East beach, lossiemouth

Transcription

1 East beach, lossiemouth 1

2 Introduction Objectives & background Methodology What s new Sample profile During Trip Travel to & around Scotland Areas visited & nights Accommodation Activities Food & drink Digital connectivity 2 Before Trip Post Trip Motivations to visit Connections Planning & Booking Accommodation Choice Satisfaction Recommendation Local people Customer service Suggestions for improvements Contents

3 culzean castle, maybole 3 Introduction

4 4 Survey objectives to understand visitors to Scotland through the analysis of their behaviour and an understanding of their visitor experience To Build Upon Other Research Statistics On Scotland s Visitors Objectives

5 The insights feed into the development of business and marketing strategies for VisitScotland which aims to maximise the number of visitors and spend to Scotland 5 The survey focuses on expanding the understanding of visitors to Scotland in terms of: the visitor journey motivations to visit Scotland and expectations of the quality of experience visitor behaviour across many areas of the visitor experience satisfaction with key aspects of a trip in Scotland the role of technology at different stages of the customer journey Additionally, the study is also expected to deliver the following benefits to the Scottish tourism industry: Inform product and marketing development for tourism businesses Enable tourism businesses to identify opportunities and threats for their marketing and business planning Provide Destination Marketing Organisations and local authorities with benchmark/comparison figures for more localised surveys Objectives

6 lone piper, edinburgh military tattoo St Michael s Parish Church by Linlithgow Palace 6 VisitScotland regularly undertake Scotland-wide visitor surveys. Past surveys have been undertaken in 2004/2005, 2007/2008 and 2011/2012 Survey content is updated each time it is undertaken to reflect changes in the consumer and market environment. The survey can explore different areas of the visitor experience The 2015 & 2016 Scotland Visitor Survey is a 2 year research programme covering 19 regions of Scotland The 2 year programme is required to gain robust sample sizes for reporting at a regional level The Scotland Visitor Survey is a summer only survey, and due to the scale of the project, it is not carried out for the full year. As such results reflect the views of the main holiday season visitors who were in Scotland during May- September Methodology: overview

7 7 The most extensive Scotland visitor survey Online survey on return home STAGE 1 FIELDWORK STAGE 2 Face-to-Face Survey in Scotland 11,743 visitors May Sept 2015 & regions Online Survey 2,999 visitors Methodology: overview

8 8 objectives Jump Research on tour throughout Scotland Methodology: overview

9 9 Stage 1 Stage 2 Face-to-Face survey in Scotland 11,743 visitors Online survey on return home 2,999 visitors Self completion on ipads Up to 8 visitors at a time using research van Survey offered in 5 languages 66 locations across Scotland. Road trip approach Sampling plan devised based on GBTS / IPS data Ongoing fieldwork across 17 weeks, May-Sept 2015; 19 weeks May-Sept day per location; multiple sampling points per region Each region visited several times during fieldwork period Sample comprises leisure overnight visitors only Mailed 2 weeks after stage 1 interview Sent in language chosen at stage 1 Visitors answered questions about Scotland as a whole and up to 2 individual regions Fieldwork ongoing June-Nov 2015; May-Nov 2016 Reminders sent to those who had not completed after 2 and 4 weeks and in Nov Response rate 29% Data weighted to match GBTS / IPS stats on two key measures: Location visited & Domestic vs International visitors Methodology in Detail

10 Jump Research Mobile Interviewing Van 10 Interviewing was conducted in all regions in 2015 and 2016, including Orkney, Outer Hebrides, Shetland, Lothians & Greater Glasgow & Clyde Valley (previously not included) The fieldwork was conducted using mobile van research for the first time No interviewing took place at VIC locations An enhanced focus on the following topics: quality of visitor experience digital behaviour travel review WiFi and connectivity accessibility needs What s New for 2015 & 2016

11 11 Using & Interpreting the Scotland Visitor Survey 2015 & 2016 The Scotland Visitor Survey should not be viewed in isolation The survey collates views on a wide range of topics to understand visitor attitudes and behaviours. This data supplements data on tourism in Scotland which is gathered by the annual statistical surveys undertaken at a national level by; The Great Britain Tourism Survey (GBTS) which estimates the volume and value of domestic tourism - from within Scotland and the rest of Great Britain The International Passenger Survey (IPS) which provides details of tourism from abroad The Scotland Visitor Survey is undertaken during high season only, based on a need to gather visitor views in an efficient manner. This means the results reflect the views of those visiting Scotland between May and September 2015 only. The sample comprises leisure overnight visitors only, and as such the following are excluded: visitors on a day trip from home, those on a business trip, cruise ship visitors Please note: the names of the following regions were changed after the survey was completed, for reporting purposes The Highlands of Scotland & the Isle of Skye The Highlands of Scotland Angus & Dundee Dundee & Angus The wider Glasgow area Greater Glasgow & Clyde Valley Perth & Perthshire Perthshire Aberdeen City & Shire Aberdeen & Aberdeenshire Notes on Survey Interpretation & Use

12 Domestic 75% International 25% Germany: 4% USA: 5% 15 Scotland: 34% France: 2% Canada: 2% England: 37% Spain: 2% Australia: 2% Wales: 2% Netherlands: 1% Other long haul: 3% N. Ireland: 1% Italy: 1% *Note: data weighted to reflect GBTS/IPS proportions on international vs domestic visitors Base: S1 All (11743) Switzerland: 1% Other Europe: 4% Note: this is the profile of the survey sample only. For info on overall profile of visitors to Scotland use GBTS/IPS and Tourism in Scotland factsheet Scotland Visitor Survey 2015 & 2016 Sample Profile

13 Most visitors were travelling with their partner / spouse or other family members (including children and parents) 18 Alone 5% Partner / spouse Child(ren) Other family members Parents / partner's parents Friends Organised group 21% 14% 10% 18% 4% 56% Visitors from the UK (excluding Scotland) were most likely to travel in a couple (61%) Scot residents were most likely to have children in their party (26%) European (23%) and Long Haul (21%) visitors were most likely to be with friends Long Haul visitors were most likely to travel in an organised group (8%) or alone (9%) Repeat visitors were more likely to be with their partner (58%), children (24%) and other family members (15%) Q3 Which of the following best describes who is with you on your trip? Base: S1 All (11743) Scotland Visitor Survey 2015 & 2016 Sample Profile

14 Just over a quarter were visiting Scotland for the first time, whilst four-fifths have visited on more than one previous occasion 19 Scot residents 66% Take breaks in Scotland regularly, 32% 1st time, 26% Europe 65% Long Haul 62% Been once before, 12% First Time Visitors 26% Repeat Visitors 74% Been several times before, 30% Rest of UK 45% Q5 Is this the first time you have taken a holiday or short break in Scotland? Base: S1 All (11743) Scotland Visitor Survey 2015 & 2016 Sample Profile

15 Glencoe, the highlands 23 Before Trip

16 Scotland s scenery and landscape remains a key motivation to visit, as does its history and culture. Other drivers vary by market and visitor type. The scenery & landscape The history & culture Holidayed before & wanted to return To get away from it all To visit family / friends who live in Scotland It is easy to get to Closeness to home Scotland's reputation for friendly people To visit cities I have always wanted to visit The range of activities available Special event Personal event / celebration To visit a particular attraction My Scottish ancestry The climate & weather What Attracts Visitors To Scotland? 5% 24% 23% 20% 16% 15% 15% 15% 15% 14% 10% 9% 9% 9% Visitors from Europe 10% Q10 Thinking broadly about your decision to choose Scotland for your holiday or short break, what was it that attracted you to spend your holiday / short break in Scotland on this occasion? Base: S1 All (11743) 33% 50% Although 74% were repeat visitors only 24% cited this as a driver for visiting again 24 Old man of storr, isle of skye

