Trends, Motivations and Destinations. Sharon Orrell 29 th February 2012

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1 Trends, Motivations and Destinations Sharon Orrell 29 th February 2012

2 Holiday trip volumes are below 2009 peak, but remain well above pre-recession levels Trips (m) 60 Domestic Overnight Trips in England Rolling 12 Month Trend YTD Jan-Oct Holiday VFR +5% +5% Business +17% 0 Source: GB Tourism Survey

3 Value growth is outstripping volume growth 25.0% Rolling 12 month % change Domestic Holidays 20.0% 15.0% Year to Date Trips + 5% Spend + 10% 10.0% 5.0% 0.0% -5.0% -10.0% Trips Expenditure Source: GB Tourism Survey Source: GB Tourism Survey

4 Trends vary by demographics and trip characteristics English Holiday Trips Year on Year % Change Jan Sept 2011 vs 2010 Static Caravans Booked online Self-catering Train Travel Older Independents C1 Young Independents C2 Empty Nester AVERAGE AB Older Families Hotels / GH Young Famillies DE Not working B&B accommodation Source: GB Tourism Survey

5 Attractions performance was positive through most of % Year on Year Change in Attractions Visitor Numbers Quarter 1 +7% Quarter 2 +4% 2011 Quarter 3 +2% Quarter 4 +12% Source: England Attractions Monitor Source: VE Quarterly Attractions Monitor

6 Widespread concern about the economic environment, unlikely to have improved since last wave % strongly / slightly agree Very concerned about it Concerned about job security Worried about making ends meet Oct/Nov 08 Feb/Mar 09 Jun-09 Oct/Nov 09 Feb-10 Sep-10 Mar-11 Sep-11 Source: VisitEngland Staycation Research

7 Motivations

8 Spontaneous consumer motives for holidaying / short breaking in England Family Fun London Events City Countryside Indulgent Escape Heritage / history Activities Coast Relax Friends Culture Museums / Galleries Attractions Shopping Sightseeing Food and drink

9 Some motives are more important than others; relaxing, escaping, and having fun are key % saying each motivation would be Very Important for taking breaks/ hols in England over the next couple of years (Q6) Family 36%) Treating yourself (30%) Relaxing (54%) Friends (26%) Having fun (40%) Escaping (46%) Doing something new/different (19%) Hot (40%+) Warm Cold (<25%) Learning something new (9%) Base: All (1008) Q6 How important are each of the following likely to be to you for taking breaks or holidays of any length in England over the next couple of years? (Very important, Quite important, Not very important, Not at all important) Source: VE Brand Quantitative Research

Fun / Relax When we started the research, we didn t ask about fun or relax But response in qualitative phase suggested that they warranted consideration in themselves and quantitative outputs

10 Fun / Relax When we started the research, we didn t ask about fun or relax But response in qualitative phase suggested that they warranted consideration in themselves and quantitative outputs supported this Relax Fun What holidays are about for many Want to feel relaxed whilst there Want to feel relaxed post Felt England can offer Less hassle travelling to Could be included in adventure But does warrant consideration in self as not all fun adventurous People want to do things that make them and those with happy For some less stressful than abroad We needed some time away, somewhere different for a few days....the bracing sea air during the daylight hours & good restaurants in the evening....a good time & place for short break to recharge batteries before next round! I chose to go to a theme park with my son, for a day of fun. I chose to go there because I had a child free voucher.

11 Escape / Family / Friends Other motives identified in qualitative research as powerful were confirmed by quantitative findings Escape Family Friends Powerful motive Escaping from every day life Often linked to short breaks vs longer holidays Most mention as reason to break Very strong associations with England Visiting Multi-generational / extended family Connecting/ bonding Sharing and teaching Nostalgia Very different from families All about having fun Sharing experiences Going to events High energy / fun Lots of mono -gender events I've heard from friends and colleagues that it is a beautiful area and the idea of being away from the hustle and bustle of city centres is very appealing to me The family chose Skegness through tradition as we used to holiday there yearly. We were hoping to spend some quality time with our family, especially our young nephews and niece We all go to Reading festival and let our hair down

