A Reckless Industry Report: Leisure & Hospitality. Section 1: Summary reckless.agency

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1 A Reckless Industry Report: Leisure & Hospitality Section 1: Summary

2 Introduction The report is based on a survey of 2,000 people based in the UK. Its aim was to discover more about the behaviour of domestic tourists. This report explores which type of tourist attraction is the most and least appealing to various demographics across the UK. We also analysed if Britain s best-rated tourist attractions utilise social media to better engage with potential visitors. Tourist Attractions & Domestic Visitors The UK domestic tourism sector is valued at 127 billion. It is a buoyant marketplace that continues to strengthen. This is due to the rise in staycations as a result of a struggling economy and exchange rates abroad. Tourist attractions have a significant impact on the industry, as they encourage tourists to make additional spends within many businesses, such as hotels, restaurants and transport. As it is likely that the UK will rely more heavily on domestic tourism in the near future, exploration of the relationship that domestic visitors have with different types of visitor attractions in the UK is of importance.

3 We explore: 1. Profiling the Domestic Tourist 2. The Role of Digital in the Tourism Industry The most appealing type of tourist attraction The preferred methods of consumer research The frequency of domestic tourism How tourist attractions use social media The monthly average spend of domestic tourists The future of digital in the Tourism Industry

4 Key Findings Sights & Landmarks are the most appealing type of tourist attraction and Amusement Parks the least year old stated that Zoos & Aquariums appealed the most and Sights & Landmarks the least There is a correlation between the level of the regional prevalence of attraction types and overall regional preferences A majority of people will visit their favourite type of tourist attraction every 2-3 months Those residing in the North East of England are the least likely to visit their favourite type of tourist attraction on a regular basis Those who are self-employed are the most frequent domestic tourists A majority of people spend between 1-50 visiting tourist attraction every month Students prioritise value for money the least and focus on level of enjoyment the most Before visiting a tourist attraction most people check the website and look for discounts A large majority did not engage with tourist attractions on social media before visiting Those aged 45 and over still favour desktop devices over hand held mobile phones or tablets when researching information

5 Key Findings Outdoor Activities had the lowest social media engagement across Twitter, Facebook and Instagram and Nature & Park the most overall In Northern Ireland, Scotland and Wales, tourist attractions have the highest level of engagement on Facebook England appears to have the greatest level of social engagement on Instagram but this is heavily influenced by the high number of people who follow iconic London Sights & Landmarks

6 About Reckless Founded in 2007, Reckless was born out of a passion to create more engaging digital experiences, pulling brands and customers closer together. Nine years on, Reckless has matured into an award-winning digital marketing agency with offices in Chester, London and Paris. We are proud of the clients we work with and the projects we create, forging lasting relationships to develop their digital offering and truly understand their own customers needs. Our passion is people. We love learning about what makes them tick, what keeps them close to you and developing digital experiences that keep them engaged with your brand. We look to convert today and retain tomorrow. To learn more about Reckless, including our work, our team and insight publications visit