Cornwall Visitor Survey Quarterly Update Report Summer & Autumn Interviewing Periods 2016

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1 Cornwall Visitor Survey 2016 Quarterly Update Report Summer & Autumn Interviewing Periods 2016 Produced for and on behalf of Visit Cornwall By The South West Research Company Ltd. December 2016

2 Background Cornwall has been consistently voted one of Britain s top tourist destinations and in 2014 attracted approximately 4.3m staying visitors and 14.7m day visitors generating 2.6bn of business turnover in the county economy and supporting 53,000 jobs. Visit Cornwall, which is the tourist board for Cornwall, is committed to building on this success and seizing every opportunity to continue to make Cornwall a quality destination of choice. It is recognised that Cornwall s economy will always have a strong tourism element (as part of a balanced Cornish economy) and the continuing challenge is to increase the contribution tourism makes. A key priority for Visit Cornwall is to identify the needs of visitors to Cornwall to ensure continuous improvement of the visitor experience and, as such, they have carried out a visitor survey for over 17 years for this purpose. The Cornwall Visitor survey looks at a range of visitor information including profile, motivation, level of satisfaction etc. and is a valuable piece of work which steers their marketing strategy, makes recommendations for product development and identifies emerging trends. Visit Cornwall now wishes to engage a contractor to carry out the Cornwall Visitor Survey over a twelve month period covering 2016 and This quarterly update report for the ongoing Cornwall Visitor Survey 2016 contains a summary of the key findings for the survey for the summer (August 2016) and autumn (September, October and November 2016) interviewing periods. The summer interviews covered the month of August only and included a sample of 193 face to face interviews across the county. The autumn interviews included the months of September, October and November and a sample of 213 face to face interviews. This report has been produced by the South West Research Company (TSWRC) on behalf of Visit Cornwall. 2

3 Cornwall Visitor Survey 2016 Visitor Profile

4 Leisure/business trip 100% 2% 3% 80% 60% 98% 97% 100% 40% 20% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Leisure trip Business trip 98% of all respondents considered themselves to be visiting Cornwall for leisure purposes including 97% and 100% of respondents during the summer and autumn periods respectively. 4

5 Visitor type 100% 2% 5% 80% 60% 93% 88% 98% 40% 20% 0% 4% 7% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) 2% On a day trip from home Staying overnight in Cornwall Staying overnight outside of Cornwall 93% of all respondents were staying overnight in Cornwall during their visit including 88% and 98% of respondents during the summer and autumn periods respectively 5

6 100% 80% 60% Age group of party 17% 12% 12% 20% 17% 15% 15% 23% 28% 40% 20% 0% 13% 13% 10% 10% 8% 11% 6% 8% 10% 6% 11% 3% 8% 4% 4% 5% 6% 4% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) 0 4 yrs 5 10 yrs yrs yrs yrs yrs yrs yrs 65+ yrs 37% of all visitors to Cornwall were aged 55+ years including 24% and 51% of visitors to Cornwall during the summer and autumn periods respectively. 19% of all visitors were children aged 15 years or under including 25% of visitors to the county during the summer period and 12% during the autumn period. 6

7 Group composition 100% 80% 30% 45% 17% 60% 40% 20% 70% 55% 83% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Adults only Adults with children Average group size CUMULATIVE SUMMER AUTUMN Ave. children Ave. adults Ave. group size % of all respondents were visiting Cornwall in an adult only group including 55% and 83% of respondents during the summer and autumn periods respectively. Average overall group size was 2.87 people and ranged from 3.15 people during the summer period to 2.62 people during the autumn. 7

8 100% Visitor origin 4% 5% 2% 80% 60% 72% 68% 75% 40% 20% 25% 27% 23% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) South West residents Other UK residents Overseas residents A quarter of all respondents were residents of the South West region including 27% and 23% of respondents during the summer and autumn periods respectively. 72% lived elsewhere in the UK (68% and 75% of summer and autumn respondents respectively). 4% of all respondents were from overseas including 5% and 2% of respondents during the summer and autumn periods respectively. 8

9 Chief income earner in household 80% 70% 60% 67% 73% 61% 50% 40% 30% 20% 10% 0% 30% 22% 13% 2% 4% 5% 1% 1% 1% 3% 2% 2% 4% 1% 1% 2% 2% 2% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Employed full time (30+ hrs per week) Self employed Unemployed <6 mths Unemployed >6 mths Employed part time (8 29 hrs per week) Retired with company/private pension Full time student Retired state pension only For 76% of all visitors the chief income earner in their household was employed full time (30+ hours per week) including 73% and 61% of respondents during the summer and autumn periods respectively. For 22% they were retired with a company/private pension (13% of summer and 30% of autumn respondents respectively). 9

10 Cornwall Visitor Survey 2016 Staying Visitors

11 Accommodation used 100% 80% 60% 40% 3% 4% 3% 8% 7% 9% 11% 11% 11% 15% 21% 22% 19% 9% 24% 20% 40% 38% 43% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Ave. length of stay 7.02 nights Ave. length of stay 7.70 nights Ave. length of stay 6.39 nights Self catering Camping/own caravan Static caravan/holiday park Serviced accommodation Other Own second home 40% of all staying visitors were staying in self catering accommodation in the county including 38% and 43% of respondents during the summer and autumn periods respectively. 22% were using serviced accommodation (19% of summer respondents and 24% of autumn respondents). 15% of all staying visitors were camping/using their own caravan in Cornwall including 21% of summer period and just 9% of autumn period respondents respectively. Average overall length of stay was 7.02 night and ranged from 7.70 nights during the summer period to 6.39 nights during the autumn period. 11

