1. Bold Vision, Bright Future The Tourism Marketing Strategy for Yorkshire & Humber 2006 – 2010 Friday 12 May 2006

2. Agenda Background to the Tourism Marketing Strategy for Yorkshire & Humber 2006 – 2010 Objectives and target audiences Segmentation Research Brand Research Product Development Campaigns and Channels to Market Case Study

3. The Tourism Marketing Strategy for Yorkshire & Humber 2006 - 2010 In-depth tourism marketing strategy for Yorkshire & Humber prepared by YTB in consultation with the tourism industry and key stakeholders. The strategy is designed to have a significant impact on the region’s economy and will deliver measurable increases in tourism- generated revenue. The strategy illustrates how tourism will contribute towards building a sustainable future for the region’s economy, community and environment.

4. Our Goal Increase the value of tourism earnings in Yorkshire by 5% per annum from £4.2b in 2003 to £5.9b by 2010 Leisure Tourism Business Tourism Identifying Target Markets Delivering a World Class Experience Developing Brand Strength Inspiring and Securing Visits

5. Where are we now? Target is aspirational Based on current performance we are only forecast to increase the value of tourism to £4.9m by 2010 £1 billion gap

6. Objectives Identifying Target Markets: Value over volume….. Attract a greater proportion of business tourism and international visitors, while seeking to grow the return from the core domestic market by focusing on high value visitors.

7. Objectives Delivering a World Class Experience: Develop a world-class experience for visitors, which will consistently exceed all expectations.

8. Objectives Developing Brand Strength: Position the Yorkshire brand as a destination of choice for priority target markets with respect to key competitors and achieve measurable increases in awareness of key, sub-regional destination brands.

9. Objectives Inspiring and Securing Visits: Implement a customer-focused communications programme to convert awareness and understanding to visits.

10. Identifying Target Markets Origin Age Trip behaviour Life stage Spend potential Motivation

11. Value Based Segmentation Based on two components:  the values that will influence the style and type of experience people prefer  the aspects of a service or product people value

12. ArkLeisure Groups COSMOPOLITANS  Strong, active, confident  Style & brand important, but as an expression of their self made identity.  High spenders especially on innovation and technology  Looking for new challenges, new experiences, Globetrotters DISCOVERERS  Independent in mind and action  Little influenced by style or brand but interested in new options  Buy on function and value to them  Looking for new and educational experiences TRADITIONALS  Self reliant internally referenced  Slow to adopt new options  Orientation towards traditional values  Value individual attention & service FUNCTIONALS  Self reliant, Price drive  Value function over style  Traditional values, interest in new experiences, not risk adverse STYLE HOUNDS  ‘Young Free Single’, impulsive  Fashion counts  Brand counts  Looking for fun with friends  Most not seriously sporty HIGH STREET  Main stream early adopters  Followers of high street fashion  Care what others think  Happy to buy packaged options FOLLOWERS  Strongly influenced by what others will think  Don’t want to be seen as old fashioned  Less active  Slow to adopt  Avoid risk HABITUALS  Largely inactive, low spending group  Very traditional, strongly resistant to change  Risk adverse  Value relaxation, peace and quiet

13. Sample questionnaire Please indicate the extent to which you are prepared to pay more for the following characteristics of a service or holiday product SHOWCARD G 0 means that you would not be prepared to pay more, whilst 10 means you would definitely be prepared to pay more. Not pay Pay more 0 1 2 3 4 5 6 7 8 9 10 For brands that express my individuality                      To be given individual attention                      For something that is out of the ordinary                      For products that use the most advanced technology                      For a fashionable brand                      To get better service                      For a product or service that is new to the market                     

14. Domestic Leisure Target Markets Staying visitors ABC1 short-break takers from London, Southeast and Midlands, aged 45+, Cosmopolitans, Traditionals and Discoverers ABC1 short-break takers from London, Southeast and Midlands, aged 25-44, Cosmopolitans, Traditionals and Discoverers ABC1 short-break takers from within the region, Cosmopolitans, Traditionals, and Discoverers Special interest markets - wherever there is potential to generate a high return on investment. Day visitors

15. International Leisure Target Markets Short-break takers 1-3 days from European markets, specifically Germany, Italy, Spain, Irish Republic, Netherlands, Belgium and Scandinavia. Short holidays 4-7 days predominantly short haul, from European and Nordic markets, specifically Netherlands, Belgium, Germany, Spain and Italy. Longer staying visitors from USA, Canada and Australasia. Emerging markets such as Asia, India and Eastern Europe will also be assessed.

