Perceptions of Jersey: Research

Jersey Perceptions Research

January 2011

© 2011 Arkenford Ltd

Objectives

• Develop a clear understanding of:

– Current visitors

– Potential visitors

– Perception of Jersey

– Competitive positioning of Jersey

• Specifically:

– Awareness and perception levels

– Benchmark Jersey against other UK and overseas destinations

– Identify motivators and attractors



• Strong, active, confident and stylish

• Do what they want rather than follow any particular fashion

• Risk takers – a desire for things that are new and different

• They like new challenges, both physical and intellectual

• Life for this group is full and active, but with an appreciation of art and culture

• Comfortable trying new things that are out of the ordinary

• Happy to adopt traditional values when appropriate

• Find it easy to justify buying expensive alternatives

• High-spending market

Innovative and independent


• Like to take their information from other sources rather than discover things for themselves

• Prepared to spend money on luxury which tends to mean more things

• Brand and style are more important than functionality or individuality

• Not the first to adopt new products but they will be ahead of the majority of the market

• An active segment that is moderately interested in intellectual pursuits, arts and culture

• Keen to follow along when a fashion has been established

Innovative and mass market


• Strongly influenced by their peers and by the media

• Unlikely to value things that are new and different

• They will try things that are new to them as individuals

• A similar aversion to what might be considered old fashioned as Style Hounds, but much less interest in ‘new’ options

• Avoid risk and will take up options when others have shown they work

• Lag behind other groups when it comes to new products and services

• Little interest in intellectual challenges, arts & culture

• Service means freebie extras like Satellite TV and sun beds thrown in

Sustainers and mass market


Functionals

• Self reliant

• Very price driven and value functionality strongly over style

• Traditional values

• Not prepared to pay for fashion, style or ‘individuality’

• Not early adopters of new ideas

• Interested in new experiences, and happy to try things new to them

• Enjoy intellectual challenges, traditional ‘arts and culture’

• Resistant to spending

• Service is something that they expect as opposed to something they will pay extra for

Sustainers and independent


Discoverers

• Independent individualists

• Not worried about what others might think

• Little influenced by style or brand unless it represents their personal values

• Value technology, new products, services and experiences

• Function far out rates style as a purchase driver

• High spenders on what they want – but intolerant of substitutes or image based advertising

• Enjoy intellectual challenges but ‘arts and culture’ are often negatively perceived

• Value good service – which means enabling them to do what they want

• Live a relatively relaxed pace of life

Independent and innovative


• Self reliant and independent

• Hold traditional values

• Unlikely to justify spending on expensive alternatives.

• Value more traditional established brands

• Functionality is far more important than style and individuality

• Value, and will pay for, good service, which for them means recognition and individual attention

• Enjoy intellectual challenges, arts and culture

• Relaxed pace of life

Independent and sustainers


Style Hounds

• Very brand/ fashion conscious

• Do not want to be seen as old fashioned

• Early adopters

• Will pay for better service – which to them means ‘more to do’ or more fun

• No real interest in ‘sophisticated’ arts, or cerebral activities

• Fun and excitement is what defines a good time

• Risk takers - they live a full and active life

• Like to be part of the latest trends

• Strongly influenced by others

• Ready to spend money

Innovators and mass market


• Strongly traditional

• Strongly resistant to change preferring the familiar

• Value a more relaxed pace of life

• Purchase decisions made on function

• Fashion has little meaning to them

• Very risk averse and show little interest in new options or opportunities

• No interest in arts or culture

• Spend little money, on brands or service

• Find it hard to justify expense of any sort

• Often have limited income

Mass market and sustainers

Key Findings


Destination appeal

• Devon and Cornwall always appear at the top of league tables for destination appeal

• Jersey is up there in the top 5

– More second tier than top tier

• More than a third of the market have no strong opinion

– More easy to persuade than those with negative perceptions


Jersey Visitors

• Age does not define whether someone is likely to have visited

• As with many travel surveys the older age groups are more likely to have visited

– Had longer to experience more destinations


Jersey visitors

• Distance does impact on how likely it is someone will have visited Jersey

• Recent visitors are more likely to come from the South East and South West

– Quickest and frequent direct links from these two regions

• People who have never visited are most likely to come from the Northern parts of the UK


Jersey visitors

• Cosmopolitans are the segment most likely to have visited Jersey in the past 5 years

– They are the most active in the travel market

• Traditionals, Functionals and Habituals have a higher propensity to have visited more than 5 years ago

• The segments least likely to have visited tend to be the externally referenced segments

– If they haven’t been told how great a destination is then they are unlikely to visit


Gap analysis

• Traditionals represent a key mismatch

– 62% state it is their type of place

– 5% have visited in the past 5 years

• Discoverers sit very close, but slightly below the average

– Based on the current product offer there is a good opportunity to increase appeal and visits among this segment


Package or independent trips

• There is an even spread of package and independent intentions for Jersey trips

• Younger people are slightly more inclined to book independently and older to book a package

• Habituals are the most likely to book a package

– Creatures of habit

• Those who have never been to Jersey have a slightly higher propensity to book a package

– Security?


