Tourism 2030 and Beyond

The Cornish and their visitors

Simon Bradley

The American

Market

The US Market:Opportunities & Challenges for South West EnglandSimon Bradley, January 2019

Today’s Session

•A look at current visitors from the US

•Key insights from the US travel trade

•Attracting US visitors to the South West – insights from our latest research

•Product development testing- 2019

CURRENT VISITORS FROM THE US

US Market to Britain – 2017

3.91m visitors £3.64bn

Source: International Passenger Survey 2013-15

US Holiday Visitor Trends – England and the South West

Source: IPS 2010- 2017

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

20

15

20

16

20

17

US Visitor Volumes (‘ooos)

Cornwall & Scillies

Devon

US Holiday Visitors to Cornwall, Devon & Somerset

Source: IPS 2010- 2017

2017 3 yr average

Volume 71,969 69,167

Value £27.88m £26.81m

Nights 434,523 322,574

Average spend per visit £387 £388

£71.80

£83.11

Cornwall, Devon& Somerset

Average spend per night ( 2015-17)

All inbound holiday US holiday

Why do they visit?

49%

46%

33%

45%

4%

14%

19%

20%

47%

39%

41%

25%

0%

1%

6%

9%

Devon, Cornwall & Scillies

South West

England Excl London

All England

Purpose of Visit (all US visitors)

Source: IPS 2017

8%

12%

20%

16%

49%

37%

27%

36%

39%

38%

31%

32%

3%

13%

22%

17%

Devon, Cornwall & Scillies

South West

England Excl London

All England

Seasonality (US holiday visitors)

Note: US Holiday to Devon, Cornwall and Scillies is small N=46Source: IPS 2017

Seasonality of US Visitors

Duration of Stay of US Visitors

8%

12%

20%

16%

49%

37%

27%

36%

39%

38%

31%

32%

3%

13%

22%

17%

Devon, Cornwall & Scillies

South West

England Excl London

All England

Duration of Stay (US holiday visitors)

Note: US Holiday to Devon, Cornwall and Scillies is small N=46Source: IPS 2017

How do we attract more US visitors?

ADVICE FROM THE US TRAVEL TRADE

Culture, Heritage & Countryside are the way to sell England

• Ensure products and itineraries are rooted in the unique heritage and culture of the region.

• Show how you can experience distinctive Cornish culture and Celtic roots.

• Promote the region’s strength in gardens.

• Highlight easy access to the countryside and local life – something Americans are not used to.

Remember that Americans are time poor

• Typical visit England is 6-7 days.• Itineraries that start/end in

Heathrow and include a 1-2 days in London are very popular.

• Utilize the GWR Pullman as a signature experience for connecting from London.

• Create a modular approach to enable tour operators to build semi-customized itineraries.

Experiences are the new norm

• Moments that go beyond the ordinary tourist experience and create a sense of place, such as sampling local fare or meeting local people.

• Offer “Sightdoing not sightseeing”• Create distinctive bookable

experiences that can be easily added to packages.

• Consistency is key, so experiences must be screened to ensure that they deliver for the customer time after time.

Food & Drink are ‘table stakes’

• Focus on the distinctiveness of the SW region in food and drink –seafood, wine, cider, local dishes etc.

• Identify a range of bookable experiences from high-end cuisine to more modest local experiences that are accessible to all visitors.

• Provide one day ‘plug and play’ food and drink experiences that operators can add to existing programmes.

• Provide better access to suppliers –especially cookery schools and farm to table experiences.

“Soft Adventure” is in demand

• Now being included in many packages from US operators.

• Can mean a short walk in the countryside or a kayak trip for a couple of hours.

• Identify a series of half-day, light activities that can be booked by the trade:- Short guided walk with storytelling by a local around a village- Cycle ride to a vineyard or brewery- Kayaking on the Exe, Tamar or

Camel including local history

Accommodation is a challenge

• US visitor preferences in England*:- 4 star hotel- Luxury / 5 star hotel- Boutique hotel- High end B&B- Castle

• Availability and quality of accommodation is often cited by the US trade as the main challenge for the SW.

