Tourism Business Monitor Accommodation Report. Wave 3 Post-Easter until mid-july

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1 Tourism Business Monitor 20 Accommodation Report Wave 3 Post-Easter until mid-july

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: July 20: -20 July 20, reviewing the period after the Easter holidays up until mid-july Apr 20: 24 Apr-1 May 20, reviewing the Easter period 20 Jan 20: 6-12 January 20, reviewing the Christmas and New Year period 20 Nov 20: 4-10 Nov 20, reviewing mid-september until the end of October Sept 20: 9- Sept 20, reviewing the period from mid-july up until the end of the summer holidays Jul 20: July 20, reviewing the period after the Easter holidays up until mid-july Apr 20: April 20, reviewing the period from January until the end of the Easter holidays Jan 20: 7- January 20, reviewing the Christmas and New Year period 2012 Nov 2012: 5-12 Nov 2012, reviewing mid-september until the end of the October Sept 2012: Sept 2012, reviewing the school summer holidays 2

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 Overall, visitor figures for the post-easter period are up on last year, and confidence for the forthcoming period is still around the same as last wave. The approach to the peak Summer period has particularly brought more overseas visitors, but the changeable weather may have been the reason that weather-dependent caravan/campsites have not fared as well in the post-easter period. Visitor numbers for the post-easter period almost exactly mirror those for the same period last year, with 44% of businesses reporting an increase in visitors overall. Self-catering businesses have seen a slight decrease in domestic, and additionally overseas visitors to caravan/camping sites are also down on last year. Hotels and guesthouse/b&bs have seen strong increases in all visitor types so far this year compared to last. Caravan/campsites may have suffered at the hands of the more changeable weather during the post-easter period, with just under half reporting a decrease in visitor numbers compared with the same period last year. This has directly impacted satisfaction levels for this group, with only a quarter saying they are very satisfied with recent business performance. Hotels are performing the strongest for the year to date with 70% reporting that visitor numbers are up on last year. There is also a big increase in number of large town/city businesses reporting that visitors are up on last year for the recent period the highest since November 12. Advanced booking levels are on a par with the same period last year, with 72% of all accommodation businesses reporting very good/fairly good levels. Consequently confidence levels overall are also strong, although there has been a slight dip from last wave. Confidence levels are up across all accommodation types, although slightly less so for outdoor-based caravan/campsites, who are more dependent on weather conditions for business. Numbers reporting very good/good advanced booking levels are also up amongst hotels, B&Bs and self-catering businesses. Overall, almost 9 in 10 accommodation businesses have their own website, and around half have the option to book online (whether through a 3 rd party site or own), a Facebook account, and/or a Twitter account. Caravan/campsites are the least likely to have an online presence whilst larger businesses, hotels and those in cities/large towns are the most likely to have an online presence. Of the 51% of businesses with a Facebook account and 30% with a Twitter account, two thirds are updating these at least weekly. 4

5 Business Dashboard 5

6 Business Performance Dashboard: Accommodation VISITOR NUMBERS Visitor numbers (%) Versus same period previous year Visitor numbers for period after Easter holidays up until mid-july 20 compared with same period 20 (%) Hotels Down Same Guest house/ B&B Up Self-catering Jul 20 YTD 20 Caravan/ camping Satisfaction (%) SATISFACTION Satisfied with business performance Not at all Not very Quite Very Satisfaction with Performance during period after Easter holidays up until mid-july 20 (%) Hotels Guest house/ B&B Self-catering Jul 20 YTD 20 Caravan/ camping Q3/4, Q6, 7/, 10 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20 6

7 Business Confidence Dashboard: Accommodation Very confident Fairly confident Sept 2011 Nov 2011 Jan 2012 Easter 2012 June 2012 July 2012 Sept 2012 Nov 2012 Jan 20 Apr 20 July 20 Sept 20 Nov 20 Jan 20 Apr 20 Jul Very confident 92 Fairly confident Hotels B&B Self catering Caravan/ Camping Jul 20 Q PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE Jul 20: Up until end of school summer holidays 7