17 Top driver consistent for all markets, but other interesting differences also exist 25 Scot Residents Top 3 Core Drivers Scenery & landscape (44%) Closeness to home (36%) To get away from it all (29%) Over-Index on: Holidayed before & wanted to return (26%) Easy to get to (25%) Personal event / celebration (10%) European Visitors Top 3 Core Drivers Scenery & landscape (71%) History & culture (51%) A place I ve always wanted to visit (41%) Over-Index on: Visit cities (30%) Scotland s reputation for friendly people (25%) Rest of UK Visitors Top 3 Core Drivers Scenery & landscape (46%) Holidayed before & wanted to return (29%) History & culture (26%) Over-Index on: Visit family / friends (25%) Special event (12%) Personal celebration (11%) Long Haul Visitors Top 3 Core Drivers Scenery & landscape (53%) History & culture (52%) A place I ve always wanted to visit (34%) Over-Index on: My Scottish ancestry (23%) What Attracts Visitors To Scotland by Market

18 26 First Time Visitors Top 3 Core Drivers Scenery & landscape (58%) History & culture (47%) A place I ve always wanted to visit (42%) Over-Index on: Visit cities (25%) Repeat Visitors Top 3 Core Drivers Scenery & landscape (47%) Holidayed before & wanted to return (32%) History & culture (29%) Over-Index on: To get away from it all (25%) Visit family / friends (24%) Closeness to home (20%) Easy to get to (19%) Range of activities (15%) To visit a particular attraction (9%) What Attracts Visitors To Scotland by First Time vs Repeat Visitors

19 Word of mouth recommendation is an important factor, particularly for European, Long Haul 28 and first time visitors, whilst Scot residents are motivated by a desire to holiday at home Recommended by friends / relatives / colleagues Wanted to holiday at home rather than abroad 20% 24% 37% 1 st time 35% European 31% Long Haul Found a good deal / special offer Traveller review websites Price of hotels / accommodation Seeing something on social media about Scotland Price of airline tickets Direct advice from travel agent / tour operator Good exchange rates 8% 6% 6% 4% 2% 1% 0% Scot residents are also motivated by deals and special offers (12%) and accommodation prices (8%). Travel review sites are influential even at early motivation stage, particularly for international visitors. Q11 Which of the following persuaded you to spend your holiday / short break in Scotland on this occasion? Base: S1 All (11743) What Persuaded Visitors To Spend Holiday In Scotland?

20 1 in 10 visitors were influenced by a travel feature about Scotland, whilst TV, film and books are also important prompts to consideration, especially for international visitors 29 Travel feature about Scotland TV programme about Scotland Movie / film featuring Scotland Book about / set in Scotland Watching / reading about Scottish people in media/news Inspired by online video content about Scotland Watching / attending other events hosted in Scotland Inspired by marketing / PR / advert about Scotland Coverage in news of Scottish referendum in 2014 Watching / attending Commonwealth Games 2014 Watching / attending Ryder Cup % 3% 3% 2% 2% 1% 6% 6% 6% 8% 10% Q12 Did any of these prompt you to consider Scotland for this holiday / short break? Base: S1 All (11743) What Prompted Visitors To Consider Scotland?

21 Travel features, movies, TV programmes and books were particularly influential for European and Long Haul visitors 30 Travel feature about Scotland TV programme about Scotland 8% 10% 13% 12% 12% 18% Australia Total Europe Long Haul 6% Movie / film featuring Scotland 16% 12% France, Germany & Spain Book about / set in Scotland 6% 12% 12% France, Germany USA, Canada Q12 Did any of these prompt you to consider Scotland for this holiday / short break? Base: S1 All (11743) What Prompted Visitors To Consider Scotland?

22 Outlander (TV and book) has clearly had a significant impact in inspiring visitors to visit, particularly those from USA 31 TV programme about Scotland (1096) 9% Base: 442 Movie / film featuring Scotland (1047) 9% Base: 574 Book about / set in Scotland (932) 8% Base: 380 Inspirational Film, TV & Books

23 TV word cloud without Outlander 32

24 Film word cloud without Braveheart 33

25 Books word cloud without Outlander 34

26 Motivators by Region (1) Aberdeen & Shire Argyll & the Isles Ayrshire & Arran Cairngorm National Park Dumfries & Galloway Dundee & Angus Edinburgh City Fife Glasgow City Gr.Glasgow & Clyde Valley x is a place I have always wanted to visit 27% 35% 32% 30% 23% 14% 50% 27% 37% 35% I have spent a holiday / short break in x before and wanted to do so again 33% 38% 34% 49% 43% 16% 33% 37% 27% 29% x s reputation for friendly people 16% 20% 19% 21% 15% 15% 25% 25% 23% 26% To visit family/friends who live in x 45% 27% 28% 17% 24% 34% 22% 36% 39% 33% The range of activities available (e.g. walking, mountain biking, golf) 15% 26% 23% 50% 18% 11% 14% 27% 15% 19% To visit a particular attraction 19% 24% 13% 24% 32% 40% 40% 37% 27% 30% To get away from it all 25% 48% 36% 41% 41% 24% 20% 33% 19% 27% To visit cities 19% 7% 3% 2% 6% 20% 33% 23% 33% 25% The history and culture 36% 45% 27% 31% 35% 25% 65% 41% 53% 48% The scenery and landscape 50% 84% 68% 71% 63% 40% 61% 59% 39% 71% The climate and weather 4% 4% 6% 8% 10% 4% 8% 12% 5% 6% Closeness to home 9% 13% 17% 22% 13% 9% 4% 8% 9% 5% It is easy to get to 21% 15% 27% 26% 26% 10% 16% 24% 22% 18% Something else 19% 20% 18% 21% 23% 18% 15% 19% 19% 22% Unsure - 0% 1% - 2% 3% 0% 2% 2% 3% BASE Q7 And what was it that attracted you to come to REGION on this occasion? 35

27 36 Motivators by Region (2) Highlands LLTNP Lothians Perthshire Scottish Borders SFFV Orkney Outer Hebrides Shetland x is a place I have always wanted to visit 58% 35% 33% 20% 42% 31% 48% 59% 52% I have spent a holiday / short break in x before and wanted to do so again 36% 39% 26% 39% 35% 29% 34% 48% 30% x s reputation for friendly people 26% 22% 10% 20% 22% 17% 17% 24% 26% To visit family/friends who live in x 16% 15% 38% 31% 20% 33% 23% 28% 39% The range of activities available (e.g. walking, mountain biking, golf) 27% 31% 18% 24% 32% 12% 16% 22% 16% To visit a particular attraction 31% 14% 21% 19% 29% 40% 39% 31% 23% To get away from it all 37% 48% 29% 38% 34% 28% 29% 49% 33% To visit cities 22% 12% 30% 11% 17% 33% 4% 2% 2% The history and culture 55% 35% 53% 34% 47% 48% 74% 54% 57% The scenery and landscape 87% 78% 60% 74% 67% 68% 75% 87% 75% The climate and weather 10% 8% 10% 8% 6% 6% 4% 7% 4% Closeness to home 9% 12% 7% 7% 13% 9% 4% 11% 6% It is easy to get to 16% 23% 14% 21% 22% 18% 4% 11% 5% Something else 15% 21% 17% 19% 17% 18% 27% 18% 27% Unsure 1% 2% 4% 0% - 1% BASE Q7 And what was it that attracted you to come to REGION on this occasion?

