1. 1 SOUTH WEST TOURISM Destination & Experience Brands 2009/2010 info@experiencemr.com

2. 2 SAMPLE STRUCTURE 2-stage survey: Stage 1: FOCUS GROUPS 5 focus groups, conducted in January 2010 amongst: - Residents of the South West (1 group), - Regular visitors to the South West (1 group), - Occasional visitors to the South West (1 group), …with an additional group of Regular/Occasional visitors (1 group) - Potential visitors to the South West (1 group), Stage 2: QUANTITATIVE INTERIEWS 2035 interviews conducted using an online panel. Initial interviews were conducted using contacts from enquirers to South West Tourism. A single survey questionnaire was used for all interviews. Online fieldwork conducted in March to early April 2010. Online interviews from the following 4 quotas: RESIDENTS OF THE SOUTH WEST 507 interviews OCCASIONAL VISITORS TO THE SOUTH WEST 507 interviews REGULAR VISITORS TO THE SOUTH WEST 511 interviews POTENTIAL VISITORS TO THE SOUTH WEST 510 interviews

3. 3 Stage 2: QUANTITATIVE INTERVIEWS SAMPLE STRUCTURE South West 26% Yorkshire/Humber 12% North East 6% Wales, Scotland, NI 2% London 10% West Midlands 7% South East 15% East Midlands 5% North West 9% East of England 8% This report presents findings from stage 2 of the survey, with added insight from qualitative stage (stage 1 of the survey). Proportion of interviews by region:

4. 4 This Presentation Covers: 1 Perceptions of the South West 2 Knowledge/Perceptions of Areas within the SW 3 Destination Brands 4 Experience Brands 5 Websites used for information about the SW

5. 5 PERCEPTIONS OF THE SOUTH WEST info@experiencemr.com

6. 6 Character Picture-postcard Cobbled villages Nice craft shops Doesn’t change much – same as when a kid Twee Old fashioned (but in a positive ‘unspoilt’ way) Chocolate box cottages, pretty, thatched cottages Associations with the South West Views/landscape View of the sea Natural beauty Gorgeous and rugged Sea is a big draw/appeal Picturesque Beautiful places Culinary Fish bars Local food Rick Stein restaurant Experience Good place to get lost in Relaxed Good place to escape to (with sea) Great surfing in Cornwall Potentially fun (given the right weather) Description Lacklustre, like Eastbourne Quiet lifestyle More for people to retire to Has changed a bit ie shopping malls have come in now Commercialised in South West Not especially friendly/welcoming History/heritage History Jamaica Inn Jurassic coastline Practical It’s a long way (London group) Expensive (London group) Can be a tourist trap (peak season) Weather South West has its own climate Unpredictable weather (can be wet and cold) It’s a long way to go for a short break (London group) Weather is not good enough for a holiday Economic Economic deprivation

7. 7 Which Area is “The South West” LINE 3 LINE 4 LINE 2 LINE 1 Response Average Line 2.6 Potential visitors Line 2.4 Occasional visitors Line 2.3 Regular visitors Line 2.5 Residents of the South West

8. 8 Perception of the “The South West” A collection of different areas A collection of similar areas A single area which offers an overall tourism experience Don’t know/can't say 79% 12% 8% 1%

9. 9 Respondents in the qualitative stage were asked to divide up the South West into distinct areas as they saw it (individually). Approaches used: 1. Places visited or know well eg Swanage, Weymouth, Cornwall, Bude, Bournemouth, Newquay, Dartmoor, etc, etc 2. Places which have meaning: eg young people knew about Bude and Newquay 3.Geography (county borders), partly this is how people have come to know the areas, they tend to be familiar with thinking in ‘county’ terms. 4.Accessibility: would visit for holiday or for short break (how easy each destination is to reach, and the time taken to do so) 5.Perceptions of eg. types of terrain eg. beautiful, coastal, historic ie. features of a given destination. 6.‘Other areas’ ie ‘not much going on there’, or ‘don’t know it very well’ Perceptions of Individual Areas Within the South West

10. 10 DESTINATION BRANDS info@experiencemr.com

11. 11 Interest in Visiting Destinations in the South West

12. 12 BATH

13. 13 Historic 85% Good heritage (museums, houses, gardens, etc) 83% Good restaurants/food 72% Good for older people to visit 70% Oldy-worldy / old-fashioned 57% Good music and entertainments 48% Friendly/welcoming 45% Beautiful/scenic 43% A relaxing place 36% Good for younger people to visit 34% BATH From focus groups: Bath Retired people Romans Affluent Fashion Museum Rugby History Buildings Architecture Crescent River by park How to build a town Georgian Same sort of people who go to Bath also go to Stratford Roman Baths Students Shopping River cruise Romantic Genteel Antique shops Beautiful Great place to go More for overseas tourists Gorgeous