12 Type of area where staying Autumn (Sept Nov 2016) 56% 23% 13% 8% Summer (Aug 2016) 58% 15% 25% 3% Cumulative (Aug Nov 2016) 57% 19% 19% 5% 0% 20% 40% 60% 80% 100% Small coastal town/village Countryside/village (non coastal) Large coastal town/resort Large city/town (non coastal) 57% of all staying visitors were staying overnight in a small coastal town/village in Cornwall including 58% and 56% of respondents during the summer and autumn periods respectively. 12

13 Type of staying visit Autumn (Sept Nov 2016) 24% 53% 23% Summer (Aug 2016) 44% 33% 20% 3% 1% Cumulative (Aug Nov 2016) 33% 44% 22% 0% 20% 40% 60% 80% 100% Main holiday of the year Secondary/additional holiday A short break Other 33% of all staying visitors were on their main holiday of the year to Cornwall including 44% of summer respondents and 24% of autumn respondents, 53% of whom were on a secondary/additional holiday to the county (44% of all staying visitors and 33% of summer respondents). 13

14 Whether staying trip to Cornwall replaced a holiday that would normally have been taken abroad 100% 1% 1% 80% 60% 88% 86% 90% 40% 20% 0% 11% 13% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) 9% Yes No Don't know 11% of all staying visitors (13% and 12% of summer and autumn respondents respectively) said their staying trip to Cornwall had replaced a holiday that they would normally have taken abroad. 14

15 Whether considered visiting any other places before deciding to visit Cornwall Autumn (Sept Nov 2016) 4% 96% Summer (Aug 2016) 17% 83% Cumulative (Aug Nov 2016) 10% 90% 0% 20% 40% 60% 80% 100% Yes No One in ten staying visitors had considered visiting other places before deciding to visit Cornwall including 17% and 11% of summer and autumn respondents respectively. 15

16 100% Whether travelling around Cornwall away from local area where accommodation is based 15% 9% 19% 80% 60% 40% 85% 91% 81% 20% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Yes No 15% of all staying visitors (9% and 12% of summer and autumn respondents respectively) were travelling around Cornwall away from the local area where their accommodation was based during their stay. 16

17 How travelling around Cornwall staying visitors travelling around during visit Autumn (Sept Nov 2016) 87% 8% 4% 2% 1% Summer (Aug 2016) 85% 7% 3% 4% 1% Cumulative (Aug Nov 2016) 86% 7% 4% 2% 0% 20% 40% 60% 80% 100% Own car/van Bus/coach service Organised coach tour Hire car/van etc. Train Other 86% of all staying visitors who were travelling around Cornwall away from the local area where their accommodation was based were doing so using their own car/van including 85% and 86% of summer and autumn respondents respectively 17

18 100% Longest journey length considered travelling to get to a place of interest in Cornwall staying visitors travelling around during visit 80% 25% 22% 27% 60% 35% 38% 33% 40% 20% 35% 37% 34% 0% 5% 3% 6% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) 30 mins or less mins mins >90 mins 35% of all staying visitors who were travelling around Cornwall away from the local area where their accommodation was based during their stay would consider travelling minutes to get to a place of interest in the county including 37% and 34% of summer and autumn respondents respectively. The same proportion would consider travelling minutes to get to a place of interest in the county (38% and 33% of summer and autumn respondents respectively). 18

19 Cornwall Visitor Survey 2016 Characteristics of Visits

20 Whether first ever visit to Cornwall 100% 80% 60% 90% 87% 93% 40% 20% 0% 10% 13% 7% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Yes No Nine out of ten respondents had visited Cornwall before including 87% and 89% of summer and autumn respondents respectively. 20

21 When was last visit to Cornwall repeat visitors Autumn (Sept Nov 2016) 48% 26% 26% Summer (Aug 2016) 46% 29% 25% Cumulative (Aug Nov 2016) 48% 27% 26% 0% 20% 40% 60% 80% 100% Within the last 12 months 1 2 years ago 3 or more years ago 48% of all respondents who were on a repeat visit to Cornwall had previously visited the county in the last 12 months including 46% of summer respondents and 48% of autumn respondents. 21

22 100% Whether tend to visit Cornwall during the same time each year repeat visitors 80% 54% 51% 55% 60% 40% 20% 46% 49% 45% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Yes No 46% of all respondents said that they usually visit Cornwall during the same time each year including 49% and 47% of summer and autumn respondents respectively. 22

23 Months of the year when usually visit Cornwall repeat visitors 50% 47% 40% 40% 35% 43% 30% 20% 10% 0% 30% 28% 24% 22% 20% 18% 11% 14% 15% 7% 12% 12% 12% 11% 12% 12% 12% 9% 7% 8% 8% 4% 8% 9% 7% 5% 5% 3% 2% 3% 4% 3% 4% 3% 3% 4% 1% 1% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec All months Varies The highest proportion of respondents (40%) said the months of the year when they usually visit Cornwall varies including 35% of summer respondents and 43% of autumn respondents. 28% said that they usually visit Cornwall during August each year including 47% of summer respondents and 12% of autumn respondents, 30% of whom usually visit during September. 23

24 Value for money of Cornwall compared to other UK destinations cumulative data (Aug Nov 2016) Overall 1% 14% 50% 35% Ave. score (out of max. 5.00) 4.18 Visiting attractions 3% 23% 47% 27% % Eating out in restaurants 4% 23% 48% 25% % Eating out in pubs 3% 19% 50% 27% 3.99 Accommodation 2% 14% 43% 40% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good Respondents were asked to think about how they rated the value for money of various aspects of their visit to Cornwall and how these compared to other UK destinations in general. Respondents rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.21) and the value for money of eating out in restaurants the lowest (3.92). 24