28 66% of visitors had an existing connection to Scotland 38 None of these Family live in Scotland 23% 38% Friends live in Scotland 17% No personal connections but have visited several times Ancestors lived in Scotland Lived in Scotland before / grew up in Scotland Went to university / school in Scotland Have done business / have business connections Other 6% 4% 4% 1% 14% 14% Visitors from Rest of UK more likely to have family (31%) or friends (20%) living in Scotland or to have visited before (20%) Long Haul visitors most likely to mention ancestry (29%) European visitors least likely to have a connection (66% none ) Repeat visitors more likely to have all types of connection than first time visitors Q8 Before your trip, did you already have a personal connection with Scotland? Base: S1 All except Scot residents (8953) Connections to Scotland

29 39 Cairngorm National Park Dumfries & Galloway Gr.Glasgow & Clyde Valley Aberdeen Argyll & Ayrshire & Dundee & Edinburgh Glasgow & Shire the Isles Arran Angus City Fife City Family live in Scotland 30% 23% 35% 23% 25% 27% 18% 32% 25% 23% Friends live in Scotland 13% 20% 15% 16% 20% 19% 13% 13% 20% 20% Ancestors lived in Scotland 12% 21% 15% 14% 16% 19% 17% 22% 20% 18% Have lived in Scotland before/grew up in Scotland Went to university/school in Scotland Have done business there/have business connections there No personal connections but have visited Scotland many times 6% 8% 13% 7% 7% 9% 5% 5% 5% 8% 4% 7% 7% 5% 4% 6% 4% 8% 5% 6% 3% 3% 4% 3% 3% 7% 4% 3% 3% 4% 17% 15% 26% 22% 30% 12% 11% 19% 12% 16% Other 1% 2% 0% 1% 3% 1% 2% 1% 1% 0% None of the above 32% 31% 24% 36% 26% 34% 44% 28% 35% 36% BASE Q8 Before your trip, did you already have a personal connection with Scotland? Connection to Scotland by Region Stayed Overnight (1)

30 40 Highlands LLTNP Lothians Perthshire Scottish Borders SFFV Orkney Outer Hebrides Shetland Family live in Scotland 15% 16% 37% 30% 30% 22% 17% 20% 23% Friends live in Scotland 11% 13% 24% 17% 16% 12% 12% 15% 16% Ancestors lived in Scotland 18% 15% 16% 15% 21% 21% 21% 25% 24% Have lived in Scotland before/grew up in Scotland 5% 5% 9% 10% 9% 5% 5% 6% 10% Went to university/school in Scotland 4% 5% 4% 4% 5% 2% 3% 2% 6% Have done business there/have business connections there 2% 1% 4% 4% 8% 6% 3% 1% 3% No personal connections but have visited Scotland many times 13% 15% 8% 17% 22% 13% 26% 23% 23% Other 1% 1% - 1% 3% 1% 2% 0% 0% None of the above 48% 47% 33% 32% 29% 35% 28% 25% 26% BASE Q8 Before your trip, did you already have a personal connection with Scotland? Connection to Scotland by Region Stayed Overnight (2)

31 Planning behaviour is closely linked to distance travelled with Long Haul visitors keen to plan all aspects in advance, and doing so much earlier than other visitors 5% 23% Thinking about & planning this trip 31% 20% 13% 9% Average # weeks in advance >1 year 6-12mths 3-6mths 1-2mths 2-4wks <2wks 30% of year olds & 35% of Scot residents only started planning within a month of travel Half of Long Haul visitors started planning >6mths in advance Mean I like to plan & book all aspects of my holiday before I travel, rather than leaving it until I get to my destination 5%6% 8% 9% 18% 14% 12% 11% 7% 9% Disagree strongly Agree strongly Q8 How far in advance did you start thinking about and planning this trip? Q45c To what extent do you agree or disagree with the following statements about holidays in general? Base: S2 All (2999) Planning Behaviour 5.8

32 Online and offline sources are important in trip planning, with websites and personal advice used by the majority of visitors. Print still features with different formats appealing to different age groups. Websites Talking with friends / family Printed travel guide books Printed brochures Calls / visits to visitor information offices Personal advice from travel professionals / agents Newspapers / magazines Other Apps TV / radio Calls to travel providers (e.g. hotels, airlines) 4% 5% 3% 3% 6% 6% 6% 13% 17% 58% 69% Average of 1.9 sources used. Higher for Long Haul (2.4), European (2.3) and First Time (2.3) visitors WOM recommendations particularly important for younger age groups 16-44yrs (65%) and Long Haul visitors (66%) where knowledge of Scotland is likely to be lower A fifth (22%) of Long Haul visitors and 1 in yrs took personal advice from a travel agent European (43%), Long Haul visitors (33%) and 16-34yrs (21%) most likely to use printed guide books 65+yr olds prefer printed brochures (20%) Males and Long Haul visitors more likely to use apps (7%) Q9 Which of the following sources of information were helpful when planning your holiday / short break in Scotland? Base: S2 All (2999) Information sources used to plan visit 45

33 Google search was used by almost 9 in 10, whilst visitscotland.com and travel review sites were also important online planning sources. 48 Google search engine VisitScotland.com Traveller review websites Transport provider website Individual tourism provider s website Travel agency websites Social media Travel guide websites Travel search engine website Other search engine Magazine/newspaper websites Other website 5% 5% 4% 4% 10% 9% 8% 20% 18% Q10 What types of websites did you use when planning your holiday / short break in Scotland? Base: S2 All who used websites to plan holiday (2210) 46% 45% 86% Half of all 25-44yrs used visitscotland.com as did 65% Europeans and 57% of Long Haul visitors Traveller review sites particularly popular with Long Haul visitors (64%) who are also most likely to use these to post reviews of their experience in Scotland Transport provider sites most commonly used by European visitors (39%) Social media important for 16-24yrs (20%), in conjunction with other resources and 65+ age groups most likely to go direct to tourism provider website (24%, 28%) Types Of Websites Used For Planning

34 User generated content, particularly reviews & ratings, was important for visitors when planning their trip to Scotland Traveller submitted reviews / ratings 63% 49 Interactive maps displaying accommodation & attractions Traveller submitted photos 28% 34% Professional photos Professional reviews / ratings Comments / posts from people on social media Company info / promotions on social media Professional videos Traveller submitted video content Did not use this type of content 4% 4% 23% 22% 15% 13% 17% Long Haul visitors were most likely to mention each of these types of content, consistent with their higher usage of multiple online sources in planning Photos (by travellers and professionals) and videos were particularly sought by 16-24s 28% of 65+ did not use this type of content at all Q11 And what types of online information did you use when planning your holiday / short break in Scotland? Base: S2 All who used websites to plan holiday (2210) Types Of Online Information Used For Planning

35 Much of the planning and booking is done 3-6 months ahead of travel 53 On arrival <2wks 2-4wks 1-2mths 3-6mths >6mths Plan Book accommodation Book travel 0% 2% 3% 9% 11% 8% 13% 14% 12% 20% 18% 17% 31% 27% 25% 28% 14% 9% Average # weeks in advance Base: S2 All (2999) Planning & Booking Timeline

