Tourism Business Monitor Accommodation Report. Wave 5 Mid-September until the end of October

Transcription

1 Tourism Business Monitor Accommodation Report Wave 5 Mid-ember until the end of October

2 Background, objectives and research method Tourism Business Monitor designed to measure, monitor and understand tourism business performance and confidence and the factors which influence them. Amalgamation of two previous surveys discontinued at end of 2011: England Attractions Monitor Accommodation Business Confidence Monitor Telephone survey conducted five times per year immediately following key tourism periods among: c. 500 accommodation establishments (c. 250 serviced / c. 250 non-serviced), including mix by region, establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites. c. 300 visitor attractions including mix by region, attraction type, size (measured by annual visitor admissions) and free / paid admission. Questions on hot topics included on a periodic basis. Fieldwork dates: : 3-9, reviewing mid-ember until the end of October : 8-, reviewing the period from mid-july up until the end of the summer holidays July : -20 July, reviewing the period after the Easter holidays up until mid-july : 24-1 May, reviewing the Easter period Jan : 6-12 January, reviewing the Christmas and New Year period : 4-10, reviewing mid-ember until the end of October : 9-, reviewing the period from mid-july up until the end of the summer holidays Jul : July, reviewing the period after the Easter holidays up until mid-july : il, reviewing the period from January until the end of the Easter holidays Jan : 7- January, reviewing the Christmas and New Year period

3 Accommodation sample targets (total 500) % Serviced Accommodation Non-serviced Accommodation 100 Hotels 150 Guest Houses / B&Bs 150 Selfcatering 100 Caravan / Campsites North (North East, North West, Yorkshire) Midlands (East Midlands, East, Heart of England) South (South East, South West) London hotels with over 100 bed spaces 60 guest houses / B&Bs with over 10 bed spaces 35 self-catering with over 10 bed spaces 40 caravan / campsites with over 100 bed spaces This is the target sample for each wave, reflecting the profile of accommodation in England. There are minor variations wave on wave, which are corrected by weighting the profile if needed. 3

4 Key Findings Accommodation businesses have fared well during the post-summer holiday period, resulting in a 5% increase in visitor numbers overall. This in turn has buoyed year-to-date figures, with an overall increase in visitors of 4% for the year so far. Good advanced booking levels for the forthcoming period has also boosted confidence and businesses are generally feeling more optimistic about the run up to the end of the year than they were at this point last year. All accommodation types have seen increases amongst all visitor types, but more markedly for repeat visitors. A successful year so far has boosted the YTD figures, with 63% saying visitor figures are up compared with the same time last year. Less than 1 in 5 accommodation businesses have reported a decrease in visitors for this latest period, which is an improvement on this time last year. The majority of hotels continue to see increases in visitors for this latest period, and for the year-to-date 83% and 80% respectively; their most successful period in terms of visitor increases since pre-il. Similarly, the highest proportion of seaside businesses since pre-il have reported visitor increases for this latest period, possibly influenced by the clement weather recently. As a result of the positive performance over the recent period, satisfaction levels are higher than they were in amongst all business types. Advance booking levels have dipped since the period but are higher than at this same time last year, when % of businesses said booking levels were very good compared with 21% this year. Advance bookings are markedly down amongst caravan/campsites on the approach to the Winter season at their lowest level since pre-jan. Confidence levels, however, are higher for all business types than at this same time last year and optimism for the year as a whole remains high. Almost 2 in 5 businesses overall say they are definitely aware of the Rugby World Cup, and this unsurprisingly rises to half of businesses within Rugby World Cup regions. Of those aware of the Rugby World Cup, 1 in 5 were definitely aware of any RWC games or affiliated events in their area. Although low levels, slightly more businesses in Rugby World Cup areas are reporting more enquires/bookings than usual for that period than those in non-rugby World Cup areas, suggesting that the Rugby World Cup may already be having a direct influence on accommodation bookings. 4

5 Business Dashboard 5

6 Business Performance Dashboard: Accommodation VISITOR NUMBERS Visitor numbers (%) Versus same period previous year Down Same Up Visitor numbers for period from mid- until the end of Oct compared with same period (%) Hotels Guest house/ B&B Self-catering YTD Caravan/ camping SATISFACTION Satisfaction (%) Satisfied with business performance Not at all Not very Satisfaction with Performance during period from mid- until end of Oct (%) Hotels Guest house/ B&B Quite Very Self-catering YTD Caravan/ camping Q3/4, Q6, 7/8, 10 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE : Mid-ember until the end of October 6

7 Business Confidence Dashboard: Accommodation Very confident Fairly confident Jan 2012 Easter 2012 June 2012 July Jan July Jan Jul Very confident Fairly confident Hotels B&B Self catering Caravan/ Camping Q PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE : Up until the end of the year 7

8 Visitor Profile 8

9 Changing Visitor Profile (year-to-date vs. previous year): Accommodation Up Same Down NET: Up - Down Domestic visitors Jan Jul Up Down Jan Jul Up Down Overseas visitors Jan Jul Jan Jul Repeat visitors Jan Jul Up 46 Down Jan Jul Q12 9