25 Value for money of Cornwall compared to other UK destinations Summer (Aug 2016) 1% Ave. score (out of max. 5.00) Overall 13% 47% 40% 4.25 Visiting attractions 4% 16% 51% 30% % Eating out in restaurants 5% 23% 44% 26% % Eating out in pubs 4% 20% 46% 28% 3.95 Accommodation 1% 2% 17% 43% 37% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good Summer respondents rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.25) and the value for money of eating out in restaurants the lowest (3.88). 25

26 Value for money of Cornwall compared to other UK destinations Autumn (Sept Nov 2016) 1% Ave. score (out of max. 5.00) Overall 15% 53% 31% 4.13 Visiting attractions 3% 29% 43% 25% % Eating out in restaurants 2% 23% 50% 24% % Eating out in pubs 2% 18% 53% 26% % Accommodation 12% 43% 44% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good Autumn respondents also rated the value for money of accommodation in Cornwall the highest compared with other UK destinations (4.28) but rated the value for money of attractions the lowest (3.90). 26

27 Main form of transport used for longest part of journey to Cornwall 100% 80% 3% 2% 2% 5% 3% 3% 6% 4% 3% 2% 5% 5% 7% 4% 1% 1% 60% 40% 81% 79% 82% 20% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Own car/van Train Organised coach tour Hire car/van etc. Bus/coach service By plane/air travel Other 81% of all respondents had used their own car/van for the longest part of their journey to Cornwall including 79% and 82% of summer and autumn respondents respectively. 27

28 Likelihood of considering travelling to Cornwall by train for next visit those not arriving by train for current visit Autumn (Sept Nov 2016) 46% 42% 11% 2% Summer (Aug 2016) 63% 23% 12% 3% Cumulative (Aug Nov 2016) 54% 33% 11% 2% 0% 20% 40% 60% 80% 100% Very unlikely Unlikely Quite likely Very likely 54% of all respondents who had not travelled by train for their current visit to Cornwall said they would be very unlikely to consider doing so if they were coming to Cornwall again in the future including 63% and 56% of summer and autumn respondents respectively. 28

29 Cornwall Visitor Survey 2016 Train Travelers

30 Whether used the GWR Night Riviera Sleeper service 100% 80% 60% 95% 100% 88% 40% 20% 0% 5% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) 13% Yes No Just 5% of all respondents who had travelled to Cornwall by train had used the GWR Night Riviera Sleeper service including 13% of autumn respondents and no respondents during the summer period. 30

31 Where purchased rail ticket(s) for visit to Cornwall 100% 80% 29% 15% 50% 60% 40% 20% 71% 85% 50% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Online At my local station 71% of all respondents who had used the train to get to Cornwall had purchased their rail ticket(s) online including 85% of summer respondents and 50% of autumn respondents. 31

32 100% 80% How far in advance booked/planned travel arrangements for visit to Cornwall 5% 5% 15% 8% 8% 8% 25% 60% 40% 75% 75% 75% 20% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Within the last month Between 6 and 12 months ago Within the last 6 months More than 12 months ago 75% of all respondents who had used the train to get to Cornwall booked/planned their travel arrangements within a month of their visit this proportion was consistent across the interviewing periods. 32

33 Awareness of the Pullman restaurant available on GWR trains 100% 80% 38% 60% 55% 67% 40% 63% 20% 45% 33% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Yes No 45% of all respondents who had travelled to Cornwall by train were aware of the Pullman restaurant available on GWR trains including 33% and 45% of summer and autumn respondents respectively. 33

34 Likelihood to Recommend Travelling to Cornwall by Train Recommendation Score Recommendation scores are a simple but effective new method for measuring customer loyalty invented by Bain consultant Fred Reicheld who discovered that a single question provides the ultimate measure of just how loyal customers are and that this method could then be used to accurately predict future revenue growth. Recommendation scores are calculated by asking a sample of customers a single question How likely is it that you would recommend xyz to a friend or colleague?. The respondent is asked to rate on an 11 point scale from 0 (not at all likely) to 10 (extremely likely) depending on how positive they feel about the product/event/location. The proportion of those who think it unlikely they would recommend it (Detractors) subtracted from the proportion that are likely to recommend it (Promoters) produces a single number known as a Recommendation Score. Based on their response to this question visitors are then divided into three distinct groups: 0 6 score are Detractors These are customers that have generated sales but are actually bad for the company over the long haul. They are less likely to buy anything/visit the event/location again and more likely to spread bad word of mouth and more costly to serve because of their dissatisfaction. 7 8 are Passives These customers are generally more positive about the product/event/location but are significantly less valuable than Promoters. Many companies over estimate their success by assuming relatively high customer satisfaction will lead to future growth. In reality Passives may be satisfied but that may not be enough in the longer term are Promoters These customers drive business growth. The company/product/event/location has gone beyond satisfying their needs and truly delights them. As a result they will buy more from this company or visit an event or location again in the future, will recommend it to many others and therefore the company/product/event/location will not need to undertake costly ad campaigns or sales promotions to retain their business. The Recommendation Score is created by calculating what percentage of the customer base are Promoters and then subtracting the percentage who are Detractors. % Promoters % Detractors = RECOMMENDATION SCORE The higher or more positive the Recommendation Score the more satisfied the customer base. 34

35 Recommendation score for travelling to Cornwall by train 100% 80% 30% 25% 38% 60% 40% 60% 67% 50% 20% 0% 10% 8% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Recommendation score +20% Recommendation score +17% 13% Recommendation score +25% Detractors Passives Promoters Respondents who had travelled to Cornwall by train gave it a recommendation score of +20% for their likelihood of recommending it to their friends/family. Summer respondents gave rail travel a recommendation score of +20% and autumn respondents +25%. 35