36 9 in 10 visitors booked travel and accommodation separately. Those who booked together tended to do so online. 57 Booked Travel & Accommodation Together Online via travel website How Booked 34% No, 87% Yes, 13% Tour operator / travel company website High street travel agent 17% 24% 19% of first time visitors booked together Other 25% Q13 Did you book your accommodation and travel together as a single package? Base: S2 All who booked in advance (2622) Travel & Accommodation Booking Methods Q13b How did you book? Base: S2 All who booked travel & accommodation together (360)

37 For those who booked separately, most did so directly with accommodation and transport providers Accommodation Travel 60 Accommodation website 40% Transport provider website 39% Online via travel website Accommodation by phone 17% 12% Online travel agent 6% Accommodation by 10% High street travel agent 2% Online via peer-to-peer booking site Tour operator / travel company website 5% 2% Tour operator / travel company website 1% High street travel agent 1% At a tourist information centre 0% Tourist information centre 0% Other 8% Other 1% Didn't book accommodation 9% I didn t book any travel 43% Q13c How did you book your accommodation for this trip? Base: S2 All who booked travel & accommodation separately (2262) Q14 How did you book the travel from home to your destination in Scotland for this trip? Base: S2 All booked separately (1831) Travel & Accommodation Booking Methods

38 Location & value are fundamental aspects in choice of accommodation, but availability of free WiFi is next most important factor, particularly for younger visitors Location Value for money Free wifi Quality star grading Previous experience Specific room arrangements Specific facilities Restaurant / quality of food Pet friendly Accessibility provisions Childcare provisions / facilities LGBT friendly Other 6% 5% 3% 2% 8% 7% 18% 12% 11% 23% 28% Q20 Which of the following aspects, if any, were important in helping you choose your accommodation? Base: S2 All who didn t only stay in second home or with friends / family (2731) Choosing Accommodation 56% 77% Free WiFi most important for international and younger visitors Value for money more important for younger age groups (under 45yrs) Previous experience particularly important for over 65 year olds (30%) and Scot residents (27%) Scot residents looking for specific facilities (16%), restaurant quality (13%), pet friendly (8%) and childcare (5%) 63 Note: quality star grading was not a specified QA scheme

39 Location, free WiFi, quality grading and specific room arrangements particularly important to Long Haul visitors, whilst Europeans more focused on value and free WiFi. Scot residents factor in previous experience and are particularly interested in specific facilities and restaurant reputation. 64 Scotland Rest of UK Europe Long Haul First time Repeat Quality star grading 25% 21% 22% 33% 27% 22% Availability of free WiFi at the accommodation 23% 23% 37% 46% 38% 24% Availability of specific facilities e.g. swimming pool, leisure facilities, DVD player, parking 16% 11% 7% 7% 8% 12% Reputation of restaurant / quality of food 13% 7% 6% 8% 6% 9% Location 74% 78% 72% 80% 72% 78% Value for money 51% 54% 68% 64% 66% 53% Availability of specific room arrangements (e.g. inter connecting rooms, family rooms) 10% 12% 11% 17% 13% 12% Accessibility provisions 7% 3% 2% 7% 3% 5% Childcare provisions/child facilities at the accommodation 5% 4% 1% 0% 2% 4% Pet friendly accommodation 8% 7% 2% 0% 2% 7% LGBT friendly 2% 2% 1% 1% 2% 1% Previous experience / have been before 27% 19% 8% 9% 3% 23% Something else 7% 5% 8% 9% 9% 6% BASE Factors Important in Choosing Accommodation by Market and First Time vs Repeat Visitors

40 Location, quality grading and previous experience more important to 55+ age groups, whilst younger visitors are more concerned with value for money and free WiFi. Specific room arrangements and child and pet provisions most important for 35-54yrs age groups Quality star grading 23% 22% 21% 21% 27% 26% Availability of free WiFi at the accommodation 43% 35% 22% 25% 26% 23% Availability of specific facilities e.g. swimming pool, leisure facilities, DVD player, parking 10% 12% 15% 14% 8% 7% Reputation of restaurant / quality of food 6% 10% 6% 8% 9% 11% Location 66% 77% 80% 78% 79% 73% Value for money 65% 69% 62% 53% 53% 40% Availability of specific room arrangements (e.g. inter connecting rooms, family rooms) 11% 11% 16% 17% 9% 7% Accessibility provisions 4% 6% 3% 4% 6% 4% Childcare provisions/child facilities at the accommodation 0% 5% 10% 3% 1% - Pet friendly accommodation 5% 2% 8% 9% 5% 2% LGBT friendly 6% 1% 2% 1% 0% 0% Previous experience / have been before 10% 10% 19% 15% 22% 30% Something else 6% 6% 4% 7% 7% 9% BASE Factors Important in Choosing Accommodation by Age

41 71 A complex mix of influences attract visitors to Scotland. There is no one size that fits all. Scotland s scenery and landscape remain the core drivers for overnight visits to Scotland followed closely by history & culture. These are Scotland s key strengths for all types of visitor and should not be underestimated in marketing messages. Some key differences begin to emerge by market and type of visitor. Getting away from it all is of more significance for Scotland residents and for repeat visitors. Cities are a greater pull for first time visitors. First time visitors and European visitors have a strong desire to travel here because Scotland is a place I have always wanted to visit. Therefore, careful consideration of the target market should be given to marketing messages. Visitor type can also influence specific drivers to each region. Visiting friends and family is an important driver for overnight visits to Aberdeen & Aberdeenshire. Getting away from it all is a strong influencer for visits to Argyll & the Isles as well as for Dumfries & Galloway. People want to visit the Cairngorms National Park because of its range of activities. Each region should consider its own strengths as well as its target audience alongside the core drivers of Scotland s natural assets and history. The vast majority of trip planning is done online, primarily via Google search. Websites are the most popular source of information used to plan an overnight visit with 69% choosing this as an option. Importantly, there are some who do not use websites and these are more likely to be Scotland residents or repeat visitors who have less need for planning perhaps due to a greater knowledge of Scotland. Whilst websites dominate as a holiday planning tool, wider resources are also being used. Print is still in the mix and is more likely to be used by European and long haul visitors as well as year olds (where knowledge of Scotland is possibly lower). The impact of personal recommendation is significant as a source of inspiration and a planning resource, particularly for European, Long Haul and first time visitors. When choosing accommodation, location and value are the key factors, but free Wi-Fi is also important, especially for international and younger visitors. Accommodation providers should look to provide this facility free of charge to potential visitors. Before Trip Key Takeouts

42 Caerlaverock castle, dumfries & galloway 72 During Trip Note: all satisfaction ratings use scale 1=extremely dissatisfied -> 10=extremely satisfied

43 80% of people spent their whole visit in Scotland 73 20% of people visited Scotland as part of a longer trip 61% long haul visitors, visited Scotland as part of a longer holiday 30% of visitors to Edinburgh were visiting as part of a longer holiday Q4 Is your holiday/short break in Scotland part of a longer holiday which includes time in other places, or will you spend your whole time in Scotland? Base: S1 All (11743) Proportion Of Break Spent In Scotland

44 Whole time in Scotland Part of a longer holiday Aberdeen & Shire Argyll & the Isles Ayrshire & Arran Cairngorm National Park Dumfries & Galloway Dundee & Angus Edinburgh City Fife Glasgow City Gr.Glasgow & Clyde Valley 79% 84% 91% 81% 78% 80% 70% 77% 72% 75% 21% 16% 9% 19% 22% 20% 30% 23% 28% 25% 74 BASE Whole time in Scotland Part of a longer holiday Highlands LLTNP Lothians Perthshire Scottish Borders SFFV Orkney Outer Hebrides Shetland 78% 80% 79% 76% 73% 86% 79% 87% 87% 22% 20% 21% 24% 27% 14% 21% 13% 13% BASE Q4 Is your holiday/short break in Scotland part of a longer holiday which includes time in other places, or will you spend your whole time in Scotland? Proportion of Break Spent in Scotland by Region Stayed Overnight

