UK MARKET PROFILE Year 2013 Results of a survey carried out between January to December 2013

Transcription

1 UK MARKET PROFILE Year 2013 Results of a survey carried out between January to December 2013 Malta Tourism Authority Research Unit Market Support & Development 1

2 Market Dynamics January to December 2013 During January to December 2013, Malta received 454,659 UK tourists, an increase of 3.0 when compared to the same period last year. UK s share in 2013 decreased by 1.9 percentage points when compared with previous year. Tourist Departures Total Tourists UK Tourists Abs. Chg. (UK) 13/12 Change (UK) 13/12 1,582, , , Nights spent 12,890,268 4,043, , Average length of stay 8.2 nights 8.9 nights Expenditure 1,440,379, ,196, ,617, Av. Expenditure per capita ( ) Source: NSO Market share UK Jan to Dec UK Jan to Dec

3 UK Tourists Visiting Malta Over a 6-year span ( ), inbound tourists from UK registered an average annual decline of ,000 Inbound tourists from UK , , , , , , , , , , , ,

4 Guest nights of UK Tourists With an average length of stay of 8.9 nights, 4,043,639 nights were generated by UK tourists. This represents an increase of 3.9 when compared to year Over a 6-year span ( ), guest nights by UK tourists decreased by an average annual rate of 1.8. Guest nights by UK tourists ,000,000 4,500,000 4,000,000 3,500,000 4,519,043 4,190,388 3,632,459 3,814,894 3,868,095 3,891,640 4,043,639 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,

5 Expenditure of UK Tourists In year 2013, UK tourists generated million worth of expenditure. This represents an increase of 4.5 (or million) when compared to year , , ,000 Expenditure Inbound UK tourists (in'000 Euros) , , , , , , ,196 During year 2013, tourist expenditure recorded increases throughout all categories. 200, , ( 000s) Package Non-package expenditure Air/sea fares Accommodation Other expenditure Total ,683 47,778 32, , , ,511 42,828 37, , , ,026 50,916 40, , , ,005 51,393 42, , ,196 Change 13/ Change 13/

6 Purpose of Visit Holiday remains the main purpose of visit accounting for 83.4 of total UK tourists. Visiting friends/relatives accounts for 10.3 of total inbound from the UK. 3.5 of UK tourists visited Malta for business. UK by Purpose of Visit Holiday Business VFR Other UK Tourists by Purpose of Visit Abs. Chg. 2013/2012 Change 2013/ 2012 Holiday 342, , , ,229 6, Business 17,470 19,466 16,985 15,880-2, VFR 45,344 43,857 40,732 47,020-3, Other 9,556 8,512 9,953 12,530 1, Total 415, , , ,659 2,

7 MIA Passenger Movements by Airport MIA Share of Pax Movements Most Serviced Airports Year 2013 Year 2012 LONDON - GATWICK LONDON - HEATHROW MANCHESTER LONDON - LUTON LONDON - STANSTED BRISTOL MIA passenger movement figures indicate that during the period January to December 2013 most passengers on UK routes flew via London Gatwick (23.3) and London Heathrow (17.3). These are followed by Manchester (15) and London Luton airports (8.5. BIRMINGHAM INTERNATIONAL EDINBURGH TURNHOUSE, SCOTLAND NEWCASTLE LIVERPOOL JOHN LENNON LEEDS-BRADFORD BELFAST INTERNATIONAL NOTTINGHAM EAST MIDLANDS BOURNEMOUTH INTERNATIONAL GLASGOW PRESTIWCK, SCOTLAND CARDIFF,WALES EXETER NORWICH GLASGOW, SCOTLAND Source: MIA 7

8 Market Profile Key Findings The results of this survey are based on a sample of 2,602 respondents, residing in United Kingdom. Data was collected during the 12-month period of January to December

