Kent destination report

Transcription

1 Kent 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 this report there are two different definitions of Kent. The first is Kent as a destination in its own right. This definition is only asked of some questions and these are included in the first section. The second is Kent (net score) and this is a net of visitors to specific destinations within Kent: Kent coast (inc. Margate, Ramsgate, Dover), Canterbury and Other Kent (inc Tunbridge Wells). 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 blue/red against GB where relevant. 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 Section 1- Kent asked on a county destination level 3

4 Who is visiting? Ever Visited Kent : Visited destination in the last 3 years 52% Time since last visit Within 6 months 28% 7-12 months 1-3 years 26% 25% >3 years 21% *Please note respondents can have visited more than one destination in the last 3 years Gender Kent Great Britain Male 48% 49% Female 52% 51% Age Kent Great Britain % 14% % 16% % 17% % 18% % 15% % 20% Region of origin Kent Great Britain Wales 5% 5% Scotland 3% 9% North East 2% 4% North West 8% 11% Yorkshire/ Humberside 6% 9% East Midlands 7% 7% West Midlands 9% 9% East Anglia / East of England 11% 10% Greater London 26% 13% South East 16% 14% South West 6% 9% HALF OF ALL DOMESTIC GB HOLIDAY MAKERS HAVE VISITED KENT. THE DESTINATION ATTRACTS A YOUNGER DEMOGRAPHIC, WITH A SIGNIFICANTLY LARGER PROPORTION OF VISITORS AGED THAN ELSEWHERE IN GB. Base: Kent reduced destination list n=702 Kent last 3 years reduced destination list n=231 total base n= Significant differences are indicated by blue/red against GB

5 Consideration, Loyalty and Rejection Loyalty Ladder Kent 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) 20% 17% 46% 48% Rejecters (I have been/never been to this destination before and am not likely to do so in the future) 28% 26% Base n= OTHER THAN SLIGHTLY HIGHER LOYALTY, KENT IS IN LINE WITH GB FOR CONSIDERATION, LOYALTY AND REJECTION Base: In table asked of all Kent shown on rotation from reduced destination list Question name: In tables 5 * Averages taken manually from averaging each destination, not via nett.

6 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 and beverage Rural Friends Family Festivals Seaside Relax Coastal Historic Shopping Sports Arts Nature Adventure Sport 28% 28% 59% 55% 52% 47% 46% 46% 46% 45% 45% 45% 38% 36% Great Britain* 51% 45% 52% 43% 35% 30% 41% 40% 41% 39% 37% 35% 40% 33% Quality accommodation Lots to see and do For all seasons Relaxing Easy to get to Welcoming Authentic Traditional Distinct identity Beautiful Fun Upmarket Value for money Stylish More for the old Romantic Exciting Breath taking More for the young Out of the ordinary Perceptions of Destination 35% 29% 26% 25% 69% 65% 58% 58% 57% 57% 56% 52% 52% 52% 49% 46% 45% 45% 39% 37% Great Britain* 64% 66% 54% 60% 50% 61% 61% 54% 62% 57% 56% 36% 51% 40% 39% 44% 46% 48% 33% 42% AMONG DOMESTIC HOLIDAY MAKERS, KENT IS ASSOCIATED WITH GOOD FOOD AND BEVERAGES, RURAL AND SEASIDE HOLIDAYS AS WELL AS FESTIVALS. THE DESTINATION IS SEEN AS MORE UPMARKET THAN THE AVERAGE GB DESTINATION, HOWEVER ONLY 1-IN-4 HOLIDAY MAKERS SEE KENT AS OUT OF THE ORDINARY. DESPITE THE YOUNGER VISITOR PROFILE, KENT IS NOT SEEN AS MORE FOR THE YOUNG. Base: Kent n=299, Total n=12179 Question name: C90 Destination attributes * Averages taken manually from summing each destination, not via nett. 6 Significant differences are indicated by blue/red against GB

