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Sharon Orrell Head of Research and Insights, VisitEngland 10 March 2015
National Research and Visitor Satisfaction Update
2014 – England Headline Performance Trends
Trips
(m)
Domestic Overnight Tourism – Trends Since 2006
Source: GBTS
Holiday
VFR
Business
Trips
(m) Numbers of Domestic Holidays Taken by GB Residents
If this trend continues to the end of the year (1)
Source: GB Tourism Survey
Trips
(m) Numbers of Domestic / Overseas Holidays Taken by GB Residents
Source: GB Tourism Survey / International Passenger Survey
If this trend continues to the end of the year (2)
Unpicking the trends: Recession and recovery have affected different groups in different ways
Trips
(m)
+23%
-1%
+3%
-24%
2006 vs
2014 (est)
Source: GB Tourism Survey
Inbound visits reached record levels in 2014
Source: International Passenger Survey
In recent years, London volumes have outperformed ROE,
though in 2014 growth trends have been more consistent
Source: International Passenger Survey
2014 Q1-3
performance
+6%
+6%
The Visitor’s View
How would you rate your overall experience of
DESTINATION during your most recent
holiday or short break?
Likelihood to recommend
Overall performance
Likelihood to revisit
Competitive advantage
Visitor
Experience
TRI*M
Index
4 key questions to index the visitor experience in the destination
Based on your experiences during this trip, to what
extent would you recommend DESTINATION as a
destination to friends and family?
How likely are you to take another holiday or short
break in DESTINATION during the next few years?
Given what you know about places to visit, how
would you rate DESTINATION compared to other
destinations for holidays or short breaks?
Overall
Performance Likelihood to
Recommend
Likelihood to
Revisit
Competitive
Advantage
Visitor Experience TRI*M Index Some evidence of small but gradual increases in satisfaction levels over last 4 years
70 80 90 100
Low visitor
retention
High visitor
retention
94.2
Total
England
2013-14
92.5
2011
-2012 2012
-2013
93.8
Every trip is different…
94
ENGLAND
Cornwall
Lake District
x
Northumberland
Yorks Dales York
Bristol
Manchester
Gt Yarmouth
Essex
Leeds
East Sussex
The Satisfaction Map of England
Scarborough Lake District
North York Moors
Liverpool
Bath
Cotswolds
London
New Forest
Isle of Wight Torquay
Yorkshire Coast
97
x
x
Kent Coast
Durham
Warwickshire
Gloucester -shire
Staffordshire
Lincoln
Eastbourne
Peak District
Skegness
Notting -ham
Suffolk Cambridge
Newcastle
Blackpool
Chester
Bournemouth
Wey- mouth
Somerset
Oxford
Stratford Shropshire
Brighton
Wiltshire
Derbyshire
Other Devon
Birmingham Other Norfolk
x
x
Canterbury
14
95
96
105 108
94
90
95
100
81
82
100
74
75
92
74
100 102
104
111
85
91
87
102
100
101
104 86
88
91
92
83
83 89
91
95
96
97
80
91
94
99
82
85
Total Hants
91
95
Kent Total
82 82
94
92
89
Source: England Brand Tracker & Visitor Satisfaction Study – fieldwork, July 2012-June 2014; Base: 7192
98
Visitor Experience TRI*M Index Location of Holiday
BASE: 4279
2013-14
40 60 80 100
Low customer retention
High customer retention
94
City
96
Countryside
97
Seaside
91 96 95 2011-12
And city destinations have shown the strongest growth in recent years…
0
2
4
6
8
10
12
14
16
18
2006 2007 2008 2009 2010 2011 2012 2013
Domestic Holidays by Destination Type 2006-2013
Seaside Large city/ large town Countryside/ village
Trips
(m)
-6%
+26%
+16%
2006 vs
2013
Source: GB Tourism Survey
Understanding Visitor Satisfaction, 2013-14
Visitor Experience TRI*M Index Holiday Type
BASE: 4279
2013-14
70 80 90 100
Low customer retention
High customer retention
100
Mid-length
101
Longer holiday
92
Short break
91 108 96 2011-12
1-3 nights
4-7 nights
8+ nights
Visitor Experience TRI*M Index Lifecycle
70 80 90 100
Low customer retention
High customer retention
91
Pre-nester
93
Independents
93
Empty-nester
98
Families
BASE: 4279
2013-14
88 95 92 94 2011-12
‘Much better than it was’ • Prominent view amongst older
respondents and families
• More variety on offer in terms of accommodation and activities
• A sense that the domestic offer has reached the same standard as Europe – so compares well not only to the past, but to present alternatives
• Mention of bad experiences in the past and greater accountability now – ‘I remember the B&B’s being like a hell-hole… they can’t get away with that anymore’
‘Not good enough’ • Most prominent in pre-family group
• No comparison with past, only with abroad, and England compares poorly to the cost and quality of European destinations
• Sense that England is more expensive, and that measures of quality are different – a 4* hotel abroad is better than a 4* hotel in England
• Feel more taken care of or pampered abroad: “Staff treat you like a tourist abroad”
Contrasting perceptions of England
The Drivers of Satisfaction
21
Determining the drivers of satisfaction (1)
Rated in terms of importance to the respondent (Stated Importance) ‘How important is each of these factors to you when thinking about short breaks or holidays?’