36 Cornwall Visitor Survey 2016 Information Sourcing

37 Where Obtained Information Prior to Visiting Cornwall CUMULATIVE (AUG NOV 2016) SUMMER (AUG 2016) AUTUMN (SEPT NOV 2016) From a previous visit/been before 60% 59% 62% On the internet (incl. social media/apps) 44% 45% 42% Via friends/ family 13% 16% 11% I did not source any info prior to visit 8% 5% 11% Via a recommendation 4% 7% 2% Other 3% 3% 2% Brochure/leaflet/guide 3% 4% 1% Newspaper/magazine 1% 2% Travel Agent 1% 1% Tourist Information Centre (TIC) 1% 1% 60% of all respondents obtained their information about visiting Cornwall from a previous visit including 59% of summer respondents and 62% of autumn respondents. 44% obtained their information about visiting Cornwall prior to their visit over the internet including 45% and 42% of summer and autumn respondents respectively 37

38 Internet Sites Used When Searching for Information About Visiting Cornwall Visitors Using the Internet CUMULATIVE (AUG NOV 2016) SUMMER (AUG 2016) AUTUMN (SEPT NOV 2016) Search engines e.g. Google 74% 80% 68% Accommodation providers' website 32% 23% 41% 24% 26% 22% Review sites e.g. Trip Advisor 14% 21% 7% Other website 9% 10% 8% Attraction providers' website 3% 5% 2% Online Travel Agents (OTA's) e.g. Expedia.co.uk/LateRooms.com 3% 2% 5% 2% 3% Social media websites e.g. Facebook/Twitter/Instagram/ 2% 1% 2% Newspaper/ magazine websites e.g. Daily Mail /Sunday Times 1% 2% Travel magazine websites e.g. Lonely Planet 1% 1% I did not use the internet prior to visit 1% 1% Rail company website 74% of all internet users had used a search engine such as Google to obtain their information about visiting Cornwall over the internet including 80% of summer respondents and 68% of autumn respondents. 38

39 Use of the Internet Visitors Using the Internet CUMULATIVE (AUG NOV 2016) SUMMER (AUG 2016) AUTUMN (SEPT NOV 2016) Information sourcing ONLY 27% 38% 17% Information sourcing AND to book accommodation/car hire/flights/attraction tickets/event tickets etc. 73% 62% 83% 73% of all internet users had used it to source information and to book their accommodation/car hire etc. including 62% and 83% of summer and autumn respondents respectively. 39

40 Internet Sites Used to Book Accommodation/car hire/rail tickets/flights/attraction tickets/event tickets etc. Visitors Using the Internet CUMULATIVE (AUG NOV 2016) SUMMER (AUG 2016) AUTUMN (SEPT NOV 2016) Accommodation providers' website 67% 60% 72% Other website 19% 19% 19% Attraction providers' website 8% 11% 6% Online Travel Agent (OTA) e.g. Expedia.co.uk/LateRooms.com/ 7% 4% 8% Review sites e.g. TripAdvisor 6% 9% 4% I did not use the internet to make a booking 4% 6% 3% 67% of all internet users who had used it to book their accommodation, car hire etc. had used their accommodation providers website to do so including 60% and 72% of summer and autumn respondents respectively. 40

41 Where Obtained Information During Visit To Cornwall CUMULATIVE (AUG NOV 2016) SUMMER (AUG 2016) AUTUMN (SEPT NOV 2016) I have not sourced any local information during my visit 29% 19% 38% Brochure/leaflet/guide 29% 36% 22% From a previous visit/been before 29% 30% 27% On the internet (incl. social media/apps) 23% 33% 13% Via friends/family 9% 13% 5% Accommodation reception 7% 7% 6% Tourist Information Centre (TIC) 5% 9% 1% Other 3% 3% 3% Via a recommendation 3% 4% 1% Newspaper/magazine 1% 29% of all respondents had not sourced any local information during their visit to Cornwall including 19% and 38% of summer and autumn respondents respectively. The same proportion had used a brochure/leaflet/guide to obtain information during their visit to Cornwall (including 36% of summer respondents and 22% of autumn respondents) and/or relied on information gathered during a previous visit to Cornwall (30% and 27% of summer and autumn respondents respectively). 23% used the internet to source local information during their visit including 33% and 13% of summer and autumn respondents respectively. 41

42 Internet Sites Used to Source Information Whilst Visiting Cornwall Visitors Using the Internet CUMULATIVE (AUG NOV 2016) SUMMER (AUG 2016) AUTUMN (SEPT NOV 2016) Other website 27% 27% 28% Attraction providers' website 26% 29% 20% 25% 23% 28% Review sites e.g. Trip Advisor 19% 21% 12% Social media websites e.g. Facebook/Twitter/Instagram 19% 21% 12% I have not used the internet during my visit 7% 5% 12% Rail company website 5% 5% 4% 27% of internet users had used an other website to source information over the internet whilst visiting Cornwall including 27% and 28% of summer and autumn respondents respectively. 26% had used an attraction providers website (29% and 20% of summer and autumn respondents respectively). A quarter of internet users had used the website to source information during their visit to the county including 23% and 28% of summer and autumn respondents respectively. 42

43 Check in on social media sites Upload photos Post online reviews Yes, during visit Yes, when return home No Yes, during visit Yes, when return home No Yes, during visit Yes, when return home No CUMULATIVE (AUG NOV2016) 29% 5% 66% 26% 9% 65% 12% 7% 81% SUMMER (AUG 2016) 40% 4% 56% 36% 12% 52% 19% 11% 70% AUTUMN (SEPT NOV 2016) 18% 5% 76% 18% 5% 77% 6% 3% 91% 33% of all respondents checked in on social media sites either during their visit or when they returned home including 44% of summer respondents and 23% of autumn respondents. 35% of all respondents uploaded photos either during a visit or when they returned home (48% and 23% of summer and autumn respondents respectively). 19% of all respondents (30% and 9% of summer and autumn respondents respectively) posted online reviews either during their visit or when they returned home. 43

