Yorkshire & Humber Regional Visitor Survey “Key findings from 2009 to 2011 & how to use research findings” October 2011 Kathrin Tennstedt & Susan Briggs Qa Research, Brackenhill, St George’s Place, York, YO24 1DT Tel: 01904 632039 www.qaresearch.co.uk

Background 8,192 face to face visitor surveys Between May 10 & May 11 (incl Royal Wedding and May Bank Holiday) Over 150 locations used: attractions, town centres, events & open spaces 3 year project: 3rd year results compared with year 1 & 2 Commissioned by Yorkshire Forward, managed by Welcome to Yorkshire & supported by the ATPs Slight change in definition of day visitor in 2011 to reflect definition used by World Tourism Organisation

Research aims Who is visiting Yorkshire? Reasons for visiting Yorkshire? How can visitor experience be improved? How satisfied are visitors? Questions

Sample

Increase in proportion of day visitors 66% day visitors in 2011 & 34% stayed overnight in Yorkshire & Humber Slight in increase in leisure days visits to 2010 Variations by ATP

Significant % of first time visitors Those with children were more likely to try a new location: 28% 49% of overseas visitors were first timers

Age of visitors Age of visitors in all parties interviewed

Yorkshire & Humber residents increasingly dominant 6 out of 10 are visiting from within Yorkshire (but 66% are day visitors) Half of first time visitors (50%) to location are from Yorkshire and Humber Consistent levels of overseas visitors with USA and Australia topping overseas list (14% each)

Loyal and stable visitor market Key visitor market parameters are consistent Average party size (about 3 people per party) - % visiting with children (38%) Age profile UK / overseas split Proportion of disabled visitors 9% Visitors show strong loyalty to the location/area: 74% are repeat visitors to area/ location More than half (53%) of day visitors had visited location/area in past 12 months Over a third (35%) of staying visitors had visited the location/area in past 12 months – similar levels to previous years

Visit profile Information sources

‘Previous experience’ key source of information Increase in previous experience/ local knowledge – but higher % day visitors Consistent levels of internet usage (8%) More traditional methods still of importance (i.e. leaflets) Noticeable differences by ATPs (e.g. YS – 3% Yorkshire.com – higher proportion overseas visitors)

Steady rise in previous experience as source during trip Previous experience/ local knowledge increased (58%) to previous years (55% and 48%) – but higher % of visitors from within Yorkshire in 2011 ‘By chance’ increases to 13% in 2011 suggesting more spontaneous behaviour 1 in 4 (23%) first timers visited ‘by chance’ which suggests substantial proportion of ‘non-planners’ Leaflets continue to be important, although slight drop compared to 2010

Visitors staying overnight Visit profile Visitors staying overnight

Trend towards more short breaks Steady increase in proportion that undertaken short breaks (54% in 2011) – in line with wider tourism developments across the UK

Relative consistent split paid/ free acc 2009 2010 2011 69% paid for accomm 31% free 28% Hotel VFR 23% 66% paid for accomm 34% free 29% Hotel VFR 24% 69% paid for accomm 32% free 28% Hotel VFR 23%

Visit profile All visitors

‘Eating & drinking out’ most popular activity Eating & drinking out continues to be an important part of a trip (but increase in day visitors) Shopping increases popularity in 2011 (49%) Driving around & sightseeing from car slightly down in 2011 - might be linked to rise in petrol prices

Expenditure down slightly Expenditure down slightly – linked to wider economic climate in the UK York and Selby highest per person per night spend but also highest % of overseas visitors (tend to spend more)

Overseas & staying visitors higher spend levels (per person per day/night) Overseas visitors spend significantly more per day than UK visitors First time visitors spend 29% more than previous visitors

Daily expenditure relatively consistent Overall per person spend down by only 2% York continues to show higher spend figures (larger % of overseas visitors) Admission charges relatively consistent with previous years

Accommodation spend down Accommodation spend down to 2009 level Spend levels reflect type of accommodation primarily used in different areas (for example Northern Lincs higher proportion of static caravan users than in other areas)

Descriptive words Friendly: 14% (15% 10, 16% 09) Fun: 12% (9%10, 9% 09) Relaxing: 11% (10% 10, 14% 09) Traditional: 9% (10% 10, 11% 09) Natural: 8% (10% 10, 10% 09)  

Similar to positive ratings in 2010 Level of positive feedback on area increases further (very good or good) General Appearance 95% Feeling of Welcome 96% Atmosphere 97% Similar to positive ratings in 2010 (95%/95%/96%) and 2009 (93%/94%/94%) 62% could not suggest an improvement (59% in 2010 and 66% in 2009) Suggestions included: Better signage (5%) & better upkeep of area (5%)

Very high % expect to return and recommend Positively, 90% would return Importantly, 80% of first time visitors would return and 94% would recommend

Wider context

Wider context for research ‘Difficult ‘financial climate’ in the UK Rise in fuel and petrol prices Just out of recession in 2010 – but tough economic climate High inflation figures Deficit reduction Staycation phenomenon – increase in UK holidays Increase in short trips Daycation phenomenon – increase in day trips Increase in late bookings Exchange rate – Britain continues to be increasingly attractive to overseas visitors (Continental Europe and America) due to favourable exchange rate

Further analysis Presentation only ‘snapshot’ of research vast dataset – can run bespoke analysis for: Individual attractions Local authorities Tourism organisations If interested please leave me your details after presentation or contact me by email: kathrin.tennstedt@qaresearch.co.uk or phone 01904 732 214

Questions

24/08/2019 Susan Briggs Yorkshire Regional Visitor Survey Implementing the recommendations © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

Key conclusions Strong, stable, loyal market 24/08/2019 Key conclusions Strong, stable, loyal market Previous experience powerful motivator for repeat visitors Recommendations from others are key and propensity to return is high. Visitor satisfaction levels are high Yorkshire is a friendly, welcoming destination © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

Stand out features: the scenery and countryside museums and galleries 24/08/2019 Stand out features: the scenery and countryside museums and galleries family facilities relaxing atmosphere friendly people © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

Focus on the funnel of tourism marketing 24/08/2019 Focus on the funnel of tourism marketing VisitBritain promoting to visitors from overseas VisitEngland promoting to domestic visitors & near Europe Welcome to Yorkshire promoting to domestic visitors & within Yorkshire Yorkshire Destinations businesses & destinations © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

Love local Product strengths Market niches Targeted messages 24/08/2019 Love local Product strengths Market niches Targeted messages Work with sector & geographic clusters © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

Increasing visitor spend 24/08/2019 Increasing visitor spend Which activities generate limited revenue? Can we make a difference? What activities are most important? How can they be ranked? How can we cross-sell and up-sell? © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

24/08/2019 What is most important? Prompt current visitors to convert non visitors to increase numbers encourage existing visitors to spend more encourage day visitors to bring other friends and families with them, increasing group size encourage more frequent visits Convert day visitors into staying visitors © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

How do we make the most of specific opportunities? 24/08/2019 How do we make the most of specific opportunities? Families Groups Special interest Particular markets? © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

Promotional tools &sources of info 24/08/2019 Promotional tools &sources of info Which? How? When? What? © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

Essential next steps Convert propensity to recommend to bookings 24/08/2019 Essential next steps Convert propensity to recommend to bookings Harness power of third party recommendations PRODUCT DEVELOPMENT More specific marketing – better use of budgets & more direct results Shout about satisfaction! © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

24/08/2019 Susan Briggs Yorkshire Regional Visitor Survey Implementing the recommendations © Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.