Bournemouth destination report

Transcription

1 Bournemouth 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 seaside destination 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. of the population. Significant differences will be indicated by a black/orange arrow against seaside 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 Bournemouth : Visited destination in the last 3 years 58% Time since last visit Within 6 months 43% 7-12 months 19% 1-3 years >3 years 21% 17% *Please note respondents can have visited more than one destination in the last 3 years Gender Bournemouth Seaside Great Britain Male 53% 47% Female 47% 53% 51% Age Bournemouth Seaside Great Britain % 10% 14% % 12% 16% % 19% 17% % 18% 18% % 17% 15% % 24% 20% Region of origin Bournemouth Seaside Great Britain Wales 4% 6% 5% Scotland 5% 5% 9% North East 1% 3% 4% North West 7% 11% 11% Yorkshire/ Humberside 3% 10% 9% East Midlands 6% 8% 7% West Midlands 14% 13% 9% East Anglia / East of England 10% 9% 10% Greater London 20% 11% 13% South East 18% 15% 14% South West 11% 9% 9% OVER HALF OF DOMESTIC HOLIDAY MAKERS HAVE VISITED BOURNEMOUTH, BUT MORE THAN HALF OF THOSE WHO DID SO, VISITED MORE THAN A YEAR AGO. THERE S A MALE SKEW IN COMPARISON TO OTHER SEASIDE DESTINATIONS. BOURNEMOUTH ATTRACTS THE YOUNG (THERE ARE SIGNIFICANTLY HIGHER RATES OF VISITORS YOUNGER THAN 45) AND LONDONERS (A SIGNIFICANTLY LARGER PROPORTION OF VISITORS ARE FROM LONDON THAN CAN BE FOUND IN OTHER DESTINATIONS) Base: Bournemouth reduced destination list n=372 Bournemouth last 3 years reduced destination list n=215 Seaside destination n= 1782 total base n= Significant differences will be indicated by a black/orange arrow against seaside destination and a blue/red against GB

4 Where are they staying? among most recent visitors Accommodation type (Top 5) Bournemouth Seaside Great Britain Accommodation Quality Average (claimed) Hotel 59% 37% 44% 3.5 Star Bed and breakfast / guest house 20% 21% 19% Friends/relatives home 7% 5% 9% Camping 3% 1% 2% Seaside average: 3.4 Star GB average: 3.5 Star Self-catering in rented house or flat 3% 10% 10% Accommodation Quality Bournemouth Seaside Great Britain 1 star 1% 1% 1% 2 star 5% 7% 6% 3 star 40% 39% 36% 4 star 40% 30% 33% 5 star 7% 5% 7% Don t know/ Can t Remember 8% 18% 17% HOTEL USAGE IN BOURNEMOUTH IS SIGNIFICANTLY HIGHER THAN WE SEE ACROSS GREAT BRITAIN, IN CONTRAST TO MOST SEASIDE DESTINATIONS WHICH TYPICALLY HAVE LOWER HOTEL UTILISATION. ACCOMMODATION QUALITY IS ALSO HIGHER THAN SEASIDE RESORTS AND GREAT BRITAIN GENERALLY OVERALL, WITH SIGNIFICANTLY MORE VISITORS CLAIMING TO HAVE STAYED IN 4* ACCOMMODATION. Base: Most recently visited destination n=201 Seaside destination n= 1782 base n=12179 Question name: In tables 4 Significant differences will be indicated by a black/orange arrow against seaside destination and a blue/red against GB

5 Consideration, satisfaction & intention to visit Loyalty Ladder Bournemouth destination average Seaside destination average* Great Britain destination average* Loyal (I often/sometimes take holidays there and intended to in the next year/couple of years) 19% 14% 17% Considerers (I have been/never been to this destination before but would like to in the future) 48% 48% Rejecters (I have been/never been to this destination before and am not likely to do so in the future) 26% 28% 26% Satisfaction 42% 50% 48% Likelihood to revisit (C88) Base n= 717/ BOURNEMOUTH HAS HIGHER LEVELS OF LOYALTY COMPARED TO OTHER SEASIDE DESTINATIONS AND GREAT BRITAIN GENERALLY. HOWEVER, SATISFACTION LEVELS ARE LOWER THAN THE NATIONAL AVERAGE, OFFERING SOME EXPLANATION FOR THE LOWER LEVELS OF LIKELIHOOD TO REVISIT. Base: In table Asked of all Bournemouth 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. 5