16. Business Tourism Target Markets National associations Corporate meeting sector Conference and meeting intermediaries International association conferences

17. Discussion and Questions

18. Customer Motivations and Satisfaction Brand Perceptions and Awareness Research programme

19. Customer Motivations and Satisfaction What motivates visitors to choose a particular short break destination and how does Yorkshire measure up??

20. What are the key drivers of visitor satisfaction? What retains visitors and persuades them to recommend Yorkshire? Which elements of Yorkshire promote visitor retention and referral? How does Yorkshire perform for different customer segments?

21. Methodology TNS Global Telephone survey amongst identified target markets TRIM methodology – allows benchmarking TRIM grids – allows comparison across markets

22. How would you rate the overall performance of Yorkshire as a place to visit on holiday or for leisure? Overall Performance Would you recommend Yorkshire to a friend or relative as a place to visit? Recommendation How likely would you be to (re) visit Yorkshire in the foreseeable future? Repurchase Given what you know about other areas of England, how much of an advantage is it to you to visit Yorkshire for a holiday or for a leisure trip? Competitive Advantage TRI*M Index Customer Retention The TRI*M Index

23. Average Overall Performance Average Recommendation Below average Repurchase Above average Competitive Advantage TRI*M Index Customer Retention The TRI*M Index

24. Performance of destination Yorkshire Mean scores: Euro tourism average = 3.9 All respondents = 3.8 Recent visitors = 4.0 Lapsed visitors = 3.8 Potential visitors = 3.5

25. Likelihood of recommending Yorkshire Mean scores: Euro tourism average = 4.2 All respondents = 4.1 Recent visitors = 4.5 Lapsed visitors = 4.2 Potential visitors = 3.6

26. Likelihood of taking a holiday in Yorkshire in next couple of years Mean scores: Euro tourism average = 4.3 All respondents = 3.7 Recent visitors = 4.2 Lapsed visitors = 3.5 Potential visitors = 3.4

27. Yorkshire compared to other destinations Mean scores: Euro tourism average = 3.3 All respondents = 3.5 Recent visitors = 3.9 Lapsed visitors = 3.5 Potential visitors = 3.2

28. Customer satisfaction Yorkshire is under performing in the eyes of lapsed and potential visitors. Recent visitors are much more positive

29. Measuring importance & performance 29 product attributes selected Each product element is plotted onto the grid By identifying where the element sits on the TR*M Grid we can identify what action is necessary.

30. The TRI*M Grid Hygienics Not priorities for improvement but maintain performance Motivators Key drivers of satisfaction & loyalty important to perform well in this area Hidden Opportunities Also key drivers of satisfaction & loyalty but potential for quick wins Savings Potential for savings low claimed & real importance - not so relevant to perform well CLAIMED IMPORTANCE REAL RELEVANCELow High

31. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Overall REAL RELEVANCE High High CLAIMED IMPORTANCE Low Low Potential Savers HygienicsMotivators Hidden Opportunities Performance: Average Well below average Well above averageAbove average Below average 1 Beautiful & unspoilt countryside 2 Beaches and resorts 3 Coastline 4 Interesting villages and market towns to visit 5 Locations associated with film/TV/literature 6 Opportunity to explore several locations by car 7 Historic environment 8 Interesting cities to visit 9 Opportunity to participate in extreme or adrenaline sports 10 Water based activities 11 Walking 12 Cycling 13 Opportunity to see wildlife in natural habitat 14 Quality camping, caravan sites, bunk barns 15 Quality serviced accommodation e.g. hotel, B&B, guesthouse 16 Quality self-catering accommodation 17 Quality Country house or boutique hotels 18 Eating out – choice of quality food and dining 19 Eating out – opportunity to consume quality local produce 20 Nightlife – bars, clubs, etc 21 Shopping – local crafts and distinctive shopping 22 Special events and festivals to visit 23 Performing arts and theatre 24 Opportunity to visit a sporting event 25 Museums, Galleries and visual arts 26 Historic attractions, castles, stately homes and gardens 27 Activities and facilities for children / children friendly activities 28 Visitor attractions 29 High standards of service

