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Destination UKDriving growth in the UK hospitality and leisure sector
3 ExecutiveSummary
5 Achangingtourismlandscape
10 Exploringvisitors’spendingpatterns
12 Onesizefitsall?
13 Overcomingbarrierstobooking
14 Theexperienceeconomy
15 Strategiesforsuccess
16 CaseStudies ParkHolidays
GordonRamsayGroup
18 Keytakeaways
19 Interactivemap
Contents
AboutthisresearchTheresearchisbasedonabespokesurveyofBritishandinternationalholidaymakersfromOpinium.
Thetotalsamplesizeforthedomesticmarketwas2,010UKadults(aged18+)whoholidayintheUK.Thefieldworkwasundertakenbetween20Februaryand2March2017.
Theinternationalsurveywasbasedononlineinterviewswith1,004USadults,1,003Germanadults,1,001Frenchadults,1,003Russianadults,502SaudiArabianadults,1,004Australianadults,1,004RepublicofIrelandadultsand1,002Chineseadults(aged18+)whohavetravelledinternationallyinthelastfiveyears.Thefieldworkwasundertakenfrom22Februaryto9March2017.
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Theincreasedconvenienceandvalueformoneyareprovingastrongdrawforthedomesticmarketandcreatingopportunitiesforhospitalityandleisureproviderstoconnectwithaudiencesmorelikelytovisitagaininthefuture.
Meanwhile,thedecreasedvalueofsterling,bettervalueformoneycomparedwithpreviousyearsandpopularityofshowssuchasGameofThronesandTheCrownhasmadetheUKanincreasinglyattractivedestinationforoverseastravellers.
Executive summaryThisreportisbasedonsurveyresultsandexclusiveinsightsfromholidaymakersacrosstheglobe,exploringchangingvisitorpreferencesandhighlightingtheUK’smostpopularholidaydestinationsandthebiggestopportunitiesforBritishtourismandleisureproviders.
Anattractiveholidaydestination
2017issettobeanotherrecord-breakingyearfortheUK’shospitalityandleisuresector,withbothdomestictouristexpenditureandinternationalvisitornumberssettogrow.
Indeed,thegrowthofthestaycationmeansthatdemandfromdomesticvisitorsisontherise,withmorethanathirdofBritishadultschoosingtoholidayclosertohomethisyearthroughpersonalpreferenceratherthanlimitationsaroundcost.Britishholidaymakersalsoappeartohaveincreasedbudgetsfortheirdomestictrips,with30%planningtospendmoreonleisureactivitiesthaninpreviousyears.AlmosthalfofrespondentsthinkthatleisureexperiencesintheUKhaveimprovedinthepastfiveyears.
MorethanonethirdofBritishadultsarechoosingtoholidayclosertohomethisyear.
Morethan60%ofover7,000internationalholidaymakerssurveyedsaidtheyweremoreinterestedinvisitingtheUKthantheywereayearago.Almostallrespondents(97%)wereinterestedinvisitingtheUKnow,orinthefuture.
But,whiletheimpactofBrexithas,atleasttemporarily,boostedtheUK’sinternationalappealduetotheweakerpound,thethreeinfiveholidaymakerswhoaremorelikelytovisittodaythan12monthsagocitedarangeofreasonsfortheiranswer.Providers’investmentinadvertisinghasnotgoneunnoticed,with29%notingthisincreasedvisibility,while30%simplyhavemoremoneyavailabletospendonholidays.ExploringBritain’suniqueculture,historyandlandmarksprovedthemostpopularexperienceforinternationalvisitors,whilethosefromSaudiArabiaweremostlikelytovisitinordertoshopintheUK’smanyandvariedretailers.
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Londonremainsthemostpopulardestinationforinternationaltravellers.67%ofoverseasvisitorschosethecapitalastheirfirst-choicedestination,andrecentfiguresshowthatarecord18.6millionovernightvisitstoLondonweremadein2015,withthenumberexpectedtoincreaseyearonyear.1
Thereis,however,alsoastrongpullamongtheinternationalmarkettoScotlandandWales,demonstratingopportunitiesforprovidersallacrosstheUKtocapturetheimaginationofinternationalaudiences.ThemostpopulardestinationsfordomesticvisitorsareCornwallandScotland,followedbytheLakeDistrict,Wales,YorkshireandLondon.
Areasofspending
Oursurveyhasshownthataccommodation,eatingoutandshoppingaretheareasthatbothdomesticandinternationalvisitorsarethemostlikelytospendtheirbudgeton.Withanaveragebudgetof£952fortheirholidaysintheUK,Britishvisitorsspend£309onaccommodationand£152onbuyingfoodanddrinkformealsoutoratthehotel/accommodation(comparedto£104forthosebuyingfoodanddrinkforself-cateringaccommodation).
Overseasvisitorsplantospendanaverageof£3,443fortheirholidayin2017,includingflights,accommodation,food,drinksandallactivities.TheAsianmarketisparticularlylucrative,withvisitorsfromChinaspendingmorethan£5,000onaveragefortheirholidays.AsforAmericanguests,allrespondentsexpressedapreferenceforstayinginafive-starorluxuryhotel.
EnjoyingBritain’sdiverserangeofbars,restaurantsandcafesisanimportantexperienceforinternationalguests,withinboundtouristsspendinganaverageof£340duringtheirstayonmealsoutorattheirhotel.And,whiletheaveragefigureforthedomesticmarketismoremodest,UKholiday-makersaremorelikelytobestayingonlyforshortbreaks,comparedtothelongerstaysofinternationalcustomers.
Auniqueexperience?
VisitorsfrombothacrosstheUKandfurtherafieldareexpectingmorefromtheirholidays,withoneofthekeyemergingtrendsshowingademandforexperience-ledbreaksthatallowgueststoescapeeverydaystressandspendtimewithfriendsandfamily.Asmanyas44%ofBritishvisitorsaremorelikelytochooseahotelwithanemphasisonfood,andthegrowingfocusonindustrypartnershipscanopennewdoorsforprovidersinenticingtheirguestswithhigh-quality,freshandlocallysourcedproduce.