10 Changing Visitor Profile (year-to-date vs. previous year): Accommodation type All accommodation types have seen increases amongst all visitor types, but most markedly for repeat visitors Up Same Down Domestic visitors () Hotels Guest Houses / B&Bs NET: Up - Down Domestic visitors Self-Catering Caravan / Camping Overseas visitors () Hotels Guest Houses / B&Bs Overseas visitors Self-Catering Caravan / Camping Repeat visitors () Hotels Guest Houses / B&Bs Repeat visitors Self-Catering Caravan / Camping Q12 10

11 Past Performance 11

12 Visitor numbers: Year-on-year changes A successful year so far has boosted the YTD figures, with 63% saying visitors are up compared with the same time last year. Less than 1 in 5 have reported a decrease in visitors for this latest period, which is an improvement on this time last year. % Up Slightly up Exactly same YTD Slightly down Down Up -10 Down Jan July Jan Jul PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE : Mid-ember until the end of October / : Mid-July up until the end of the summer holidays/ Jul : After Easter holidays up until mid-july / : Easter period / Jan : Christmas and New Year period Q3/4, Q7/8 12

13 Visitor numbers: Year-on-year changes by accommodation type Down Slightly down Same Slightly up Up The majority of hotels continue to see increases in visitors for this latest period, and for the yearto-date 83% and 80% respectively. Although not faring quite as strongly as hotels, at least half of all B&Bs, self-catering and caravan/campsites have reported that visitor numbers are up for this latest period, and also for the year-to-date. % Hotels % B&B % % Self catering Caravan/ Camping YTD YTD YTD YTD Q3/4, Q7/8 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE : Mid-ember until the end of October

14 Changing business performance: By accommodation type & bed spaces All business types have performed better over this latest period compared with the same time last year particularly larger businesses with hotels reporting their most successful period since pre-. As a result, satisfaction levels are higher than they were in. ACCOMMODATION TYPE % Visitors up on last year Jul Jan Jul Hotel Guest / B&B Self catering Caravan / camping % Very Satisfied Jul Jan Jul BED SPACES % Visitors up on last year Up to 10 bedspaces bedspaces Over 100 bedspaces % Very satisfied Jul Jan Jul Jul Jan Jul Q3/4, Q6

15 Changing business performance: By accommodation location The clement weather during this latest period may have influenced visitor figures, particularly amongst seaside and city businesses, with the highest proportion of seaside businesses reporting visitor increases since pre-il. Although satisfaction levels have dropped for businesses in all locations except small town, they are still higher than reported at this time last year. % Visitors up on last year % Very satisfied Seaside Large town or city Small town Countryside / village July Jan Jul July Jan Jul Q3/4, Q6 15

16 Visitor Numbers: Year-on-year changes (%) Accommodation businesses have fared well during the post-summer holiday period, resulting in a 5% increase in visitor numbers overall. This in turn has buoyed year-to-date figures, with an overall increase in visitors of 4% for the year to date compared with last year. % YTD Increase Over 50% 31-50% 21-30% 11-20% 5-10% Less than 5% Decrease Less than 5% 5-10% 11-20% 21-30% 31-50% Over 50% Average % change In visitor numbers 5% 4% Q5, 9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE : Mid-ember until the end of October 16

17 Visitor numbers: Degree of year-on-year changes by accommodation type The hotel sector continues to fare the best, seeing an 8% increase in visitors both for the latest period and for the year so far. All other accommodation types have also seen increases in visitors, although self-catering have reported slightly less for this latest period compared with others. Increase Over 50% Hotels 11 YTD 20 B&B 6 12 YTD % 21-30% 11-20% 5-10% Less than 5% Decrease Less than 5% 8% 8% 5% 5% 5-10% 11-20% 21-30% 31-50% Over 50% Average % change Self catering 6 10 YTD Caravan/ Camping YTD % 5% 4% 4% Q5, 9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE : Mid-ember until the end of October 17

18 Positive verbatim comments on business performance: Accommodation We had a refurbishment in the reception area which has lead to more positive feedback and recommendations. The rooms are full and the restaurant is doing well The number of leisure guests are increasing which benefits us There have been more business trips staying with us in comparison to last year Our accommodation is located close the National Trail and that has noticeably benefited business performance. Q11 18

19 Negative verbatim comments on business performance: Accommodation There have been less weddings this year than last year which has really affected our business Slow, partly due to the weather and also booking.com, Late Rooms and last minute services dominate bookings now and we don't use them and it affects our business The place where we are situated is not that good anymore (it) is not being looked after that well Not very good performance due to the weather Q11 19

20 Case Studies Flackley Ash Hotel Increase in domestic and overseas visitors for the year-to-date compared with last year. Very confident for the forthcoming period. 3 star hotel situated on the outskirts of Rye 45 individually styled rooms We ve had a change of menu, new promotions and more advertising which has helped business. Christmas is already looking better than last year Lower Campscott Farm Cottages Increase in visitors for the year-to-date period of 30-50% 2 star self-catering business in North Devon 6 cottages and lodges Having good reviews on Trip Advisor and lots of previous guests returning has boosted business. We ve had lots of positive feedback, but additionally we ensure we keep our website and social media pages up to date 20