45 The main methods of transport to Scotland were car or plane but differences emerge by market and type of visitor Own car Plane (direct) Train (within UK) Plane (indirect) Hire car Boat / ship / ferry Friend / family car Motorhome / campervan Public bus / coach Organised coach tour Motorcycle / motorbike Train (outside UK) Bicycle Hitch-hiking 7% 5% 4% 3% 3% 3% 1% 0% 0% 0% Q9 How did you travel to Scotland? Base: S1 All non Scots (8953) Mode Of Travel To Scotland 13% 11% 29% 37% European (56%) and 1 st time visitors (39%) were most likely to fly directly to Scotland whilst 41% of Long Haul visitors required a connecting flight Long Haul visitors also used UK trains (16%) and hire cars (13%) to get to Scotland UK visitors tended to arrive in their own car (55%) 75

46 Transport methods differ significantly by market First Time Visitors 58% arrived by plane direct (39%) indirect (19%) 63% arrived to Edinburgh airport 28% arrived in Scotland by car own car (17%) hire car (9%) friend / family car (2%) 11% travelled by train (within UK) Repeat Visitors 57% travelled by car own car (48%) hire car (5%) friend / family car (4%) 29% arrived by plane direct (23%) indirect (6%) 15% travelled by train (within UK) Mode Of Travel To Scotland European Visitors 72% arrived by plane direct (56%) indirect (16%) 71% arrived to Edinburgh airport A quarter travelled by car (24%) own / friend / family car (15%) hire car (9%) 9% used boats, ships or ferries Long Haul Visitors 76% arrived by plane indirect (41%) direct (35%) 47% arrived in Edinburgh; 32% Glasgow airport 36% connected via Heathrow 17% arrived by car hire car (13%) own / friend / family car (4%) 16% travelled by train (within UK) Rest of UK Visitors 64% travelled by car own car (55%) friend / family car (5%) hire car (4%) 16% travelled by train (within UK) 16% arrived by plane (direct) Edinburgh airport (42%) Glasgow airport (29%) Aberdeen airport (16%) 76

47 For those who arrived in Scotland by plane, over half arrived into Edinburgh airport and a quarter into Glasgow airport. Heathrow and Schiphol were the main airports for connecting flights into Scotland. Plane Direct into Scotland (29%) Plane Indirect (11%) 79 Air Travel 56% 24% 8% 3% 1% Other Scottish airport 1% Did not arrive into a Scottish airport 6% London Heathrow Airport Amsterdam Schipol Dublin Airport London Gatwick Airport Reykavik, Keflavik Frankfurt am Maine London Stansted Airport Paris Charles De Gaulle Manchester Airport Abu Dhabi Dubai Belfast Airport London Luton Airport Singapore Doha Birmingham Airport Another airport 6% 4% 4% 4% 3% 3% 2% 2% 2% 2% 1% 1% 1% Q9b Which Scottish airport did you arrive in to? Base: S1 All who travelled by plane (4655) Q9c At which airport(s) did you stop to catch a connecting flight on your way to Scotland? Base: S1 All who travelled by plane indirect (1481) 14% 12% 18% 30%

48 Ease of getting around Scotland was rated highly by visitors and attracted the highest mean score for satisfaction across all the areas of the visitor experience measured. 80 Own Car 49% Walked 33% Public Bus/ Coach 28% Train 24% Boat/ Ship/ Ferry 21% Hire Car 16% Friend/ Family Car 13% Coach Tour 8% Plane 5% Bicycle 3% Motorhome/ Campervan 3% Motorbike 1% Ease of Getting Around 0% 0% 0% 0% 2% 3% 10% 23% 29% 33% 1 10 Top 2 box 62% Mean 8.7 Q26 What types of transport did you use while you were in Scotland? Q28 Overall, how satisfied were you with the ease of getting around? Base: S2 All (2999) Q27 Did you use the new Borders railway during your visit to Scotland? All who visited Edinburgh, Lothians or Scottish Borders from 5 th Sept onwards (1182) Transport Used In Scotland

49 First time and Long Haul visitors used multiple forms of transport during their visit in Scotland, whilst domestic and repeat visitors largely travelled around in their own car. 81 Scotland Rest of UK Europe Long Haul First time Repeat Own car 76% 58% 15% 6% 21% 58% Friend / family member s car 9% 14% 9% 18% 8% 14% Hire car 2% 9% 36% 49% 32% 12% Public Bus / coach 15% 24% 46% 49% 43% 24% Train 11% 21% 30% 51% 34% 21% Boat / ship / ferry 30% 17% 22% 23% 16% 23% Walked 21% 32% 38% 51% 39% 31% Organised coach tour 3% 5% 13% 22% 17% 5% Plane (e.g. to the islands) 1% 4% 10% 13% 9% 5% Bicycle 5% 3% 3% 1% 1% 4% Hitch-hiking 0% 0% 1% 1% 1% 0% Motorcycle / motorbike 1% 1% 1% 0% 0% 1% Motorhome / campervan 4% 3% 4% 0% 2% 3% Other 2% 3% 3% 3% 4% 3% BASE Transport Used In Scotland by First Time vs Repeat Visitors

50 Those aged were most likely to travel in their own car; and to travel by boat or ferry. Visitors in the youngest age group were the highest users of public buses and trains, and were most likely to walk Own car 28% 38% 57% 56% 54% 49% Friend / family member s car 18% 15% 12% 10% 10% 16% Hire car 15% 22% 14% 16% 16% 15% Public Bus / coach 47% 33% 28% 23% 24% 26% Train 35% 26% 20% 23% 22% 21% Boat / ship / ferry 17% 18% 25% 28% 19% 18% Walked 42% 36% 30% 31% 33% 26% Organised coach tour 11% 8% 6% 7% 10% 6% Plane (e.g. to the islands) 10% 7% 3% 4% 4% 7% Bicycle 2% 1% 5% 5% 3% 2% Hitch-hiking 2% 1% 0% 0% 0% 0% Motorcycle / motorbike 0% 0% 0% 1% 1% 1% Motorhome / campervan 0% 1% 3% 2% 4% 6% Other 4% 2% 2% 3% 4% 4% BASE Transport Used In Scotland by Age

51 Number of areas visited differs greatly by market the further visitors have travelled, the more areas they visit. Edinburgh City was the most visited location, by two-fifths of visitors. Edinburgh City Glasgow City Highlands Greater Glasgow & Clyde Valley Stirling, Falkirk & Forth Valley LL&T National Park Perthshire Aberdeen & Aberdeenshire Argyll & the Isles Ayrshire & Arran Fife Dumfries & Galloway Cairngorms National Park Lothians Scottish Borders Dundee & Angus Orkney Outer Hebrides Shetland 26% 23% 22% 21% 20% 17% 16% 15% 13% 13% 11% 10% 9% 9% 9% 5% 3% 2% 43% Average of 2.4 different areas visited Scot residents = 1.5 Rest of UK = 2.1 Europeans = 3.7 Long Haul = Q1 Which areas of Scotland did you visit on this trip? Base: S2 All (2999) Inverness city, highlands of scotland Areas Of Scotland Visited On This Trip