ThegrowthofnewserviceproviderssuchasAirbnbandhigh-endholidayrentalsitessuchasOnefinestayisasignificantconsiderationfortheUKhospitalityandleisuresector.And,whilefewerthanoneintenofUKrespondentsplantouseAirbnbfortheirholidaythisyear,itisessentialforhospitalityspecialiststobeawareoftheincreasingimpactofsuchcompetitors.Internationalvisitorsarecomparativelymorelikelytouseapeer-to-peerrentalprovidersuchasAirbnbwhenbookingholidays.Muchcanbegained,however,fromtappingintovisitors’appetitefornew,high-qualityandhighlypersonalisedholidayexperiences.
Thetechnologychallenge
Introducingnewtechnologycanbedauntingforbusinesses,butthegrowingdemandforservicessuchasonlinehotelroomselectionandsmartphonecheck-inillustratesanincreasinglytech-savvyaudienceandcanprovideopportunitiesforproviderstostreamlinetheircustomerexperience.
1OfficeforNationalStatistics,TravelTrendsReport2015.
FeaturesandmotivationsthatareimportantinleisuretimeforUKholidaymakers
Escapism/distraction
82%
Timewithfamily/children
80%Education/interest/learning
58%Timewithfriends
66%
Healthandfitness
48%
MikeSaulHeadofHospitalityandLeisureBarclays
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MainreasonsforspendingmoretimeintheUKonholidaythanpreviousyears
Increasingnumbersofdomesticvisitorsaregeneratinglevelsofdemandnotseenoverrecentyears,creatingopportunitiesforleisureandtourismproviderstoofferaccesstothebestBritishfood,heritageandexperiencesinordertocaptureacornerofthisgrowingmarket.
Thenewfaceofthestaycation
Resultsfromourrecentsurveyofmorethan2,000UKholidaymakersshowedthat54%ofadultswhoopttoholidayintheUKdosoasaresultoftheirownchoice,whilealsotakingintoaccountpracticalitiessuchastimeandcost.35%,however,citenobarrierstothemtakingholidaysoverseasbutsimplychoosetoremainintheUK.
ThisishugelypositiveforBritishproviders,demonstratingthatholidayingintheUKisnotsimplyagrudgepurchasebythoseunabletoaffordanoverseasholidaybutadecisionbasedonthequality,value,andconvenienceofholidayingclosertohome.
HolidayinginBritainhasanumberofperksfordomesticvisitors.HalfofthosewhochosetospendmoreoftheirleisuretimeintheUKbelieveditwassignificantlymoreconvenientintermsoftravel,foodandlanguagethantravellingoverseas.ValueformoneyisalsoanimportantconsiderationforBritishstaycationers.Forthosewhobasetheirlocationchoiceoncost,almosttwofifths(39%)believethattheUKoffersbettervalueformoneyasadestination.
A changing tourism landscapeTheUK–longrenownedforitsappealinglandscapes,citiesofcultureandengaginghistory–hasalwaysheldastrongappealforinternationalvisitors,butitisitsplaceintheheartsofitsdomestictouriststhatisundergoingarevival.
Thehospitalityandleisuresectoris,however,sensitivetochange,andsimplefactorssuchasfuelpricecanhaveasignificantimpactonspendwithinthesector,particularlyforshortbreaksand,notably,inmoreremotelocations.
34% 15% 34% 28% 40% 32% 43%
23% 42% 20% 24% 25% 23% 18%
15% 12% 17% 13% 10% 16% 17%
12% 6% 19% 11% 6% 10% 11%
32% 24% 34% 42% 33% 24% 26%
14% 27% 24% 15% 11% 9% 4%
Choice–IwouldliketospendmoretimeintheUK
IenjoyedarecentUKholidayandsoamkeentoreplicatethis
TherearemoreholidayactivitiesintheUKthantherewereinthepast
Thelevelofservicewithinthehospitalitysectorhasimproved
Cost–HolidaysintheUKarenowmoreaffordable
Time–IhavelesstimethanIhavehadpreviouslytoholidayabroad
Average Age18-24
Age25-34
Age35-44
Age45-54
Age55-64
Age65+
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Citybreakorcountryretreat?
Whenitcomestoholidaytypes,domesticvisitorsareenjoyingbothculture-filledcitybreaksandescapingtothecountryside.Theresultsofoursurveyrevealedthat40%ofpeopleplanningaUK-basedholidaythisyearareorganisingacitybreak,while37%wouldprefertovisitandstayinarurallocation.
ThesouthwestofEnglandisthemostpopularregionfordomesticholidaymakers,with30%planningavisittherecomparedto22%whohopetospendtimeinScotlandand20%whoseholidayplansincludeatriptoWales.Whenexploringspecificlocations,ScotlandandCornwallwereatthetopofthevisitordestinationlist,followedbytheLakeDistrict,Wales,YorkshireandLondon.
Thiscontrastswithfindingsamonginternationalholidaymakers,themajorityofwhom(67%)choseLondonastheplacetheywouldmostliketovisit.
Thegrowingpopularityofholidayparksisalsoenticingvisitors,particularlyinthedomesticmarket,tomoreruralandcoastallocations.Thisisespeciallyapparentforlongerbreaks,wherecostconsiderationssuchasfuelpricesareoffsetbylengthofstay.SouthernandcoastalholidayparksareprovingpopularforvisitorsintouringvehiclesfrommainlandEurope,whooftenchoosesuchaccommodationasafirst-nightstopfromwhichtocontinueexploringtheUK.
Whilehotelsremainoneofthetopaccommodationoptionsforvisitors,theflexibilityandchoiceofferedbyholidaycottagesandself-cateringapartmentsareattractinggrowingnumbersoftravellers.Thenumberofdomesticholidaystakeninarentalpropertyincreasedby20%from2009–2014,2andtheriseofproviderssuchasAirbnblookstoensurethistrendcontinuesoverthecomingyears.
HowBritishholidaymakerscharacteriseUKholidays?
Holidaydestinationsrankedbyregion–internationalvisitors(Top5)
Specificplaces %
London 67%
Scotland 44%
Wales 29%
NorthernIreland 24%
YorkshireandHumberside 17%
Holidaydestinationsrankedbyregion–UKvisitors(Top5)
Regions %
SouthWest 30%
Scotland 22%
Wales 20%
YorkshireandHumberside 20%
London 18%
2MintelGroupLtd,Holidayrentalproperty–UKReport,2014.