Rated in terms of how the destination performed during the visit ‘How would you rate ‘DESTINATION’ on each of the following factors?’
30-35 attributes of the ‘destination experience’ are asked about:
And a third dimension is derived – Impact on the Experience (to what extent does overall satisfaction correlate to each attribute)
22
Determining the drivers of satisfaction (2)
A01. Good value for money generally
A02. Welcoming and friendly people
A03. Very high levels of customer service
A04. A place where I feel safe and secure
A05. Clean and tidy environment
A06. Deals and discounts for the destination
A07. Accessible for those with impairments*
A08. Easy to find useful info when planning
A09. Easy to book your trip in advance
A10. Not too expensive to get to
Base: 4,279 SOURCE:
94
TRI*M Index
Performance - Far below average Below average Average Above average Far above average
Destination England: The TRI*M Grid
A11. Doesn’t take too long to get to
A12. Easy to get to by public transport
A13. Easy to get around by public transport
A14. Clear signposting to find your way around
A15. Availability of reasonably priced car parking
A16. Good quality accommodation
A17. Accommodation that offers value for money
A18. Variety of accom that suits my needs
A19. Good quality food, drink and dining
A20. Opportunities to eat/drink local food etc.
A21. Easy to find useful info when you're there
A22. Availability of festivals, music, sporting events
A23. Wide range of attractions and things to do
A24. Availability of individual/independent local shops
A25. Opportunities to visit museums/galleries
A26. Opportunities to see famous buildings
A27. Good range of shopping opportunities
A28. Good nightlife
A29. Attractive/well maintained town/city centre
A30. Interesting towns and villages to visit
A31. Unspoilt countryside
A32. Good range of outdoor activities
A33. Clean and well-maintained beaches
A34. Beaches which are safe and suitable for bathing
A35. Good range of water-based/beach activities
* Only asked of individuals who have / travelled with someone with an impairment
A01. Good value for money generally
A02. Welcoming and friendly people
A03. Very high levels of customer service
A04. A place where I feel safe and secure
A05. Clean and tidy environment
A06. Deals and discounts for the destination
A07. Accessible for those with impairments*
A08. Easy to find useful info when planning
A09. Easy to book your trip in advance
A10. Not too expensive to get to
Base: 4,279 SOURCE:
94
TRI*M Index
Performance - Far below average Below average Average Above average Far above average
Destination England: The TRI*M Grid
A11. Doesn’t take too long to get to
A12. Easy to get to by public transport
A13. Easy to get around by public transport
A14. Clear signposting to find your way around
A15. Availability of reasonably priced car parking
A16. Good quality accommodation
A17. Accommodation that offers value for money
A18. Variety of accom that suits my needs
A19. Good quality food, drink and dining
A20. Opportunities to eat/drink local food etc.
A21. Easy to find useful info when you're there
A22. Availability of festivals, music, sporting events
A23. Wide range of attractions and things to do
A24. Availability of individual/independent local shops
A25. Opportunities to visit museums/galleries
A26. Opportunities to see famous buildings
A27. Good range of shopping opportunities
A28. Good nightlife
A29. Attractive/well maintained town/city centre
A30. Interesting towns and villages to visit
A31. Unspoilt countryside
A32. Good range of outdoor activities
A33. Clean and well-maintained beaches
A34. Beaches which are safe and suitable for bathing
A35. Good range of water-based/beach activities
* Only asked of individuals who have / travelled with someone with an impairment
A01. Good value for money generally
A02. Welcoming and friendly people
A03. Very high levels of customer service
A04. A place where I feel safe and secure
A05. Clean and tidy environment
A06. Deals and discounts for the destination
A07. Accessible for those with impairments*
A08. Easy to find useful info when planning
A09. Easy to book your trip in advance
A10. Not too expensive to get to
Base: 4,279 SOURCE:
94
TRI*M Index
Performance - Far below average Below average Average Above average Far above average
Destination England: The TRI*M Grid
A11. Doesn’t take too long to get to
A12. Easy to get to by public transport
A13. Easy to get around by public transport
A14. Clear signposting to find your way around
A15. Availability of reasonably priced car parking
A16. Good quality accommodation
A17. Accommodation that offers value for money
A18. Variety of accom that suits my needs
A19. Good quality food, drink and dining
A20. Opportunities to eat/drink local food etc.