8 Visitor Profile

9 Changing Visitor Profile (year-to-date vs. previous year): Accommodation Up Same Down NET: Up - Down Domestic visitors Jul Sept 12 Up Nov 12 Jan Apr Jul Sept Down Nov Jan Apr Jul Up Down Overseas visitors Jul Sept Nov 12 Jan Apr Jul Sept Nov Jan Apr Jul Jul Up Down Repeat visitors Sept 12 Nov 12 Jan Apr Jul 9 Sept 7 9 Nov Jan Apr Jul Q12 9

10 Changing Visitor Profile (year-to-date vs. previous year): Accommodation type Self-catering businesses have seen a slight decrease in domestic visitors, and numbers of overseas visitors to caravan/camping sites are also down on last year. Hotels and guesthouse/b&bs have seen strong increases in all visitor types so far this year compared to last. Hotels Guest Houses / B&Bs Up Same Down Domestic visitors (20) NET: Up - Down 33 Domestic visitors Self-Catering Caravan / Camping Overseas visitors (20) Hotels Guest Houses / B&Bs Overseas visitors Self-Catering Caravan / Camping Repeat visitors (20) Hotels Guest Houses / B&Bs Repeat visitors Self-Catering Caravan / Camping Q12 10

11 Past Performance 11

12 Visitor numbers: Year-on-year changes Visitor numbers for the post-easter period almost exactly mirror those for the same period last year, with 44% of businesses reporting an increase in visitors. % Jul Up Slightly up Exactly same YTD Slightly down Down June July 2012 Sept Nov Jan Apr July Sept 20-2 Nov Jan Apr Jul 20 Up Down PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays up until mid-july 20 / Apr 20: Easter period 20 / Jan 20: Christmas and New Year period 20 / Nov 20: Mid-September until the end of October/ Sept 20: Mid-July until end of the Summer holidays Q3/4, Q7/ 12

13 Visitor numbers: Year-on-year changes by accommodation type Down Slightly down Same Slightly up Caravan/campsites may have suffered at the hands of the more changeable weather during the post-easter period, with just under half reporting a decrease in visitor numbers compared with the same period last year. Hotels are performing the strongest for the year to date with 70% reporting that visitor numbers are up on last year. Up % Hotels % B&B % % Self catering Caravan/ Camping Jul 20 YTD 20 Jul 20 YTD 20 Jul 20 YTD 20 July 20 YTD 20 Q3/4, Q7/ PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20

14 Changing business performance: By accommodation type & bed spaces The number of caravan/campsites saying visitors are up on last year has almost halved since last wave. Correspondingly satisfaction levels have dropped. Larger businesses were perhaps expecting a stronger performance for the recent period, since although almost 60% say visitors are up on last year, their satisfaction levels are lower than last wave % Visitors up on last year Nov Jan 15 Apr Jul Sept Nov Jan Apr Jul ACCOMMODATION TYPE Hotel Guest / B&B Self catering Caravan / camping 2 26 % Very Satisfied 37 Nov Jan Apr Jul Sept Nov Jan Apr Jul BED SPACES % Visitors up on last year Up to 10 bedspaces bedspaces Over 100 bedspaces % Very satisfied Nov 12 Jan Apr Jul Sept Nov Jan Apr Jul Nov 12 Jan Apr Jul Sept Nov Jan Apr Jul Q3/4, Q6

15 Visitor Numbers: Year-on-year changes (%) Although there has been no change in year-on-year visitor numbers for the post-easter period, there has been a 1% increase overall for the year-to-date. Jul 20 YTD 20 % 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 0% 1% Q5, 9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20 16

16 Visitor numbers: Degree of year-on-year changes by accommodation type Hotels and B&Bs have seen visitor increases for the latest period compared with last year, and this has brought their YTD figures up also, to 6% and 3% increase in visitor figures respectively. Unfortunately self-catering and caravan/campsites have had a poorer post-easter period, which has also brought YTD figures down. Hotels Jul 20 YTD 20 B&B Jul 20 YTD 20 Increase Over 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 Self catering 5% 6% Jul 20 YTD Caravan/ Camping 3% 3% Jul 20 YTD % -1% -5% -3% Q5, 9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20 17