Notsure
Mainholiday
Mainholidayandshort
breaks
Shortbreak(s)inadditionto
maininternationalholidays
7%21% 21% 51%
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Theperfectescape
Britonsareleadingincreasinglybusylives,oftenjugglingthecompetingandgrowingdemandsofworkandfamilylife.Asaresult,manyviewtheirholidayswithintheUKasachancetoescapethepressuresofdailylifeandspendqualitytimewithlovedones.
Whenaskedaboutthefeaturesthatareimportantinleisuretime,82%ofrespondentsratedescapism/distractionasanimportantmotivator,closelyfollowedbytheopportunitytospendtimewithfamily(80%).Thesewerefollowedbythechancetospendtimewithfriends(66%),theopportunitytopursueaninterestortakepartinsomethingeducational(58%),andhealthandfitnessactivities(48%).
Thesefindingshighlightanimportantfactorforleisureprovidersaroundwhatvisitorsarelookingforwhenbookingaholiday,andprovideanopportunityfortourismbusinessestotailortheirofferingtoensureguestshavetheopportunitytofullyescapethehecticpaceofeverydaylife.
Thereisalsoahighdemandforexperience-ledbreaksthatallowfamiliestospendqualitytimetogetherwhileexploringnewplaces,learningnewskills,playingsportsorenjoyingsomerelaxation.Holidayparksarealreadygeareduptoprovideall-inclusiveexperiencestothetraditionalfamilymarket,buttheyalsocaterforthosevisitorswhosimplywantabasefromwhichtheycanexplore.
theUS,Germany,France,Russia,SaudiArabia,Australia,RepublicofIreland,andChinaareinterestedinvisitingtheUKormaybeinterestedinthefuture.
EveryChinesevisitorsurveyedwasenthusiasticaboutvisitingtheUK.WhilevisitorsfromRussiadisplayedtheleastinterest,thisfigurestillsatat93%forthosewhomaybeinterestedintakingaholidayintheUK.Morethan60%ofrespondentsweremoreinterestedinvisitingtheUKthantheywere12monthsago,echoingthefindingsamongdomesticvisitors.
ThevalueformoneyofferedintheUKisanimportantconsiderationforoverseasguests.Ofallinternationalrespondents,31%saidtheyweremoreinterestedinvisitingtheUKthantheywereayearago,citingthemainreasonasbettervalueformoneyduetothefallinvalueofthepound.
Whiletheseexperiencesaregenerallyall-inclusiveatholidayparks,othertourismandleisureprovidersmaybenefitfromexploringwaystoincorporateappropriateexperiencesoractivitiesintoconvenientproductpackagesinordertoupselltovisitors.
Theinternationalattraction
RevenuegeneratedbyinternationalvisitorstotheUKisatanall-timehigh,withtheannualspendfor2016totalling£22.16bn.3Thisgrowthlookssettocontinue,withvisitorspendfor2017forecasttoincreaseto£24.1bn.4
Indeed,theUnitedKingdomcontinuestogarnerfavourableopinionasaholidaydestinationamonginternationaltravellers.Ourrecentsurveyofthousandsoftravellersacrosstheworldfoundthat97%ofholidaymakersfrom
82%ofrespondentsratedescapism/distractionasanimportantmotivatorfortheirholidaysinUK.
3VisitBritainInboundVisitorStatistics,2016.4VisitBritain2017InboundTouristForecast.
65%
28%
5%
2%
51%
36%
10%
3%
49%
38%
10%
3%
43%
33%
17%
7%
51%
29%
14%
6%
53%
38%
6%
3%
50%
44%
5%
1%
69%
29%
2%
0%
Veryinterested–IfIcould,Iwouldgotheretomorrow
Slightlyinterested–InterestedinavisittotheUK,butnotaprioritydestination
Notveryinterested–I’mnotinterestedrightnow,butthatmaychange
Notatallinterested–IhavenointerestintraveltotheUK
UnitedStates Germany France Russia SaudiArabia Australia Ireland China
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HowinterestedwouldyousayyouareinvisitingtheUnitedKingdom?
IfyouweretopickahotelintheUK,howimportantwouldthefollowingoffersbe?(Internationalvisitors)
Afurther30%saidthemainreasontheyhadbecomemoreinterestedintheUKasaholidaydestinationwasduetohavingmoredisposableincomeavailablefortravel.
ThesefindingsshowtheattractionofamorefavourableexchangerateforinternationalvisitorsfollowingtheUnitedKingdom’svotetoleavetheEuropeanUnion.
TheyarealsotentativelyoptimisticforhospitalityandleisureproviderspreviouslyuncertainastohowtheBrexitvotewouldimpactvisitornumbers,andprovideanopportunityfortourismbusinessestotapintomoresubstantialvisitorbudgets.Oftheproviderssurveyed,38%believethatthepeopleoftheUKwillbemorewelcomingtotouristsfollowingtheUK’sdeparturefromtheEuropeanUnion.
Capitalisingonculture
TheUK’suniquelandscapes,historyandworld-renownedlandmarkscontinuetoappealtooverseastravellers,with51%ofinternationalvisitorssayingthemainreasontheywouldvisitisforthecultureofthefamouslandmarks.Asmanyas44%ofvisitorswantedtolearnmoreaboutthecountry’shistoryandvisitthenumerousmuseums,while41%areparticularlyinterestedinthenaturallandscape.
Oftherespondentssurveyed,Chinesevisitorswouldspendthemost(£715)onculturalactivities.Whenconsideredalongsideanincreasedfocusonvisitorexperience,tourismandleisureprovidershaveanopportunitytodrawontheirculturalandgeographicalconnectionsinordertoprovideamorecomprehensivecustomerexperience.
Greatexpectations
Internationalanddomesticvisitors–aswellasthevariousdemographicswithinthosegroups–canhaveverydifferentrequirementswhenbookingholidays.Amonginternationalvisitors,94%listedvalueformoneyasthemostimportantfactorwhenselectingahotelintheUK,while83%saiditwasimportantfortheiraccommodationtobeclosetopublictransport.Asmanyas82%ofoverseasvisitorsplacedhighimportanceontheprovisionoffreehigh-speedinternet.
Oftheinternationalguests,American,RussianandFrenchvisitorsalsoputanemphasisonahotel’sproximitytoculturallocations,while90%ofUSvisitorssaidproximitytocafes,barsandrestaurantswasanimportantconsiderationwhenselectingahotel.
