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June 2012
Tourism Business Monitor Accommodation Report
Background, objectives and research method
Tourism Business Monitor designed to measure, monitor and understand tourism business performance and confidence and the factors which influence them.
Amalgamation of two previous surveys discontinued at end of 2011:
• England Attractions Monitor
• Accommodation Business Confidence Monitor
Telephone survey conducted five times per year immediately following key tourism periods among:
• c. 500 accommodation establishments (c. 250 serviced / c. 250 non-serviced), including mix by region, establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites.
• c. 300 visitor attractions including mix by region, attraction type, size (measured by annual visitor admissions) and free / paid admission.
Questions on ‘hot topics’ included on a periodic basis.
June 2012 fieldwork: 11th to 15th June 2012, reviewing May and early June period, including the Jubilee Bank Holiday weekend.
Easter 2012 fieldwork: 16-23 April 2012, reviewing January to April period
2
Accommodation sample targets (total 500)
% Serviced Accommodation Non-serviced Accommodation
100 Hotels 150 Guest Houses / B&Bs
150 Self-catering 100 Caravan / Campsites
East Midlands 8 9 11 15
East of England 7 11 12 9
London 10 9 2 0
North East 4 8 5 3
North West 18 18 24 13
South East 17 35 18 16
South West 19 35 60 28
West Midlands 7 9 5 5
Yorkshire 10 15 9 10
25 hotels with over 100 bedspaces
60 guest houses / B&Bs with over 10 bedspaces
35 self-catering with over 10 bedspaces
40 caravan / campsites with over 100 bedspaces
3
This is the target sample for each wave, reflecting the profile of attractions in England. There are
minor variations wave on wave, which are corrected by weighting the profile if needed.
Key Findings for Accommodation: June 2012 (1)
Business performance is down in June, further compounding an already difficult year. The net change in visitor numbers in June is -2%, and it is -4% for the year to date, compared with the same period in 2011. Unsurprisingly, satisfaction falls in line with these results.
With both domestic and overseas trade down, accommodation is becoming increasingly reliant on repeat business. More visitors are returning than last year (the net change in visits is +21%). Have lower visitor numbers enabled establishments to provide a better quality of service driving greater commitment in customers?
Trading buoyancy and confidence varies according to the different types of accommodation:
• Hotels have been more resilient, seeing some growth (+1%), driven by repeat visitors and the wider domestic market. They are less satisfied with the level of advance bookings, but confidence in their outlook remains fairly consistent with the same period in 2011.
• Guest houses/ B&Bs report fewer visitors than this time last year, but
• Self-catering business performance is starting to stabilise, with nearly half reporting no change in visitor numbers vs. last year. We are no longer seeing the highs and lows of Easter trading in this sector.
• Caravan/ camping sites have had the most difficult year, reporting a contraction in visitor numbers of -8% this year to date, no doubt associated with the poor weather conditions. May to early June has been a better period for this accommodation type, but advance bookings are down and confidence has crashed (‘very confident’ 29% lower than at Easter)
• Larger establishments have fared better in June, but are no more confident in their outlook as satisfaction with advance bookings has fallen in line with the rest of the market.
4
Key Findings for Accommodation: June 2012 (2)
The Queen’s Diamond Jubilee had a positive impact on accommodation businesses, but this has come and gone and businesses are less optimistic about the effect of the Olympics. Positivity towards the Olympics has dropped since Easter (down from 21% to only 12% positive), this holding true across all regions.