32. Overall strengths Strengths –15 – Quality serviced accommodation –4 – Interesting villages & market towns to visit –8 – Interesting cities to visit –3 – Coastline –6 – Opportunity to explore several locations by car –28 – Visitor attractions –1– Beautiful & unspoilt countryside –26 – Historic attractions, castles, stately homes & gardens 1 3 4 6 8 15 26 28

33. Overall – Priorities and Opportunities Priorities –18 – Eating Out – choice of quality food & dining –29 – High standards of service –2 – Beaches & resorts –19 – Eating out – opportunity to consume quality local produce –16 – Quality self-catering accommodation Hidden Opportunities –17 – Quality country house or boutique hotels –21 – Shopping – local crafts & distinctive shopping –25 – Museums, galleries & visual arts –22 – Special events & festivals to visit 216 17 18 19 21 22 25 29

34. Most common PRIORITIES Beaches and resorts (a priority in 11 out of 11 grids) High standards of service (11 out of 11) Quality self-catering accommodation (8 out of 11) Eating out – opportunity to consume quality local produce (8 out of 11) Eating out – choice of quality food and dining (7 out of 11)

35. Most common OPPORTUNITIES Quality country house or boutique hotels (an opportunity in 8 out of 11 grids) Shopping – local crafts and distinctive shopping (8 out of 11) Museums, galleries and visual arts (7 out of 11) Special events and festivals to visit (6 out of 11)

36. Recent vs. Lapsed vs. Potential Visitors Eating Out – a strength amongst recent visitors; a priority amongst lapsed and potential visitors Quality Serviced Accommodation – a strength amongst recent and lapsed visitors; a priority amongst potential visitors Beautiful & unspoilt countryside – a strength amongst recent and lapsed visitors; a hygienic amongst potential visitors

37. Age Differences Older respondents more positive than younger respondents Eating Out – a strength amongst those aged 45+; a priority amongst younger respondents Quality Country Houses or Boutique Hotels – a priority amongst those aged 45+; an opportunity amongst potential visitors

38. Brand Perceptions and Awareness What are the perceptions of the target markets towards Yorkshire and its destination brands in terms of: –Awareness of destinations –Responses to existing names and branding –Rational and emotional elements of the destination brands –Attitudes and opinions Which destination brands are most attractive to the key target markets and how does brand awareness and perceptions differ across segments

39. How do brand awareness and perceptions differ between visitors and non-visitors. Which destination brands have the strongest position in relation to key marketing themes: How does Yorkshire and it’s brands compare with other UK destinations for these markets and themes.

40. Research Methodology Research conducted in two stages; –Quantitative Research to test pre-defined values amongst current visitors and those who consider Yorkshire as a holiday destination –Qualitative Research to explore the brand values and themes that have emerged from quantitative research, and how best to communicate these This presentation covers the Quantitative stage only –C.3000 Online Interviews conducted with nationally representative sample (by Origin, Age & SEG) to measure knowledge and visit history of UK and Yorkshire destinations C.2000 respondents qualified for a more detailed interview about specific Yorkshire and UK destinations –Data subsequently weighted to provide nationally representative insight

41. Top UK Destinations Respondents were asked to state their top 5 regions in the UK for a weekend away, short break or holiday Highlighted main Yorkshire competitors: –South West –Lake District –Scotland –Wales

42. Top Yorkshire Destinations Respondents also listed their top 5 Yorkshire destinations for a weekend away, short break or holiday Responses included 377 non-Yorkshire destinations – thought to be part of Yorkshire.

43. What do we mean by brand? The total response of a customer to the name or symbol which states who you are or what you have to offer.

44. For some people…

45. Proud THE YORKSHIRE BRAND WelcomingEnriching TRADITIONAL/ NATURAL MODERN/ DYNAMIC Enriching Stimulating Contemporary Progressive Breathtaking Romantic Rugged/wild Unspoilt WARM Friendly Comfortable Familiar Relaxing Happy/fun

46. Perceptions of Yorkshire

47. Themes Key marketing themes emerge from the overall correspondence map. Destinations are often falling into more than one ‘theme’ –Rugged and Wild –Gentle Country –Heritage and historic culture –City culture –Seaside (fun and relaxing)

48. Brand Themes - Rugged and Wild

49. Brand Themes – Gentle Country

50. Brand Themes – Heritage and Historic Culture

51. Brand Themes – City Culture

52. Brand Themes –Seaside