12 Adventure / Indulgent / Learning These motivations are more niche and so less broad in their appeal Adventure Indulgent Learning Often associated with outdoors /activity..but connections can be made with city It s all about coming back & having stories to tell Closest motive to fun If lacks fun (i.e in quant something new/different) becomes more niche Very feminine (men less likely to admit) All about pampering, spas Great food and drink Shopping Felt England delivers this very well now Although relevant does seem less of motive For many more of a byproduct Something do rather than a reason to go But something England has in abundance And for minority powerful motive There were no time scales to adhere to and it was an adventure every day Us girls go to Manchester about twice a year...we shop, check into a Spa hotel and pamper ourselves Don t get me wrong...if there is a castle there I will go to it and be good but it s not really why I go

13 Themes (.or the body, mind, personality and soul of England)

14 Coastal, countryside, cities...the body We do have the most beautiful coast line...i just love the sea, the fresh air Coastal Great asset in many eyes Programme Coast does wonders Loved by all Strong regional differences: South more beauty, North synonymous seaside towns I used to go to Skeggy as a kid..i think if I didn t have the nostalgia I d hate it...but I do so I love it It what makes England...so different, the green and pleasant land Countryside Again generally loved (less so among prefamilies and more traditional consumers) Very varied Perception unique in world But huge blackspots depending on region Never been to Kent., there s nothing there is there? // Yorkshire Moors, you can t tell someone you are going there on holiday! In Liverpool all the women wander round in curlers and are a funny orange colour...no but its great it s got its own culture Cities Radically change for the better Serious consideration Culturally very diverse (own micro cultures) Shopping, nights out / culture/ history There s no such thing as a cheap flight anymore... and the Northern cities have been rejuvenated..they are all worth a look now

15 Events, activities and attractions...the mind When on holiday there is always something going on...you kind of want to have more information on that sort of thing Events Very popular for all ages Real sense so much going on (festivals, fayres, sports events etc) Often want to know more about what might be going on somewhere That's me (festival photo) I have so much fun although truth be told I don t feel very energised by the end There s always something to do with the kids and there has to be as you can t guarantee the weather Activities Very important for all ages Great variety ranging from cooking lessons to out door activities Enable strong connections between people and the country There is so much to do here..it what makes it different from abroad where you lie at the beach..you are always doing something The kids love theme parks...well I do as well they are so much fun Attractions Very big for kids Can be expensive But deliver structure to trips and rationale for going They do add up by the time you have gone to couple of attractions you could have gone away for week abroad

.. Yorkshire people are so friendly, it s a different pace of life up there... Scousers lovely people! You got Somerset and you have to have a cider and some cheese!

16 Culture, cuisine, lifestyle...the personality You go to London and no one s English...its funny But I really like it! Culture Very complex area Love / pride of traditional English culture Appreciation of micro cultures Many love multi-culturarism Geordies are hilarious... Yorkshire people are so friendly, it s a different pace of life up there... Scousers lovely people! You got Somerset and you have to have a cider and some cheese! Cuisine Ever improving Feel chefs driving everything forward Greater emphasis local produce and quality And also cultural diversity English food and drink (not cuisine!) It s much better than it was and I love a great pie and a pint or fish and chips in Scarborough..Yum!! I love to shop! But not the brands you find on every high street but the little boutiques Oh no give me Selfridges any day of the week! Lifestyle/well being Shopping very important Pampering /spa Good times Very Pre family and Empty Nester Ooh me and the girls love a good spa lots of booze and some shopping

History, heritage and Iconic England...the soul We took the kids to smuggler s caves in Cornwall..they really loved them..it s that local stuff I love beyond the battles.

17 History, heritage and Iconic England...the soul We took the kids to smuggler s caves in Cornwall..they really loved them..it s that local stuff I love beyond the battles...stuff about real people History and heritage A real pride in history This includes the traditional sense i.e. kings, queens, castles, wars But also a real enjoyment of local level and participatory Not often the main reason for taking a trip but enjoyed when there The kids love the reenactments...it s really important for them to understand their country You have to do it don t you (history)...i feel guilty if I don t This is the stuff the Yanks love...although to be honest I love a pint in an English pub // I love pottering around the Gardens in a country house Iconic England Take for granted Can almost forget there Some can be a little reticent ( too touristy ) although can be surprised when experience Others happy to admit that they love this! My boyfriend found out I d never been to London...he couldn't believe it so we went down and did all the touristy things Mme Tussauds, the London Eye, Tower Bridge, Tea at the Ritz, Buckingham Palace, The Parks...it was amazing

18 Destinations

Midlands area Cotsworlds Cornwall (and SW) London Bit of Lakes/Peak (Not Kent/E Anglia) Bristol Whole of SW London Bit of