• Perceived lack of willingness to offer availability and static rates to the trade.

• Help the US trade identify suppliers that they can work with.

• Identify distinctive accommodation also –e.g. inns, B&Bs, luxury glamping.

*Source: Visit England Affluent traveller research 2017

INSIGHTS FROM OUR US CONSUMER RESEARCH

Our core market is 45+ couples

26%

25%

16%

16%

15%

3%

20%

27%

15%

18%

16%

4%

65 years +

55 - 64 years

45 - 54 years

35 - 44 years

25 - 34 years

Under 25 years*

England Interest

19%

18%

23%

19%

7%

60%

24%

23%

24%

23%

5%

69%

On my own

With a group of friends

Other adult family members

With children

With an organised group

With partner

Source: DEF US Connections Research 2018Base: Total sample: 1000 considerers of England for a vacation

South West: 238 have either been to or would go to South West England for vacation

Those with an interest in the South West are more adventurous

25

Holiday themes and experiences% of those interest in

South West

Uplift compared to those not

interested in SW

Visit historic places 79% +10%

Interest in history/heritage of places

76% +12%

Visit famous/iconic places 74% +10%

Want to meet the locals 69% +16%

Experience rural life 64% +18%

Go off the beaten track 65% +16%

Visit parks and gardens 64% +9%

Experience city life 54% +11%

Have new experiences 60% +11%

Relax and take things slowly 44% +1%

Creature of habit 21% -4%

Source: DEF US Connections Research 2018Base: Total sample: 1000 considerers of England for a vacation

South West: 238 have either been to or would go to South West England for vacation

The South West is often part of a wider itinerary

Source: DEF US Connections project

28%

52%

20%

European vacation

Just one country

Several countries in one trip

Don't know

29%

62%

9%

South WestAll England

11

%

5%

6%

3%

9%

Planning helps to reassure …

US visitors are not particularly adventurous and most like to have some degree of itinerary booked prior to travel A fully planned

itinerary with all activities,

accommodation, transport …An outline itinerary

with main attractions,

accommodation, …

I prefer to book most things once

I get to the …

Source: DEF US Connections project

Planning before a vacation – US Visitors

Local guides are important

36%

49%

65%

69%

71%

82%

83%

87%

Cycling tour guide

Themed /…

Driver guides in a…

Ancestral tour…

Longer walking…

Local greeters;…

Historic / specialist…

Short walking tour…

Local Guide65%

Self-guide with book28%

Self-guide with app6%

Source: DEF US Connections project

Target customer profile – Jim and Cindy

Lifestage:

Empty nesters and families with older children. Working typically in professional jobs in major US cities.

Attitudes:

Adventurous – they are curious and keen to learn new things.

Explorers not tourists – want to discover hidden stories and get under the skin of a destination and immerse

themselves in the sights, sounds and smells.

Social – they want interactive, local experiences.

Independent minded - they want to be seen as making individual vacation choices not following the herd. They

are Influential in their social groups and share their experiences by word of mouth and social media.

Young mindset – they embrace technology and are keen to embrace their new-found freedom.Interests:

Active – enjoy walking, engaging with nature as part of exploring the destination.

History and culture – but not stuffy tours and lists of places to visit - they want to participate, live it and hear

the stories that bring it to life.

Relaxation – want to feel good mentally, physically and spiritually from a trip.

Culinary - sampling local food and drink to appreciate the local culture.

Family connections – visiting friends and family or finding out more about family roots.Travel Preferences

Like to plan and research in advance

Will travel as a couple or with older children / family group

Like to be able to travel independently or in small groups

Quality conscious – will pay extra for a premium experience

Looking for accommodation with character

PRODUCT DEVELOPMENT AND TESTING -2019

What did we do?

•Developed 5 package concepts to test with the trade

• Interviewed 5 US based operators covering FIT, Group and Luxury PLUS 3 UK based DMCs.

• All interviews took place this month.

