1. 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:

2. 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

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

4. Sample

5. 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

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

7. Age of visitors
Age of visitors in all parties interviewed

8. 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)

9. 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

10. Visit profile
Information sources

11. ‘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)

12. 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

13. Visitors staying overnight
Visit profile
Visitors staying overnight

14. 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

15. 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%

16. Visit profile
All visitors

17. ‘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 might be linked to rise in petrol prices

18. 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)

19. 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

20. 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

21. 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)

22. 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)

23. 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%)

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

25. Wider context

26. 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

27. 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 or
phone

28. Questions

29. 24/08/2019
Susan Briggs Yorkshire Regional Visitor Survey Implementing the recommendations
© Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.

30. 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.

31. 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.

32. 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.

33. 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.

34. 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.

35. 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.

36. 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.

37. 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.

38. 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.

39. 24/08/2019
Susan Briggs Yorkshire Regional Visitor Survey Implementing the recommendations
© Copyright Susan Briggs & Elias Moubayed/The Tourism Network Limited.