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Tourism Data ReportMarch 2020
In this issue• Accommodation Occupancy
and Revenue• GB Domestic Tourism Update • Inbound Visitor Trends• Tourism Day Visits• Generation Z • Easter Activity
yorkshire.com2
COVER IMAGE: Brodsworth Hall and Gardens.
Welcome
We have selected findings that we feel are important to highlight and will be of use to you and your business from an extensive selection of reports that are available on the Visit Britain website. If you are interested in finding out more, go to www.visitbritain.org
We will also include updates on recent Welcome to Yorkshire activity and how it has helped visitor growth and promotion in the region.
Welcome to our Tourism Data Report. We compile this quarterly newsletter to bring you a range of tourism data and insight for the Yorkshire and Humber region as well as England.
yorkshire.com3
Please note that the latest 2018 & 2019 results are subject to minor changes.
MONTH ROOM OCC ROOM OCC BEDSPACE BEDSPACE ADR (19) ADR (18) RevPAR RevPAR (19) (18) OCC (19) OCC (18) (19) (18)
January 60% 61% 43% 43% £56.31 £57.00 £33.89 £34.69
February 74% 71% 53% 50% £58.76 £59.91 £42.03 £42.29
March 72% 69% 51% 50% £60.10 £61.02 £43.23 £42.25
April 75% 74% 55% 53% £61.79 £61.90 £46.38 £45.53
May 76% 75% 55% 54% £64.75 £65.03 £49.19 £48.61
June 79% 78% 56% 56% £66.89 £65.90 £52.84 £51.29
July 83% 80% 58% 57% £67.98 £67.02 £56.10 £56.10
August 81% 79% 61% 59% £66.41 £63.00 £53.54 £49.60
September 82% 80% 57% 57% £67.01 £66.41 £54.80 £53.19
October 80% 77% 58% 55% £63.89 £64.44 £50.95 £49.92
November 80% 77% 57% 54% £66.39 £65.20 £52.98 £50.05
Source: Visit England, Accommodation Occupancy 2019
There is a consistent growth in occupancy rates from January until September, where after a small drop in October, rates have stabilised at 80% into November. For the month of November there was an increase in ADR, from £63.89 in October, to £66.39 which drove a corresponding increase in RevPAR. RevPAR stayed ahead of 2018 figures for all the autumn months.
Accommodation Occupancy and Revenue
Key terms:
* Average Daily Rate (ADR) - This is the average rate paid
for rooms sold. It is calculated by dividing room revenue
by rooms sold, i.e. ADR = Room Revenue / Rooms Sold.
** Revenue per Available Room (RevPAR) - This is the
revenue generated from the sale of actual rooms.
RevPAR can be calculated by using one of the
following formulas - total revenue from guest rooms /
total number of available rooms or Occupancy x ADR
Table 1: Yorkshire and Humber Occupancy and Revenue January - November 2019 versus 2018
yorkshire.com4
GB Domestic Tourism Update: Volume and Value Comparisons
The figures below compare Yorkshire and Humber (Y&H) domestic tourism metrics against England for the period January-June 2018 versus the same period in 2019.
These figures show that the Y&H region have seen
less favourable results in terms of number of trips, bed
nights and total expenditure than England in the same
time period.
However, the region has been much more successful in
increasing average spend per night with growth in Y&H of
13.9% compared to only 5% for England. The region also
saw significant growth in average spend per trip of 10.1%
compared to 0.7% for England. Both Y&H and England
saw small decreases in the average of length of stay by
3.9% and 4.4% respectively.
Table 2: GB Domestic Tourism January to June 2018 v 2019
Please note that the latest 2018 & 2019 results are subject to minor changes.