Wake up in Cornwall (3-4 days)Core ProductPerfect for those wanting to experience the golden age of rail travel. Take the Sleeper Train from central London and spend 3-4 days discovering the far west of Cornwall. Includes:

• Overnight from London on the ‘Night Riviera’ service to Penzance. Single (£70pp) or twin (£45pp) cabin, access to the on board lounge, welcome drink and breakfast included.

• Private driver tours of:• Minack Theatre, St Michael’s

Mount, Lands End, St Ives, Trebah,

• Lost Gardens of Heligan, Charlestown, Fowey and The Eden Project.

• Return from St Austell by rail

Example add on Experiences (Half/Full Day):• Poldark and/or Doc Martin Tours• Guided coastal walking• Food and drink tours• Wildlife sailing on catamaran around

Cornwall coast• Snorkeling with seals on Isles of Scilly• Isles of Scilly trip by helicopter/boat• Painting lessons in St Ives• Foraging and wild cooking• Seafood cookery school• Kurt Jackson Gallery - private tour

Lodging examples:• Luxury Hotels overlooking the ocean• Inns in fishing villages• Beachside hotels• Pubs• B&Bs

Trade Feedback

• Universally popular with tour operators – especially the rail segment. A number of operators contract with the Caledonian Sleeper to Scotland and Royal Scotsman and have had a lot of success there.

• Point to consider – needs to be trade rates for rail tickets.

• Add on experiences were very popular - operators see them as enabling customization for clients.

• Poldark was very popular. Doc Martin was also mentioned.

• A database of experienced driver guides and local experts is needed to provide added experiential opportunities.

Taste of Cornwall (3-4 days)

Core Product

A fantastic program that really makes the most of your time in Cornwall. This program is all about experiencing the legends, landscape, culture and food and drink that makes Cornwall a unique destination. Includes:

• Flight into Newquay, Cornwall direct from LHR – 4 x daily.

• Food and drink tours, including the famous foodie destination of Padstow, Camel Valley Winery , St Austell Brewery, Jamie Oliver’s Fifteen Cornwall

• Private driver tours to Port Isaac, Bedruthen Steps, Lost Gardens of Heligan, The Eden Project

Example add on Experiences (Half/Full Day)• Seafood culinary school• Legends and myths – deep dive tour• Cycling & Vineyard tour• Luxury experiences• Foraging and wild cooking

Lodging examples• Gastro pubs• Michelin star restaurants• Luxury Hotels overlooking the ocean• Harborside Inns• B&Bs• Beachside hotels

Trade Feedback

• The concept of a food and drink led program was popular and Cornwall is perceived to have the critical mass to make it work.

• Culinary school and foraging / wild cooking were especially popular.

• Operators would expect solid supplier info and net rates.

• Vineyards are not for everyone (most likely due to preconceived ideas that they are in France and Italy or in California!)

• Operators would prefer not to fly to Newquay – train is seen as being the effective method of getting to the South West overall.

South Devon & The English Riviera (3-4 days)

Core ProductSuitable for either FIT or group tour, this program is a journey into the famous past of South West England, exploring famous literary locations, a breathtaking national park and the history of Americans in England. Includes:• Transfer to Exeter (2 hours by rail) or

connect from a Stonehenge/Bath tour.• In the footsteps of Agatha Christie - rail

trip. Coastal train to Torquay. Steam train / river boat experience on the River Dart. Walking tour of Dartmouth.

• Legends and stories on Dartmoor National Park – private driver tour if needed.

• American connections – The City ofPlymouth / Mayflower 400 / Torcross / Slapton. Private driver tour if needed.

Example add on Experiences (Half/Full Day)• Guided walks on Dartmoor• Tour of the legends of Dartmoor • Food & drink – ex. Seafood cookery on

the beach; Salcombe Gin making experience

• Cycle tours• Kayak /walking tours in UNESCO Global

Geopark• Ancestry tours• Mayflower 400 Tours• ‘Behind the scenes’ Agatha Christie tour• Yacht charters

Lodging examples• Sea tractor to art deco hotel • Beach hut style accommodation

overlooking the sea• Luxury Yurtcamp• Michelin Star hotels• Country hotels• Castles

Trade Feedback

• Rail to Exeter is a popular option.