52 86 10% visited Cairngorms National Park 51% 43% 38% Dalwhinnie, Kingussie, Newtonmore, Aviemore, Carrbridge, Granton-on-Spey Balmoral, Braemar, Ballater, Aberdeenshire Area Blair Atholl, Killiecrankie, Perthshire Area 20% visited Loch Lomond & Trossachs National Park 72% 38% 24% Balloch, Luss, Gartocharn, Balmaha, South Loch Lomond Area Aberfoyle, Callander, Doune, Strathyre, Killin, Port of Menteith Area Helensburgh, Tyndrum, Crianlarich Q2b Which part(s) of Cairngorms National Park did you visit? Q2c Which part(s) of Loch Lomond and the Trossachs National Park did you visit? Base: S2 All who visited NPs (CNP 503 / LLTNP 780) Visiting The National Parks

53 Top three regions where visitors stayed overnight are consistent with the top three areas visited. Some other areas show differences in visitation vs overnight stays. Edinburgh City Glasgow City Highlands Aberdeen & Aberdeenshire Ayrshire & Arran Argyll & the Isles Perthshire Stirling, Falkirk & Forth Valley Greater Glasgow & Clyde Valley Dumfries & Galloway LL&T National Park Fife Scottish Borders Dundee & Angus Cairngorms National Park Orkney Lothians Outer Hebrides Shetland 18% 16% 13% 11% 11% 10% 9% 9% 8% 7% 7% 5% 5% 4% 4% 4% 3% 2% 31% International visitors more likely than domestic visitors to stay in more than one location Visitors stayed in 1.7 different areas on average Scot residents = 1.2 Rest of UK = 1.5 Europeans = 2.5 Long Haul = loch awe, argyll & the isles Q3 And which of these areas did you stay overnight in? Base: S2 All (2999) Areas Stayed Overnight

54 Some areas were used as an overnight base, from which to visit several other areas. Glasgow City 32% Edinburgh Perthshire City 34% 64% Highlands Highlands 39% SFFV (379) Gr. Glasgow & Clyde 46% Glasgow City 47% SFFV 34% Edinburgh City 55% (1375) Gr. Glasgow & Clyde 33% Centre circles show area visitors stayed overnight. Smaller outer circles show the areas they visited Edinburgh City 60% 90 *Data shown for areas visited by a third or more of those staying overnight in a particular area. Highlands 33% Gr. Glasgow & Clyde (347) SFFV 35% Edinburgh City 44% SFFV 33% Fife (258) Glasgow City 32% Overnight Base Vs Areas Visited (1)

55 91 Edinburgh City 40% Edinburgh City 40% Glasgow City 32% Edinburgh City 62% Edinburgh City 51% Aberdeen & Shire (530) Dundee & Angus (185) Edinburgh City (1376) Lothians (111) Perthshire (381) Highlands 38% Aberdeen & Shire 35% Highlands 34% SFFV 32% Edinburgh City 55% Highlands 43% Argyll & Isles (363) Gr. Glasgow & Clyde 35% Orkney (280) Highlands 51% Scottish Borders (160) Edinburgh City 48% Glasgow City (693) Area stayed overnight = centre Area visited = outside circles Shetland (155) Orkney 34% Outer Hebrides (219) Highlands 69% Gr. Glasgow & Clyde 39% *Data shown for areas visited by a third or more of those staying overnight in a particular area. Overnight Base Vs Areas Visited (2)

56 Number of nights spent in Scotland varied significantly by distance travelled with international visitors staying twice as long as Scot residents Average # nights Long Haul 53% Europe 50% 8+ nights, 30% 4-7 nights, 39% Rest of UK 44% 1-3 nights, 31% Scots 51% 7.2 Average nights by market: Scot residents = 5 Rest of UK = 6.6 Europe = 10.1 Long Haul = Q3 And how many nights did you spend in Scotland in total on this trip? Base: S2 All (2999) Note: summer survey only (May-Sept) Total Number Of Nights In Scotland

57 Visitors tend to stay longer in the furthest locations, especially the islands 93 Shetland Outer Hebrides Orkney Argyll & the Isles Lothians Scottish Borders Ayrshire & Arran Highlands Fife Aberdeen & Aberdeenshire Perthshire Dumfries & Galloway Cairngorms National Park Stirling, Falkirk & Forth Valley Edinburgh City Dundee & Angus Greater Glasgow & Clyde Valley Glasgow City LL&T National Park No. of nights 8.3 Q3 And which of these areas did you stay overnight in? Base: S2 All (2999) Number Of Nights Stayed In Each Region

58 Those who didn t book accommodation in advance, used a mix of online and offline sources to find information whilst in Scotland 96 Talking with locals Google VIC Other websites VisitScotland.com Printed travel guide books Online review websites Social media Travel guide websites Personal advice from accommodation provider Other leaflets from accommodation Accommodation room pack info Other search engine Information / advice from visitor attraction Apps None of these 19% 18% 13% 10% 9% Visitors from Europe had highest 7% usage of several different sources: 6% speak with locals (38%), VICs (22%), 3% printed guide books (22%), other 3% websites (21%), visitscotland.com 3% (16%). Perhaps linked to lower 3% knowledge of Scotland (65%) first 2% time visitors. 2% Scots residents also used VICs (18%) 2% 1% 55% Q16 During your holiday or short break in Scotland, which of the following sources of information did you use to look for accommodation? Base: S2 All who didn t book accommodation in advance (377) Sources Of Information Used By Those Looking For Accommodation During Trip

59 The most popular types of accommodation were hotels, self-catering and B&B/guest houses but key differences emerge by market and type of visitor 99 Hotel: 41% Self Catering: 22% B&B/Guest House: 20% Family/Friends: 19% Camping: 6% Hostel: 5% Touring Caravan/ Campervan: 5% Airbnb: 5% Static Caravan: 3% Second Home: 2% Glamping: 1% Long Haul and European visitors more likely to stay in hotels (57%, 48%), B&B/Guest houses (35%, 34%) and hostels (8%, 10%) Long Haul also most likely to stay with friends/family (26%) Airbnb favoured by Long Haul (13%) and under 35s (10%) Rest of UK and Scot residents most likely to self-cater (25%, 23%) Scot residents also most likely to camp (9%), motorhome (7%) or static caravan (6%) Q17 What type of accommodation did you stay in during your trip? Base: S2 All (2999) Type of Accommodation

60 Hotels & B&Bs most popular with international visitors whilst domestic visitors more likely to choose selfcatering. Hostels and Airbnb also popular with those from further afield, reflecting the proportion of younger travellers from these markets 100 Scotland Rest of UK Europe Long Haul First time Repeat Hotel 30% 40% 48% 57% 49% 39% B&B / Guest House / Restaurant with Rooms 15% 15% 34% 35% 31% 17% Self-catering 23% 25% 14% 16% 16% 23% Airbnb, Couchsurfing, roomorama 2% 3% 8% 13% 9% 3% Hostel 3% 4% 10% 8% 9% 4% Camping 9% 6% 7% 1% 6% 6% Glamping (e.g. Ecopod, Tipi, Yurt) 2% 1% 1% 0% 1% 1% Static caravan 6% 3% 1% 1% 1% 3% Touring caravan / motorhome 7% 5% 3% 1% 3% 6% Second home 1% 2% 2% 1% 1% 2% Friends / family 15% 19% 19% 26% 14% 20% Other 3% 2% 4% 6% 3% 3% BASE Q17 What type of accommodation did you stay in during your trip? Base: S2 All (2999) Type of Accommodation Stayed in by Market

