
23
18
28
27
23
25
32
28
31
20
17
18
21
34
35
40
33
45
24
16
26
23
17
19
19
22
34
25
34
29
20
24
25
19
24
41
31
22
17
23
18
21
32
25
15
12
18
16
17
36
20
14
12
31
13
28
23
20
16
22
21
25
12
17
12
23
30
23
12
8
12
8
16
11
12
13
17
30
23
16
15
12
11
16
27
16
S West
109
42
46
47
34
12
26
27
19
21
24
16
30
22
22
12
6
16
10
9
11
Source: VE Brand Quantitative Research
The full picture (2)
Column % N East
Sample size
Bournemouth
Cambridge
Chester
Suffolk
Wiltshire
Durham
Scarborough
Nottingham
Blackpool
Newcastle
Manchester
Portsmouth
Bristol
Warwick
Liverpool
Lincoln
Leeds
Birmingham
Skegness
57
12
6
18
5
7
44
22
13
14
38
11
7
6
10
15
9
18
4
9
% saying destination is 'Very Appealing by Region of residence
Yorks &
N West
E Mids W Mids
East London S East
Humbs
114
137
86
116
96
111
182
15
14
13
17
11
24
20
11
12
14
8
21
27
12
15
21
17
13
9
10
8
11
11
12
11
17
18
16
10
11
12
10
13
21
15
12
18
14
12
6
5
5
16
27
15
15
5
7
4
11
14
14
9
9
14
8
15
9
9
12
8
15
8
13
10
15
9
3
10
6
21
8
7
11
9
16
6
6
8
4
10
6
18
18
8
10
12
7
5
15
9
12
12
8
13
5
14
7
15
9
6
8
9
13
8
7
8
13
10
5
9
7
14
10
7
2
2
10
6
4
3
7
10
3
11
4
11
5
10
5
3
7
3
S West
109
9
9
9
7
8
7
1
5
6
2
4
5
13
4
6
1
3
4
0
Source: VE Brand Quantitative Research
Destination Brand Image
• Some information about perceptions of attract brands
was collected as part of the qualitative stage of our 2011
brand research (10 focus groups)
• The following charts summarise the findings from this in
headline form
• More detail for each destination will be distributed at the
tables
• Food for thought, not a definitive answer!
Source: VE Brand Qualitative Research
Some brands have a very clearly defined image
Brand
Overview
Motivators
Themes
Issues
Cornwall
• THE destination
• Many been
• All aspire
• Family, friends,
Escape, Adv
• Coast, Countryside
Cuisine
• Distance
• Crowds
• Expense
Lakes
• Unique
• Beauty
• Wild
• Escape, Adventure
• Countryside,
Activities
• A little recessive in
South
• Wet
London
• Many want to go
• Taken for granted
• Learning, Family,
Friends, Adventure,
Indulgent
• Cities, History,
Heritage, Cuisine,
Lifestyle,
• Expense
• Crowds
• ‘Forget it’s there’
Bath
• Flagship historical
town
• Beautiful
• Escape, learning,
(Indulgent)
• Culture,
History/heritage
(cities, lifestyle)
•Lacks salience for
younger groups
Devon
• Cornwall default
• Family, Escape
• Coast, Countryside
• In Cornwall’s shadow
Blackpool
• Polarising
• Friends, (family,
adventure)
• Lifestyle
• Very specific
experience
Source: VE Brand Qualitative Research
Some brands have a very clearly defined image
Brand
Overview
Motivators
Themes
Issues
Cornwall
• THE destination
• Many been
• All aspire
• Family, friends,
Escape, Adv
• Coast, Countryside
Cuisine
• Distance
• Crowds
• Expense
Lakes
• Unique
• Beauty
• Wild
• Escape, Adventure
• Countryside,
Activities
• A little recessive in
South
• Wet
London
• Many want to go
• Taken for granted
• Learning, Family,
Friends, Adventure,
Indulgent
• Cities, History,
Heritage, Cuisine,
Lifestyle,
• Expense
• Crowds
• ‘Forget it’s there’
Bath
• Flagship historical
town
• Beautiful
• Escape, learning,
(Indulgent)
• Culture,
History/heritage
(cities, lifestyle)
•Lacks salience for
younger groups
Devon
• Cornwall default
• Family, Escape
• Coast, Countryside
• In Cornwall’s shadow
Blackpool
• Polarising
• Friends, (family,
adventure)
• Lifestyle
• Very specific
experience
Source: VE Brand Qualitative Research
Others are broadly understood, but perhaps more
specific in their appeal
Brand
Overview
Motivators
Themes
Issues
Peak District
• More salient in
North / Midlands
• Those who have
been are positively
suprised
• Escape,
Adventure
• Countryside,
Activities
• Little recessive
• Wet
Cotswolds
• Very empty nester
• Very fans
• Escape, Indulgent
• Countryside
• For many too quaint /
old
Newcastle
• Specific culture
• Emerging salience
• Friends,
Adventure
• Cities, Lifestyle
• Mixed (some in South
less keen)
Stratford
• Americans
• (But us too)
• Learning,
Escape?
