Bath destination report

Transcription

1 Bath destination report 1

2 VisitEngland Destination tracker: Since April 2015, the national tourist boards of VisitEngland, VisitScotland and VisitWales have been tracking visitor perceptions of holiday destinations across GB in a single research vehicle. Data in this report is from April 2015 September 2016 This study explores behavioural and experience measures such as, visitation, spend, stay length, satisfaction and advocacy within individual destinations. As well as the imagery perceptions of each destination. In the report there are 3 samples for comparison; those from whom this destination was the most recently visited, those who claim to visit a city destinations at C52 and finally a GB average. All respondents are GB holiday takers, having taken a GB break in the past 12 months or are expecting to in the next 12 months. This accounts for approx. 49% of the population. Significant differences will be indicated by a black/orange arrow against city destinations and a blue/red against GB. This report provides a snapshot of: 1. A demographic split of destination visitors 2. The behaviours exhibited at the destination: How loyal are they to the destination and how satisfied were they with their trip? 3. How GB holiday makers perceive this destination and how does it compare with others? Finally there is a summary of findings. 2

3 Who is visiting? Ever Visited Bath : Visited destination in the last 3 years 55% Time since last visit Gender Bath Cities Great Britain Male 45% 51% 49% Female 55% 49% 51% Age Bath Cities Great Britain Region of origin Bath Cities Great Britain Wales 6% 5% 5% Scotland 6% 10% 9% North East 1% 5% 4% North West 12% 12% 11% Yorkshire/ Humberside 5% 8% 9% East Midlands 6% 7% 7% Within 6 months 7-12 months 1-3 years >3 years 22% 23% 16% % 16% 14% % 18% 16% % 17% 17% % 18% 18% West Midlands 10% 8% 9% East Anglia / East of England 5% 10% 10% Greater London 20% 13% 13% % 15% 15% South East 16% 12% 14% % 16% 20% South West 13% 9% 9% *Please note respondents can have visited more than one destination in the last 3 years. AROUND HALF OF DOMESTIC TRAVELLERS HAVE VISITED BATH. THE VISITOR PROFILE OF BATH IS SKEWED TOWARD FEMALES AND YOUNGER VISITORS. COMPARED TO OTHER CITIES, THERE ARE SIGNIFICANTLY MORE VISITORS TO BATH WHO ARE AGED AND SIGNIFICANTLY LESS VISITORS IN THE AGE BRACKET. Base: Bath reduced destination list n=701 Bath last 3 years reduced destination list n=216 City destination n= 4115 total base n= Significant differences will be indicated by a black/orange arrow against city destinations and a blue/red against GB

4 Where are they staying? among most recent visitors Accommodation type (Top 5) Bath Cities Great Britain Accommodation Quality Average (claimed) Hotel 47% 66% 44% 3.6 Star Bed and breakfast / guest house 34% 16% 19% Friends/relatives home 7% 9% 9% Self-catering in rented house or 4% 2% 10% Cities average: 3.5 Star GB average: 3.5 Star Camping 2% 1% 2% Accommodation Quality Bath Cities Great Britain 1 star 1% 1% 1% 2 star 4% 6% 6% 3 star 31% 36% 36% 4 star 38% 36% 33% 5 star 10% 8% 7% Don t know/ Can t Remember 16% 13% 17% HOTEL USE IS RELATIVELY LESS POPULAR IN BATH WITH MANY VISITORS OPTING INSTEAD FOR A BED AND BREAKFAST. VISITORS WHO STAY IN BATH ARE MORE LIKELY TO CLAIM TO STAY IN 4 AND 5 STAR ACCOMMODATION THAN IN OTHER DESTINATIONS. Base: Most recently visited destination Bath n=151 City destination n= 4115 total base n=12179 Question name: In tables 4 Significant differences will be indicated by a black/orange arrow against city destinations and a blue/red against GB

5 Consideration, satisfaction & intention to visit Loyalty Ladder Bath destination average Cities destination average* Great Britain destination average* Loyal (I often/sometimes take holidays there and intended to in the next year/couple of years) Considerers (I have been/never been to this destination before but would like to in the future) 17% 17% 17% 57% 49% 48% Rejecters (I have been/never been to this destination before and am not likely to do so in the future) 21% 24% 26% Satisfaction 48% 46% 48% Likelihood to revisit Base n= 701/ LOYALTY TO BATH IS CONSISTENT WITH THE GB AVERAGE BUT BATH HAS A HIGHER LEVEL OF CONSIDERATION THAN OTHER DESTINATIONS. ACCORDINGLY, ONLY A COMPARATIVELY SMALLER NUMBER OF DOMESTIC HOLIDAY MAKERS REJECT BATH. LEVELS OF SATISFACTION OF THE CITY ARE IN LINE WITH THE NATIONAL AVERAGE BUT LIKELIHOOD TO REVISIT IS SLIGHTLY LOWER. Base: In table Asked of all Bath shown on rotation from reduced destination list / Most recently visited destination Question name: In tables * Averages taken manually from summing each destination, not via nett. 5

