Bath Visitor Survey 2014 Presentation of Key Findings Diane Goffey, Director The South West Research Company Ltd. Bath Tourism Members’ Forum - 10 th March 2015

In 2013 Bath attracted approximately: - 967,000 staying visits from UK and overseas visitors, combined with 4.8 million day visits - Generating an estimated £405 million pound’s worth of visitor spend in the local economy - 9,300 jobs within the area are tourism related - 10% of all employment in BANES (Source; Value of Tourism 2013 – South West Research Company Ltd.) During 2013 the city of Bath moved up to 13 th in the top 20 list of UK cities for a staying visit by international visitors from 16 th place during 2011 and Last visitor survey undertaken in the city BTP keen to undertake further research during 2014 to provide up-to-date profile of visitors and visit characteristics to the city and to compare with the results from the previous surveys undertaken to identify any emerging trends in the profile of tourism in the city. In addition, keen to understand the nature of shopping trips made to the city to examine the shopping visitors’ profile and visit characteristics in more detail. Important that the research also provided BTP with a clearer understanding of satisfaction levels with shopping in the city compared with other competitor destinations and the motivations behind shopping visits made to the city. Survey Background

Extended face to face interviewing period during 2014 as well as an online version of the survey used for the first time. Also significant changes in terms of the range of issues covered and the questions asked. 1,043 face-to-face interviews in six key locations across the city commencing on Friday 9 th May and continuing through until the 31 st October (approx. 400 sample in previous years, typically end June to beginning of Sept). Six interview sites : Train station/Vaults area, Royal Crescent, Milsom Street, Terrace Walk, Kingston Parade and outside Marks & Spencer. An incentivised online survey was also set up and the link ed out to a database of Bath Tourism Plus’s information requesters during November 2014 and remained live until the end of November ,000 useable online surveys were submitted and analysed as part of the 2014 research. A total of 629 respondents (out of the total 2,043 taking part in the survey) were categorised as a ‘shopper’ or 31% of the overall sample i.e. had selecting ‘shopping’ as an activity they were/had taken part in during their visit to Bath and considering going shopping to have been ‘very’ or ‘quite’ important in their decision to visit Bath. Not possible to cover all results today – snapshot only! Methodology

44% day visitors

39% aged 55+

Postal town – ALL RESPONDENTS% Bath & North East Somerset (BANES) postal town (EXCL. BA1 and BA2) Sub –total 4% Other South West postal town Sub-total 17% Trowbridge1%Bristol5% Radstock, Midsomer Norton, Holcombe, Coleford1%Swindon4% Other BANES2%Gloucester2% Dorchester1% Exeter1% Salisbury1% Taunton1% Torquay1% Truro1%

Postal town – ALL RESPONDENTS% Country (overseas) – ALL RESPONDENTS % Other UK postal town Sub-total52%Overseas28% London6%Milton Keynes1%USA6% Birmingham2%Newport1%Australia5% Brighton2%Northampton1%Germany3% Guildford2%Norwich1%Eire2% Cambridge1%Nottingham1%Belgium1% Canterbury1%Oxford1%Canada1% Cardiff1%Peterborough1%Denmark1% Chelmsford1%Portsmouth1%France1% Colchester1%Reading1%Italy1% Coventry1%Redhill1%Netherlands1% Dartford1%Royal Tunbridge Wells1%Norway1% Derby1%Sheffield1%Spain1% Edinburgh1%Shrewsbury1%Switzerland1% Ipswich1%Southampton1% Kingston Upon Thames 1% Stevenage 1% Leicester1%Swansea1% Manchester1%Watford1% Medway1%Worcester1% Other UK8%

Average length of stay was 2.47 nights Average duration of a day trip to the city was 5 hours 21 minutes

+7% 2014

+9% 2014

79% 72% 20% 64% 8% 20% 7% 36% % total participation

Where obtained information about visiting Bath PRIOR TO VISIT by segment All combined F2FF2F 2010OnlineDayStay BathStay Other First time visitor Repeat visitor On the Internet52%34%27%71%20%67%51%69%41% From a previous visit/been before 36%48%46%23%68%25%27%-60% Via family/friends15% 13%14%9%17% 23%9% Brochure/leaflet/ guide 14%7%13%20%7%14%21%20%9% Tourist Information Centre (TIC) 12%2% 22%5%16%10%15%10% Tourist Board/ Travel Agent 7%3%7%11%2%7%12%10%5% Via a recommendation 6% 11%7%4%7%6%11%3% Other3%4%6%3%4%3%4%5%2% Newspaper/ magazine 2%1% 2%1%2%1%2%1%