5
G:Office/Templates/2010 Templates/May 2012
Business Dashboard
VISITOR NUMBERS
SATISFACTION
29 30 28 30
40 33 40 19
31 38 32
50
July 2011 June 2012 YTD 2011 YTD 2012
Visitor numbers (%)
Business Performance Dashboard: Accommodation
48
38
31
29
25
25
23
27
20
41
14
33
24
40
21
45
31
21
55
38
52
35
56
28
June 2012
July 2011
June 2012
July 2011
June 2012
July 2011
June 2012
July 2011
Hotels
Guest House / B&B
Self-Catering
Caravan / Camping
33
29
41
21
31
21
32
31
39
49
34
61
39
50
38
55
72
78
75
82
70
71
70
86
June 2012
July 2011
June 2012
July 2011
June 2012
July 2011
June 2012
July 2011
Hotels
Guest House / B&B
Self-Catering
Caravan / Camping
25 35 26 24
55 37 53 46
19 19
18 19
1 9 3 10
July2011
June2012
YTD2011
YTD2012
Satisfaction (%)
7 Q3/4, Q7/8, Q6, Q10
Down
Same
Up
Versus same period
previous year…
Satisfied with business
performance…
Not at all
Not very
Quite
Very
Satisfaction with Performance (%)
Visitor numbers (%)
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
June 2012: May and early June (including Jubilee)
July 2011: May to mid July
Business Confidence Dashboard: Accommodation
40 40 28
16 18
41 32
46 45 53
59 63
42 47
86 85 81
75 81 83
79
May2011
July2011
Sept2011
Nov2011
Jan 2012 Easter2012
Jun-12
% fairly confident
% very confident32
56
35
23
31
45
24
42
52
29
47
61
42
34
56
48
84
85
82
84
73
79
80
90
June 2012
July 2011
June 2012
July 2011
June 2012
July 2011
June 2012
July 2011
Very confident Fairly confidentHotels
Guest House / B&B
Self-Catering
Caravan / Camping
PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE
June 2012: early summer up until start of summer holidays
July 2011: for the summer holidays 8
Q13
G:Office/Templates/2010 Templates/May 2012
Visitor profile
Changing Visitor Profile (year-to-date vs. previous year): Accommodation
10
NET: Up - Down
-13
Q12
Up Same Down
Repeat
visitors
Domestic
visitors
25
22
47
44
28
35
Jul-11
Jun-12
-3
-7
25
23
49
47
26
30
Jul-11
Jun-12
-1
+21 31 59 10 Jun-12
Overseas
visitors
31
25
31 31 32
26 22
20
28
29
15 20
28
35
May
2011
Jul
2011
Sep
2011
Nov
2011
Jan
2012
Easter
2012
Jun-12
Up Down
27 26
33 27 26 25
23 25 25 23 28
22 21
30
May
2011
Jul
2011
Sep
2011
Nov
2011
Jan
2012
Easter
2012
Jun-12
Up Down
32 32 31
8 10 10
May
2011
Jul
2011
Sep
2011
Nov
2011
Jan
2012
Easter
2012
Jun-12
Up Down
Up Same Down NET:
Up - Down
Changing Visitor Profile (year-to-date vs. previous year): Accommodation type
Repeat visitors up across all accommodation types, underlining the importance of customer satisfaction for business
stability/ performance. Caravan/ camping and self-catering are suffering more than other forms of accommodation.
35
23
15
19
40
42
46
44
24
35
38
38
Hotels
Guest Houses/ B&Bs
Self-Catering
Caravan /Camping
Domestic visitors (YTD)
27
31
19
14
46
40
49
60
28
30
33
26
Hotels
Guest Houses/ B&Bs
Self-Catering
Caravan /Camping
Overseas visitors (YTD)
40
31
29
24
53
58
62
62
7
11
9
14
Hotels
Guest Houses/ B&Bs
Self-Catering
Caravan /Camping
Repeat visitors (YTD)
11
+11
-12
-23
-19
-1
+1
-14
-14
+33
+20
+20
+10
Q12
Repeat
visitors
Domestic
visitors
Overseas
visitors
G:Office/Templates/2010 Templates/May 2012
Past performance
Visitor numbers: Year-on-year changes
33 30 31
-36 -38 -50 -60
-40
-20
0
20
40
60
Up Down
23
26
7
5
33
19
7
4
31
46
Jun-12
YTD 2012
Up
Slightly up
Exactly same
Slightly down
Down
%
May-June has further compounded the difficult trading conditions in 2012, with more accommodation businesses saying
they have had less customers than during the same period last year.