44 Cornwall Visitor Survey 2016 Activities/Attractions & Places of Interest Visited

45 Activity taking CUMULATIVE (AUG NOV 2016) CUMULATIVE % for whom the activity was the main reason for their visit SUMMER (AUG 2016) SUMMER % for whom the activity was the main reason for their visit AUTUMN (SEPT NOV 2016) AUTUMN % for whom the activity was the main reason for their visit Eating & drinking 87% 4% 87% 3% 87% 5% Shopping 75% 2% 76% 1% 74% 3% Short walk up to 2 miles 71% 7% 74% 2% 68% 11% Spending half day or more on beach 60% 7% 73% 8% 49% 7% Long walk more than 2 miles 52% 9% 50% 1% 54% 17% Using the South West Coast Path 38% 6% 37% 1% 40% 10% Swimming in the sea 36% 1% 49% 2% 25% 0% Arts/cultural activities 20% 2% 16% 23% 4% Other 10% 10% 14% 17% 7% 4% Attending a festival and/or event 14% 1% 18% 1% 10% 2% Swimming (pool) 14% 21% 8% 0% Cycling 10% 1% 16% 1% 5% 1% Visiting the cinema 9% 9% 1% 9% 0% Other water sports kayaking/windsurfing 8% 1% 12% 4% 2% Fishing 6% 12% 1% 0% Sailing/yachting/boating 6% 1% 9% 3% 2% Golf 3% 4% 1% 2% 0% Other outdoor sport/pursuit 3% 5% 1% 0% Visit a spa/well being centre 2% 3% 1% 0% The most popular activities undertaken, regardless of the period of interviewing were: eating & drinking; shopping and going for a short walk of up to 2 miles. 45

46 100% Types of attractions or places of interest visited/planned to visit during trip to Cornwall 80% 60% 40% 20% 0% 77% 74% 75% 72% 73% 71% 60% 57% 56% 58% 53% 40% 36% 39% 46% 29% 36% 38% 38% 38% 33% 32% 27% 24% 23% 28% 15% 4% 2% 5% 3% 1% 17% 19% 3% 7% 1% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Beaches/the sea Fishing villages/harbours Rural towns/villages Estuaries/rivers Historic properties/sites Larger towns/cities Gardens Family attractions Museum/galleries Boat trip(s) Other Theatres Nightclubs Beaches/the sea and fishing villages/harbours were the most popular types of attractions/places of interest visited regardless of the period of interview. 46

47 80% Museums/galleries visited/planned to visit during trip to Cornwall those who had visited/planned to visit a museum/art gallery during their visit 71% 60% 51% 57% 40% 20% 0% 39% 29% 24% 17% 13% 8% 10% 7% 7% 9% 9% 3% 3% 5% 5% 5% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Other Penlee House Gallery & Museum Royal Cornwall Museum Wheal Martyn National Maritime Museum Cornwall Falmouth Art Gallery Telegraph Museum Porthcurno Other museums and the National Maritime Museum Cornwall were the most popular museums/galleries visited regardless of the period of interview. 47

48 Cornwall Visitor Survey 2016 Visitors Opinions of Cornwall

49 Introduction The 2016 Cornwall Visitor Survey obtained visitors satisfaction levels with a wide range of factors or indicators which together comprise the visitor experience. Each factor, or indicator, was rated on a range of 1 to 5 scale where 1 = very poor (or the most negative response), 2 = poor, 3 = average, 4 = good and 5 = very good (or the most positive response), allowing a satisfaction score (out of a maximum of five) to be calculated. The areas explored in terms of satisfaction were: Accommodation Shopping Places to eat & drink Places to visit/attractions Theatres/galleries/museums Beaches Ease of finding way around Public transport Upkeep of parks & open spaces Enjoyment of using the South West Coast Path Cleanliness of streets Car parks Nightlife/evening entertainment Overall impression of Cornwall Overall enjoyment of visit 49

50 Visitor satisfaction scores Satisfaction indicator all visitors 1 Accommodation quality of service Pedestrian signs Accommodation value for money Display maps & information boards Shopping range Public transport quality of service Shopping quality of service Public transport value for money Shopping value for money Upkeep of the parks & open spaces Places to eat & drink range Enjoyment of using the South West Coast Path Places to eat & drink quality of service Cleanliness of the streets Places to eat & drink value for money Parking ease of parking Places to visit/attractions range Parking quality of service Places to visit/attractions quality of service Parking value for money Places to visit/attractions value for money Nightlife/evening entertainment range Theatre/galleries/museums range Nightlife/evening entertainment quality of service Theatre/galleries/museums quality of service Nightlife/evening entertainment value for money Theatre/galleries/museums value for money Quality of the beaches Overall impression of Cornwall in terms of general atmosphere Overall impression of Cornwall in terms of feeling of welcome 16 Cleanliness of the beaches Overall enjoyment of your visit Road signs 4.37 With the exception of parking in Cornwall, visitor satisfaction levels with their Cornwall experience were very high The highest levels of satisfaction were with the overall enjoyment of visit (4.83), quality of the beaches (4.82) and cleanliness of the beaches (4.80) and lowest were for all aspects of parking in the county. 50

51 Visitor satisfaction score ranking Satisfaction indicator Score Ranking Satisfaction indicator Score Ranking Overall enjoyment of your visit Road signs Quality of the beaches Places to visit/attractions value for money Cleanliness of the beaches Theatre/galleries/museums range Overall impression of Cornwall in terms of general atmosphere Overall impression of Cornwall in terms of feeling of welcome Theatre/galleries/museums value for money Display maps & information boards Enjoyment of using the South West Coast Path Pedestrian signs Upkeep of the parks & open spaces Public transport quality of service Places to visit/attractions range Shopping range Places to visit/attractions quality of service Places to eat & drink value for money Accommodation quality of service Shopping value for money Places to eat & drink quality of service Nightlife/evening entertainment quality of service Places to eat & drink range Nightlife/evening entertainment range Cleanliness of the streets Nightlife/evening entertainment value for money Accommodation value for money Parking quality of service Theatre/galleries/museums quality of service Parking ease of parking Shopping quality of service Parking value for money Public transport value for money