A21. Easy to find useful info when you're there
A22. Availability of festivals, music, sporting events
A23. Wide range of attractions and things to do
A24. Availability of individual/independent local shops
A25. Opportunities to visit museums/galleries
A26. Opportunities to see famous buildings
A27. Good range of shopping opportunities
A28. Good nightlife
A29. Attractive/well maintained town/city centre
A30. Interesting towns and villages to visit
A31. Unspoilt countryside
A32. Good range of outdoor activities
A33. Clean and well-maintained beaches
A34. Beaches which are safe and suitable for bathing
A35. Good range of water-based/beach activities
* Only asked of individuals who have / travelled with someone with an impairment
A01. Good value for money generally
A02. Welcoming and friendly people
A03. Very high levels of customer service
A04. A place where I feel safe and secure
A05. Clean and tidy environment
A06. Deals and discounts for the destination
A07. Accessible for those with impairments*
A08. Easy to find useful info when planning
A09. Easy to book your trip in advance
A10. Not too expensive to get to
Base: 4,279 SOURCE:
94
TRI*M Index
Performance - Far below average Below average Average Above average Far above average
Destination England: The TRI*M Grid
A11. Doesn’t take too long to get to
A12. Easy to get to by public transport
A13. Easy to get around by public transport
A14. Clear signposting to find your way around
A15. Availability of reasonably priced car parking
A16. Good quality accommodation
A17. Accommodation that offers value for money
A18. Variety of accom that suits my needs
A19. Good quality food, drink and dining
A20. Opportunities to eat/drink local food etc.
A21. Easy to find useful info when you're there
A22. Availability of festivals, music, sporting events
A23. Wide range of attractions and things to do
A24. Availability of individual/independent local shops
A25. Opportunities to visit museums/galleries
A26. Opportunities to see famous buildings
A27. Good range of shopping opportunities
A28. Good nightlife
A29. Attractive/well maintained town/city centre
A30. Interesting towns and villages to visit
A31. Unspoilt countryside
A32. Good range of outdoor activities
A33. Clean and well-maintained beaches
A34. Beaches which are safe and suitable for bathing
A35. Good range of water-based/beach activities
* Only asked of individuals who have / travelled with someone with an impairment
A01. Good value for money generally
A02. Welcoming and friendly people
A03. Very high levels of customer service
A04. A place where I feel safe and secure
A05. Clean and tidy environment
A06. Deals and discounts for the destination
A07. Accessible for those with impairments*
A08. Easy to find useful info when planning
A09. Easy to book your trip in advance
A10. Not too expensive to get to
Base: 4,279 SOURCE:
94
TRI*M Index
Performance - Far below average Below average Average Above average Far above average
Destination England: The TRI*M Grid
A11. Doesn’t take too long to get to
A12. Easy to get to by public transport
A13. Easy to get around by public transport
A14. Clear signposting to find your way around
A15. Availability of reasonably priced car parking
A16. Good quality accommodation
A17. Accommodation that offers value for money
A18. Variety of accom that suits my needs
A19. Good quality food, drink and dining
A20. Opportunities to eat/drink local food etc.