61 101 Cairngorm National Park Dumfries & Galloway Gr.Glasgow & Clyde Valley Aberdeen Argyll & Ayrshire Dundee & Edinburgh Glasgow & Shire the Isles & Arran Angus City Fife City Hotel 49% 29% 28% 26% 25% 48% 52% 39% 60% 46% B&B / Guest House / Restaurant with Rooms 13% 33% 17% 21% 17% 14% 31% 26% 17% 29% Self-catering 15% 33% 22% 35% 23% 17% 12% 26% 11% 16% Air B n B, Couchsurfing, roomorama 2% 3% 2% 1% 3% 5% 10% 6% 7% 4% Hostel 3% 5% 3% 10% 1% 3% 10% 3% 6% 2% Camping 5% 11% 10% 10% 11% 6% 3% 4% 1% 7% Glamping (e.g. Ecopod, Tipi, Yurt) - 1% 2% - 2% - 1% - - 1% Static caravan - 3% 7% 2% 7% 2% 1% 2% 0% 1% Touring caravan / motorhome 7% 8% 10% 6% 15% 2% 3% 2% 0% 7% Second home 1% 3% 1% 4% 3% 2% 1% 6% 1% 2% Friends / family 23% 14% 16% 15% 19% 26% 13% 21% 27% 28% Other 2% 4% 0% 3% 3% 4% 3% 7% 3% 1% BASE Q17 What type of accommodation did you stay in REGION? Type of Accommodation Stayed in Each Region (1)

62 102 Scottish Borders SFFV Orkney Outer Hebrides Highlands LLTNP Lothians Perthshire Shetland Hotel 40% 28% 25% 40% 32% 39% 35% 32% 26% B&B / Guest House / Restaurant with Rooms 40% 23% 24% 20% 27% 27% 34% 32% 21% Self-catering 20% 29% 23% 31% 23% 27% 26% 25% 33% Air B n B, Couchsurfing, roomorama 8% 4% 7% 2% - 5% 4% 4% 1% Hostel 9% 4% 2% 3% - 4% 9% 7% 16% Camping 13% 18% 9% 6% 9% 5% 11% 15% 9% Glamping (e.g. Ecopod, Tipi, Yurt) 2% 4% 2% - 1% 3% 2% 3% 4% Static caravan 2% 2% 4% 3% 4% 1% - 1% 0% Touring caravan / motorhome 9% 11% 6% 6% 18% 6% 3% 14% 9% Second home 1% 2% 3% 0% - 2% 2% 1% 2% Friends / family 10% 9% 21% 12% 15% 17% 12% 15% 19% Other 2% - 5% 2% 0% 4% 3% 2% 1% BASE Q17 What type of accommodation did you stay in REGION? Type of Accommodation Stayed in Each Region (2)

63 Whilst the majority of visitors describe their accommodation as mid market, differences are evident by age and type of accommodation 104 Those who stayed in hostels (86%) and camping (72%) 16-34s (44%) European visitors (37%) Those who stayed in B&B / Guest houses (77%) 45+ age groups (68%) International visitors (70%) Those who stayed in hotels (22%) and self-catering (24%) Over 65s (22%) Scot residents (21%) Q21 And how would you describe the accommodation you stayed in? Base: S2 All who didn t only stay in second home or with friends / family (2731) Accommodation Standard

64 34% of visitors were aware they were staying in graded accommodation, rising to 44% amongst those staying in hotels 106 Yes: 34% No: 14% Don t Know: 52% 15% 55% 36% 3% 0% Don t Know 9% Q22 Was your accommodation or campsite part of a quality / star grading scheme? Base: S2 All who stayed in hotel, B&B, self-catering, hostel, camping, static caravan, touring caravan (2609); All who stayed in graded accommodation (909) Glamping: 84% Static Caravan: 75% Hostel: 66% Camping: 65% Accommodation Grading Schemes

65 Standard of accommodation was praised by most visitors, exceeding expectations for twofifths 42% said the standard of accommodation exceeded their expectations Glamping (63%) Airbnb (53%) Camping (51%) 16-34s (56%) % said the standard of accommodation met their expectations 5% said the standard of accommodation was below their expectations Highest for those staying in hotels (8%) 55-64s (8%) Q23 Did the quality of the accommodation you stayed in meet your expectations? Base: S2 All who didn t only stay in second home or with friends / family (2731) Reasons expectations not met Base: 71 Below expected standard given price 17% Not clean 17% Facilities needed upgrading 14% Poor customer service / unfriendly 10% Food was poor 10% Not as advertised 8% Something else 7% Accommodation Expectations vs Experience

66 Half of visitors gave a 9 or 10/10 rating for the service provided by accommodation staff; staff knowledge about the local area was also praised Service provided by staff - accommodation 11% N/A 1% 0% 0% 2% 4% 5% 11% 17% 18% 31% 1 10 Top 2 box 49% Mean Knowledge of staff about things to do in local area - accommodation 24% N/A 0% 0% 1% 1% 5% 5% 9% 13% 15% Accommodation Ratings (1) 27% 1 10 Q25 Thinking about the accommodation you stayed in in Scotland as a whole overall how satisfied were you with: Base: S2 All who didn t only stay in second home or with friends / family (2731) 42% 8.3 Long haul visitors give highest top 2 box scores for accommodation staff (service 54%; knowledge 52%)

67 Ratings for the value for money of accommodation are reasonably high, however mean scores for free WiFi are lower Top 2 box Mean 113 Value for money - accommodation 2% 1% 1% 1% 3% 6% 7% 16% 22% 14% N/A % 42% 8.0 Scot residents give highest top 2 box scores for value for money (49%) Availability of free WiFi - accommodation 12% 4% 2% 2% 3% 7% 7% 10% 12% 12% N/A % 40% 7.5 Q25 Thinking about the accommodation you stayed in in Scotland as a whole overall how satisfied were you with: Base: S2 All who didn t only stay in second home or with friends / family (2731) Accommodation Ratings (2) Long haul visitors give highest top 2 box scores for availability of free WiFi (54%)

68 Ratings were highest for those staying in the following types of accommodation Top 2 Box Scores (9 or 10 out of 10) 114 Service provided by staff (49%) Staff knowledge about things to do in local area (42%) Value for money accommodation (42%) Availability of free WiFi (40%) Static caravan (56%) B&B/Guest House (51%) Static caravan (59%) Airbnb (54%) B&B/Guest House (55%) Hostel (50%) Glamping (53%) Airbnb (49%) Glamping (49%) Base: S2 All who didn t only stay in second home or with friends / family (2731) Accommodation Ratings (3)

69 A fifth posted reviews about their accommodation - most likely to be those at either end of the satisfaction spectrum % Those whose expectations were exceeded (27%) or not met (28%) were most likely to leave reviews No, 78% Q24 Did you leave any reviews about the accommodation you stayed in in Scotland on TripAdvisor or another review site? Base: S2 All who didn t only stay in second home or with friends / family (2731); Posting Reviews 9% Long Haul visitors (19%) and over 35s were most likely to leave reviews on tripadvisor Long Haul and European visitors left reviews on other sites (16%, 17%) Domestic visitors and 16-24s were least likely to leave any reviews.

