90 Miles of Opportunity

Size: px

Start display at page:

Download "90 Miles of Opportunity"

Verity Clarke
5 years ago
Views:

1 90 Miles of Opportunity Snow Roads Topline summary of research findings Jennifer, Project Manager of the Snow Roads with the CBP Catherine, Senior Research Executive at STR Global 2017 STR, Inc. All Rights Reserved. Any reprint, use or republication of all or a part of this presentation without the prior written approval of STR, Inc. or STR Global, Ltd. trading as STR (collectively STR ) is strictly prohibited. Any such reproduction shall specifically credit STR as the source. This presentation is based on data collected by STR. No strategic advice or marketing recommendation is intended or implied.

2 Introduction to the Snow Roads Snow Roads is a 90-mile journey which winds its way from Blairgowrie to Grantown-on-Spey. It has a number of unique selling points including three architectural installations which have been placed at viewpoints along the route. The Cairngorms Business Partnership (CBP) secured Scottish Enterprise funding to take the project into its next stage and is working on a two year project to catapult it into a must-do destination in its own right. PROJECT OUTPUTS Research. Branding and local story collation. A digital toolkit. Numerous events for local businesses. Engagement with the travel trade. Mystical scenery, historical attractions and cosy pubs along the way to warm up. In short, it's a place to dream.

3 Research approach Overview The research approach comprised of six core components including desk research, an online survey with key markets, qualitative research with visitors in the Cairngorms and interviews with local businesses, niche groups of interest and relevant tourism industries DESK RESEARCH & COMPETITOR REVIEW KEY MARKETS SURVEY VISITOR QUALITATIVE FEEDBACK NICHE MARKET PERCEPTIONS INDUSTRY VIEWS LOCAL BUSINESS VIEWS

Key Insights from online survey/key markets Method: 15 minute survey, 1350 respondents Key markets: Scotland, Rest of UK, US, France, Germany, Netherlands Pen portraits for each key market: Visitors

4 Key Insights from online survey/key markets Method: 15 minute survey, 1350 respondents Key markets: Scotland, Rest of UK, US, France, Germany, Netherlands Pen portraits for each key market: Visitors from the US were the most likely to find the concept of the Snow Roads appealing. Beautiful scenery, places of natural beauty and places to stop along the way are considered to be the most important factors for an enjoyable road trip. Interaction with local culture is more important for US & French travellers. Overall, historical was the most common descriptor followed by peaceful and authentic. Scotland and rest of UK were the most likely to associate CNP with unspoilt. Overall visitors would expect to spend 2-3 days exploring the area/route (42%). Subjects visitors were most likely to want more information on were castles along the route and information on accommodation and restaurants. It is an opportunity to escape the dreary and monotonous life in the city and reawaken the soul in a place teeming with history and mystique. Viewing the pictures, I imagine myself coming face to face with figures from the past and a more peaceful time. (US) It seems to be a good road to discover the nature of Scotland, the real history and local people. (FRANCE)

5 Attitudes to road trips Important factors Beautiful scenery, places of natural beauty and places to stop along the way are considered to be the most important factors for an enjoyable road trip Total Scotland Rest of UK United States Germany France Netherlands Beautiful or interesting scenery along the route 89% 91% 90% 94% 84% 87% 86% Places of natural beauty / countryside to stop at along the way 88% 86% 87% 95% 83% 90% 87% Places of interest to visit along the way 84% 79% 82% 96% 83% 84% 79% Ability to stop at villages or towns for a few hours / a day Availability of restaurants / bars / cafes at regular intervals 81% 80% 85% 92% 72% 83% 74% 73% 73% 75% 90% 67% 65% 64% A good range of overnight accommodation 72% 67% 74% 88% 70% 67% 65% Photo opportunities at various points along the route 69% 66% 63% 86% 60% 78% 64% Signage along the route 66% 74% 71% 83% 51% 61% 52% Good quality restaurants available 66% 66% 67% 85% 53% 59% 62% Ability to meet local people / learn about local culture 65% 48% 59% 79% 70% 76% 61% Availability of camp sites along the route 35% 30% 29% 44% 37% 46% 26% Availability of digital / audio guides for the route 27% 20% 18% 50% 27% 33% 17% Interaction with local culture is more important for US & French travellers Q. Thinking about what would make a road trip an enjoyable experience, how important are each of the below factors?

6 Information gaps Subjects visitors were most likely to want more information on were Braemar and Corgarff castles and information on accommodation and restaurants. Castles are particularly popular with potential US visitors. Total Scotland Rest of UK United States Germany France Netherlands Braemar Castle 34% 32% 32% 45% 34% 30% 32% Information on hotels / accommodation 31% 32% 32% 36% 30% 30% 29% Corgarff Castle 30% 18% 29% 41% 33% 34% 26% Information on restaurants / cafes 30% 29% 28% 41% 26% 32% 24% Crathie Kirk & Balmoral Castle 29% 16% 32% 40% 34% 25% 30% Balmenach Distillery 23% 15% 21% 31% 29% 27% 20% Royal Lochnagar Distillery 23% 18% 18% 31% 28% 30% 15% Gairnshiel Bridge 20% 14% 18% 30% 23% 22% 14% Well of Lecht 18% 16% 21% 29% 16% 14% 13% Burn O Vat Visitor Centre 16% 17% 19% 24% 11% 14% 9% Cateran Trail Long Distance Path 15% 14% 15% 21% 13% 15% 9% The Watchers installation 14% 15% 13% 27% 10% 13% 9% Glenshee Ski Centre 10% 10% 11% 21% 5% 9% 4% Connecting Contours installation 10% 10% 11% 16% 6% 12% 4% 'Still installation 9% 6% 11% 14% 6% 11% 4% Lecht Ski Centre 8% 6% 8% 15% 6% 9% 5% None of the above 27% 34% 30% 15% 21% 25% 37% Q. Thinking about the leaflet, is there anything that you would like any more information on?