21 Future Performance 21

22 Advance booking levels: Accommodation Advance booking levels have dipped since the period, which might be expected at this time of year, but are higher than at this same time last year, when % of businesses said booking levels were very good compared with 21% this year. % Very poor Poor Just OK Good Very good Survey conducted: Period asked about: Jan Until the end of Easter Until late Spring / early Summ er Jul- July Until end of summe r hols Until end of October Until end of the year Jan- - Jul- Sep- - Until the end of Easter Until late Spring / early Summ er Until end of summe r hols Until end of October Until end of the year Q15 22

23 Confidence for forthcoming period: By accommodation type Confidence levels, are higher for all business types than at this same time last year hotels maintaining summer confidence levels. Advance bookings are markedly down amongst caravan/campsites on the approach to the Winter season at their lowest level since pre-jan. CONFIDENCE: For period up until the end of the year % Very confident Jan July Jan Jul Hotel Guest house / B&B Self catering Caravan / camping ADVANCE BOOKINGS % Very / fairly good Hotel Guest house / B&B Self catering Caravan / camping Jan July Jan Jul Q, 15 23

24 Confidence & bookings for forthcoming period: By accommodation size Smaller businesses have seen a drop in confidence from last period, but levels are still higher than this time last year. Advanced booking levels and confidence are both higher than in ember last year, regardless of business size, although larger businesses are faring the best for both measures. CONFIDENCE: For period up until the end of the year % Very confident Jan July Jan Jul Up to 10 bedspaces bedspaces Over 100 bedspaces ADVANCE BOOKINGS % Very/ fairly good Up to 10 bedspaces bedspaces Over 100 bedspaces Jan July Jan Jul Q, 15 24

25 Confidence for forthcoming period: By location Unsurprisingly perhaps for this time of year, advanced booking and confidence levels have dropped off from last period amongst businesses in more rural and seaside locations, but levels of both are higher than they were at this same time last year. CONFIDENCE: For period up until the end of the year % Very confident Jan July Jan Jul Seaside Large town or city Small town Countryside / village ADVANCE BOOKINGS % Very/ fairly good Seaside Large town or city Small town Countryside / village Jan July Jan Jul Q, 15 25

26 Positive verbatim comments on business confidence: Accommodation I think it is going to be a good end of the year, strong performance - the economy seems to be improving, and we have a lot of conference guests booked in We ve just started to advertise more and so I think we are going to get more customers in Very good we ve got lots of repeat business coming in and people go off the good reviews for us on trip advisor I think we'll have a successful end of the year because the bookings are already up compared to last year and we're getting a lot more enquiries Q19 26

27 Negative verbatim comments on business confidence: Accommodation The market is becoming much busier which makes it harder for us to compete The weather is a big factor - if people think its going to snow they will cancel, and the potential of bad weather is much stronger in the upcoming weeks Its not looking very good because fewer people seem to be coming to Blackpool The increasing cost of ferries to and from the accommodation affects the business because the accommodation is located on the Isle of Wight. Q19 27

28 Business optimism for Business optimism has remained relatively unchanged from, and is a slight improvement on this time last year with 60% now feeling that this year will be better than the last. % Much worse than Slightly worse than The same as Slightly better than Much better than July Jan Jul Q16 28

29 Rugby World Cup 29

30 Rugby World Cup awareness Almost 2 in 5 businesses overall say they are definitely aware of the Rugby World Cup, and this unsurprisingly rises to 1 in 2 amongst businesses within Rugby World Cup regions; demonstrating its on their businesses radar. % All Definitely aware of event Have heard about it, but don't know any details 28 Was not aware of this event before now RWC areas* Non-RWC areas Q16 *RWC areas defined as counties where matches are being played 30

31 Awareness of Rugby World Cup games or affiliated events in area Of those aware of the Rugby World Cup, 1 in 5 were definitely aware of any RWC games or affiliated events in their area. This rose to almost half of those in Rugby World Cup areas. % All Definitely aware of event Not aware, but haven't looked into it There are no Rugby World Cup events in my area RWC areas* Non-RWC areas Q16 *RWC areas defined as counties where matches are being played 31

32 Enquiries and booking levels The vast majority of businesses (85%) are reporting that enquiries and booking levels are the same as usual for the Rugby World Cup period next year. However, more businesses (albeit a small proportion) in Rugby World Cup areas are reporting more enquires/bookings than usual for that period than those in non-rugby World Cup areas, suggesting that the Rugby World Cup may already be having a direct influence on accommodation bookings. % All RWC areas* Non-RWC areas 7 More than usually expected Same as usual Less than usually expected 2 8 Q16 *RWC areas defined as counties where matches are being played 32

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34 Performance and confidence snapshot: ember Visitor Numbers (ember) Confidence (End of the year) Type (%) Bed-spaces (%) Grading (%) Location (%) Up Same Down Very Very / fairly TOTAL (%) Hotel Guest / B&B Self catering Caravan / camping Up to Over star star star Budget / other Seaside Large town / city Small town Rural