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Trends, Motivations and Destinations Sharon Orrell 29 th February 2012.

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1 Trends, Motivations and Destinations Sharon Orrell 29 th February 2012

2 Holiday trip volumes are below 2009 peak, but remain well above pre-recession levels Trips (m) YTD Jan-Oct +5% Holiday VFR Business +5% +17% Source: GB Tourism Survey

3 Year to Date Trips + 5% Spend + 10% Value growth is outstripping volume growth Source: GB Tourism Survey

4 Trends vary by demographics and trip characteristics Source: GB Tourism Survey

5 Attractions performance was positive through most of Source: England Attractions Monitor Quarter 1 +7% Quarter 2 +4% Quarter 3 +2% Source: VE Quarterly Attractions Monitor Quarter 4 +12%

6 Widespread concern about the economic environment, unlikely to have improved since last wave Source: VisitEngland Staycation Research

7 Motivations

8 Spontaneous consumer motives for holidaying / short breaking in England Family Escape Fun Indulgent Events Activities Friends Coast Culture Sightseeing Shopping Museums / Galleries Food and drink Relax Countryside City London Heritage / history Attractions Source: VE Brand Qualitative Research

9 Some motives are more important than others; relaxing, escaping, and having fun are key Friends (26%) Escaping (46%) Having fun (40%) Family 36%) Learning something new (9%) Doing something new/different (19%) Treating yourself (30%) Relaxing (54%) 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) Hot (40%+) WarmCold (<25%) % saying each motivation would be ‘Very Important’ for taking breaks/ hols in England over the next couple of years (Q6) Source: VE Brand Quantitative Research

10 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 Fun Could be included in adventure But does warrant consideration in self as not all fun adventurous People want to do things that make them and those with happy Could be included in adventure But does warrant consideration in self as not all fun adventurous People want to do things that make them and those with happy Relax What holidays are about for many Want to feel relaxed whilst there Want to feel relaxed post Felt England can offer Less hassle travelling to For some less stressful than abroad What holidays are about for many Want to feel relaxed whilst there Want to feel relaxed post Felt England can offer Less hassle travelling to 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. Fun / Relax Source: VE Brand Qualitative Research

11 Other motives identified in qualitative research as powerful were confirmed by quantitative findings Family Very strong associations with England Visiting Multi-generational / extended family Connecting/ bonding Sharing and teaching Nostalgia Very strong associations with England Visiting Multi-generational / extended family Connecting/ bonding Sharing and teaching Nostalgia Friends Very different from families All about having fun Sharing experiences Going to events High energy / fun Lots of mono -gender events Very different from families All about having fun Sharing experiences Going to events High energy / fun Lots of mono -gender events Escape Powerful motive Escaping from every day life Often linked to short breaks vs longer holidays Most mention as reason to break Powerful motive Escaping from every day life Often linked to short breaks vs longer holidays Most mention as reason to break We all go to Reading festival and let our hair down 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 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 Escape / Family / Friends Source: VE Brand Qualitative Research

12 Adventure / Indulgent / Learning Learning Although relevant does seem less of motive For many more of a by- product Something do rather than a reason to go But something England has in abundance And for minority powerful motive Although relevant does seem less of motive For many more of a by- product Something do rather than a reason to go But something England has in abundance And for minority powerful motive Indulgent Very feminine (men less likely to admit) All about pampering, spas Great food and drink Shopping Felt England delivers this very well now Very feminine (men less likely to admit) All about pampering, spas Great food and drink Shopping Felt England delivers this very well now 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 Adventure Often associated with outdoors /activity..but connections can be made with city It’s all about coming back & having stories to tell Closest motive to fun If lacks fun (i.e in quant something new/different) becomes more niche Often associated with outdoors /activity..but connections can be made with city It’s all about coming back & having stories to tell Closest motive to fun 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 Source: VE Brand Qualitative Research These motivations are more niche and so less broad in their appeal