52 Visitor satisfaction scores A breakdown of the satisfaction scores by period of interview are shown on the pages to follow but, across the board, satisfaction levels were highest amongst autumn respondents compared with those visiting during the summer. 52

53 Visitors opinions Accommodation by period Ave. score (out of max. 5.00) Accomm value for money AUTUMN 6% 21% 72% 4.61 Accomm value for money SUMMER 12% 30% 55% 4.37 Accomm value for money CUMULATIVE 9% 26% 64% 4.50 Accomm quality of service AUTUMN 5% 19% 75% 4.69 Accomm quality of service SUMMER 6% 23% 67% 4.52 Accomm quality of service CUMULATIVE 6% 21% 71% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good Staying visitors opinions of all aspects of their accommodation in Cornwall were high and included 4.60 out of 5.00 for quality of service and 4.50 for value for money. Autumn respondents rated each of the accommodation indicators higher than summer respondents. 53

54 Visitors opinions Shopping by period Ave. score (out of max. 5.00) Shopping value for money AUTUMN 20% 38% 40% 4.17 Shopping value for money SUMMER 24% 41% 33% 4.06 Shopping value for money CUMULATIVE 22% 40% 37% 4.12 Shopping quality of service AUTUMN 8% 33% 59% 4.51 Shopping quality of service SUMMER 18% 37% 44% 4.25 Shopping quality of service CUMULATIVE 13% 35% 52% 4.38 Shopping range AUTUMN 12% 33% 54% 4.40 Shopping range SUMMER 4% 22% 38% 37% 4.07 Shopping range CUMULATIVE 3% 16% 35% 46% Very poor Poor Average Good Very good Visitors opinions of all aspects of shopping in Cornwall were also very good and included 4.24 out of 5.00 for range of shops, 4.38 for quality of service and 4.12 for value for money. Autumn respondents rated each of the shopping indicators higher than summer respondents. 54

55 Visitors opinions Places to eat & drink by period Ave. score (out of max. 5.00) Places to eat & drink value for money AUTUMN 11% 34% 52% 4.36 Places to eat & drink value for money SUMMER 5% 14% 46% 35% 4.08 Places to eat & drink value for money CUMULATIVE 12% 40% 44% 4.22 Places to eat & drink quality of service AUTUMN 6% 19% 74% 4.68 Places to eat & drink quality of service SUMMER 8% 41% 51% 4.42 Places to eat & drink quality of service CUMULATIVE 7% 29% 63% 4.56 Places to eat & drink range AUTUMN 4% 17% 77% 4.69 Places to eat & drink range SUMMER 10% 35% 52% 4.37 Places to eat & drink range CUMULATIVE 6% 26% 65% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good Visitors opinions of all aspects of places to eat & drink in Cornwall were also very high and included 4.54 out of 5.00 for range of places to eat & drink, 4.56 for quality of service and 4.22 for value for money. Autumn respondents once again rated each of the places to eat & drink indicators higher than summer respondents. 55

56 Visitors opinions Places to visit/attractions by period Ave. score (out of max. 5.00) Places to visit/attractions value for money AUTUMN 6% 30% 60% 4.43 Places to visit/attractions value for money SUMMER 4% 12% 34% 49% 4.28 Places to visit/attractions value for money CUMULATIVE 3% 9% 32% 54% 4.35 Places to visit/attractions quality of service AUTUMN 4% 25% 72% 4.68 Places to visit/attractions quality of service SUMMER 6% 31% 61% 4.54 Places to visit/attractions quality of service CUMULATIVE 5% 28% 67% 4.61 Places to visit/attractions range AUTUMN 5% 22% 72% 4.64 Places to visit/attractions range SUMMER 5% 24% 69% 4.61 Places to visit/attractions range CUMULATIVE 5% 23% 70% Very poor Poor Average Good Very good Visitors opinions of all aspects of places to visit/attractions in Cornwall were also very good and included 4.63 out of 5.00 for range of places to visit/attractions, 4.61 for quality of service and 4.35 for value for money. Autumn respondents once again rated each of the places to visit/attractions indicators higher than summer respondents. 56

57 Visitors opinions Theatres/galleries/museums by period Ave. score (out of max. 5.00) Theatres/galleries/museums value for money AUTUMN 7% 27% 64% 4.52 Theatres/galleries/museums value for money SUMMER 18% 45% 35% 4.14 Theatres/galleries/museums value for money CUMULATIVE 13% 37% 48% 4.32 Theatres/galleries/museums quality of service AUTUMN 7% 19% 74% 4.67 Theatres/galleries/museums quality of service SUMMER 13% 35% 48% 4.25 Theatres/galleries/museums quality of service CUMULATIVE 11% 27% 60% 4.44 Theatres/galleries/museums range AUTUMN 15% 20% 63% 4.43 Theatres/galleries/museums range SUMMER 5% 11% 39% 44% 4.23 Theatres/galleries/museums range CUMULATIVE 13% 31% 52% Very poor Poor Average Good Very good Visitors opinions of all aspects of the theatres/galleries/museums in Cornwall were very high and included 4.32 out of 5.00 for range of theatres/galleries/museums, 4.44 for quality of service and 4.32 for value for money. Autumn respondents once again rated each of the theatres/galleries/museums indicators higher than summer respondents. 57