30%
Overallvalueformoney
94%
Proximitytopublictransport
83% 82%
High-speedfreeinternet/WiFi
Proximitytoculturallocations
80%
Proximitytorestaurants,cafesandbars
77%
Shuttleservicetopublic
transportsite
73%
Proximitytoshopping
locations
68%
Aqualityrestaurantavailableforall
mealtimes
66% 66% 65%60% 59%
Aqualityrestaurant
availableforbreakfastonly
Staffspeakmylanguage
All-inclusiveservices
Hotelfacilities Experiencesorganisedbyhotel
49%
Hotelshoppingfacilities
38%
Myreligiousbeliefswillbe
respectedandfullyaccommodated
Babysitting/childcare/childentertainment
37%
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ThiswasfollowedbyvisitorsfromtheRepublicofIreland,85%ofwhomwantedtheirchosenaccommodationtobeclosetoagoodselectionofbarsandrestaurants.
Furthermore,someinternationalvisitorsalsoplaceahighimportanceontheoptionofchoosingfoodfromtheirhomecountryduringtheirstay.ThisismostprevalentamongguestsfromChina(77%)andSaudiArabia(62%),comparedto46%onaverage.
Cateringforadiverse,multiculturalaudienceisoneofthekeychallengesforBritishtourismproviders,butonewhichcanalsopresentnewandexcitingopportunitiestoattractvisitorsfromnewmarkets.
Creatinganenvironmentthatpromotesrespectandaccommodationforvariousreligiousrequirementscanopenthedoorstomoreinternationalguests,particularlyfromterritoriessuchasSaudiArabiaandtheUS.Takenalongsidethesizeablebudgetsthesemarketssetasideforholidays,itisvitalforproviderstoregularlyreviewtheirapproachto,andconsiderationfor,multiplereligionsandcultures.
Thetechnologytightrope
Whenexploringtheuseoftechnologyinthevisitorexperience,thesurveyresultsfoundthat66%ofdomesticvisitorswouldbemorelikelytochooseonehoteloveranotheriftheywereofferedtheopportunitytoselecttheirroomlocationpriortoarrival.Thiswasmoreimportantforinternationalvisitors,73%ofwhomwantedthechancetopre-selectroomlocation,withthefigurebeingevenhigherforChineseandRussianholidaymakers(85%and80%respectively).
Indeed,theappropriateuseoftechnologyintourismbusinessescanworkwelltostreamlinevisitorexperienceandminimiseunnecessaryadministration.Asanexample,
halfofinternationalvisitorsconfirmedaninterestincheckingintotheiraccommodationviasmartphoneandthereforeavoidingthefrontdesk.ThiswasparticularlynotableamongguestsfromChina(82%),SaudiArabia(74%)andtheUS(67%).
Providersshould,however,beawarethattechnologycanprovedivisiveamongcustomers.Theoptiontocheckinviasmartphone,forexample,issignificantlylessappealingtoguestsfromAustralia(38%),France(36%)andGermany(31%)andmayreducetheopportunitytobuildrelationshipswithgueststhroughface-to-facecommunication.
Recognisingloyalty
WiththeUK’shospitalitysectorboomingandthousandsofbars,restaurants,hotels,spas,entertainmentvenuesandleisureproviderstochoosefrom,internationalvisitorshaveawealthofchoiceattheirfingertips.Buildingrelationshipsandmaintainingadialoguewithcustomersisthereforecrucialinencouragingrepeatbusinessandgainingvaluablefeedbackonvisitors’experiences.
Oftheinternationalvisitorssurveyed,57%selectedmembershipofarewardsorloyaltyprogrammeasanimportantfactorinchoosingtheirhotel,comparedto44%amongdomesticvisitors.Oftheoverseasmarket,AmericanandRussianvisitorsinparticularweremoreattractedtohotelswithloyaltyprogrammes,with73%and61%respectivelycitingitasanimportantfactorwhenchoosingtheiraccommodation.
Additionally,fourin10UKvisitorssaidtheywouldbemorelikelytochooseonehoteloveranotheriftheproviderrememberedtheguest’spreviouspreferences,while32%wouldfavourahotelwherestaffknewtheguestsbyname.Thissignificantleantowardsproviderswhoofferthepersonaltouchtoguestsisnotableinanerawheretheuseoftechnologythatreducesguestandhotelstaffcontactisseeminglyontherise.Thevalueofrepeatbusinesscanregularlybeseenbytourismprovidersacrossthecountry.ParkHolidays,whichfeaturesasacasestudyinthisreport,estimatesthataround45%ofitscustomershavevisitedmorethanonceoverthepreviousthreeyears.
GordonRamsayGroup,whichruns31restaurantsglobally,investslargeamountsofresourcesandtimeintodevelopingnewCustomerRelationshipManagement(CRM)initiatives.Thecompanyaimstoengagecustomersonaone-to-onebasisandencouragerepeatbusinessacrossthegroup.
BOOKNOW
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Exploring visitors’ spending patternsFordomesticvisitors,accommodationaccountsforthelargestproportionoftheholidaybudget,withvisitorsestimatinganaveragespendof£309onhotels,bedandbreakfastsoralternativeaccommodation.
Thefigureishighestamongrespondentsaged55-64yearsold,whospendanaverageof£369pertriponaccommodation,whilethoseaged18-24spend£211–thelowestspendinthiscategory.
Eatingoutoratthehotel,orbuyingfoodanddrinkforself-cateredaccommodation,isthenextbiggestspend,withrespondentsestimatingoutgoingsintheseareasof£152and£104respectively.Whenbrokendowntoexploreregionaldifferences,visitorsfromScotlandspendthemostonmealsforeatingoutorattheirhotel.
TheUK’sbigspenders
Shoppingremainsapopularactivityfordomestictourists.Visitorsspendanaverageof£121onshoppingduringtheirtripswithintheUK,withthisfigurerisingto£134amongmen.Theaverageshoppingspendforwomenisbelowaverage,at£109.Shoppingbudgetsaremostgenerousforholidaymakersinthe35-44agebracket,whospendanaverageof£144.
Menreportedspendingmoreacrossthemajorityofleisureandhospitalitycategories,includingvisitingthecinemaandthetheatre(£57comparedto£36amongwomen),watchingprofessionalsport(£61v£27),visitingathemepark(£50v£37)andusingahealthcluborgym(£36v£22).