13 Q3/4, Q7/8
Easter 2012
June 2012
YTD 2012
5 6
14 12
6 6
4 3
2 1
1 2
-7 -6
-17
-11
-12
-9
-7
-4
-4
-3
-4
-4
Visitor Numbers: Year-on-year changes (%)
Increase …
Over 50%
31-50%
21-30%
11-20%
5-10%
Less than 5%
Decrease …
Less than 5%
5-10%
11-20%
21-30%
31-50%
Over 50%
Accommodation businesses have seen an average drop in customer numbers of 2% in June, compared with the same
period last year. This is a slight improvement on the year to date average, which has dropped by 4%.
- 4% - 2%
14 Q5, Q9
NET % change
(increase – decrease)
May-June
2012
YTD 2012
%
21 29
2
6 21
31 7
10 49
23
YTD 2012 June 2012
Up
Slightly up
Exactly same
Slightly down
Down
Caravan/
Camping
Visitor numbers: Year-on-year changes by accommodation type
42 38
6 10
20 14
2
4
29 35
YTD 2012 June 2012
24 22
6 8
14
29 4
7
51
35
YTD 2012 June 2012
20 11
4
6
24 48
4
7
48 28
YTD 2012 June 2012
Hotels continue to be the most resilient, actually seeing a net increase in numbers so far this year.
This is at the expense of the other types of accommodation
15 Q3/4, Q7/8
Self
catering
Hotels % % % % B&B
YTD 2012 June 2012 YTD 2012 June 2012
YTD 2012 June 2012 YTD 2012 June 2012
Visitor numbers: Degree of year-on-year changes by accommodation type
Caravan/ camping parks have reported the largest decline in visitors so far this year, at -8%, but this situation has
improved slightly in the May- early June period.
1% 1% -4% -3%
-5% -3% -8% -3%
16 Q5, Q9
Increase …
Over 50%
31-50%
21-30%
11-20%
5-10%
Less than 5%
Decrease …
Less than 5%
5-10%
11-20%
21-30%
31-50%
Over 50%
NET % change
Caravan/
Camping
Self
catering
Hotels B&B
5 12
24 18
10 9 5 6 4 1 1
-2 -8 -12 -11
-8 -13 -7
-4 -1
-3
7 7
11 11
6 6 5 4 1 2 1
-9 -8
-17 -11
-15
-13
-7
-6
-4
-2 -3
3 1 8 6
5 4
4 2
2 1 4
-7 -5
-19 -13
-11
-5
-7
-5
-4
-5
-4
-5
4 5
13 19
5 6 1
1
2 1
-7 -6
-20 -10
-12
-6
-8
-1
-5
-4 -7
Changing business performance: By accommodation type & bed spaces
17
ACCOMMODATION TYPE
BED SPACES
23
20
37 35
44
51
Easter 2012 June 2012
% Visitors up on last year
Up to 10
bedspaces
11-100
bedspaces
Over 100
bedspaces
34 36 33 31
45 45
Easter 2012 June 2012
% Very satisfied
Q3/4, Q6
43 48
28
29 35
17
29 35
Easter 2012 June 2012
% Visitors up on last year
Hotel
Guest / B&B
Self catering
Caravan /
camping
25
33 31
41 46
31
39
32
Easter 2012 June 2012
% Very satisfied
While self-catering businesses were satisfied at Easter, this has declined significantly in June, in line with a drop in visitor
numbers compared with last year.
Larger accommodation establishments (100+ bed spaces) are faring best.
42
32
22
42 40
42
34 33
Easter 2012 June 2012
% Very satisfied
Changing business performance: By accommodation location
Satisfaction of city based accommodation businesses has recovered in June, while seaside reports are less happy with
their visitor numbers. Is the poor weather driving the holiday business away from the seaside and into the cities?
36 33
42 45
30 31
29 25
Easter 2012 June 2012
% Visitors up on last year
Seaside
Large town or
city
Small town
Countryside /
village
18 Q3/4, Q6
Impact of the Queen’s Diamond Jubilee and extra Bank Holiday: Accommodation
%
14 20 48 9 5 3 June 2012
Very positive
Fairly positive
Little / none
Fairly negative
Very negative
Don’t know
The impact of the Diamond Jubilee was largely in line with expectations – mildly positive.
19 Q16
37 39 34
Jan-12 Easter 2012 June 2012 (Actual impact)
% positive
Impact of Queen’s Diamond Jubilee and extra Bank Holiday: Accommodation by region
Northern regions feel they benefited most from the Jubliee, with the impact of celebrations on their business exceeding
expectations. This is in contrast with the rest of the country, who are less positive after the event.