6 Destination attribute satisfaction among visitors to Bath Destination attributes difference analysis Cities GB The opportunities for cultural activities (museums, galleries, arts, and other) Its history and heritage (famous buildings, castles, monuments) 88% 85% 73% 73% 75% 71% Offering a distinctive, authentic experience 77% 70% 68% Being welcoming and friendly 75% 69% 74% The quality of food & drink 74% 74% 72% The quality of accommodation options 74% 73% 71% The availability of information about Bath once you're there 74% 70% 68% The ease of getting around the destination 73% 73% 69% The availability of information about Bath before you get there 71% 73% 69% The shopping opportunities 70% 71% 71% The range of attractions and things to do 69% 73% 67% The availability of individual/independent local shops 68% 61% 61% The customer service given 68% 66% 68% The ease of getting to the destination 67% 72% 66% Its overall value for money 56% 59% 63% COMPARED WITH OTHER CITIES, SIGNIFICANTLY MORE VISITORS RECOGNISE BATH FOR THE CULTURAL ACTIVITIES AND HISTORY AND HERITAGE OF THE DESTINATION. IN TURN, VISITORS PERCEIVE BATH TO OFFER A DISTINCTIVE AND AUTHENTIC EXPERIENCE. HOWEVER, RELATIVELY FEW CONSIDER BATH TO OFFER GOOD VALUE FOR MONEY. Base: Bath n=151, Cities =4115 total n=12179 Question name: C90 Destination attributes 6 Significant differences will be indicated by a black/orange arrow against city destinations and a blue/red against GB

7 Statements shown as image boards, please see next slide Destination attribute perception - among GB holiday makers These questions ask how destinations are perceived generally, not how each was rated on a recent trip. The question is asked of visitors and non-visitors. Thematic images endorsement Food & Drink Shopping Arts Friends Relax Festivals Historic Family Rural Sports Nature Coastal Seaside Adventure sport 31% 30% 30% 27% 19% 16% 16% 15% 59% 59% 52% 51% 44% 42% Great Britain* 39% 35% 52% 41% 35% 41% 43% 45% 37% 30% 33% Quality accommodation Traditional Stylish Lots to see and do For all seasons Upmarket Authentic Relaxing Distinct identity Beautiful Romantic Welcoming Easy to get to Out of the ordinary More for the old Exciting Value for money Fun Breath taking More for the young Perceptions of Destination 28% 75% 73% 69% 69% 68% 68% 67% 67% 67% 66% 63% 62% 62% 48% 48% 46% 45% 45% Great Britain* 64% 54% 66% 54% 36% 61% 60% 62% 57% 44% 61% 50% 42% 39% 46% 51% 56% 48% 33% AMONG GB HOLIDAY MAKERS, BATH IS VIEWED AS A TRADITIONAL AND STYLISH DESTINATION. BATH HAS A LOT OF STRENGTHS, OVER-INDEXING ON NEARLY HALF OF THE PERCEPTIVE STATEMENTS TESTED, WHEN COMPARED TO OTHER GB DESTINATIONS. BATH IS, HOWEVER, SEEN AS LESS FUN AND BREATH TAKING. Base: Bath n=279, Total n=12179 Question name: C90 Destination attributes * Averages taken manually from summing each destination, not via nett. 7 Significant differences will be indicated by a black/orange arrow against city destinations and a blue/red against GB

8 The theme boards And their nicknames used in analysis + plus the 20 words evaluated Image boards (E30/35) Word associations (E40/45) Shopping Seaside Rural Relax Nature Historic Rural Friends Food & drink Festivals Family Coastal Arts Beautiful Breath-taking Distinct culture Traditional Authentic Relaxing Quality accommodation Fun Friendly Romantic Surprising Exciting Out of the ordinary Value for money For all seasons Stylish More for the old Easy to get to Upmarket More for the young Adventure Sports 8

9 Summary: Bath Around half of GB domestic travellers have visited Bath. The demographic profile of visitors to Bath is characterised by a skew toward females and younger visitors. The proportion of years old visitors is significantly higher than the national average, meanwhile the proportion of visitors who fall in the age group is significantly lower. More people consider visiting Bath than other destinations across GB and relatively few domestic holiday makers reject the destination. Whilst satisfaction scores are on a par, intention to revisit is lower than the GB average. High consideration levels are supported by strong positive perceptions of Bath. The destination over-indexes against GB destinations for nearly half of all perceptive statements tested. Visitors see Bath as having a significantly stronger offering than other cities for providing cultural activities and history and heritage. Relative weakness for Bath include appearing fun, breath-taking or good value for money. A watch out: Bath has a lot of perceptual and experiential strengths, but as of yet these have not translated the high consideration levels into higher loyalty. 9