17 Positive verbatim comments on business performance: Accommodation I think its Trip Advisor reviews and recommendations from previous customers and repeat business that has meant we ve done really well recently. Basically visitors are more willing to spend than they were a year ago because for a lot of people the economy has improved. The weather has been a great influence and also the price of diesel coming down has helped. Better weather, a new, upgraded website and more advertising has helped our business recently. Q11

18 Negative verbatim comments on business performance: Accommodation Still a reluctance to spend money generally from public. I think the economy is still recovering and customers do not have disposable income to spend on holidays Just seems harder to fill our spaces: the pound is stronger and people are going abroad for their holidays and locally there's just so much competition. The economic climate still isn t great, and there is generally less demand for accommodation Q11 19

19 Case Study: Collerton Lodge Increase in visitor numbers by 11-20% for latest period compared with the same period in 20. This multi-award winning B&B gives 110% to meet guest needs, and by really listening to feedback keeps them returning year after year Collerton Lodge B&B is a three storey detached guest house set in a large garden. It also has a 2 bedroom self-contained ground floor apartment for rent. 4 star B&B with <10 bedspaces Situated near Paignton, Torbay We are in the unique position of having been awarded the certificate of excellence from TripAdvisor 2 years running, and also having been awarded a 4 star silver award from VisitEngland. These all help to raise our profile and bring in more visitors. I think what sets us apart from other B&B s is that we really listen to visitors feedback we supply what our guests want. We try to create a home from home, but one that also goes above and beyond people s expectations. We try to cater to everyone we print literature in different languages for our overseas guests & we make breakfast to order in the morning so that people get exactly what they want. Its about going that extra mile. 20

20 Online Communications /Access 21

21 Online communications / access Caravan/campsites are the least likely to have their own online presence, whilst hotels are the most likely to be set up with the option to book online (whether through 3 rd party or own website). They are also the most likely to have a Facebook and/or Twitter account for their business. ALL Hotels B&B Self catering Caravan/ Camping Its own website Option to book online via own or agency website Option to book online via a 3rd party site (e.g. booking.com, Expedia) A Facebook page A Twitter account A mobile optimised site and/or app None of the above Q16a 22

22 Online communications / access Perhaps unsurprisingly, larger businesses are more likely to have an online presence across all types of electronic media. ALL Up to Over 100 Its own website 7 93 Option to book online via own or agency website Option to book online via a 3rd party site (e.g. booking.com, Expedia) A Facebook page A Twitter account A mobile optimised site and/or app None of the above 7 3 Q16a 23

23 Online communications / access Almost all city-based accommodation businesses have their own website, although businesses across all locations do too. Those in the city are also far more likely to have the option to book online. ALL Seaside City Small town Rural Its own website Option to book online via own or agency website Option to book online via a 3rd party site (e.g. booking.com, Expedia) A Facebook page A Twitter account A mobile optimised site and/or app None of the above Q16a 24

24 Frequency of updating Facebook / Twitter business accounts Businesses update Facebook (27%) or Twitter (34%) business accounts daily, although 2 in 3 update weekly. Hotels, and businesses in large towns/cities are much more likely to update their accounts daily. More than once per day Daily % among Hotels - 62% in large town/city businesses % among Hotels - 44% in large town/city businesses 2-3 times per week 17-30% among Selfcatering 19 Once per week Fortnightly 5 6 Monthly 9 - % among businesses with up to 10 bedspaces Less than monthly 10 6 Have stopped updating it 6 7 Q16a 25

25 Frequency of online customer feedback As self-catering and caravan/campsites are less likely to have an online presence, they rely less on online customer feedback, with 20% saying they don t know how often they receive it or they just don t check. Hotels and B&B s receive online feedback most frequently. ALL Hotels B&B Self catering Caravan/ Camping More than once per day Daily times per week Once per week 15 Fortnightly Monthly Less than monthly Never Don't know / don't check Q16a 26