13 Themes (….or the body, mind, personality and soul of England)

14 Coastal, countryside, cities...the body Coastal Great asset in many eyes Programme Coast does wonders Loved by all Strong regional differences: South more beauty, North synonymous seaside towns 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 pre- families and more traditional consumers) Very varied Perception unique in world But huge blackspots depending on region Countryside Again generally loved (less so among pre- families 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 Cities Radically change for the better Serious consideration Culturally very diverse (own micro cultures) Shopping, nights out / culture/ history We do have the most beautiful coast line...I just love the sea, the fresh air 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 It what makes England...so different, the green and pleasant land 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 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 Source: VE Brand Qualitative Research

15 Events, activities and attractions...the mind Events 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 Events 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 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 Attractions Very big for kids Can be expensive But deliver structure to trips and rationale for going When on holiday there is always something going on...you kind of want to have more information on that sort of thing That's me (festival photo) I have so much fun although truth be told I don’t feel very energised by the end 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 There’s always something to do with the kids and there has to be as you can’t guarantee the weather They do add up by the time you have gone to couple of attractions you could have gone away for week abroad The kids love theme parks...well I do as well they are so much fun Source: VE Brand Qualitative Research

16 Culture, cuisine, lifestyle...the personality 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!) 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 You go to London and no one’s English...its funny But I really like it! 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!! You got Somerset and you have to have a cider and some cheese! Ooh me and the girls love a good spa… lots of booze and some shopping 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! Source: VE Brand Qualitative Research

17 History, heritage and Iconic England...the soul History and heritage 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 History and heritage 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 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! 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! 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 The kids love the re- enactments...it’s really important for them to understand their country 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 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 You have to do it don’t you (history)...I feel guilty if I don’t Source: VE Brand Qualitative Research

18 Destinations

19 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 West Midlands area Cotsworlds Cornwall (and SW) London Bit of Lakes/Peak (Not Kent/E Anglia) Birmingham West Midlands area Cotsworlds Cornwall (and SW) London Bit of Lakes/Peak (Not Kent/E Anglia) London SE Whole of SW E Anglia Northern Cities Bit of lakes London SE Whole of SW E Anglia Northern Cities Bit of lakes Bristol Whole of SW London Bit of Birmingham Lakes and Peak Not Yorkshire! Bristol Whole of SW London Bit of Birmingham Lakes and Peak Not Yorkshire! Leeds Yorkshire Lakes Northumberland Aspire to Cornwall (many not been) London Northern Cities Leeds Yorkshire Lakes Northumberland Aspire to Cornwall (many not been) London Northern Cities Source: VE Brand Qualitative Research

20 The numbers confirm this – even for the largest brands % saying destination is 'Very Appealing‘ by Region of residence Column %N EastN West Yorks & Humbs E MidsW MidsEastLondonS EastS West 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 Source: VE Brand Quantitative Research

21 …more extreme for less prominent destinations % saying destination is 'Very Appealing‘ by Region of residence Column %N EastN West Yorks & Humbs E MidsW MidsEastLondonS EastS West 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 Source: VE Brand Quantitative Research

22 The full picture (1) % saying destination is 'Very Appealing‘ by Region of residence Column %N EastN West Yorks & Humbs E MidsW MidsEastLondonS EastS West 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 Source: VE Brand Quantitative Research

23 % saying destination is 'Very Appealing by Region of residence Column %N EastN West Yorks & Humbs E MidsW MidsEastLondonS EastS West Sample size Bournemouth Cambridge Chester Suffolk Wiltshire Durham Scarborough Nottingham Blackpool Newcastle Manchester Portsmouth Bristol Warwick Liverpool Lincoln Leeds Birmingham Skegness The full picture (2) Source: VE Brand Quantitative Research