39
43
33
38 39
28
36
39
34 34
38
38
Jan 2012 Easter 2012 June 2012
% Positive
London
South East
Midlands / SW
North
20 Q16
%
One of the factors was that May was unseasonably warm. We get many recommendations. There was a considerably higher number of repeat visitors over the past 4/5 months from different agents.
We market our cottage very carefully and are probably getting more business because of people travelling abroad less.
Taking online bookings has had an effect and we advertise a lot more than the previous owners.
We have repeat customers. The good weather from last year encourages those repeat customers to come back.
I think that being graded is quite good but people also read what's on Trip Advisor…I read what they say and fortunately that's all good!
We would suffer if we were not on online sites also. People just want to book, pay and confirm.
Word of mouth and better advertising.
Mostly beginning of May we have our church festivals and the flower parade, which brings a lot of people.
The Jubilee has helped as people staying in England for staycations and we got bookings through laterooms.com
We are having nice weather and the horse racing in Ripon brings in a lot of business.
Positive verbatim comments on business performance: Accommodation
“ “
21 Q11
It was too wet and rainy and people just did not want to come.
We have had to do deals to attract people in because people have not got a lot of money.
I think its mostly because of the financial position that people are in and the price of petrol - people wont drive here.
Business is down due to the recession and the weather being bad.
I would say the recession is the biggest factor. Just this lack of money - that's the biggest issue - people are worried about their jobs. Fuel prices compound the issue.
It’s so difficult to find my establishment in the Visit London website. I can’t find it. This I feel is impacting on my business.
Poor weather - people don't come to the seaside when the weather is bad. Plus the economic downturn is not assisting us very well…
The recession has affected things because everyone is counting the pennies.
Economy and weather. Coming here from the south costs a lot in fuel and we’ve had some dreadful weather in the last 5 years.
If it’s very wet or very hot they go to other places. The financial situation also. A lot of regulars are cutting down their weekends away. The fuel situation when their was a threatened strike stopped them coming.
The Jubilee bank holiday has been bad because people have stayed home or gone into London so it does not have a good effect on us if anything it takes away from us.
Negative verbatim comments on business performance: Accommodation
“ “
22 Q11
G:Office/Templates/2010 Templates/May 2012
Future performance
Advance booking levels: Accommodation
%
26 20
34
33
23
30
9 11
3 5
Easter 2012 Jun-12
Very good
Good
Just OK
Poor
Very poor
Advanced booking levels are lower moving into the early summer
24 Q14
PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE
Early summer up until start of summer holidays
CONFIDENCE: For early summer, up until the start of the summer holidays
ADVANCE BOOKINGS
Confidence for forthcoming period: By accommodation type
35 32
45
31
53
24
Easter 2012 June 2012
% Very confident
Hotel
Guest house / B&B
Self catering
Caravan / camping
Limited advance bookings and the difficult recent trading conditions have affected confidence amongst caravan/ camp
sites and self-catering accommodation, with significant declines since Easter.
25 Q13
70 63
52
56 66
48
73
49
Easter 2012 June 2012
% Very good / good
Hotel
Guest house / B&B
Self catering
Caravan / camping
ADVANCE BOOKINGS
Confidence & bookings for forthcoming period: By accommodation size
Despite stronger performance over the last month, larger establishments are somewhat less confident moving forwards.
35
34 42
28
52
35
Easter 2012 June 2012
% Very confident
Up to 10 bedspaces
11-100 bedspaces
Over 100 bedspaces
26 Q13
55 50
64 55
79
65
Easter 2012 June 2012
% Very/ fairly good
Up to 10 bedspaces
11-100 bedspaces
Over 100 bedspaces
CONFIDENCE: For early summer, up until the start of the summer holidays
Confidence for forthcoming period: By location
The decline in confidence and bookings is most notable for seaside resorts.
Large town/ city based accommodation have the most advance bookings, with a slight increase in June.