9 Part 1: Socio-demographic profile 9

10 Region of Residence During January to December 2013, around nine out of ten British respondents came from England. The South East of England was the main region of residence with a share of This was followed by the East of England and South Western with share of 12.5 and 12.2 respectively. England -South East -East of England -South Western -London -North West -Yorkshire & Humberside -East Midlands -West Midlands -North East Wales 4.2 Scotland 5.9 Northern Ireland 1.4 Channel Islands 0.3 Isle of Man 0.4 TOTAL

11 Areas of Residence of British respondents (Year 2013): South East -Hampshire -Kent -Surrey -West Sussex -Berkshire -Buckinghamshire -Oxfordshire -East Sussex -Isle of Wight Northwest -Lancashire -Greater Manchester -Cheshire -Cumbria -Merseyside East of England -Essex -Hertfordshire -Norfolk -Cambridgeshire -Suffolk -Bedfordshire Yorkshire and Humberside -Yorkshire -West Yorkshire -North Yorkshire -South Yorkshire -East Riding of Yorkshire South Western -Devon -Somerset -Wiltshire -Bristol -Dorset -Gloucestershire -Cornwall & Isles of Scilly East Midlands -Northamptonshire-Northants -Lincolnshire -Derbyshire -Leicestershire -Nottinghamshire -Rutland Greater London 10.1 West Midlands -West Midlands -Staffordshire -Shropshire -Worcestershire -Warwickshire

12 Areas of Residence of British respondents (Year 2013): Scotland -Strathclyde -Lothian -Grampian -Tayside -Highland -Fife -Central -Dumfries and Galloway -Borders -Western Isles Isle of Man 0.4 Wales 4.2 Channel Islands 0.3 Northeast -Tyne and Wear -Durham -Northumberland Northern Ireland -Down -Antrim -Armagh -Tyrone -Londonderry

13 Socio-Demographics Year 2013 Year 2012 Gender: Male Female Marital Status: Single Married/Living together Divorced/separated Widowed

14 Age Over 65 years Age Groups Year 2012 Year In year 2013, the average age of British respondents stood at 56.2 years. During the period under review, the largest age bracket comprised tourists aged between years with a share of This was closely followed by 29.7 of respondents aged over 65 years. Under Per cent Average Age: Year 2013: 56.2 years Year 2012: 58.1 years 14

15 Occupation & Net Income Year 2013 Year2012 Director Manager Office / retail worker Professional Skilled worker / Tradesman Manual worker Self-employed Student Housewife Unemployed Retired Average net income per month: 2,507 As in the previous year, the larger share of respondents were retired individuals. These were followed by the professionals and office/retail worker. When compared to the same period last year, the share of retired and office/retail worker registered a decline. During the period under review, British respondents earned an average net income of 2,507 per month. Rank 1 Rank 2 Rank 3 15

16 Readership Commonly read newspapers include: Daily Mail (20.3) The Times(11.8) Daily Telegraph(11.6) Guardian (7.0) Sun (6.8) The magazines which scored the highest readership were: Good Housekeeping (4.1) Hello (3.2) Take a Break (3.1) Saga (3.0) Economist (2.6) 16

17 Internet Access Year 2013 Year 2012 Access to internet (multiple response) - From home From work Websites accessed on a regular basis (base 100) Google, gmail BBC Facebook Amazon Ebay Yahoo Tripadvisor

18 Internet Usage Year 2013 Year 2012 Internet Usage (multiple response) - Search for travel info online Book travel online Websites used for booking purposes (base 100) - Expedia Easy Jet Trip Advisor Booking Thomson Travel Republic

19 Malta Spain France Italy Canary Islands Tenerife, Lanzarote, USA Portugal Turkey Balearic - Mallorca, Menorca, Cyprus Greek Islands Greece Germany Australia Percent Last Two Holidays Last Two Holidays Main Countries (Multiple Response) Prior to this visit, most British tourists took their last two holidays in Malta, Spain and France. Other preferred destinations included Italy, Canary Islands and USA. 19