24 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

25 Some brands have a very clearly defined image BrandOverviewMotivatorsThemesIssues Cornwall THE destination Many been All aspire Family, friends, Escape, Adv Coast, Countryside Cuisine Distance Crowds Expense Lakes Unique Beauty Wild Escape, AdventureCountryside, 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 defaultFamily, EscapeCoast, CountrysideIn Cornwall’s shadow Blackpool PolarisingFriends, (family, adventure) LifestyleVery specific experience Source: VE Brand Qualitative Research

26 Some brands have a very clearly defined image BrandOverviewMotivatorsThemesIssues Cornwall THE destination Many been All aspire Family, friends, Escape, Adv Coast, Countryside Cuisine Distance Crowds Expense Lakes Unique Beauty Wild Escape, AdventureCountryside, 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 defaultFamily, EscapeCoast, CountrysideIn Cornwall’s shadow Blackpool PolarisingFriends, (family, adventure) LifestyleVery specific experience Source: VE Brand Qualitative Research

27 BrandOverviewMotivatorsThemesIssues 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, IndulgentCountrysideFor many too quaint / old Newcastle Specific culture Emerging salience Friends, Adventure Cities, LifestyleMixed (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, EscapeCulture, history, heritage, lifestyle Recessive in South Oxford Students City More South / B’ham Friends, learningCities, 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

28 BrandOverviewMotivatorsThemesIssues 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, IndulgentCountrysideFor many too quaint / old Newcastle Specific culture Emerging salience Friends, Adventure Cities, LifestyleMixed (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, EscapeCulture, history, heritage, lifestyle Recessive in South Oxford Students City More South / B’ham Friends, learningCities, 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

29 Responses to some brands vary by region (1) BrandOverviewMotivatorsThemesIssues Northumberland Increasingly salient Those who been love it Escape, AdventureCoastal, activities, history Recessive in South Dorset West Country glow for South/Birmingham Escape, FamilyCoast, CountrysideCornish shadow Chester North onlyIndulgent, Escape, Friends (Family) Lifestyle, attractionsRecessive in the south Somerset Very rusticEscape, FriendsCountryside (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

30 BrandOverviewMotivatorsThemesIssues Bournemouth Mixed Old vs young FriendsCoast, LifestyleWho is it for? Skegness Butlins Old seaside town Friends, (Family)Coast, activitiesPast its best? Not really known in South Yorkshire Moors and Coast Beauty (North only) Unknown a bit in South EscapeCountrysideLow salience in South Yorkshire Dales Emmerdale? Popular in North Escape, FamilyCountrysideOther than Leeds groups, people were unsure what’s on offer Leeds Locals love / proud Beyond the city, little real enthusiasm FriendsEvents (sport / festivals) Cities (Lifestyle) Less salient than other Northern cities Source: VE Brand Qualitative Research Responses to some brands vary by region (2)

31 BrandOverviewMotivatorsThemesIssues Brighton Very popular among those in SE Beyond unsure re expectations FriendsLifestyle, CoastCan lack understanding beyond SE Birmingham Polarising Dependent whether been recently Friends, IndulgenceCities, Lifestyle Cuisine (Baltis) Historical prejudices Those who have been recently very (positively) surprised Norfolk Broads Boating Friends, family, Escape Coast, CountrysideExpense Seems to lack salience New Forest Those know love But quite high levels ignorance Family, EscapeCountryside, cuisine, activities Beyond South many don’t know where it is Source: VE Brand Qualitative Research Responses to some brands vary by region (3)

32 Knowledge of others is much more fragmented BrandOverviewMotivatorsThemesIssues Suffolk Seems very recessive ? (generic countryside) Not really known Kent Beyond London blackspot EscapeCountrysideWhat’s there? London casts Shadow Cambridge Seems a little recessive compared to other historic / uni towns Learning?Culture, heritageOther similar towns seem to have stronger identity Wiltshire Low salience vs other SW counties Escape, maybe indulgence CountrysideNo real usp Nottingham Some mentions of students / history / Center Parcs Negative publicity ? Friends? ? (generic city break)Security Source: VE Brand Qualitative Research

33 Trends, Motivations and Destinations Sharon Orrell 29 th February 2012


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