14. 14 Experience Brands Would Visit Bath For 35% 29% Average per Destination 26% 25% 17% 5% 13% 29% 4% 15%

15. 15 CITY-BREAKS info@experiencemr.com

16. 16 Interest in Visiting for a City Break

17. 17 KNOWLEDGE & AWARENESS OF THE SOUTH WEST info@experiencemr.com

18. 18 Correctly Identifying Destinations from Map 4% Devon 5% Cornwall 4% Dorset 6% Dorset 12% B & Poole 8% Bath 13% Stonehenge & Salisbury, 10% Cotswolds 8% Wiltshire, 7% Forest of Dean, 7% Bristol 12% Bristol 12% Wiltshire, 8% Forest of Dean 10% Stonehenge & Salisbury Incorrect answers (in red)% giving correct answer

19. 19 AWARENESS THE SOUTH WEST COULD BE DIVIDED UP INTO THESE AREAS Definitely aware Possibly aware Not aware Don’t know/ can’t say

20. 20 EXPERIENCES IN THE SOUTH WEST

21. 21 EXPERIENCES WOULD VISIT THE SOUTH WEST FOR Beaches Clean beaches Crabbing, crab fishing Rock pools Nice beaches Sandy beaches Fossils Walking Coastal walks/ Clifftop walks Coastal path Landscape Scenery Good train journeys Wilderness Views Activity/adventure Extreme sports, Bike riding, Rock climbing Surfing Horse riding Canoeing, rafting Family Family time Place to take kids Family fun Escape, relaxation To get away from things Calmer weekend or week (relaxation) Set your clock to Cornish time Fishing Get away from hoards of people, not where there are families/ Isolation Fresh air Quiet weekend away Luxury Hotels, plenty of amenities History/Heritage History Castles, sightseeing Culinary Cream teas and Cornish pasties Cider Gourmet, fish Real chips Eating and drinking (real ales) Discovery Arts and crafts Eden project Farmers markets Couples/Romance Romantic Party Festivals Shopping Little shops (look round them), Shopping Sport Golf

22. 22 EXPERIENCE BRANDS Close to Nature Relax & Re-Charge Traditional Beach Holidays History & Heritage Sheer Indulgence Romance It’s Adventure Discovery Young, Free, Good-Times Easy Pre-School

23. 23 From Focus Groups Overall, the experience brands approach was very well received. They were felt to give a useful reminder of what it is possible to see, do and experience in the South West …with something for all ages, moods and experiences They gave a reminder, or realisation about the variety of experiences to have in the area, and were felt to be easy to use and understand They were felt to encapsulate experiences very well and raise the appetite for given experience-types in the South West Many read the descriptions with a degree of relish, and enjoyed thinking of the experiences to be had EXPERIENCE BRANDS OVERALL (1/2)

24. 24 It appeared to raise interest in the experiences and give ideas of potential holidays and breaks. Some expressed firm interest in visiting for suggested experiences. They were felt to be mixed together eg “romance with a bit of history and heritage” etc (ie experiences were flexible rather than ring fenced). These may be considered ‘secondary experiences’ (nice to have history but its not what I’m there for) A few were less keen on the Experience Branding approach. Some felt that the experiences you could do anywhere (not with any specific appeal in the South West) A minority felt they were aware of the types of experiences available in the South West and did not feel the need to be reminded EXPERIENCE BRANDS OVERALL (2/2)

25. 25 Extent to which Experience Brands Raise Interest in Visits to the South West

26. 26 Extent to which Experience Brands Raise Interest in Visits to the South West Caution: low base for Wales/Scotland/NI

27. 27 “There’s something for everyone, all ages” “Its grouped into moods, this indulgence one that you’d hone in for a special event, and then if you just want a bucket and spade traditional sort of holiday you’ve got that as well.” “I think its great, I think they’ve done a really fantastic job of re-reminding us what there is down there [in the South West] and to reinforce what they want us to see and not miss for example Hardy’s Dorset and Jane Austen’s Bath…” “If you can’t get out of the country you think lets go down there for the weekend [to the South West].” EXPERIENCE BRANDS QUOTES

28. 28 “It’s very varied isn’t it the South West, I kind of want to go. I’ll think I’ll take these with me [outline of Experience Brands]”. “… the fact that they’ve included those areas that we would not have said were in the South West, they are trying to be really diversified and encourage us to see Bath and Bristol (which is a daytrip) as part of the South West, and to remind us of what is actually there.” “Its not just bucket and spade and sand, they’ve got a lot more to offer.” “Its got different aspects to it hasn’t it, a wide variety of things to offer” EXPERIENCE BRANDS QUOTES

29. 29 Interest in Experience Brands (GENERALLY, NOT SPECIFIC TO SOUTH WEST)