19 There is a general lack of knowledge about the England offer (though committed empty nesters know more than most) and destination awareness varies widely by region London SE Whole of SW E Anglia Northern Cities Bit of lakes Birmingham West Midlands area Cotsworlds Cornwall (and SW) London Bit of Lakes/Peak (Not Kent/E Anglia) Bristol Whole of SW London Bit of Birmingham Lakes and Peak Not Yorkshire! Leeds Yorkshire Lakes Northumberland Aspire to Cornwall (many not been) London Northern Cities

20 The numbers confirm this even for the largest brands % saying destination is 'Very Appealing by Region of residence Column % N East N West Yorks & Humbs E Mids W Mids East London S East S West Sample size Lake District Cornwall Devon London Yorkshire Dales Peak District Dorset York Cotswolds New Forest Yorkshire Moors Somerset Isle of Wight Bath Brighton Norfolk Stratford u Avon Northumberland Kent Oxford Source: VE Brand Quantitative Research

21 more extreme for less prominent destinations % saying destination is 'Very Appealing by Region of residence Column % N East N West Yorks & Humbs E Mids W Mids East London S East S West Sample size Lake District Cornwall Devon London Yorkshire Dales Peak District Dorset York Cotswolds New Forest Yorkshire Moors Somerset Isle of Wight Bath Brighton Norfolk Stratford u Avon Northumberland Kent Oxford Source: VE Brand Quantitative Research

22 The full picture (1) % saying destination is 'Very Appealing by Region of residence Column % N East N West Yorks & Humbs E Mids W Mids East London S East S West Sample size Lake District Cornwall Devon London Yorkshire Dales Peak District Dorset York Cotswolds New Forest Yorkshire Moors Somerset Isle of Wight Bath Brighton Norfolk Stratford u Avon Northumberland Kent Oxford Source: VE Brand Quantitative Research

23 The full picture (2) % saying destination is 'Very Appealing by Region of residence Column % N East N West Yorks & Humbs E Mids W Mids East London S East S West Sample size Bournemouth Cambridge Chester Suffolk Wiltshire Durham Scarborough Nottingham Blackpool Newcastle Manchester Portsmouth Bristol Warwick Liverpool Lincoln Leeds Birmingham Skegness Source: VE Brand Quantitative Research

24 Destination Brand Image Some information about perceptions of attract brands was collected as part of the qualitative stage of our 2011 brand research (10 focus groups) The following charts summarise the findings from this in headline form More detail for each destination will be distributed at the tables Food for thought, not a definitive answer!

25 Some brands have a very clearly defined image Brand Overview Motivators Themes Issues Cornwall THE destination Many been All aspire Family, friends, Escape, Adv Coast, Countryside Cuisine Distance Crowds Expense Lakes Unique Beauty Wild Escape, Adventure Countryside, Activities A little recessive in South Wet London Many want to go Taken for granted Learning, Family, Friends, Adventure, Indulgent Cities, History, Heritage, Cuisine, Lifestyle, Expense Crowds Forget it s there Bath Flagship historical town Beautiful Escape, learning, (Indulgent) Culture, History/heritage (cities, lifestyle) Lacks salience for younger groups Devon Cornwall default Family, Escape Coast, Countryside In Cornwall s shadow Blackpool Polarising Friends, (family, adventure) Lifestyle Very specific experience

26 Some brands have a very clearly defined image Brand Overview Motivators Themes Issues Cornwall THE destination Many been All aspire Family, friends, Escape, Adv Coast, Countryside Cuisine Distance Crowds Expense Lakes Unique Beauty Wild Escape, Adventure Countryside, Activities A little recessive in South Wet London Many want to go Taken for granted Learning, Family, Friends, Adventure, Indulgent Cities, History, Heritage, Cuisine, Lifestyle, Expense Crowds Forget it s there Bath Flagship historical town Beautiful Escape, learning, (Indulgent) Culture, History/heritage (cities, lifestyle) Lacks salience for younger groups Devon Cornwall default Family, Escape Coast, Countryside In Cornwall s shadow Blackpool Polarising Friends, (family, adventure) Lifestyle Very specific experience