Youngergenerationsreportedahigherspendonholidayparksandthemeparks,withfamilieswithchildrenaged4-6yearsoldspendingmorethan£200onvisitingholidayparks.ThemeparksareparticularlypopularwithrespondentsfromtheNorthEastofEngland,whilepeoplefromtheMidlandsspentthelowestamountinthiscategory.Youngpeoplearealsoincreasinglyexperience-driven,withthoseintheloweragecategoriesspendingthemostonhealthclubs,andmorethanhalfspendingmoreonexperiencesthanduringthepreviousyear.
Internationalbudgets
Spendingbyinternationaltouristsforthepastyearhasbeengrowingsteadily,hitting£22.35bnbytheendof2016.5
Indeed,internationalvisitorssetasidesizeablebudgetsforholidays.Oursurveyresultsshowthatoverseastouristsestimatetheiroveralltravelbudgetfortheirplannedholidaysin2017tobe£3,443,whichincludesflights,accommodation,food,drinkandallactivities.
Oftherespondentssurveyed,thoseinChinahadthebiggestholidaybudget,estimatingtheywouldspendaround£5,424ontheirholidaysthisyear.VisitorsfromtheRepublicofIreland,comparatively,hadthemostmodestholidaybudget,estimatinganaveragespendof£2,086.
5VisitBritainMonthlyInboundUpdateJanuary2017.
Howdodomesticvisitorsspendtheirbudget?
HowdointernationalvisitorsspendtheirUKholidaybudget?
£667
Accommodation
£450
Eatingout
£339
Shopping
Accommodation
£309
Eatingout
£152
Shopping
£121
Holidayparks
£72
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Visitorswithmorespendonexperiencesthisyear,comparedwithpreviousyears
Age18-24 Age25-34 Age35-44 Age45-54 Age55-64 Age65+
52%
39%34%
22% 25% 24%
Whenitcomestothespendingpatternsofinternational
visitors,hotelsandaccommodationarewheretourists
spendthemost,withoursurveyresultsshowingthe
averagespendonaccommodationtobe£667.Americans
wouldspendthemostonhotelsandaccommodation–
£972comparedtoa£890spendbyAustralians–andbe
themostlikelyofalltheinternationalvisitorstostayin
afive-starorluxuryhotel(24%).
Inforapenny
Asidefromaccommodation,internationalvisitorsspend
thelargestamountoftheirholidaybudgets–£453–
onshopping,particularlyforclothingandaccessories.
Overseastravellerswouldexpecttospendanaverageof
£282onclothingandaccessorieswhenvisitingtheUK.
Retailershopingtocaptureasliceoftheinternational
marketcouldseestrongresultsbyfocusingonBritish
productsthatofferoriginalityandexclusivityto
overseasshoppers.
AmericanandChinesevisitorsarethemostlikelytoshopforclothingandaccessories,spending£591and£361respectively.Germantravellers,meanwhile,spendonly£171inthiscategory–thesmallestamountofthosesurveyed.
AtasteforBritish
Food,drinkandeatingoutalsoremainalucrativemarketwhenitcomestotheoverseastraveller,withtheaveragevisitorbudgeting£339onbuyingfoodanddrinkformealsoutorattheirhotel/accommodation.
Thisishigherthantheamountspentbydomesticvisitors,whoestimatedaspendof£152oneatingoutormealsatthehotel(or£104forthosebuyingfoodanddrinkforself-cateringaccommodation).
Estimatedoveralltravelbudgetforholidaysthisyear However,suchfiguresmustbeconsideredalongsidethelengthofvisitorstays,asinternationalcustomersaremorelikelytostayforlonger,whileUKholidaymakersoftenoptforshortbreaks.AmongBritishvisitors,51%considertheirholidaysintheUKasshortbreaks,comparedtojust21%whoarelikelytostayintheUKfortheirmainholiday.Australianvisitors,bycomparison,arelikelytostayforanaverageof14days,andAmericanvisitorsforeightdays.
Whenspecificallyconsideringspendingmoney,forinternationalvisitors,foodcomesjustbehindclothingandaccessoriesastheshoppingcategorytheyaremostlikelytospendmoneyon.Theaverageinternationalvisitorwouldbudget£281–excludingmoneyallocatedformealsout–forfoodduringtheirstay.
Country Mean(£)
China 5424.87
US 5230.41
Australia 4247.81
SaudiArabia 2836.51
Germany 2650.86
France 2469.32
Russia 2175.66
Ireland 2086.11
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One size fits all?Tourismandleisureprovidersarebeingcontinuallychallengedbyconflictingdemographicpreferences.And,asthegenerationalgapwidens,itismoreimportantthaneverthatbusinessesunderstandtheircustomerinordertotailortheirmostattractiveofferingtotheappropriatemarket.
Preferenceonalternativeservices
Oursurveyresultsfoundyoungerhotelcustomerstobesignificantlymoreinterestedintechnologythanolderguests.Inthe18-24demographic,51%saidtheyweremorelikelytochooseonehoteloveranotherifitofferedcheck-infacilitiesviasmartphone,comparedtoonly27%onaverage.Similarly,44%of18-24yearoldswouldbeinterestedinhotelsthatenabledthemtocontroltheirroomsviaasmartphoneapp,comparedtoanaverageofonly17%acrossallagegroups.
Otherfactors,suchastheavailabilityofchildcare,canalsorevealdifferentpreferencesamongguests.Onethird(33%)of25-34yearoldswouldbemorelikelytofavourahotelwithbabysittingservices.However,thisdroppedto25%among35-44yearoldsand15%onaverage.Indeed,theprovisionofsuchservicescouldactasadeterrentforolderguests,whomaypreferaquiet,adult-onlyhotel,andrequiresdelicatemanagementonthepartofprovidersingettingthebalancerightforguests.
Such‘Marmite’options–whichseemtoattractasmanynewguestsastheydeter–alsoincludeopportunitiestomeetotherguests(18%comparedto20%)andfunctionalitytocontrolhotelroomsbytheguest’ssmartphone(17%comparedto15%).
Preferenceforsmartphonecheck-in(UKvisitors) Theuseoffacialrecognitiontechnologyisalsoanareaonwhichrespondentsaredivided,with17%ofBritishrespondentssayingitwouldattractthemtoaparticularaccommodationprovider,while16%saiditwouldputthemoff.