6 Destination attribute satisfaction among visitors to Bournemouth Destination attributes difference analysis Seaside GB* Having beautiful beaches 82% 66% 66% Being welcoming and friendly 73% 77% 74% The quality of food & drink 71% 70% 72% The availability of information about Bournemouth before you get there 70% 69% 68% The quality of accommodation options 69% 71% 71% The customer service given 69% 69% 68% The ease of getting around the destination 69% 70% 69% The range of attractions and things to do 67% 66% 67% Its overall value for money 67% 66% 63% The ease of getting to the destination 66% 65% 66% The quality of the natural environment 66% 74% 81% The availability of information about Bournemouth once you're there 64% 69% 68% Offering a distinctive, authentic experience The availability of individual/independent local shops 61% 59% 61% 68% 64% 61% Its history and heritage (famous buildings, castles, monuments) 59% 71% THE BEAUTIFUL BEACHES ARE RECOGNISED TO BE THE HIGHLIGHT OF BOURNEMOUTH, FAR MORE SO THAN IN OTHER SEASIDE DESTINATIONS. THERE IS SOME CONCERN ABOUT THE QUALITY OF THE NATURAL ENVIRONMENT WHEN COMPARED TO OTHER DESTINATIONS, THIS IS A WATCH OUT CONSIDERING THAT THIS PERCEPTION APPEARS TO BE IN CONFLICT WITH BEAUTIFUL BEACHES. Base: Bournemouth n=201, Seaside =1782 total n=12179 Question name: C90 Destination attributes 6 Significant differences will be indicated by a black/orange arrow against seaside destination 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 Seaside Friends Coastal Food & Drink Shopping Family Festivals Relax Arts Sports Rural Historic Nature Adventure Sports 27% 25% 23% 22% 17% 16% 75% 54% 53% 42% 38% 36% 35% Great Britain* 30% 52% 40% 51% 39% 43% 35% 41% 35% 37% 45% 41% 40% 33% Quality accommodation Fun Relaxing Lots to see and do Easy to get to Welcoming For all seasons More for the old Traditional Distinct identity Authentic Value for money Stylish Beautiful Exciting More for the young Upmarket Romantic Out of the ordinary Breath taking Perceptions of Destination 50% 48% 39% 39% 37% 37% 34% 31% 27% 24% 68% 65% 62% 62% 59% 57% Great Britain* 40% 61% 61% 54% 54% 66% 64% 50% 62% 36% 56% 42% 39% 57% 44% 60% 33% 48% 51% 46% AMONG HOLIDAY MAKERS IN GENERAL, BOURNEMOUTH IS PERCEIVED AS A SEASIDE CITY WITH A WIDE VARIETY OF QUALITY ACCOMMODATION AND A GOOD MIX OF ACTIVITIES. COMPARED TO THE GB AVERAGE, BOURNEMOUTH IS SEEN AS HAVING A DISTINCT IDENTITY, WHICH IS A HUGE POSITIVE THAT PROVIDES THE OPPORTUNITY TO BE LEVERAGED IN FUTURE COMMUNICATIONS. Base: Bournemouth n=335, 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 seaside destination 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: Bournemouth Over half of domestic holiday makers have visited Bournemouth. It is a fairly popular destination although 64% of those who did so visited more than a year ago. Bournemouth attracts the young (there are significantly higher rates of visitors younger than 45) and Londoners (a significantly larger proportion of visitors are from London than can be found in other destinations) Hotel usage in Bournemouth is significantly higher across Great Britain as is the claimed use of four star accommodation. In fact, Bournemouth is perceived as a seaside city with a wide variety of quality accommodation. On top of that holiday makers believe it to have a good mix of activities and a distinctive identity. According to its visitors, its highlight are the beaches which are rated significantly higher than other seaside destinations. Whereas the quality of the natural environment and its history and heritage is less recognised. Bournemouth has overall high levels of loyalty but satisfaction levels and likelihood to revisit are lower compared to other seaside destinations and Great Britain generally. A watch out: The lower score for the quality of the natural environment could be in conflict with beautiful beaches. Additionally Bournemouth is not seen as for all seasons which means that in some parts of the year Bournemouth is not seen as a viable destination for holiday makers. 9