TRIPS (MILLIONS)
2018 2019 % change
England 45.363 45.827 1%
Yorkshire and Humber 4.647 4.246 -8.6%
BEDNIGHTS (MILLIONS)
2018 2019 % change
England 129.528 125.312 -3.3%
Yorkshire and Humber 13.353 11.708 -12.3%
EXPENDITURE (£ MILLIONS)
2018 2019 % change
England £8,667 £8,816 1.7%
Yorkshire and Humber £717 £720 0.4%
AVERAGE LENGTH OF STAY (NIGHTS)
2018 2019 % change
England 2.86 2.73 -4.4%
Yorkshire and Humber 2.87 2.76 -3.9%
AVERAGE SPEND PER NIGHT
2018 2019 % change
England £67 £70 5%
Yorkshire and Humber £54 £61 13.9%
AVERAGE SPEND PER TRIP
2018 2019 % change
England £191 £192 0.7%
Yorkshire and Humber £154 £170 10.1%
Source: Visit England, Kantar, 2019
yorkshire.com5
The following charts show inbound international visitor trends in terms of number of visits (millions), amount of spend (£millions) and number of nights stayed (millions) between 2008 and 2018.
Inbound International Visitor Annual Trends for Yorkshire
VisitsThe first chart below shows the ten-year trend for
Yorkshire for the number of inbound international visits
to the region. Overall, the number of annual visits has
increased over the ten-year period by 0.13 million visits or
10.32%. 2018 is the highest year for visit numbers of all the
years tracked. However, there were periods of significant
decline over this time period, for example between
2008-2010, perhaps coinciding with the global recession
of that same period. There were also drops in 2012
(London Olympics) and 2015. Comparatively, visit growth
for the UK over the same ten-year period was 18.5%.
Please note that the latest 2018 & 2019 results are subject to minor changes.
Inbound International Visits to Yorkshire (millions) VisitBritain, 2019
20
08
20
09
20
10
20
12
20
13
20
14
20
11
20
15
20
16
20
17
20
181.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
1.26
1.08
1.041.13
1.09
1.21
1.371.29
1.36 1.341.39
yorkshire.com6
SpendThe next chart looks at the same ten-year period, but
analyses spend from international inbound visitors to the
Yorkshire region. It follows a roughly similar pattern to the
visit number trend with drops in spend between 2009-10,
2012 and 2015. Overall, annual international inbound visitor
spend has increased by £153.4 million or 34.06% over the
ten-year period. Comparatively, spend growth for the UK
over the same period was 40.65%.
NightsThe final trend chart looks at inbound international visitor
nights to Yorkshire over the same period. Here again the
dips in visitor nights mirror the trends in the previous
chart, but in contrast we see a decrease of 2.29 million or
-18.03% in the annual visitor night figures from 2008 until
2018. This means that although the number of visits is
increasing international visitors are staying for less nights
per trip. Comparatively, visitor nights for the UK over the
same period grew by 8.28%.
Inbound International Visitor Spend in Yorkshire in £millions VisitBritain, 2019
Inbound International Visitor Nights in Yorkshire (millions) VisitBritain, 2019
20
08
20
09
20
10
20
12
20
13
20
14
20
11
20
15
20
16
20
17
20
18
700
600
500
400
300
200
100
0
14
12
10
8
6
4
2
0
20
08
20
09
20
10
20
12
20
13
20
14
20
11
20
15
20
16
20
17
20
18
450.33 461.22
417.16
482.19
432.93
581.03 569.91
515.52
515.54
567.22
603.73
12.70
9.218.22
10.55
9.36
10.3911.20
10.36
11.48
10.29
10.41
yorkshire.com7
The following charts provide a breakdown of the 2018 inbound international visitors into the Yorkshire region in terms of seasonality, purpose of trip and duration of stay.
Focus on 2018 Visits and Spend in Yorkshire
SeasonalityIn terms of seasonality we can see that the summer period
of July-September is the main period of travel, followed
by spring. However, the split across all four seasons is
relatively even. Interestingly, in terms of spend, whilst
July-September remains the key period, the period
October-December provides a high level of spend despite
having less visits than in spring. This is likely to be due
to the Christmas activities during this period.
Source: VisitBritain, 2019
Seasonality 2018 Visits %
Jan - Mar Jul - SeptApr - Jun Oct - Dec
22.74% 20.95%
31.01%
25.29%
26.37%
36.09%
16.49%
21.05%
Seasonality 2018 Spend %
yorkshire.com8
Journey PurposeThese charts look at journey purpose in terms of the
percentage of visits to Yorkshire and spend in the region.