• The English Riviera not seen as being meaningful to US customers - we should lead on Agatha Christie and the US Connections.

• Steam train experience was highly appealing.

• Guided walks on Dartmoor were seen as a great way of getting under the skin of the destination.

• Mayflower 400 is a strong selling point in the run up to 2020.

• Did not have the pull of the Cornish itineraries.

Cornwall & Devon Fly-Drive (5+ days)

Core ProductDon’t follow the herd around England, get off the beaten path and immerse yourself in the far west of England. Life looks different from here and living like a local is something you will do every day! Fly straight into the region from the US to Bristol Airport (via Dublin). Self drive tour includes:• Porlock / Exmoor• The North Devon coast• Tintagel & N.Cornwall• Lands End / St Michaels Mount / Minack

Theatre• Lost Gardens of Heligan and The Eden

Project• The City of Plymouth• The City of Exeter (option to connect to

Exeter experiences)

Example add on Experiences (Half/Full Day)• Champagne balloon flights over

Glastonbury• Guided coastal walking• Food and drink• In the footsteps of Poldark• Art tours, learn to paint etc.• Seafood culinary school• Legends and myths – deep dive• Luxury experiences• Private picnic in the Somerset

countryside

Lodging examples• Country Hotels• Castles• Gastro pubs• Michelin star restaurants• Luxury Hotels overlooking the ocean• Harborside Inns• B&Bs• Beachside hotels

Trade Feedback

• No operator interest in flying to Bristol – except as possible extension to an Irish vacation.

• Trade advice was to make this part of an itinerary that includes London.

• Somerset balloon experiences / picnic were highlighted as an example of the high end products that US customers are seeking.

• All of the optional extra experiences were appealing. Poldark was very popular. Doc Martin was also mentioned.

Cornwall & Devon by mini coach (5 days)

Core Product

A curated tour of south west England for small groups that are looking for something special. For groups starting in London, Stonehenge and Bath can easily be added into the itinerary. Includes:• The City of Exeter• Dartmoor National Park & The City of

Plymouth• Lost Gardens of Heligan and The Eden

Project• Falmouth• West Cornwall• Glastonbury Tor

Example add on Experiences (Half/Full Day)• Champagne balloon flights over

Glastonbury• Guided coastal walking• Food and drink• In the footsteps of Poldark• Art tours, learn to paint etc.• Seafood culinary school• Legends and myths – deep dive• Luxury experiences• Medieval Underground Passage Tours• Private picnic in the Somerset

countryside• Wildlife tours

Lodging examples• Country Hotels• Castles• Michelin star restaurants• Luxury Hotels overlooking the ocean• Harborside Inns• Beachside hotels

Trade Feedback

• The ability to connect this program to a trip starting / ending in London was seen as very positive.

• Strong interest the experiences such as private boat charters, seal/dolphin watching, learn to paint, culinary school.

• Don’t forget to play up King Arthur / Tintagel – it may be more traditional but it still works!

General Feedback• Feeling that Cornwall and Devon has the opportunity to be a strong high end proposition – especially for the FIT market.

• The region is perceived as far away, so focusing on getting there was very well received by the trade.

• Our idea of “England Looks Different From Here” was felt to be compelling and different.

• Accommodation continues to be perceived weak point. Scotland is a huge competitor because of the accommodation availability compared to the SW.

• Driver guides should liaise with local expert guides to add an extra level of bespoke experience as clients don’t want to be stuck in a vehicle.

• A number of our tour operators are now keen to follow up and develop these products!

Next Steps

• Refine concepts further based on feedback

• Final Market Testing

• Sales Mission(s)

• Familiarisation visits by journalist and influencers

• Educational visits from travel trade

• Training and Workshops

• Roll Out and Sales

Tourism 2030 and Beyond

The Cornish and their visitors