The evidence for coastal wellness tourism. Destination Feelgood, Max Clapham, BDRC Continental

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Lillian Ramsey
5 years ago
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1 The evidence for coastal wellness tourism Destination Feelgood, Max Clapham, BDRC Continental

2 Developing coastal wellness tourism Some reasons why Community benefits A sizable sector A premium opportunity Uplift to other holidays An off-season market Some opportunities how A partnership approach The coastal advantage Connect brand to trip drivers Self-development the visitor experience 2

3 Why It s a sizable sector 1 in 5 of us take at least one dedicated wellness break a year where the primary purpose is to take part in activities and/or use facilities that enhance health and wellbeing. Life stage % ever taken a wellness break 66% never taken a wellness break Any overnight trip Short -break Main holiday Day break % taking wellness breaks at least once a year 3

4 Why.already a significant niche for coastal destinations Nearly 1 in 10 overnight trips to coastal destinations are wellness focused breaks % They are more skewed toward short-breaks than other holiday types. Projected to grow worldwide nearly 50% faster than overall global tourism. (SRI international) Hedonistic 36% Wellness Standard 5% Holiday purpose of most recent coastal trip Short-break (1-3 nights) Longer breaks (4+nights) 4

Why A premium opportunity attracting a higher spend with some acceptance of that premium Wellness tourism injects a significant like for like premium into coastal economies compared to other holiday

5 Why A premium opportunity attracting a higher spend with some acceptance of that premium Wellness tourism injects a significant like for like premium into coastal economies compared to other holiday types. MEAN SPEND PER VISITING PARTY IN DESTINATION (exc. travel) ALL: 534 Short Break: 366 Long Break: 26 Mean holiday spend 61 I would pay for more for a wellness holiday than other types of holiday of similar duration More acceptance of premium from family life stage. Accommodation expected to stay in on a wellness holiday compared to other holiday types % agree % disagree 31 Holiday 36% trends 24% report 3 4 Mean holiday spend 542 Mean holiday spend 518 Really no trading down for wellness. % more premium % more budget 40 Holiday 31% trends 6% report 5

6 Why Developing a wellness proposition enhances a destinations proposition for all visitors Wellness tourists do more on holiday but wellness activities are not the preserve of wellness tourists Example: Learning & development Based on circa 14 million annual domestic trips: 400K wellness 500K standard Net: Shopping /retail Net: Eating/ drinking Net: Activities done on holiday Physically active Cultural Active Outdoors Spa & Beauty Spiritual 6

7 Why An off-peak season market Strong shoulder season opportunities with a third of holiday makers consider a wellness break in Spring & Autumn % Jan-Feb Mar-April May-June July-Aug Sep-Oct Nov-Dec Fairly Likely Very Likely Net: Likely Likelihood to go on a wellness holiday in..

8 How Play to the coastal advantage for wellness Majority instinctively equate wellness tourism to a coastal location. Holliday Trends survey Coast Being by the sea makes you feel like you re totally somewhere else (Prefamily) When I need peace I always picture the sea, just the sea moving around, it s so beautiful. Peace the sound of the sea (Family) You ve got the dramatic scenery, the noise of waves crashing and cliffs, that s exciting (Empty nester) Inland Rural Inland Town 4 3 Wellness location instinctively preferred

9 How Better connect coastal brands to wellness Perceived Top 10 Overall Perceived Top 10 Coastal Lake District 55 St. Ives 33 Bath 44 Isle of Wight 31 Peak District 39 Whitby 22 Yorkshire Dales 39 Torquay 21 Cotswolds 36 Bournemouth 16 St. Ives 33 Brighton 16 Isle of Wight 31 Padstow 16 Harrogate 28 Weymouth 15 Buxton 26 Bude 15 North York Moors 24 Scarborough 14 Norfolk Broads 24 % saying YES, a good wellness destination 9

10 How By focusing marketing to the attributes wellness tourists consider most important when choosing their destination PRIMARY 15 SECONDARY TERTIARY Natural setting of the place Quality spa facilities Quality local food/dining Premium accommod ation Healthy food Vibrant cultural offer Authentic local experiences Mind & body classes Soft adventure activities Attribute importance on wellness break consideration 10

success as a wellness destination Wellness delivery &

themselves, gain a sense of achievement & enrich the

environment Rest & relaxation Facilities delivery

11 How Giving visitors the opportunity for Self-development is critical to achieving long term success as a wellness destination Wellness delivery & self development rated lower by coastal visitors than other factors. IMPROVE: PRIORITY Help visitors connect with, reinvent themselves, gain a sense of achievement & enrich the mind Self development MAINTAIN: PRIORITY Natural environment Rest & relaxation Facilities delivery Importance to coastal experience Wellness delivery IMPROVE: SECONDARY MAINTAIN: SECONDARY Rating of Coastal Experience for factor 11

How Consider how well your destination enables self-development for each target audience you seek to attract Top activities connected with selfdevelopment 1st Aerial-based based adventure activities

12 How Consider how well your destination enables self-development for each target audience you seek to attract Top activities connected with selfdevelopment 1st Aerial-based based adventure activities 2nd Nature activities Swimming 3rd 1st Aerial-based adventure activities Eat at fine dining restaurants Cycling 2nd Nature activities 1st Nature activities 2nd Visit markets for local souvenirs/ goods 3rd Seek places for solitude and contemplation Yoga/ mediation, tai chi Botanical gardens 12

13 Wellness tourism is for all And there is a wellness tourist inside everyone 13

Tourism Trends. Sharon Orrell October 2013

Tourism Trends. Sharon Orrell October 2013 Tourism Trends Sharon Orrell October 2013 Apr-06 Jun-06 Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08 Jun-08 Aug-08 Oct-08 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09