20 Spain Italy Canary Islands Tenerife, Cyprus Greece Portugal Turkey France USA Madeira (Portugal) Croatia Greek Islands Balearic - Mallorca, Egypt Sicily (Italy) Morocco Percent Competing Destinations Main Countries Considered Prior to Choosing Malta Main Countries (Multiple Response) Spain, Italy and Canary Islands were the top destinations considered by British tourists prior to choosing Malta. Other preferred destinations were Cyprus, Greece and Portugal. 20

21 Part 2: Journey to the Maltese Islands 21

22 Sources of Influence (Multiple Response) Year 2013 Year 2012 Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Tour operator brochure TIO literature Recommendation by family/friends Previous visit Internet TV programme TV advert Promotional material As in previous year, previous visit ranked as the top source of influence for UK tourists visiting Malta, influencing almost four out of ten tourists. Word of mouth recommendation ranked second with a share of 35.6, followed by the internet (22.1). On the contrary, promotional material, the travel fairs and TV advert were among the least popular influential means. Travel show/fair Rank 1 Rank 2 Rank 3 22

23 Reason for Choosing Malta The British are primarily motivated to visit Malta for the agreeable climate, novelty and for its history and culture. Further analysis indicates that while the top three motivators remain the same, the shares of respondents who visited Malta for the agreeable climate is higher during the offpeak months of January to March and October to December. Reasons for choosing Malta Year 2013 Year 2012 Peak Offpeak New place to go Result of previous visit Agreeable climate History/culture Accessibility Recommended by friends/relatives Cost/value for money English spoken widely Only place available Maltese hospitality Other reason

24 Type of Booking Arrangement Type of Booking Arrangment Year 2013 Year Package Non-package (separate bookings for each travel element) Partly package/partly nonpackage of British respondents bought a package trip whereas 45.5 made their own travel arrangements. When compared to the same period last year, one can notice a drop in package trips (-6.8 points) and an increase in non-package trips (+7.5 points). - Around 8 decided to make their travel arrangements partly with a tour operator and partly independently. 24

25 Type of Booking Arrangement Package Non- Package Partly Package/ Partly Non-package Total Share of total (N=1,193) (N=1,173) (N=213) (N=2,579) Booking operator: Tour operator/travel agency Directly with suppliers Exclusively internet-based travel operator Booking arrangement: Flight Vehicle hire Accommodation Site/attraction visits Transfers Event tickets

26 Booking Arrangement Package During the year 2013, 46.3 of British respondents bought a package trip. Nearly eight out of ten package holidays were bought from a tour operator/travel agent of package trips were bought from an exclusively internet-based travel operator. Only 3.2 of package trips were bought directly from suppliers. The package mainly included flight, accommodation and transfers. Non-package 45.5 of respondents bought a non-package trip. Most non-package trips (74.3) were booked directly with suppliers. Around 25 of non-package trips were done with an exclusively internet-based travel operator. Travellers opting for non-package type of arrangement mostly booked flight and accommodation. A significant share booked transfers and/or vehicle hire. Travel operators Most British tourists bought a tour operator package from Thomas Cook (12.4), Mercury Direct (11.7), Thomson Holidays (8.7) and Chevron Holidays (8.5). The main internet-based travel operators were Travel Republic (16.5), Expedia (12.1), Otbeach (10.9), Lowcost holidays (7.4) and Booking (6.0). 26

27 Internet Booking for the Malta Trip Internet Booking for the Malta Trip Year 2013 Year 2012 Yes No Booking arrangement of internet bookers: Package 32.9 Non-Package 58.2 Partly package/ partly non-package 9.0 TOTAL The share of online bookings for the Malta trip by British tourists increased from 68.2 in 2012 to 73.5 in Online bookings were mostly made for non package type of trips. 27

28 Type of Internet Booking Package Non-Package Partly Package/Partly Non-package Total Internet booking: YES (N=612) (N=1,084) (N=167) (N=1,863) Internet booking made with: Tour operator/travel agency Directly with suppliers Exclusively internet-based travel operator Online booking arrangement: Flight Vehicle hire Accommodation Site/attraction visits Transfers Event tickets Other