For both metrics the largest percentage in terms of the
purpose of the journey is visiting friends and relatives
(VFR), with just under double of the next highest reason,
that of taking a holiday. The percentage of visits and
spend across all journey reasons is relatively the same,
with the exception of study where spend is greater.
Duration of StayThe final area is the duration of stay in the Yorkshire region
in terms of visits and spend. Here the highest percentage
of visits are for 1-3 nights, closely followed by 4-7 nights.
From this we can see that the Yorkshire region performs
strongly in the short-break market. However, looking at
the spend statistics it is probably not surprising that those
visitors who stay longer in the region spend more, with
27.4% of the spend coming from those that stay 4-7 nights
in comparison to 19.92% for those that stay 1-3 nights.
Duration of Stay 2018 Visits %
1-3 nights 8-14 nights4-7 nights 15+ nights
Journey Purpose 2018 Visits %
Holiday VFRBusiness Study
Journey Purpose 2018 Spend %
Duration of Stay 2018 Spend %
Miscellaneous
1.36% 28.81%
44.7%
22.88%
44.32%
26.7%
22.18%
18.31% 31.53%
20.55%
29.61%
26.06%
26.62%
19.92%
2.25% 4.3% 2.51%
27.40%
yorkshire.com9
DISTANCE YORKSHIRE & HUMBER NORTH EAST NORTH WEST (MILLIONS) (MILLIONS) (MILLIONS)
Less than 5 miles 19 14 31
Between 5 and 10 miles 20 14 37
11 to 20 miles 24 14 30
21 to 40 miles 21 12 22
41 to 60 miles 11 6 13
61 to 80 miles 8 4 8
81 to 100 miles 6 3 6
Over 100 miles 12 8 14
Don’t know 8 3 9
Total volume of visits 129 78 170
Average distnace travelled (miles) 45 44 38
Source: Kantar and Visit England, Visit Scotland, Visit Wales, The Great Britain Day Visitor 2018 Annual Report
The table below shows the volume of visits in millions with the corresponding distance travelled to the region. It also shows the average distance travelled. Of the three regions, Yorkshire and Humber has the highest average distance travelled with 45 miles.
The region also performs strongly in terms of long distance
travelled (over 100 miles), with 12 million visits. The North
West performs strongly with the volume of tourism day
visits under 40 miles, this could be attributed in part to the
regions successful Premiership Football scene.
Table 3: Tourism Day Visits - Volume and Distance Travelled 2018
Tourism Day Visits Volume and Distance Travelled
yorkshire.com10
References:
Booking.com (2019). Booking.com Gen Z Research Unpacked. Retrieved from https://partner.
booking.com/en-gb/click-magazine/bookingcom-gen-z-research-unpacked
Expedia Group Media Solutions (2018). Gen Z Travelers: More Open to Influence and
Inspiration then Other Generations. Retrieved from https://advertising.expedia.com/about/
press-releases/gen-z-travelers-more-open-influence-and-inspiration-other-generations
Globetrender (2020). Gen Z Travellers Think ‘A Lot’ about their Environmental Impact.
Retrieved from https://globetrender.com/2020/01/12/gen-z-environment-travel-2020/
Skift (2020). Megatrends: Defining Travel in 2020. Retrieved from https://skift.com/
megatrends-2020/
UNiDAYS (2018). Meet Gen Z: The Traveling Generation. Retrieved from https://cdn2.hubspot.
net/hubfs/4000540/4%20-%20unidays-content/reports/reports-pdf-versions/UNiDAYS-Ad-
Age-Travel-2018-Report.pdf
Anyone born in the mid-1990s and beyond is considered to be Generation Z. They comprise 32% of the global population, surpassing the number of millennials (Skift, 2020). This is the generation which has always known the presence of technology and as they become adults, travelling is increasingly important to them. The spending power of this generation is already US $143 billion (UNiDAYS, 2018).