And,whiletheremightbeagrowingdemandforgreaterchoiceofalcoholincertainentertainmentandleisurevenues,theissueoftheavailabilityofalcoholinlocationssuchascinemasandbowlingvenuessplittheopinionofrespondents.Justunderaquarter(23%)ofBritishvisitorsdeemedtheavailabilityofalcoholincinemasasanattractiveproposition,comparedto26%ofrespondentswhowouldbedeterredbyit.Thisisparticularlymorepopularwithyoungpeople(48%ofthoseaged18-24)–andwithpeoplefromLondon(36%).
Comparatively,22%ofdomesticvisitorswereenthusiasticabouttheavailabilityofalcoholinbowlingvenues,whilethesamenumberwasopposedtoit.Suchfindingsmay,however,beexplainedbythetypeofvenueandclientele,andcouldvarybetweensmaller,boutique-stylelocationsandlargerchains.
Preferenceforhotelwithsmartphone
check-infacilities
CHECK-IN
51%18-24
45%25-34
11%65+
17%55-64
21%45-54
36%35-44
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Overcoming barriers to bookingAmongallthefactorsinternationaltravellersmustconsiderwhenbookingaholidaytotheUK,Britain’svisaprocesscanbeoneofthebiggestobstacles.
VisitorsfromSaudiArabiawerethemostlikelytobedeterredbytheUK’svisaprocess(38%),comparedto34%ofRussianvisitorsand31%ofpotentialholidaymakersfromChina.AsBrexitnecessitatesmorestringentbordercontrolsforEUnationals,providersneedtobeawarethatinternationalguestsmaybesensitivetothepotentialfortighterprocessesandlongerwaitslikelytostemfromincreasedpressureonBorderForce.
And,althoughairtravelhasreducedinpriceinrecentyears,thecostoflonghaulflightsandaccommodationwerecitedasadditionalbarrierstovisitorsfromChina,SaudiArabia,AustraliaandRussia.AdeclineinpersonalfinanceisalsoakeyreasonforholdingoffoninternationaltraveltotheUK.
Onlineandonthemove
Thelastdecadehasseenasignificantriseinthenumberofdomesticvisitorsbookingtheirholidaysonline,withthefigurerisingfrom32%in2007to76%in2017.Ofvisitorsbookingonline,thenumberusingasmartphoneortablethasdoubledfrom3%to6%and5%to13%respectively,highlightingarequirementinthemarketforastrongdigitalpresenceandmobile-friendlywebsites.ThemostpopularbookingmethodforinternationalvisitorsisthroughintermediarywebsitessuchasExpedia,with52%optingtobookthroughsuchasite,comparedto22%whowouldbookthroughatravelagent.Amongoverseastravellers,20%wouldbookdirectlywiththeproviderintheUK.
Thepopularityofholidaywebsitescanprovechallengingforprovidershopingtoconnectwithpotentialcustomersdirectly,butoftengivesvisitorsreassurancethattheyaregettingthebestpriceavailable.Suchwebsitescanalsoenableproviderstotapintomarketsthattheymaynothavepreviouslytargetedthroughmarketingoradvertising.Nearlytwothirds(61%)ofUKholidaymakersnowsaytheyarelikelytobookatripdirectlywiththeprovider,upfrom47%in2007and55%in2013.
Howarevisitorsbookingtheirholidays?
Whileonlinebookingisontherise,providersmustbeconsiderateofasignificantnumberofvisitorswhostillprefertobookoverthephoneorinperson,particularlyamonginternationalcustomers.VisitorsfromtheUSmadetwiceasmanyholidaybookingsbyphone(8%)thantheaverageacrossalltherespondents(4%),highlightingacontinuingdemandforthehumantouchthroughoutthebookingprocess.
Intermediaries Travelagents Bookingdirect
22%
3%
52%
23%
20%
61%UKresidents
Internationalholidaymakers
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The experience economyEmergingtrendsinthehospitalityandleisuresector,whichareapparentacrossbothBritishandinternationalmarkets,includethegrowingpopularityofhotelswithanemphasisonfoodandcuratedexperiences.
Amongdomesticvisitors,44%agreedthatanaccommodationproviderwithanemphasisonfoodwouldmakethempreferableoverothers,raisingthequestionofwhetherpartneringwithhigh-qualityrestaurantscouldimprovetheoverallcustomerexperienceforguests.
OthertrendsthatUKholidaymakersdisplayedinterestinincludecuratedvisitsandexperiences(33%),hotelswithanemphasisoncustomerexperiencessuchasicehotelsorglamping(31%)andimmersivecinemaexperiences(27%).But,whiledomestictouristsareincreasinglyattractedtoprovidersofferingunique,high-qualityexperiences,theyarenotnecessarilyenthusiasticaboutorganisedopportunitiestosocialisewithothervisitors.
Thesociablesector
Exploringtheinternationaldatainmoredetail,visitorsfromtheUSarethemostsociable,with61%sayingtheywouldbeinterestedinopportunitiestomeetotherguestscomparedto38%onaverage.
GuestsfromAustraliaandRepublicofIreland,however,aremorelikelytobedeterredbysocialactivities,makingitimportantforproviderstounderstandtheircustomerneedsandstriketherightbalancebetweenorganisedactivitiesandspaceforgueststocreatetheirownexperiences.Splittingresultsbydemographic,thereisaclearleantowardsorganisedsocialactivitiesbyyoungergenerations.
Ahomefromhome?
AmongcompetitorstappingintothisshifttowardsexperientialvisitsisAirbnb,whichenablesgueststobookauthenticexperienceswithlocalhosts.Airbnbisprovidingincreasingcompetitionformoretraditionalhospitalityandleisureproviders.OfBritishholidaymakers,20%wouldconsiderAirbnbalongsideotheroptions,and21%wouldconsiderusingtheservicealthoughfeltitunlikelytheywouldbooktheirholidaysthroughit.Itis,however,importanttoexercisecautionwhenassessingtheimpactofexperiential,‘home-from-home’accommodationproviders,particularlyforthedomesticmarket.Just7%ofUKvisitorsinthisreportplantouseAirbnbfortheirholidaythisyear,and24%ofdomestictouristssaythattheyhaveneverheardoftheprovider.
Theinternationaltourismaudience,bycontrast,iswitnessingasignificantgrowthinholidaysbookedviaAirbnb,with66%ofoverseastravellerssayingtheywouldconsiderusingtheserviceiftherewasappropriateaccommodationavailable.ThisisparticularlyprevalentamongChinesevisitors,and90%wouldconsiderusingaservicesuchasAirbnb,followedby78%ofAmericans.