• History / heritage,
culture
• Many (especially
younger) not quite
sure what to expect
Manchester
• Young
• Lots of attractions
• Friends,
Adventure
• Attractions, events,
lifestyle, Cuisine
• Seems less ‘unique’ vs
Lpool/ Ncastle
York
• Very positive North
• foreigners
• Learning, Escape
• Culture, history,
heritage, lifestyle
• Recessive in South
Oxford
• Students
• City
• More South / B’ham
• Friends, learning
• Cities, culture, cuisine,
lifestyle
• Why not go to London
instead?
Liverpool
• Polarising
• Charismatic and
unique
• Friends, escape,
(Learning)
• Cities, Lifestyle,
Culture, History
•Security?
Source: VE Brand Qualitative Research
Others are broadly understood, but perhaps more
specific in their appeal
Brand
Overview
Motivators
Themes
Issues
Peak District
• More salient in
North / Midlands
• Those who have
been are positively
suprised
• Escape,
Adventure
• Countryside,
Activities
• Little recessive
• Wet
Cotswolds
• Very empty nester
• Very fans
• Escape, Indulgent
• Countryside
• For many too quaint /
old
Newcastle
• Specific culture
• Emerging salience
• Friends,
Adventure
• Cities, Lifestyle
• Mixed (some in South
less keen)
Stratford
• Americans
• (But us too)
• Learning,
Escape?
• History / heritage,
culture
• Many (especially
younger) not quite
sure what to expect
Manchester
• Young
• Lots of attractions
• Friends,
Adventure
• Attractions, events,
lifestyle, Cuisine
• Seems less ‘unique’ vs
Lpool/ Ncastle
York
• Very positive North
• foreigners
• Learning, Escape
• Culture, history,
heritage, lifestyle
• Recessive in South
Oxford
• Students
• City
• More South / B’ham
• Friends, learning
• Cities, culture, cuisine,
lifestyle
• Why not go to London
instead?
Liverpool
• Polarising
• Charismatic and
unique
• Friends, escape,
(Learning)
• Cities, Lifestyle,
Culture, History
•Security?
Source: VE Brand Qualitative Research
Responses to some brands vary by region (1)
Brand
Overview
Motivators
Themes
Issues
Northumberland
• Increasingly salient
• Those who been
love it
• Escape, Adventure
• Coastal, activities,
history
• Recessive in South
Dorset
• West Country glow
for
South/Birmingham
• Escape, Family
• Coast, Countryside
• Cornish shadow
Chester
• North only
• Indulgent, Escape,
Friends (Family)
• Lifestyle, attractions
• Recessive in the
south
Somerset
• Very rustic
• Escape, Friends
• Countryside
(cuisine)
• Fairly recessive
• What to do?
Isle of Wight
• Nostalgia
• Families
• Camping
• Escape, Family
(friends)
• Coastal
Countryside,
activities, events
• Recessive/ forgotten
Bristol
• Recessive for many
• Locals love
• Friends?
• Lifestyle,
(heritage/history)
• Bath’s shadow
Source: VE Brand Qualitative Research
Responses to some brands vary by region (2)
Brand
Overview
Motivators
Themes
Issues
Bournemouth
• Mixed
• Old vs young
• Friends
• Coast, Lifestyle
• Who is it for?
Skegness
• Butlins
• Old seaside town
• Friends, (Family)
• Coast, activities
• Past its best?
• Not really known in
South
Yorkshire Moors
and Coast
• Beauty (North
only)
• Unknown a bit in
South
• Escape
• Countryside
• Low salience in
South
Yorkshire Dales
• Emmerdale?
• Popular in North
• Escape, Family
• Countryside
• Other than Leeds
groups, people were
unsure what’s on
offer
Leeds
• Locals love /
proud
• Beyond the city,
little real
enthusiasm
• Friends
• Events (sport /
festivals)
• Cities
• (Lifestyle)
• Less salient than
other Northern cities
Source: VE Brand Qualitative Research
Responses to some brands vary by region (3)
Brand
Overview
Motivators
Themes
Issues
Brighton
• Very popular
among those in SE
• Beyond unsure re
expectations
• Friends
• Lifestyle, Coast
• Can lack
understanding
beyond SE
Birmingham
• Polarising
• Dependent whether
been recently
• Friends, Indulgence
• Cities, Lifestyle
• Cuisine (Baltis)
• Historical prejudices
• Those who have
been recently very
(positively) surprised
Norfolk
• Broads
• Boating
• Friends, family,
Escape
• Coast, Countryside
• Expense
• Seems to lack
salience
New Forest
• Those know love
• But quite high levels
ignorance
• Family, Escape
• Countryside, cuisine,
activities
• Beyond South many
don’t know where it
is
Source: VE Brand Qualitative Research
Knowledge of others is much more fragmented
Brand
Overview
Motivators
Themes
Issues
Suffolk
• Seems very
recessive
• ? (generic
countryside)
• ? (generic
countryside)
• Not really known
Kent
• Beyond London
blackspot
• Escape
• Countryside
• What’s there?
• London casts
Shadow
Cambridge
• Seems a little
recessive compared
to other historic / uni
towns
• Learning?
• Culture, heritage
• Other similar towns
seem to have
stronger identity
Wiltshire
• Low salience vs
other SW counties
• Escape, maybe
indulgence
• Countryside
•No real usp
Nottingham
• Some mentions of
students / history /
Center Parcs
• Negative publicity
•?
• Friends?
• ? (generic city
break)
• Security
Source: VE Brand Qualitative Research
Trends,
Motivations and
Destinations
Sharon Orrell
29th February 2012