Gen Z Is this Yorkshire’s next big travel opportunity?
What is important to Gen Z when travelling?
Experience, experience, experience!Gen Z is characterised by having a YOLO (you only live
once) state of mind and are activity and experience driven.
They are not destination driven. Booking.com (2019)
reported that 65% of Gen Z ranked exploring the world
as the most important way to spend their money. They
are always searching for their next great escapade from
adventure holidays to local food experiences and are keen
to travel abroad. UNiDAYS (2018) found that Gen Z travel
regularly throughout the year and they make last-minute
travel plans.
Do not underestimate the power of social mediaThis generation is influenced highly by social media.
They seek endorsements from trusted online sources
and influencers and in turn become micro influencers by
disseminating their own travels on social media (UNiDAYS,
2018). Skift (2020) found that the top 3 social networks
used by Gen Z in the UK are Instagram, Snapchat/YouTube
and Twitter. On the other hand, millennials in the UK
engage more with Facebook, WhatsApp and YouTube.
What does this mean for Yorkshire tourism?Gen Z is a potential market for international travellers
as Yorkshire can offer the diverse cultural experiences
these travellers are seeking. These travellers do not book
holidays to sit on a beach or relax in a resort. They want
to explore and learn about the destination and have new
experiences. These tourists are last-minute bookers and
influence where their families go on holidays. With this in
mind, Yorkshire tourism businesses can develop attractive
offers based around their requirements. If you engage with
this market now, you can create loyalty for your brand
through targeted social media and in turn Gen Z may
become influencers for your business.
Caring for the environmentThere is a strong environmental ethos when Gen Z travel.
They search for eco-friendly travel options and ethical
practices and are willing to pay more for this. They also
see their travel supporting local economies (Globetrender,
2020).
Yes to technology Gen Z engage more with smartphones when purchasing
travel compared to other generations (Expedia Group
Media Solutions, 2018). They are always online. They will
use channels such as booking via chats and virtual tours
and will seek out digitised personalised experiences.
Content-rich mobile messages and Gen Z friendly speak
(emojis and acronyms) are important in reaching this
market (Expedia Group Media Solutions, 2018).
Bleisure - business travel for leisure Expedia Group Media Solutions (2018) reported that 60%
of Gen Z business trips were extended for leisure holidays
and 88% save for bleisure trips. Given that Gen Z are
now coming into the workforce and having their financial
independence, it is expected that bleisure trips will grow.
yorkshire.com11
Visit England commission surveys periodically to collect data on the number of GB consumers who plan to take an overnight trip at key times throughout the year, such as Christmas and Easter. In 2019 this survey was conducted in the last week of March before the Easter weekend which ran from the 19 - 22 April.
Easter Activity
Visit England survey highlights 73%
73% of those aged under 45 said
they “definitely” or “might” take
a day trip over Easter compared
to 48% for those over 45.
13%13% would “definitely” take a
holiday or short break in England
over the Easter weekend up from
8% in 2018.
64%64% of parents were “definitely”
planning an overnight stay
compared to 28% without
children. For day trips the
percentage for parents increased
to 81% and for those without
children to 49%.
15% 15% of British adults said they
were “undecided” about whether
to take a trip. This represents
at 2% decrease in those
“undecided” from the survey
conducted in Easter 2018.
25%25% of adults in Britain
“definitely” planned to take an
overnight trip over the Easter
weekend at home or abroad,
up from 17% in 2018.
The survey also explored the reasons people had for
waiting to plan a trip and these are highlighted in the table
below. The most common reason for delaying plans was
to see what the weather was like and the least common
reason was not knowing where they’d like to go.
REASON FOR WAITING %
Waiting to see what the weather is like 31Waiting to see if I can afford it 27Waiting for someone else/for other people to make plans/book trips 24No real reason, just prefer to decide at the last minute 23Waiting to see if there are any deals/special offers 22Not sure where I’d like to go 19
Source: Visit England 2019
yorkshire.com12
For further information:
Contact
T 0114 225 2095
Go to www.visitbritain.org
to explore a wide range of tourism insight reports.