29 Booking Arrangement of Internet Bookers Nearly 74 of all respondents booked the Malta trip or part of their trip online. Non-package: The large majority of non-package travellers (93.0) made travelling arrangements online. Around 78 of online non-package bookings were made directly with suppliers. 27 of bookings were done with an exclusively internet-based travel operator. Online travel items booked mostly included flight and accommodation. In addition, 35.8 of online non-package travellers booked transfers. Package : 52.7 of package type travellers booked their trip to Malta online of online packages were bought from a tour operator/travel agency and 35.8 were bought exclusively from internet-based operators. Travel items included in package were mainly flight, accommodation and transfers. 29

30 Timing of Booking Arrangements Timing of Decision and Reservation Decision Booking Less than 1 week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months -Around 33 of British tourists decided to travel to Malta 2 to 3 months prior to departure date; for some (23.6) the Malta trip was planned 4 to 6 months in advance. - Slightly more than three out of ten UK tourists booked their trip to Malta 2 to 3 months in advance, whilst 22.4 of UK tourists made their booking arrangements 4 to 6 months prior to departure. - Late booking arrangements accounted for 30.8 of UK tourists, making their reservations 4 weeks or less prior to departure. 30

31 Airports of Departure Gatwick (London) Manchester Heathrow (London) Bristol International Luton (London) Stansted (London) Birmingham International Newcastle Airport Edinburgh Airport Leeds Bradford International Main Airports of Departure Year Airport of Departure Year 2013 Year 2012 London Gatwick Manchester London Heathrow Indications from MTA s Market Profile Survey show that, in 2013, London Gatwick, Manchester and London Heathrow airports remained the main points of departure for British respondents. When compared to 2012, both London Gatwick and London Heathrow airport gained market share Per cent 31

32 Part 3: Experiencing the Maltese Islands 32

33 Visit to Malta Year 2013 Year 2012 Experience of Malta: First visit Repeat visit Number of previous visits: 1 time to 3 times to 6 times times and over Out of previous visitors: Visited Gozo Been on a cruise trip to Malta

34 Type of Visit Breakdown of respondents by type of visit: Average Length of Stay Malta only Gozo only Two-centre holiday Malta and Gozo Total number of respondents who slept in the Maltese Islands The large majority (91.7) slept in Malta only of all UK surveyed tourists had a Gozo-only holiday opted for a two-centre stay in Malta and Gozo. 34

35 Length of Stay Duration of Visit (in Malta) Year 2013 Year to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights of British surveyed respondents stayed in the Maltese Islands for 4 to 7 nights. - Average length of stay in 2013 was 8.9 nights. 35

36 Type of Accommodation Used 5 star hotel 4 star hotel 3 star hotel 2 star hotel Tourist village Apart-hotel Guesthouse/hostel Self-catering/apartment Farmhouse/villa Timeshare Host family Friends /relatives house Own private residence Accommodation Used Year Slightly more than eight out of ten respondents stayed in collective accommodation mostly within the 4 star category. Nearly 23 of respondents stayed in five star hotels. 8 of respondents opted for self-catering accommodation Per cent 36

37 Locality Stayed In Qawra Sliema St. Julians Mellieha Floriana Golden Bay Bugibba St. Paul s Bay Gzira Valletta Ghadira Marfa Salina Cirkewwa Xaghra (Gozo) Ghajnsielem (Gozo) Marsalforn (Gozo) San Lawrenz (Gozo) Sannat (Gozo) Marsaskala Xlendi (Gozo) Other Attard Main Locality of Accommodation Per cent Nearly three out of ten respondents stayed in St.Paul s Bay area, mostly in Qawra of respondents stayed in Northern area whereas 17.8 opted to stay in Sliema area. 5.9 of respondents mentioned Gozo as main locality stayed in. Localities grouped by Area St.Paul's Bay Area 27.9 Northern Area 18.0 Sliema Area 17.8 St. Julians Area 14.5 Floriana/Valletta Area 7.8 Gozo 5.9 Other 5.4 South Area 1.8 Attard/Rabat/Mdina Area