58 Visitors opinions Beaches by period Ave. score (out of max. 5.00) Cleanliness of the beaches AUTUMN 9% 89% 4.88 Cleanliness of the beaches SUMMER 5% 18% 77% 4.73 Cleanliness of the beaches CUMULATIVE 3% 13% 84% 4.80 Quality of the beaches AUTUMN 6% 92% 4.91 Quality of the beaches SUMMER 4% 17% 78% 4.73 Quality of the beaches CUMULATIVE 3% 11% 86% Very poor Poor Average Good Very good Visitors opinions of the quality of the beaches (4.82) and cleanliness of the beaches (4.80) were the two highest scores of all the indicators being explored by the survey after the score for the overall enjoyment of visit (4.83). Autumn respondents rated both indicators higher than summer respondents. 58

59 Visitors opinions Ease of finding way around by period Ave. score (out of max. 5.00) Display maps & information boards AUTUMN 4% 16% 17% 61% 4.33 Display maps & information boards SUMMER 10% 42% 45% 4.28 Display maps & information boards CUMULATIVE 3% 13% 29% 54% 4.31 Pedestrian signs AUTUMN 5% 13% 20% 62% 4.37 Pedestrian signs SUMMER 2% 14% 42% 42% 4.23 Pedestrian signs CUMULATIVE 4% 13% 31% 52% 4.30 Road signs AUTUMN 4% 7% 17% 70% 4.48 Road signs SUMMER 3% 12% 34% 50% 4.27 Road signs CUMULATIVE 3% 10% 25% 60% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good Visitors opinions of the road signs (4.37), pedestrian signs (4.30) and display maps and information boards in Cornwall (4.31) were all rated highly. Autumn respondents rated all the ease of finding way around indicators higher than summer respondents. 59

60 Visitors opinions Public transport by period Ave. score (out of max. 5.00) 3% Public transport value for money AUTUMN 3% 8% 18% 68% 4.47 Public transport value for money SUMMER 10% 6% 32% 52% 4.26 Public transport value for money CUMULATIVE 6% 7% 25% 61% 4.38 Public transport quality of service AUTUMN 7% 9% 16% 67% 4.44 Public transport quality of service SUMMER 16% 16% 22% 47% 4.00 Public transport quality of service CUMULATIVE 11% 12% 19% 59% Very poor Poor Average Good Very good Visitors opinions of public transport in Cornwall were all rated highly and ranged from 4.25 out of 5.00 for quality of service and 4.38 for value for money. As with all the other indicators, autumn respondents rated all aspect of public transport higher than summer respondents. 60

61 Visitors opinions Parks & open spaces, South West Coast Path & cleanliness of the streets by period Ave. score (out of max. 5.00) Cleanliness of the streets AUTUMN 5% 26% 69% 4.63 Cleanliness of the streets SUMMER 9% 33% 56% 4.42 Cleanliness of the streets CUMULATIVE 7% 29% 62% 4.52 Enjoyment of using the South West Coast Path AUTUMN 3% 12% 85% 4.82 Enjoyment of using the South West Coast Path SUMMER 24% 76% 4.76 Enjoyment of using the South West Coast Path CUMULATIVE 17% 81% 4.79 Upkeep of the parks & open spaces AUTUMN 25% 73% 4.71 Upkeep of the parks & open spaces SUMMER 6% 31% 64% 4.58 Upkeep of the parks & open spaces CUMULATIVE 4% 28% 68% Very poor Poor Average Good Very good Visitors opinions of the parks/open spaces (4.64), South West Coast Path (4.79) and cleanliness of the streets in Cornwall (4.52) were all rated highly. Once again, autumn respondents rated all of the indicators higher than summer respondents. 61

62 Visitors opinions car parks by period Ave. score (out of max. 5.00) Parking value for money AUTUMN 11% 15% 24% 29% 22% 3.36 Parking value for money SUMMER 10% 13% 28% 32% 17% 3.33 Parking value for money CUMULATIVE 10% 14% 26% 30% 19% 3.35 Parking quality of service AUTUMN 2% 8% 19% 32% 38% 3.96 Parking quality of service SUMMER 7% 7% 24% 41% 22% 3.63 Parking quality of service CUMULATIVE 5% 8% 22% 37% 29% 3.78 Parking ease of parking AUTUMN 9% 7% 19% 24% 41% 3.81 Parking ease of parking SUMMER 9% 10% 21% 30% 31% 3.64 Parking ease of parking CUMULATIVE 9% 9% 20% 27% 36% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good The ease of parking (3.73), quality of service (3.78) and value for money of parking in Cornwall (3.35) were the three lowest ranked indicators in terms of visitor satisfaction being explored by the survey. There was little variation in the results according to period of interview. 62

63 Visitors opinions nightlife/evening entertainment by period Ave. score (out of max. 5.00) Nightlife/evening entertainment value for money AUTUMN Nightlife/evening entertainment value for money SUMMER 8% 8% 8% 3% 6% 19% 39% 75% 32% Nightlife/evening entertainment value for money CUMULATIVE 5% 5% 16% 30% 44% 4.05 Nightlife/evening entertainment quality of service AUTUMN Nightlife/evening entertainment quality of service SUMMER Nightlife/evening entertainment quality of service CUMULATIVE 8% 8% 3% 7% 23% 2% 5% 19% 26% 33% 83% 48% 33% Nightlife/evening entertainment range AUTUMN 7% 93% 4.86 Nightlife/evening entertainment range SUMMER 6% 6% 4% 4% Nightlife/evening entertainment range CUMULATIVE 19% 24% 23% 33% 49% 30% % 20% 40% 60% 80% 100% Very poor Poor Average Good Very good All aspects of nightlife/evening entertainment in Cornwall were rated good to very good including 4.09 for the range, 4.10 for quality of service and 4.05 for value for money. Autumn respondents rated all aspects of nightlife/evening entertainment higher than summer respondents. 63