A21. Easy to find useful info when you're there
A22. Availability of festivals, music, sporting events
A23. Wide range of attractions and things to do
A24. Availability of individual/independent local shops
A25. Opportunities to visit museums/galleries
A26. Opportunities to see famous buildings
A27. Good range of shopping opportunities
A28. Good nightlife
A29. Attractive/well maintained town/city centre
A30. Interesting towns and villages to visit
A31. Unspoilt countryside
A32. Good range of outdoor activities
A33. Clean and well-maintained beaches
A34. Beaches which are safe and suitable for bathing
A35. Good range of water-based/beach activities
* Only asked of individuals who have / travelled with someone with an impairment
DESTINATION ENGLAND: STRENGTHS: these need to be maintained to ensure overall satisfaction levels are retained
High level strengths
A31. Unspoilt countryside A04. A place where I feel safe and secure
Medium level strengths
A30. Interesting towns and villages to visit A16. Good quality accommodation A33. Clean and well-maintained beaches A05. Clean and tidy environment A18. Variety of accommodation to choose from that suits my needs A02. Welcoming and friendly people A34. Beaches which are safe and suitable for bathing A26. Opportunities to see famous buildings and monuments
Low level strengths
A27. Good range of shopping opportunities A08. Easy to find useful information about the destination when planning the trip A09. Easy to book your trip/different parts of your trip in advance
DESTINATION ENGLAND: STRENGTHS: these need to be maintained to ensure overall satisfaction levels are retained
High level strengths
A31. Unspoilt countryside (RURAL) A04. A place where I feel safe and secure
Medium level strengths
A30. Interesting towns and villages to visit A16. Good quality accommodation A33. Clean and well-maintained beaches A05. Clean and tidy environment A18. Variety of accommodation to choose from that suits my needs A02. Welcoming and friendly people A34. Beaches which are safe and suitable for bathing (SEASIDE) A26. Opportunities to see famous buildings and monuments (CITIES)
Low level strengths
A27. Good range of shopping opportunities A08. Easy to find useful information about the destination when planning the trip A09. Easy to book your trip/different parts of your trip in advance
DESTINATION ENGLAND: WEAKNESSES: these need to be addressed if the overall satisfaction rating is to increase
High level weaknesses
None
Medium level weaknesses
None
Low level weaknesses
A19. Good quality food, drink and dining A29. Attractive/well maintained town/city centre A23. Wide range of attractions and things to do A21. Easy to find useful information about the destination when you're there A20. Opportunities to eat/drink local food and produce A03. Very high levels of customer service A07. Easily accessible for those with impairments ( e.g. those with mobility, visual or hearing impairments) * A24. Availability of individual/independent local shops A14. Clear signposting that helps you find your way around the destination A35. Good range of water-based/beach activities A10. A destination that is not too expensive to get to A22. Availability of festivals, music, sporting and cultural events A15. Availability of reasonably priced car parking A12. A destination that is easy to get to by public transport
* Only asked of individuals who have / travelled with someone with an impairment
DESTINATION ENGLAND: WEAKNESSES: these need to be addressed if the overall satisfaction rating is to increase
High level weaknesses
None
Medium level weaknesses
None
Low level weaknesses
A19. Good quality food, drink and dining A29. Attractive/well maintained town/city centre A23. Wide range of attractions and things to do A21. Easy to find useful information about the destination when you're there A20. Opportunities to eat/drink local food and produce A03. Very high levels of customer service A07. Easily accessible for those with impairments ( e.g. those with mobility, visual or hearing impairments) * A24. Availability of individual/independent local shops A14. Clear signposting that helps you find your way around the destination A35. Good range of water-based/beach activities A10. A destination that is not too expensive to get to A22. Availability of festivals, music, sporting and cultural events A15. Availability of reasonably priced car parking A12. A destination that is easy to get to by public transport
* Only asked of individuals who have / travelled with someone with an impairment
Motivations and Barriers
England viewed positively overall
‘England is interesting as well [as being easy]. Interesting places, good
exhibitions…you get to see places that have a bit of culture about them.
If you go to Bath or Liverpool or Newcastle you see how that city is
different to your city.’
Even amongst those who thought it compared negatively to
destinations abroad, England was generally viewed positively – with
the variety of destinations and the ability to ‘discover’ new places
seen as a benefit of domestic breaks
‘There’s so many parts [of England] that I haven’t been to, and so many
parts to explore…’
Older family group, London
Pre-family group, London
BUT DON’T FORGET…..
Lacking information and inspiration
– Many simply ‘don’t know what they
don’t know’
• large swathes of the coastline and
countryside are unfamiliar or not
expected to be appealing
• patchy awareness even amongst the
self proclaimed more knowledgeable
empty nesters
– Potential visitors have a relatively
narrow repertoire of places visited or
wanting to visit • and often only have a vague
perception of not yet visited wish list
places
Lack of knowledge plus broad brush prejudices can
prevent consideration of much of England.
“(South East)The wrong kind of
people – not for me.” (Derby: Empty nester)
“Liverpool, Birmingham,
Leicester triangle, is there
anything there to see or do?” (London: Pre-family)
“I think the majority of seaside
towns in the UK are tacky
apart from Cornwall.” (London: Pre-family)
Source: VisitEngland Thematic Research
• New GB-wide survey starting April 2015
• Less detail in visitor satisfaction (overall rating + c.15 key statements)
• New approach to destination perceptions (c.40 destinations) among visitors and non-visitors
– Overall rating
– Thematic associations
– Attribute associations
• Reporting still TBC, but expectation is that basic analysis will be available to all, with opportunity to purchase a more detailed report
Satisfaction and Perceptions Research – The Future