38 Basis of Accommodation Timeshare Self-catering All Inclusive Full board Basis of Accommodation During 2013, the largest share of respondents (30.8) opted to stay on a bed and breakfast basis followed by 26.9 who opted to stay on half board basis. A significant 17.0 were on self-catering basis. Half board Bed and breakfast Bed only Per cent 38

39 Travelling Party Year 2013 () Year 2012 () Alone With spouse/partner With family With friends In an organised group With business associates Average number of people in travelling party 2.2 people 2.1 people 39

40 Activities Engaged In Survey results indicate that during stay the UK respondents engaged in a variety of activities. Top activities by UK respondents include visiting historical sites, churches and dining. Activities featuring a higher participation in the offpeak months mainly include walking/hiking, visiting museums and spa. Total Peak Offpeak Total Peak Offpeak Sport/Outdoor Activities: Recreational Activities: Swimming Spa/wellness Diving Shopping Other watersports Nightlife/clubbing Walking/hiking Dine at restaurants Climbing Casino Golf Cinema Attend sports events Participate in sports events Cultural Activities: Attend cultural events: Go sightseeing Theatrical performance Visit historical sites Dance Visit museums Opera Visit churches Music/concert Visit arts/crafts sites Festas/folk/festival Visit local produce sites Visual arts

41 Localities Visited in Malta (Multiple Response) Year 2013 () Year2012 () Valletta Mdina/Rabat Three Cities Marsascala Mellieha Sliema St Julians Paceville St Paul's Bay/Bugibba/Qawra Dingli Marsaxlokk Mosta Hagar Qim/Mnajdra Wied iz-zurrieq/blue Grotto

42 Gozo Visit Year 2013 Year 2012 Been to Gozo More than a one night stay A one night stay A day trip Type of Gozo visit Per cent 53.6 of respondents visited Gozo during their trip. The large majority of Gozo visitors were day trippers. Respondents spending a night or more in Gozo opted for the following duration of stay: 1 night: to 3 nights: to 7 nights: to 14 nights: 26.7 Over 14 nights: 4.4 Average length of stay: 7.5 nights 42

43 Localities Visited in Gozo (Multiple Response) Year 2013 () Year 2012 () Citadel/Victoria Marsalforn Xlendi Ggantija Dwejra/Azure Window Ta' Pinu Basilica Ramla Bay Other

44 Comino Visit Visit to Comino During 2014, one out of four British respondents visited Comino during their stay. Year Yes No 76.9 Year

45 Expenditure Per stay Per day Cost of holiday booking Expenditure during stay Cost of holiday booking includes: Flight 98.2 Accommodation 92.1 Excursions 11.1 Transfers 59.1 Vehicle hire 12.2 Other

46 Per cent Hospitality of the Local People 80 Hospitality of the Local People Very Good Good Not so Good Poor Very Poor Most UK tourists were impressed with the high levels of hospitality that Maltese and Gozitan people have offered rated the local s hospitality as very good whilst 34.9 assigned good ratings. 46

47 The Malta Experience Rating of the Malta Experience Exceeded Expectations Up to Expectations Below Expectations Year In 2013, Malta lived up to the expectations for almost 62 of British respondents. Furthermore, the Malta experience exceeded the expectations of nearly one third of respondents. Year

48 Recommend Malta Year 2013 Year 2012 Would recommend Malta Recommend YES (93.7 out of total recommendations) Maltese people (friendly, helpful, hospitable) Good weather Culture, history, architecture, tradition It s a good experience, nice atmosphere, lovely Interesting things to do, variety Relaxing, peaceful, enjoyable Good value, good price Nice landscape, nature Safe Easy to get around My favourite holiday, love Malta, always come here Good for swimming Original particular unique 48

49 Intend to Visit Malta Again Year 2013 Year 2012 Intend to visit Malta again When to visit again: - 1 less than one year In 1 to 2 years In 3 to 4 years In 5 years or more

50 Main Words Associated with Malta Base 100 (N= 6,356 responses) 50