64 Visitors opinions overall by period Ave. score (out of max. 5.00) Overall enjoyment of your visit AUTUMN 15% 85% 4.85 Overall enjoyment of your visit SUMMER 16% 83% 4.82 Overall enjoyment of your visit CUMULATIVE 15% 84% 4.83 Overall impression of Cornwall in terms of feeling of welcome AUTUMN 15% 85% 4.85 Overall impression of Cornwall in terms of feeling of welcome SUMMER 19% 78% 4.74 Overall impression of Cornwall in terms of feeling of welcome CUMULATIVE 17% 81% 4.80 Overall impression of Cornwall in terms of general atmosphere AUTUMN 16% 84% 4.83 Overall impression of Cornwall in terms of general atmosphere SUMMER 20% 79% 4.77 Overall impression of Cornwall in terms of general atmosphere CUMULATIVE 18% 81% Very poor Poor Average Good Very good Visitors opinions of the general atmosphere and feeling of welcome in Cornwall (4.80 in each case) were the fourth highest indicators of all the 33 being explored by the survey. At 4.83 out of 5.00 overall enjoyment of visit was the highest ranked indicator amongst visitors to the county. Autumn respondents rated each aspect higher than summer respondents. 64

65 How visit to Cornwall lived up to expectations Autumn (Sept Nov 2016) 3% 71% 17% 7% Summer (Aug 2016) 64% 29% 3% 2% Cumulative (Aug Nov 2016) 2% 68% 23% 5% 2% 0% 20% 40% 60% 80% 100% Much worse than expected Worse than expected As expected Better than expected Much better than expected Don't know 68% of all respondents including 64% and 67% of summer and autumn respondents respectively said their visit to Cornwall had met with their expectations. 28% said their visit had been better or much better than they expected including 32% of summer and 30% of autumn respondents respectively. 65

66 Recommendation score for visit to Cornwall 100% 80% 60% 74% 72% 77% 40% 20% 24% 26% 22% 0% 2% 3% 1% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Recommendation score +72% Recommendation score +69% Recommendation score +76% Detractors Passives Promoters Respondents gave Cornwall a recommendation score of +72% for their likelihood of recommending it as a place to visit to their friends/family ranging from +69% for summer respondent and +67% for autumn respondents. These are very high scores on a metric that can range from 100% to +100%. 66

67 Visitors likes Visitors to Cornwall were asked what they most liked about their visit to the county, what they least liked or what, if anything, they thought could be improved. A wide range of likes were provided by respondents and the word cloud below illustrates the relative strength of each particular like below. The scenery and beaches were by far the overwhelming top likes coming out of the survey along with things such as the sea, atmosphere, friendly and coastline. There was little variation according to the period of interviewing. 67

68 Visitors dislikes/suggestions for improvement 56% of respondents mentioned something which they disliked about their visit to Cornwall or which they felt could be improved. A wide range of dislikes/improvements were also provided by respondents and, once again, the word cloud below illustrates the relative strength of each particular dislike/improvement below. The parking and traffic were by far the overwhelming top dislikes/improvements coming out of the survey along with things such as it being expensive, roads, A30, public toilets and seagulls. There was little variation according to the period of interviewing. 68

69 Likelihood to visit Cornwall again in the future Autumn (Sept Nov 2016) 12% 86% Summer (Aug 2016) 2% 14% 83% Cumulative (Aug Nov 2016) 13% 84% 0% 20% 40% 60% 80% 100% Very unlikely Unlikely Neither unlikely nor likely Likely Very likely Don't know 84% of respondents said they would be very likely to visit Cornwall again in the future including 83% and 86% of summer and autumn respondents respectively. 69

70 Type of trip likely to re visit Cornwall for 80% 70% 60% 50% 40% 40% 62% 71% 54% 52% 41% 41% 42% 30% 28% 20% 10% 0% Cumulative (Aug Nov 2016) Summer (Aug 2016) Autumn (Sept Nov 2016) Main holiday Secondary Short break 40% of respondents would be likely to re visit Cornwall again in the future for a main holiday including 54% and 28% of summer and autumn respondents respectively. The largest proportion of respondents (62%) would be likely to re visit for a secondary holiday (including 52% of summer respondents and 71% of autumn respondents). 41% of respondents would be likely to re visit for a short break Including 41% and 40% of summer and autumn respondents respectively. 70

71 Words associated with Cornwall Surf culture The South West 54% 56% 55% 63% 59% 61% Laid back 58% 64% 69% Unique landscape 59% 66% 72% Local food & drink 65% 71% 76% Unspoilt countryside Fishing villages/ harbours 77% 70% 73% 79% 81% 80% Stunning coastline Good beaches 92% 86% 89% 93% 88% 91% 0% 20% 40% 60% 80% 100% AUTUMN (Sept Nov 2016) SUMMER (Aug 2016) CUMULATIVE (Aug Nov 2016) The words most associated with Cornwall, regardless of the period of interview were; Good beaches; stunning coastline, fishing villages/harbours, unspoilt countryside and local food & drink. 71

72 Theatre & arts Events & festivals Museums & art galleries Iconic attractions Poldark Cultural Doc Martin Historic buildings & gardens Dog friendly South West Coast Path Distinctive heritage Words associated with Cornwall 14% 18% 16% 17% 26% 21% 23% 24% 23% 27% 35% 31% 38% 32% 35% 39% 32% 36% 39% 42% 41% 33% 46% 52% 42% 47% 49% 45% 47% 55% 43% 49% 60% 0% 20% 40% 60% 80% 100% AUTUMN (Sept Nov 2016) SUMMER (Aug 2016) CUMULATIVE (Aug Nov 2016) The words least associated with Cornwall, regardless of the period of interview were; Theatre & arts, events & festivals and museums & art galleries. 72

73 Cornwall Visitor Survey 2016 The South West Research Company Ltd