Suitability of Jersey for holiday types

• Jersey is perceived to be better for a short break compared to a holiday of 5+ nights

• More of a relaxing destination than an active destination

– This may be down to fun physical activities being generally more niche than relaxing


Physical characteristics

• Taking 70% as benchmark, anything above this line can be deemed a strong perception

• Recent visitors and visitors from more than 5 years ago, as expected, have a good idea of the physical characteristics of the island


Product offer

• Current strong associations with walking, beaches, quality local produce and wartime sites

• To attract Cosmopolitans raise awareness of fine dining, shopping and events and festivals

• To attract Traditionals raise awareness of gardens and other historical sites


Functional statements

• Recent visitors and longer visitors know that Jersey is safe, easy to get around and has a milder climate than the UK mainland

• Recent visitors also see it as easy to get to and has quality accommodation


44%History & heritage Luxury/warm

Belgium

Brittany

Capri

Cornwall Devon

Guernsey

Isle of Man

Isle of Wight

Jersey

Monaco

Normandy

Northern Ireland

Scottish Highlands

Scottish Isles

Southern Ireland

Arts & Cultural Events

Beaches

Good food / restaurants History & heritage

Lively nightlife

Local Produce

Lots of attractions

Luxury spas

Modern Quality accommodation

Stunning scenery

Sun / good weather

War Time / Military History

Water sports

Relaxed/beaches

25%

Scenery/lively

Competitive destination set

• Jersey is primarily associated with beaches

• The position near the centre of the map suggests that Jersey offers many of the products but is not as strongly associated with them as other destinations

– E.g. war time history people are most likely to think of Normandy

• 3rd dimension (not shown on map) is strongly associated with beaches and watersports

– Devon, Cornwall and Isle of Wight have stronger associations for this dimension


Summary

• Jersey is an appealing destination but not to the same extent as tourism hotspots like Devon or Cornwall

• Appealing to older independent segments

– Cosmopolitans and Traditionals

• Jersey does not have particularly strong associations compared to other destinations

– War History strongly associated with Normandy

– Scenery with Scottish Highlands

– Beaches and watersports with Devon and Cornwall

• Strongest association with good quality of life and a coastal product

– Good quality of life also increased perception of expensive


Summary

• Not seen as a year round destination

– Approx. 10% would consider it suitable for a winter break

– Common when a coastal offer is one of the destinations key products

• Advertising helps to increase appeal

– Price message universally appealing

– Pictures need to be targeted at the correct audience

Who to Target?


• Ongoing strategy need to combine retention with acquisition

• Current market like what they see … so room to grow ‘more of the same’ types of trip or develop campaigns to make them return

• Some new segments of the market could be attracted to Jersey for different reasons / with different messages … room to grow ‘new’ visitors

Current Visitors vs Target Visitors


• Ongoing strategy need to combine retention with acquisition

• Current market like what they see … so room to grow ‘more of the same’ types of trip or develop campaigns to make them return

• Some new segments of the market could be attracted to Jersey for different reasons / with different messages … room to grow ‘new’ visitors

Current Visitors vs Target Visitors


• Strong current market

• Like good quality / upmarket experience

– Exclusivity of Jersey

• Type of experience to sell on

– Short break / recharge the batteries

– Plenty to see and do while on the island

– Good food / wine

– Alternative / different to other UK destinations

Innovative and independent


• Current / Lapsed Visitors

• Year round market (as likely to travel shoulder period)

• Like good quality … and good service this brings

• Independent mid and high quality hotels have appeal

• Play on the safety of the island

– Safe choice / know what to expect

– Also a safe environment

• Experience they are looking for

– Peace & relaxation

– Exploring the island / touring

– History & heritage

– Gardens and gentle walking

Independent and sustainers


Discoverers

• Potential new market

• Like independent offer

• Quite big foodies

• Like new / different cultures / ways of life (Anglo / French mix)

• Experience they are looking for

– Getting away from it all

– Learning / education

– War Tunnels / Durrell both of interest

– Outdoor activity … walking trails

– Physical activities … watersports / cycling

– Alternative / different to other UK alternatives

Independent and innovative


Functionals

• Some knowledge and perception of Jersey …

• … and a product that we know can fit their needs

• Likely to buy on price … especially if they can see value to them

• Unlikely to book package deal / trip

– Preference for self catering / B&B accommodation

– Simple restaurants that show off local produce

– Like the outdoors … walking / rambling / beaches / castles etc …

– … exploring the island using the Jersey Pass

Sustainers and independent

How to Target?


Marketing Strategy

• Heart of the strategy is the TV Campaign

– Key purpose is to create and raise awareness of Jersey

– Reinforce key values

– Overarching across all segments

– Messages that all segments can relate to


Needs to educate, engage & exciteTargeted new audience

Strategic campaigns … targeted at specific segmentsDevelopment of specific campaigns Use of new media / online approach

Suited to target segmentJersey Tourism led supported by industry

Marketing Strategy

Needs to reinforce offerUnderpinning TV activity

Targeting existing and lapsed visitorsTactical / price led marketing & messages

Driving ‘more of the same’ visitorsReinforcing Jersey offer

Industry Led supported by Jersey Tourism

Retention Strategy Acquisition Strategy

Primary Target Segments;Traditonals, Functionals,

Primary Target Segments;Cosmopolitans, Discoverers

(Lapsed) Traditionals

Travel

Perceptions of Jersey: Research