Thegrowinginfluenceofexperientialproviders,whilecreatingchallengesfortraditionalhospitalityandleisureproviders,canalsoraiseawarenessofthegrowingdemandfortailored,highlypersonalisedexperiencesacrossthesector.
Typesofopportunitiestomeetothers
US Germany France Russia SaudiArabia Australia Ireland China
Organisedlightexerciseandsport 7% 5% 4% 3% 21% 3% 3% 9%
Drinkseveningsandcocktailmaking 15% 20% 11% 14% 0% 17% 18% 10%
Largecommunaltablesformealtimes 8% 8% 9% 6% 10% 6% 4% 13%
Citytoursandvisitswithotherhotelguests 27% 22% 24% 33% 15% 22% 15% 9%
Co-workingspaceatthebarorpoolside 7% 5% 6% 2% 4% 5% 3% 7%
Socialareassuchascinemas,gamesrooms,clubrooms
14% 7% 9% 4% 14% 9% 9% 15%
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Adaptablecustomerexperience
Theriseofonlineandmobilebookingcontinuesapace,withoverthreequarters(76%)ofconsumerswillingtobookonline.
However,15%ofvisitorsstillprefertobookinpersonorbytelephone–risingto24%ofconsumersover65.
Whileitisobviouslyvitaltodevelopuser-friendlyandstreamlinedonlinebookingforconsumers,itisimportant
nottooverlooktraditionalbookingmethods,suchasface-to-faceandtelephonebooking.
Strategies for success
BeproudoftheUK
Thecountryretainsitsstrongattractionasaholidaydestinationwithrenownedhistoryandculture,toboth
domesticandinternationaltravellers.ThepoliticalturmoilhashadlittleimpactontraveltotheUK.Theindustryshould
beproudof,andleverage,thecountry’sculturalassetstoattractandretainvisitors.
Onesizedoesn’tfitall
Differentdemographicgroupshavediverserequirementsandpreferenceswhenitcomestoholidaysandleisureexperiences.
Forexample,someofferings,suchasmobilecheck-in,mayonlyappealtocertaingroupsofpeople.Hospitalityandleisure
providersneedtodeveloparangeofproductsandservicestomatchdifferentexpectations.
Connectlocally
Oursurveyshowsthatonethird(30%)ofholidaymakersexpecttospendmoreonleisureactivitiesthisyearthaninprioryears.Shoppingaccountsforthethird-largestproportionofspending
afterhotel,foodanddrinkspend.
Leisureoperatorsshouldconnectwithlocalprovidersandretailerstodeveloppackagesofofferingsthatofferwider
andricherchoices.
Totakeadvantageofincreasingdomesticandinboundtourism,businessesmightconsiderthefollowing:
Caterforinternationaltastes
Overseasholidaymakerscanhavedifferentsocialandreligiousrequirementsfromdomestictravellers.Having
servicesrecognisingtheseneeds,suchasfreeshuttlebusestoairports,couldhelpoperatorsstandoutfromthe
competition.Startwithsimpleofferings,suchasfreeWifi.
Actdecisivelyonfeedback
Feedbacktakesmanyforms,fromfacetofacetoonline,andithasbecomeincreasinglyimportantforbusinessesto
understandandreacttoit,andpromptly.
Arobuststrategyfortrackingandrespondingtofeedbackwillultimatelyenhancetheguestexperienceandhelpimprovethe
possibilityofrepeatvisits,aswellasreferralsandrecommendationsofyourbusinesstootherconsumers.Theskillistoidentifywhat
themostappropriatetypeoffeedbackisandtothenhaveaneffectiveprocesstomanageandrespondtoit.
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Case study: Park Holidays ParkHolidaysistappingintoagrowingtrendamongstBritishholidaymakersofchoosingtostayalittleclosertohome.
AgrowingnumberofholidaymakersarechoosingtoholidayintheUK.WhilepreviouslyalotofdemandforBritish-basedfamilyholidayswasprice-led,thedemandisincreasinglyquality-led.TonyClish,CommercialDirectorofParkHolidays,saystheresultisthatthecompanyhasbeenabletoinvestinhigh-qualityholidayhomeswithbetterheating,insulation,kitchensandbathrooms,makingtheirsamoreappealingproductandencouragingmorerepeatbusiness.
Welcomeback
Withmanyvisitorsoptingtoreturn,thecompanynowputsalotofemphasisonencouraginggueststocomeback,providingopportunitiestorebookthesameholidayatthesamepricefor12months’timebeforetheyleave.Theyalsoofferrepeatcustomersthechancetoownaholidayhomewithintheparkgrounds,alongwithasubletserviceforthemonthstheywouldn’tneedtouseit,thereforeencouragingmoreregularvisitsandgeneratingincreasedincome.
Goingthedistance
WhileBritishtourismcompaniesareenjoyingincreasedvisitsfromdomestictravellers,additionalfactorssuchasthelengthofvisitorstayandfuelpricescanaffectvisitornumbers.Whereasholidaymakersarehappytotravelforthreeorfourhoursforbreakscomprisingofoneortwoweeks,Tonyhasfoundthatguestswillrarelydriveformorethanoneortwohoursforashortbreak.Asaresult,themaingrowthinshortbreakshasbeengreatestclosetothelargeconurbations,suchasinEssex,SuffolkandKent.
Fuelpricescanalsohaveanotableimpactonbusiness.Whenfuelpriceswerehigh,consumerschosetoholidayclosertohomeandvisitornumbersdeclinedinremoteareas.
Knowyourniche
WithUK-basedtourismprovidersfacinganongoingbattleagainstholidaymakerschoosingtoholidayabroad,thekey,saysTony,istofindanicheinwhichyoucanbuildareputationsothatpeopleclearlyunderstandwhatyouoffer.
Itisalsoimportanttoadapttochangingdemandsinordertomaximiseyourvisitornumbers.WhileParkHolidaysisparticularlysuitedtothefamilymarket,therequirementoutsideschoolholidaysismoreaboutprovidingabaseforvisitorsholidayingwithoutchildren.Asaresult,thosetimeswillseelessofafocusonkids’entertainmentandmoreadult-orientedeventssuchaslivemusicorbingo.