7 Key Insights from local businesses METHOD: minute interviews (telephone & face to face) SAMPLE: 10 local businesses Businesses are generally supportive of the Snow Roads (87% according to the CBB) with 78% claiming to be aware of the initiative. 87% Concerns around the unknown impact of the Snow Roads, some unsure as to the extent to which they need to plan for increased footfall and whether it will offer a return on investment. Many local businesses are very passionate and knowledgeable about the local history of the area and feel this could be brought out more for visitors. Marketing the Snow Roads as a place and not a route was a common suggestion. LEARN LESSONS FROM CHALLENGES OF TOURISM ELSEWHERE POSITION AS A PLACE NOT A ROAD AWARENESS NOT CREATION There s lots of history. More could be made of the Jacobites. People love that feel of real Scottishness, adventuring spirit. People connect with it that sense of adventure. Coming out of their safe home and into the wilderness of Scotland. I wouldn t explain it as a route. Because a route is getting from A to B whereas I see the snow roads being a place. So it s an area of Scotland and the road is a way of connecting pieces within that destination. So I think the word route actually could be damaging.

8 August Fieldwork: 49 visitors

9 Visitor Groups key insights FAMILIES Families need to break up their journey and are looking for ways to entertain children with music and spotting signs, wildlife and landmarks. An augmented reality app that can provide information such as historic appealed strongly. For large family groups finding appropriate accommodation can be a challenge. OLDER VISITORS A visit to the Park has become a tradition for many older visitors. They want to enjoy nature and information on accessible walks is important to them. The natural beauty of the Park and the wildlife are important drivers as well as attending events. Meeting their changing needs i.e. more accessible walk routes and signage for toilets will become increasingly important. These visitors are also more likely be members of the National Trust.

10 Visitor Groups key insights OVERSEAS VISITORS Enjoy interactions with local people and culture. Many start in Edinburgh and if on a longer trip stay in the CNP for 2/3 days then visit Skye, Inverness, West Coast. Overseas visitors were more likely to associate Snow Road with winter and skiing. Sending photos to family back home was a more common need. More likely to research before visiting often by reading guide books. YOUNG ADULTS More likely to be participating in a wider range of outdoor sports including hiking, swimming, cycling, and golf. Often plan each day as it comes. Interested in the potential Snow Roads apps and digital tools. More likely to view facilities as hit and miss (particularly cafes / restaurants). Signs important for these visitors to explore.

11 Four key themes/needs emerged from speaking with visitors in the park The fresh air is good for the soul. Especially if you work in the city and look at a computer all day. I like all of the history and all of the signage. I like to know more about what I am looking at but it s important that it is done subtly and not in your face. It s important not to be overbearing on what is beautiful and quite low key. DISCONNECTING FEELING LOCAL PROMOTE AND PROTECT NOSTALGIA Some bikers get a bad reputation and they get a bad name but you come to places like this (Braemar) and the staff are friendly and they start to learn your name. We feel local when we come here. We ve been countless times, coming for 40 yrs, not every year but over that period of time. The beauty brings us back but originally it was Pine Cottage, we like the place. We used to take our boys to it. Now we bring our granddaughter.

Digital engagement opportunities A number of lessons can be learned from the research results to help inform our digital toolkit: CONSIDERATIONS Potential to offer both high and low tech ways to

Entertainment for families or the introduction of a game could be appealing. Language preferences for international visitors should be considered.

12 Digital engagement opportunities A number of lessons can be learned from the research results to help inform our digital toolkit: CONSIDERATIONS Potential to offer both high and low tech ways to deliver the same information. It should be a tool to better understand the history and the geology in the area. We should aim to enhance the experience but in an un-intrusive way. Entertainment for families or the introduction of a game could be appealing. Language preferences for international visitors should be considered. Using humour and hearing local accents is also of interest. We are working with the best digital experts in the country to develop a web presence and an application for the Snow Roads. It definitely appeals, like the brown signs -we always watch out for those. It would be useful to have an app that points them out. GPS In a place like this you would want to take everything in that is around you and not take in anything artificial. if it enhanced the trip you were already on and you were using a sat nav in the car then it is a natural extension of that compared to if you were out walking and you got out your phone.

13 Snow Roads next steps We are delighted to be working with Forty Two Studio and Lateral North to work in community engagement and brand identity projects. We are running workshops on our research results in Blairgowrie, Dinnet and Grantown on Wednesday 29 th and Thursday 30 th of November. This will give an overview of findings and help businesses consider how they might use them to inform their marketing strategy. A sign-up sheet is here today.

Consumer Travel Insights by STR

Consumer Travel Insights by STR Traveller Journey Overview Report 2019 STR, Inc. All Rights Reserved. Any reprint, use or republication of all or a part of this presentation without the prior written approval