27 Others are broadly understood, but perhaps more specific in their appeal Brand Overview Motivators Themes Issues Peak District More salient in North / Midlands Those who have been are positively suprised Cotswolds Very empty nester Very fans Escape, Adventure Countryside, Activities Little recessive Wet Escape, Indulgent Countryside For many too quaint / old Newcastle Specific culture Emerging salience Friends, Adventure Cities, Lifestyle Mixed (some in South less keen) Stratford Americans (But us too) Learning, Escape? History / heritage, culture Many (especially younger) not quite sure what to expect Manchester Young Lots of attractions Friends, Adventure Attractions, events, lifestyle, Cuisine Seems less unique vs Lpool/ Ncastle York Very positive North foreigners Learning, Escape Culture, history, heritage, lifestyle Recessive in South Oxford Students City More South / B ham Friends, learning Cities, culture, cuisine, lifestyle Why not go to London instead? Liverpool Polarising Charismatic and unique Friends, escape, (Learning) Cities, Lifestyle, Culture, History Security?

28 Others are broadly understood, but perhaps more specific in their appeal Brand Overview Motivators Themes Issues Peak District More salient in North / Midlands Those who have been are positively suprised Cotswolds Very empty nester Very fans Escape, Adventure Countryside, Activities Little recessive Wet Escape, Indulgent Countryside For many too quaint / old Newcastle Specific culture Emerging salience Friends, Adventure Cities, Lifestyle Mixed (some in South less keen) Stratford Americans (But us too) Learning, Escape? History / heritage, culture Many (especially younger) not quite sure what to expect Manchester Young Lots of attractions Friends, Adventure Attractions, events, lifestyle, Cuisine Seems less unique vs Lpool/ Ncastle York Very positive North foreigners Learning, Escape Culture, history, heritage, lifestyle Recessive in South Oxford Students City More South / B ham Friends, learning Cities, culture, cuisine, lifestyle Why not go to London instead? Liverpool Polarising Charismatic and unique Friends, escape, (Learning) Cities, Lifestyle, Culture, History Security?

29 Responses to some brands vary by region (1) Brand Overview Motivators Themes Issues Northumberland Increasingly salient Those who been love it Escape, Adventure Coastal, activities, history Recessive in South Dorset West Country glow for South/Birmingham Chester North only Indulgent, Escape, Friends (Family) Escape, Family Coast, Countryside Cornish shadow Lifestyle, attractions Recessive in the south Somerset Very rustic Escape, Friends Countryside (cuisine) Isle of Wight Nostalgia Families Camping Escape, Family (friends) Coastal Countryside, activities, events Fairly recessive What to do? Recessive/ forgotten Bristol Recessive for many Locals love Friends? Lifestyle, (heritage/history) Bath s shadow

30 Responses to some brands vary by region (2) Brand Overview Motivators Themes Issues Bournemouth Mixed Old vs young Friends Coast, Lifestyle Who is it for? Skegness Butlins Old seaside town Friends, (Family) Coast, activities Past its best? Not really known in South Yorkshire Moors and Coast Beauty (North only) Unknown a bit in South Yorkshire Dales Emmerdale? Popular in North Escape Countryside Low salience in South Escape, Family Countryside Other than Leeds groups, people were unsure what s on offer Leeds Locals love / proud Beyond the city, little real enthusiasm Friends Events (sport / festivals) Cities (Lifestyle) Less salient than other Northern cities

31 Responses to some brands vary by region (3) Brand Overview Motivators Themes Issues Brighton Very popular among those in SE Beyond unsure re expectations Friends Lifestyle, Coast Can lack understanding beyond SE Birmingham Polarising Dependent whether been recently Friends, Indulgence Cities, Lifestyle Cuisine (Baltis) Historical prejudices Those who have been recently very (positively) surprised Norfolk Broads Boating Friends, family, Escape Coast, Countryside Expense Seems to lack salience New Forest Those know love But quite high levels ignorance Family, Escape Countryside, cuisine, activities Beyond South many don t know where it is

32 Knowledge of others is much more fragmented Brand Overview Motivators Themes Issues Suffolk Seems very recessive Kent Beyond London blackspot Cambridge Wiltshire Seems a little recessive compared to other historic / uni towns Low salience vs other SW counties? (generic countryside)? (generic countryside) Not really known Escape Countryside What s there? London casts Shadow Learning? Culture, heritage Other similar towns seem to have stronger identity Escape, maybe indulgence Countryside No real usp Nottingham Some mentions of students / history / Center Parcs Negative publicity? Friends?? (generic city break) Security

33 Trends, Motivations and Destinations Sharon Orrell 29 th February 2012

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