7 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 7

8 Section 2- Kent (net score) shown as a net of destinations within Kent: Kent coast (inc. Margate, Ramsgate, Dover), Canterbury and Other Kent (inc. Tunbridge Wells). 8

9 Satisfaction & intention to visit Loyalty Ladder Kent (net score) destination average Kent coast (inc. Margate, Ramsgate, Dover) Canterbury Other Kent (inc. Tunbridge Wells) Great Britain destination average* Satisfaction 38% 37% 39% 37% 48% Likelihood to revisit Base n= KENT (NET SCORE) HAS LOWER LEVELS OF SATISFACTION AND LIKELIHOOD TO REVISIT THAN ELSEWHERE IN GB. ON A MORE GRANULAR LEVEL, EACH OF THE THREE DESTINATIONS WITHIN KENT (NET SCORE) HAVE SIMILAR LEVELS OF SATISFACTION AND LIKELIHOOD TO REVISIT. Base: In table Asked of all Kent shown on rotation from reduced destination list / Most recently visited destination Question name: In tables * Averages taken manually from averaging each destination, not via nett. 9

10 Destination attribute satisfaction among visitors to Kent (net score) Its history and heritage (famous buildings, castles, monuments) The quality of food & drink Being welcoming and friendly The ease of getting to the destination The quality of accommodation options The ease of getting around the destination The availability of information about the destination before you get there The availability of information about the destination once you're there The customer service given The availability of individual/independent local shops Its overall value for money The range of attractions and things to do Destination attributes difference analysis 60% 60% 59% 59% 58% 57% 67% 66% 66% 65% 64% 72% GB* 71% 72% 74% 66% 71% 66% 69% 68% 68% 61% 63% 67% Offering a distinctive, authentic experience 56% 68% VISITORS TO KENT (NET SCORE) HAVE ENDORSED THE DESTINATION LESS FREQUENTLY FOR ALL ATTRIBUTES EXCEPT HISTORY AND HERITAGE WHEN COMPARED TO THE GB AVERAGE. Base: Kent n=273 total n=12179 Question name: C90 Destination attributes 10 Significant differences are indicated by blue/red against GB

11 Destination attribute satisfaction among visitors to Kent (net score) Kent coast (inc. Margate, Ramsgate, Dover) Canterbury Other Kent (inc. Tunbridge Wells) Its history and heritage (famous buildings, castles, monuments) 66% 82% 69% The quality of food & drink 62% 67% 73% Being welcoming and friendly 68% 65% 64% The ease of getting to the destination 65% 72% 62% The quality of accommodation options 61% 68% 67% The ease of getting around the destination 66% 70% 55% The availability of information about the destination before you get there 59% 64% 58% The availability of information about the destination once you're there 63% 66% 49% The customer service given 59% 65% 54% The availability of individual/independent local shops 64% 60% 52% Its overall value for money 56% 65% 53% The range of attractions and things to do 59% 63% 50% Offering a distinctive, authentic experience 59% 65% 43% CANTERBURY OUT PERFORMS THE KENT COAST AND OTHER KENT PARTICULARLY FOR HISTORY AND HERITAGE Base: Other Kent (Inc. Tunbridge Wells) n=81 Canterbury n= 82 Kent coast (inc. Margate, Ramsgate, Dover) n=110 Question name: C90 Destination attributes 11

12 Summary: Kent Kent Half of GB domestic holiday makers have visited Kent. When compared to other GB destinations, a significantly larger proportion of visitors to Kent are Kent has comparable levels of loyalty, consideration and rejection to the GB average. Among domestic holiday makers, Kent is seen to offer, seaside and rural destinations as well as festivals. Kent is also associated with food and drink. Despite the younger age skew, Kent is not seen as more for the young. Kent (net score) Among visitors to Kent (net score), likelihood to revisit and satisfaction are behind the GB average. We also see that endorsement for individual perceptual statements is consistently lower than in other GB destinations. Within Kent, Canterbury tends to perform more strongly than other destinations. 12