26 Frequency of online customer feedback As might be expected, larger businesses receive online customer feedback most frequently, with 16% reporting that they get online feedback more than once a day and 77% at least once per week. ALL Up to Over 100 More than once per day Daily times per week 17 Once per week Fortnightly Monthly Less than monthly Never Don't know / don't check Q16a 27

27 Frequency of online customer feedback Rural and seaside businesses receive online customer feedback less frequently than more urban sites. ALL Seaside City Small town Rural More than once per day Daily times per week Once per week Fortnightly Monthly 7 Less than monthly Never Don't know / don't check Q16a 2

28 Future Performance 29

29 Advance booking levels: Accommodation Advanced booking levels are largely good for the period until the end of the Summer holidays on a par with the same period last year. % Very poor Poor Just OK Good Very good Survey conducted: Period asked about: Sep-12 Sept 2012 Until end of October Nov 2012 Until end of the year Jan 20 Until the end of Easter Apr 20 Until late Spring/ early Summer Jul- July 20 Until end of summ er hols Sept 20 Until end of October Nov 20 Until end of the year Jan- Apr Until the end of Easter Until late Spring/ early Summer Jul- 20 Until end of summer hols Q15 30

30 Business optimism for 20 There has been a slight dip in optimism for 20 overall perhaps the more changeable weather over the recent post- Easter period has unnerved businesses. % Much worse than 20 Slightly worse than The same as Slightly better than Much better than 20 Nov 2012 Jan 20 Apr 20 July 20 Sept 20 Nov 20 Jan 20 Apr 20 Jul 20 Q16 31

31 Confidence for forthcoming period: By accommodation type Confidence levels are up across all accommodation types, although slightly less so for outdoor-based caravan/campsites, who are more dependent on weather conditions for business. Numbers reporting very good/good advanced booking levels are also up amongst hotels, B&Bs and self-catering businesses. CONFIDENCE: For period up until the end of the Summer holidays % Very confident Sept 12 Nov 12 Jan Apr 12 July Sept Nov Jan Apr Jul Hotel Guest house / B&B Self catering Caravan / camping ADVANCE BOOKINGS % Very / fairly good Hotel Guest house / B&B Self catering Caravan / camping Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul- Q, 15 32

32 Confidence & bookings for forthcoming period: By accommodation size There is greater confidence in the forthcoming period than in April this year, which appears to be buoyed by the high number of businesses reporting very/fairly good advanced booking levels, regardless of size. CONFIDENCE: For period up until the end of the Summer holidays % Very confident Up to 10 bedspaces bedspaces Over 100 bedspaces Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul ADVANCE BOOKINGS % Very/ fairly good Up to 10 bedspaces bedspaces Over 100 bedspaces Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul Q, 15 33

33 Confidence for forthcoming period: By location Confidence levels and advanced bookings are all up compared with this same period last year. Large town/city businesses continue to be the most encouraged, with the highest confidence levels, and highest levels of advanced bookings. CONFIDENCE: For period up until the end of the Summer holidays % Very confident Seaside Large town or city Small town Countryside / village Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul ADVANCE BOOKINGS % Very/ fairly good Seaside Large town or city Small town Countryside / village Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul Q, 15 34

34 Positive verbatim comments on business confidence: Accommodation The levels of booking we've already got means well have a healthy Summer. We have had a good start to the year and hope the momentum can continue. Very good. Because we've got good booking, staff levels and 16 new rooms in the hotel. I feel it's going to increase. We're looking to upgrade the hotel. I'm refurbishing all the rooms to a 3 star lux level. Excellent, nearly full till September. Weather, economy and price of holidays abroad are all factors. Q19 35

35 Negative verbatim comments on business confidence: Accommodation Decrease in the travel trade throughout Blackpool with the coach travel declining. There's also a decrease in advanced booking. I'm not very confident, because we re not getting the bookings. I think people think it is too expensive to pay to stay in cottages in Devon: agencies are trying to put the prices up and add on commission and it s putting people off coming here I think everybody is very price conscious at the minute: my prices aren't high but people are unwilling to spend. I also don't think I'm marketing the business to it s fullest extent. Q19 36

36

37 Performance and confidence snapshot: July 20 Visitor Numbers (July) Confidence (End of school summer holidays) 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

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