Where obtained information about visiting Bath DURING VISIT by segment All combined F2FOnlineDayStay BathStay Other First time visitor Repeat visitor From a previous visit/I've been before 35%46%25%66%25%27%2%59% Via the Internet35%12%59%11%47%30%45%28% Brochure/leaflet/ guide 28%16%42%9%36%31%40%20% Tourist Information Centre (TIC) 23%9%37%9%29%22%29%19% Via family/friends12%10%15%7%15%12%16%10% I have not sourced any local information about Bath during my visit 11%17%4%13%8%16%12%9% Tourist Board/ Travel Agent 9%3%14%3%10% 7% Via a recommendation8%6%10%5%9%8%12%5% Other3%4%3%2%3%5%4%3% Newspaper/ magazine 1% 2%1%2%1% 2%

Internet sites used when searching for local information DURING VISIT to Bath by segment – internet users only All combined F2FOnlineDayStay BathStay Other First time visitor Repeat visitor Official Bath App18%9%19%16%19%14%21%14% Other12%31%8%10%12%9%10%13% 8%20%6% 9%6%8% Twitter/Facebook7%22%4% 8%3%7% Text2%13%1%4%3%-2%

Shopper satisfaction scores

Shopping recommendation score All COMBINED+62% F2F+63% ONLINE+60% DAY+63% STAY BATH+63% STAY OTHER+50% FIRST TIME+59% REPEAT+62%

Satisfaction indicatorScoreRankSatisfaction indicatorScoreRank General atmosphere4.711Accommodation - value for money Feeling of welcome4.632 Choice of nightlife/ evening entertainment Range of visitor attractions/ places to visit 4.593Safety of parking Accommodation - quality of service4.524Ease of parking Quality of service at visitor attractions/places to visit 4.485Display maps & info boards Range of places to eat & drink4.486 Value for money of places to eat & drink Upkeep of parks & open spaces4.437 Value for money of visitor attractions/places to visit Quality of service at places to eat & drink 4.368Pedestrian signs Cleanliness of streets4.329Road signs Ease of finding the TIC4.3110Cleanliness of public toilets Usefulness of information received at the TIC Cost of parking Quality of service at the TIC4.2912Availability of public toilets Visitor satisfaction scores

Recommendation score All COMBINED+78% F2F+76% ONLINE+79% DAY+76% STAY BATH+80% STAY OTHER+75% SHOPPER+79% NON-SHOPPER+78% FIRST TIME+78% REPEAT+78% SW REGION (2010)+67% Other SW destinations Range from +42% to +63%

Bath Christmas Market 2014 Visitor Feedback Survey Highlights

Face to face survey conducted with 415 visitors throughout the duration of the market, along with 646 online survey responses from BCM information requesters. 390,000 people are estimated to have attended the Market over the 18 day period between Thursday 27 th November and Sunday 14 th December ,000 on a staying trip (in Bath) -35,000 on a staying trip (outside Bath) -238,000 on a day trip -43,000 local residents. Attracted a good spread of visitors across all age groups. 70% of visitors were ABC1’s. 94% of visitors were in adult only groups. 70% of visitors were on a day trip /19% staying overnight / 11% local residents. Three quarters of visitors indicated that it was their main reason for visiting Bath. 89% of visitors were on a repeat visit to Bath.

84% had/or planned to do other shopping in Bath / 74% had/or planned to have a meal out / 20% had/or planned to visit a tourist attraction in the city including: 82% of visitors had been to Milsom Street and 75% to SouthGate. The average length of time spent at the market was 3 hours 55 minutes. 3% increase in the proportion of visitors arriving by train compared with Visitors rated their overall satisfaction with the Market very high at 4.57 out of max Highest levels of satisfaction were with the quality of stalls (4.65) and range of stalls (4.57). Market achieved a high recommendation score of +66%. % of those who had or planned to visit a tourist attraction in Bath Bath Abbey 52% (9% all) Jane Austen Centre9% (2% all) Roman Baths 43% (8% all) Fashion Museum6% (1% all) Thermae Bath Spa 24% (5% all) Santa’s Grotto3% (<1% all) Bath on Ice 13% (2% all)

All influenced spend (by visitors influenced to visit Bath by the presence of the Christmas Market in the city/main reason for visit) was estimated at approximately £20.2 million. Of this: Approx. £5.2m was spent within the Christmas Market and Approx. £15m elsewhere across the city including other shopping, food & drink, entertainment, travel and accommodation (increase from approx. £11.5m in 2012). All associated spend (by all visitors whether influenced to visit by the presence of the market or not) was estimated at approximately £28.2 million. VISITOR SPEND BY CATEGORY 2014 (£/per person/per day) All spend at Bath Christmas Market Shopping elsewhere in Bath Eating & drinking elsewhere in Bath Attractions/ Entertainmen t Travel & transport in Bath Accommodation in Bath (staying visitors only) £25.92£29.84£14.69£1.89£3.47£31.79