62
48
63 67 72
63 61 50
Easter 2012 June 2012
% Very/ fairly good
Seaside
Large town or city
Small town
Countryside / village
27 Q13
41
29
45 40 45
38 38 30
Easter 2012 June 2012
% Very confident
Seaside
Large town or city
Small town
Countryside / village
ADVANCE BOOKINGS
CONFIDENCE: For early summer, up until the start of the summer holidays
%
Very positive
Fairly positive
Little / none
Fairly negative
Very negative
Don’t know
21 21 19 23 24
21
12
0
20
40
May 2011 Jul 2011 Sep-11 Nov-11 Jan-12 Easter
2012
Jun-12
% Positive
Impact of 2012 Olympics: Accommodation
6 4
15 8
65 71
3 7 5 10 5
July 2011 June 2012
Positive opinion towards the Olympics has dropped in June, now down to just 12% (the same proportion as
businesses who feel it will have a negative impact on their business).
28 Q17
Impact of 2012 Olympics: Accommodation by region
This decline in positivity goes across all regions, but is most marked in London and the South East.
70
62 58
73 76
61
26
19
34
29 28
13 18 17
22 21 18
9 14
7
13 15
13 9
Jul 2011 Sep 2011 Nov 2011 Jan 2012 Easter
2012
Jun 2012
% Positive
London
South East
Midlands / SW
North
29 Q17
We're receiving a good cross section of bookings, from all over the country and abroad, business and leisure
Our bookings are up this year since the Jubilee weekend. More people are having holidays in the UK.
Most of our business is weddings, and that demand is continuing.
Due to the advertising we are doing in the local area and also the economic commentary in Europe – for now people are deciding to stay in England for their holidays.
Lot of repeat bookings, due to our great service and standard of accommodation.
The Olympics 2012 will have a positive impact as we are less than 50mins away from the Olympic stadium.
The Olympics will have a massive impact -we will be fully booked.
We're based in the UK and people are taking more last minute holidays or short breaks at home.
Fairly positive because of the Olympics. Also I think the weather has been so bad when it turns good people will want to come away.
Positive verbatim comments on business confidence: Accommodation
“ “
30 Q19
We need some good weather and fuel prices needs to drop, money is still tight for most people.
Bookings seem to be coming in later than normal - by about a month - and I have to look elsewhere for advertising – advertising in the paper isn’t working.
I honestly just think that people do not have the money. The weather is also a big factor.
We usually do have a few by now but we don't have any this year. It's definitely the economy, it's mainly school groups we have and the parents can't afford to send them to us.
Future bookings are significantly down on the same period last year. I can only assume it's the economic climate
There are less booking in advance due to the financial situation at the moment and the weather. If the weather is good people will take a holiday in this country
It’s not as good as last year, as we are not getting the commercial business - they are doing meetings via the internet, so they don't have to get out pay for petrol.
The demise of the rural development agency has had an impact.
Weather - that is a major factor. When it is wet, windy and cold it puts people off. We get a lot of people coming for short breaks and have had cancellations recently because of the weather.
Negative verbatim comments on business confidence: Accommodation
“ “
31 Q19
Performance and confidence snapshot: June 2012
Visitor Numbers
(June)
Visitor Numbers
(Year-to-date) Confidence
(Early Summer)
Up Same Down Up Same Down Very Very / fairly
TOTAL (%) 30 33 38 30 19 50 32 79
Type (%)
Hotel 48 14 38 48 20 31 32 84
Guest / B&B 29 29 42 31 14 55 35 82
Self catering 17 48 35 25 24 52 31 74
Caravan / camping 35 31 34 23 21 56 24 80
Bed-spaces (%)
Up to 10 20 41 39 25 24 52 34 77
11-100 35 27 37 32 14 53 28 78
Over 100 51 20 29 51 21 28 35 96
Grading (%)
5 star 32 55 14 26 35 39 33 83
4 star 30 34 36 29 18 53 32 78
1-3 star 31 26 43 32 18 50 28 78
Location (%)
Budget / other 28 34 38 31 20 48 34 81
Seaside 33 24 43 27 16 56 29 73
Large town / city 43 20 37 48 21 31 40 89
Small town 31 30 39 42 11 47 38 90
Rural 25 40 34 26 23 51 30 78
33