30. 30 Interest in Experience Brands SPECIFIC TO SOUTH WEST Bases: all those to whom each brand appeals

31. 31 Interest in Experience Brands in the South West Easy Pre-School Young, Free, Good Times Its Adventure Discovery Traditional Beach Holiday Romance History & Heritage Sheer Indulgence Close to Nature Relax & Re-Charge 10% 15% 35% 39% 62% 67% 75% 76% 79% 83% POTENTIAL MARKET

32. 32 NEW EXPERIENCE BRANDS?: Sport and Shopping info@experiencemr.com

33. 33 Interest in Shopping Breaks in the South West Base: see chart 27 FEMALE MALE Aged 16 to 44 pre-family/no- family Families (any children in household) Post family/no- family aged 45 to 64 Post family/no- family aged 65+ 21% INTERESTED OVERALL

34. 34 Interest in visiting the South West to take part in a gentle outdoor activity or sport eg golf, tennis, etc Base: see chart 27 FEMALE MALE Aged 16 to 44 pre-family/no- family Families (any children in household) Post family/no- family aged 45 to 64 Post family/no- family aged 65+ 23% INTERESTED OVERALL

35. 35 MARKETING & WEBSITES info@experiencemr.com

36. 36 When searching for information, or making a booking for a holiday or break in the South West, would you search for information about:

37. 37 Profile: Those who search for information about Individual Destinations within the South West

38. 38 Profile: Those who search for information about the South West (eg. Visit South West)

39. 39 Profile: Those who search for information about Areas of the South West

40. 40 Whether used the internet to search for information about holidays or breaks in the South West, or to make a booking for holidays/breaks there Yes, searched online for information about the South West Not searched for information about the South West Searched for information about the South West, but not online

41. 41 Websites for information about holidays/breaks in the SW A search engine such as Google Hotel websites Websites of Individual locations within the South West (specific places) A regional tourist board (e.g.visitsouthwest.co.uk) A destination tourist board (e.g. visitsomerset.co.uk) Specific accommodation agencies and providers (e.g. caravan club website) Butlins/Pontins etc Other None of these

42. 42 Whether used the internet to search for information about holidays or breaks in the South West, or to make a booking for holidays/breaks there Especially: Aged 25 to 34 95% A search engine such as Google Hotel websites Websites of Individual locations within the South West (specific places) A regional tourist board (e.g.visitsouthwest.co.uk) A destination tourist board (e.g. visitsomerset.co.uk) Specific accommodation agencies and providers (e.g. caravan club website) Butlins/Pontins etc Other None of these

43. 43 Whether used the internet to search for information about the holidays or breaks in the South West, or to make a booking for holidays/breaks there A search engine such as Google Hotel websites Websites of Individual locations within the South West (specific places) A regional tourist board (e.g.visitsouthwest.co.uk) A destination tourist board (e.g. visitsomerset.co.uk) Specific accommodation agencies and providers (e.g. caravan club website) Butlins/Pontins etc Other None of these Especially: Aged 55 to 64 53% Aged 65+ 58% Residents 55%

44. 44 Whether used the internet to search for information about the holidays or breaks in the South West, or to make a booking for holidays/breaks there A search engine such as Google Hotel websites Websites of Individual locations within the South West (specific places) A regional tourist board (e.g.visitsouthwest.co.uk) A destination tourist board (e.g. visitsomerset.co.uk) Specific accommodation agencies and providers (e.g. caravan club website) Butlins/Pontins etc Other None of these Especially: Aged 55 to 64 51% Aged 65+ 57% Residents 54%

45. 45 Whether used the internet to search for information about the holidays or breaks in the South West, or to make a booking for holidays/breaks there Especially: Aged 45 to 54 47% Aged 55 to 64 46% Aged 65+ 47% Regular visitors 52% A search engine such as Google Hotel websites Websites of Individual locations within the South West (specific places) A regional tourist board (e.g.visitsouthwest.co.uk) A destination tourist board (e.g. visitsomerset.co.uk) Specific accommodation agencies and providers (e.g. caravan club website) Butlins/Pontins etc Other None of these

46. 46 Whether used the internet to search for information about the holidays or breaks in the South West, or to make a booking for holidays/breaks there Especially: Aged 45 to 54 38% Aged 55 to 64 39% Aged 65+ 38% Regular visitors 43% Residents of SW 37% A search engine such as Google Hotel websites Websites of Individual locations within the South West (specific places) A regional tourist board (e.g.visitsouthwest.co.uk) A destination tourist board (e.g. visitsomerset.co.uk) Specific accommodation agencies and providers (e.g. caravan club website) Butlins/Pontins etc Other None of these

47. 47 SOUTH WEST TOURISM Destination & Experience Brands 2009/2010 info@experiencemr.com