Capturingthecontinentals
Asrecentresultshaveshown,manyoverseasvisitorsarechoosingtostayintheUK’slargecities–London,EdinburghandCambridgebeingamongstthemostpopular–andprovidingachallengeforprovidersbasedincoastalareassuchasHastings,GreatYarmouthandTorquay.
Themainbusinessfromoverseastravellers,saysTony,isfrompeoplecominginonferriestoDoverfromthe‘low’EuropeancountriessuchasTheNetherlands,Belgium,NorthernFranceandNorthernGermanyintouringcaravans.SuchcustomersoftenusenearbyparkssuchasKentastheirfirstnightstopoverand,whileitisnotabigmarket,thecompanyishappytobeinvolvedinbringingoverseasvisitorsintotheUK.
Thekeyistofindanicheinwhichyoucanbuildareputationsothatpeopleclearlyunderstandwhatyouoffer.
TonyClishCommercialDirector,ParkHolidaysUKLtd
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Case Study: Gordon Ramsay Group TheGordonRamsayGrouphasthestructureinplacetohelpitsUKrestaurantsmaximiselucrativeopportunitiesfromtheinboundmarket.
Toengageexistingcustomers–andtargetnewdemographics–companiesmustgetcreativeinprovidingmarket-appropriateinitiativesandexperiences,saysStuartGillies,ChiefExecutiveOfficeroftheGordonRamsayGroup(GRG).Andwhilesomeregionalmarketsretaintheirdistincttastes,theinternationalaudienceisbecominglessinternationalthanitusedtobe.
It’sasmallworld
AsaresultofincreasedmobilitybetweenBritainandtheEuropeanandAsiancapitals,theGrouphaskeptthemenuandstyleofitsBreadStreetKitchenconceptverysimilarinLondon,HongKong,SingaporeandDubai.Thatstyleofofferinghasbecomerelativelyglobal,offeringaninstantlyrecognisableproducttothecapital’sinternationalvisitors.
Today,however,themarketissuchthatcustomersmightwantathreeMichelinstarexperienceonedayandacoupleofstartersinthemoreinformalBreadStreetKitchenthenext.It’shugelyimportant,therefore,forproviderstoconsiderthattheirguestsmightnotallbedifferentperse,butthateachindividualguesthasadifferentsetofneedsonanygivenday.
Allowingindividualrestaurantstooperateindependentlyandstandaloneasseparateconceptswithinacollectionofotherprovidersiskey,saysStuart.TheGroupworkscloselywithitspartnersaroundtheworldtoattractnewcustomersandshowcasetherangeofdifferentconceptsanddiningexperiencesonoffer.
Partnershipsoftrust
TheGordonRamsayGrouphaslongunderstoodthebenefitsofpartneringwiththerighttourismprovider.
TheGroupaimstoestablishandnurturestrongrelationshipswithcustomers.Thisbeginswiththeveryfirsttimeacustomerhearsabouttherestaurant,andcontinuesthroughtotheirfirstdiningexperienceandsubsequentvisits.TheGroup’spartnersarecriticalinenablingittoprovideaconsistent,highqualityserviceinternationally,whileensuringthateachrestaurantstillprovidesauniqueexperienceandstrengthenscustomerrelationshipsthrougheveryinteraction.
Thecustomerrequirementforaseamlessexperiencebetweenhotelsandtherestaurantswithinthemmakesitessentialforpartnerstoshareavisioninordertodeliveranauthenticandqualityexperience.StuartdrawsontheofferinginCaesar’sPalaceasanexample,wheretheGordonRamsayPubandGrillhasusedBritishfavouritesasauniquesellingpointandexpandedtoincludeatakeawayfishandchipbarthatnowservesaround1,000customersaday.
Pleasecomeagain
Whenpromotingyourproduct,thereissimplynosubstituteforgivingpeopleafantastic,value-for-moneyexperience,stressesStuart.ButgettingcustomersinthedooristhefirststepinbuildingtrustedrelationshipsandencouragingrepeatbusinessacrosstheGroup’sotherrestaurants.
Airportandtourist-focusedcollateralcanbeveryeffectiveindrawinginboundvisitorstoGRGsitesneartopopularLondonlandmarksinthefirstinstance.TheGroupestimatesthataround30%ofguestsrepeattheirdiningexperienceyearonyear.With31restaurantsinternationally,theGroupworkshardtomakesureitremainsontheradaroftheincreasinglymobileglobalaudience,whowanttocontinuetheirculinaryjourneyastheytraveltheworld.
StuartGilliesCEO,GordonRamsayGroup
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Key Takeaways• TheincreasedconvenienceandvalueformoneyofholidayingintheUKaredrivingariseinthenumber
ofstaycationsforBritons,withmorethanoneinthreeexpectingtospendmoretimeonholidayintheUKthisyear
• Shortbreaksarethemaintypesofholidayfordomesticvisitors,while21%plantohavetheirmainholidayinBritain
• TheUKhasasignificantappealforinternationaltravellers.Internationalvisitorsspendanaverageof£3,443ontheirholidaystotheUK.VisitorsfromChinaandtheUShavethelargestbudgetfortheirholiday
• Whilethereisatrendfordomesticholidaymakersbookingdirectlywithproviders,overhalfofinternationaltravellersstillpreferusingintermediariessuchasExpedia
• Youngergenerationsarewillingtospendmoreonexperienceandactivities,whilepeopleaged55+spendthemostonaccommodationandeatingout
• Malevisitorsspendmorethanfemalesacrossthemajorityofhospitalityandleisurecategories,includingshopping,watchingprofessionalsport,visitingcinemasortheatres,usinghealthclubs,visitingthemeparksandplayingsportssuchasgolf
• Britishtourismprovidersneedtoconsidermultipleandchanginginternationaltravellers’preferences,suchasfreeWiFi,transportationandreligiousorculturalrequirements
• Theuseofappropriatetechnologycanattractvisitorsandstreamlinecustomerexperience,butmustbebalancedwiththe‘Marmiteeffect’ofsomefeatures,whichcandeterasmanycustomersastheyattract.
TofindoutmoreabouthowBarclayscansupportyourbusiness,pleasecall08000154242*orvisitbarclayscorporate.com
*Callsto0800numbersarefreefromUKlandlinesandpersonalmobiles,otherwisecallchargesmayapply.Tomaintainaqualityservicewemaymonitororrecordphonecalls.
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