70 In person advice the preferred approach for visitors to gain information on what to see and do, with local people playing a crucial role. Younger visitors are more likely to use online sources, but not exclusively. Talking with locals Google VIC Personal advice from accommodation provider Other leaflets from accommodation VisitScotland.com Accommodation room pack info Information / advice from visitor attraction Printed travel guide books Other websites Travel guide websites Online review websites Social media Apps Other search engine None of these 3% 2% 11% 10% 8% 9% 20% 18% 18% 34% 33% 33% 31% 28% 27% 46% Google (47%), travel guide websites (17%) and social media (14%) most popular with under 35s Long Haul and European visitors mention multiple sources of information Q29 During your holiday or short break in Scotland, which of the following sources of information did you use to look for things to see and do? Base: S2 All (2999) Information Sources For Things To See And Do 120

71 Visitors engaged in a range of activities in Scotland with international visitors being most active 123 Sightseeing: 74% Museum/ Art Gallery: 45% Long Walk/ Hike/Ramble: 38% Top Activities Historic House/ Stately Home/ Castle: 60% Centre-based Walking: 45% Visitor/ Heritage Centre: 35% Short Walk/ Stroll: 54% Shopping: 46% Country Park/ Garden: 43% Cities: 42% Woodland/ Forest: 31% Architecture/ Buildings: 29% International (esp. Long Haul) and 1 st time visitors are much more active, especially for sightseeing activities Church/ Abbey Cathedral: 46% Beach: 38% Wildlife/ Bird Watching: 21% Whilst domestic and repeat visitors are more focused on outdoors and sports Q30 Which, if any, of the following activities did you take part in during your trip to Scotland? Base: S2 All (1608) Activities Undertaken (1)

72 Visitors undertook 7.6 activities on average 125 Scot residents Rest of UK European Long Haul Top 3 activities Sightseeing (67%) Short walk/ stroll (60%) Shopping (46%) Sightseeing (72%) Visited castle/ historic house (58%) Short walk/ stroll (51%) Sightseeing (78%) Visited castle/ historic house (77%) Visited cathedral/ church (72%) Visited castle/ historic house (88%) Sightseeing (87%) Visited cathedral/ church (81%) Over- Index on: Visited a beach (46%) Watched wildlife (25%) Visited visitor / heritage centre (38%) Watched wildlife (23%) Visited cities (70%) Centre based walking (65%) Visited country park / garden (64%) Visited cities (69%) Centre based walking (65%) Visited country park / garden (65%) Activities by Market

73 Cairngorm National Park Dumfries & Galloway Gr.Glasgow126 & Clyde Valley Aberdeen Argyll & Ayrshire & Dundee & Edinburgh Glasgow & Shire the Isles Arran Angus City Fife City Sightseeing by car/coach/on foot 78% 79% 72% 75% 70% 64% 77% 74% 71% 70% Visited a historic house, stately home, castle 66% 50% 54% 47% 48% 52% 73% 60% 54% 54% Short walk/ stroll - up to 2 miles/ 1 hour 55% 61% 53% 57% 61% 53% 50% 56% 45% 50% Shopping 46% 30% 39% 36% 33% 40% 46% 48% 50% 41% Visited a country park/garden 45% 34% 40% 36% 24% 31% 42% 44% 40% 36% Visited cities 45% 18% 14% 17% 20% 41% 54% 44% 52% 42% Centre based walking (i.e. around town centre) 44% 32% 29% 37% 29% 45% 58% 44% 53% 38% Visited a beach 40% 57% 62% 29% 44% 26% 21% 53% 16% 26% Visited a cathedral, church, abbey, religious building 38% 49% 27% 25% 33% 28% 65% 65% 52% 45% Visited a museum/art gallery 37% 33% 25% 24% 26% 41% 53% 41% 70% 43% Long walk, hike or ramble (min. 2 miles/ 1 hour) 32% 43% 40% 51% 30% 24% 38% 48% 35% 35% Visited a woodland/forest area 24% 37% 39% 55% 43% 26% 16% 28% 12% 28% Viewed architecture & buildings 22% 27% 17% 25% 19% 28% 36% 31% 37% 29% Visited a visitor/heritage centre 19% 30% 30% 26% 35% 32% 27% 32% 27% 34% Watched wildlife, bird watching 16% 44% 30% 42% 32% 12% 9% 11% 9% 17% Went on a guided tour - on foot, bus or other transport 12% 16% 9% 5% 5% 7% 28% 16% 21% 16% Music/arts festival 5% 6% 5% 3% 10% 4% 24% 19% 15% 7% Visited an aquarium/zoo/safari park/nature reserve 6% 10% 5% 38% 10% 14% 8% 16% 6% 6% BASE Q30 Which, if any, of the following activities did you take part in REGION? Activities Undertaken in Each Region (1)

74 127 Highlands LLTNP Lothians Perthshire Scottish Borders SFFV Orkney Outer Hebrides Shetland Sightseeing by car/coach/on foot 81% 69% 75% 76% 72% 79% 80% 82% 79% Visited a historic house, stately home, castle 65% 43% 73% 58% 57% 74% 65% 39% 46% Short walk/ stroll - up to 2 miles/ 1 hour 59% 59% 53% 67% 52% 55% 62% 70% 69% Shopping 39% 40% 46% 46% 38% 54% 36% 31% 45% Visited a country park/garden 36% 39% 42% 40% 39% 36% 20% 24% 12% Visited cities 42% 39% 61% 46% 33% 57% 25% 11% 12% Centre based walking (i.e. around town centre) 41% 26% 39% 32% 31% 45% 33% 26% 35% Visited a beach 45% 28% 44% 15% 30% 23% 64% 83% 78% Visited a cathedral, church, abbey, religious building 50% 33% 44% 45% 53% 56% 75% 38% 41% Visited a museum/art gallery 35% 30% 42% 29% 28% 30% 50% 42% 70% Long walk, hike or ramble (min. 2 miles/ 1 hour) 48% 40% 39% 40% 43% 32% 55% 55% 62% Visited a woodland/forest area 34% 53% 27% 39% 26% 35% 15% 31% 10% Viewed architecture & buildings 30% 20% 26% 20% 26% 33% 34% 19% 17% Visited a visitor/heritage centre 37% 35% 41% 36% 26% 41% 71% 59% 63% Watched wildlife, bird watching 22% 21% 17% 27% 18% 19% 46% 51% 65% Went on a guided tour - on foot, bus or other transport 18% 5% 14% 8% 10% 17% 27% 8% 19% Music/arts festival 8% 10% 21% 14% 6% 17% 10% 15% 18% Visited an aquarium/zoo/safari park/nature reserve 9% 23% 16% 10% 9% 16% 8% 2% 15% BASE Q30 Which, if any, of the following activities did you take part in REGION? Activities Undertaken in Each Region (2)

75 129 Innovation, Architecture & Design 29% viewed architecture & buildings History, Heritage & Archaeology 60% visited a historic house, stately home/castle 46% visited a cathedral, church, abbey 35% visited a heritage centre Activities Undertaken - clusters

76 Activities were rated highly by visitors, with many saying they exceeded expectations and were good value. Some potential exists to increase options in all weathers. There was enough to do in all weather conditions There was enough to do in the evenings 7% 11% 6% 7% 15% 20% 20% 20% 13% 16% 25% 28% N/A Disagree strongly Agree strongly Top 2 box 38% Mean % % of visitors said the quality of activities exceeded their expectations; and 39% said expectations were met 130 Value for money - activities 0% 0% 1% 0% 2% 5% 15% 25% 22% 29% 1 10 Top 2 box 51% Mean 8.4 Q52 Thinking of your experience in Scotland overall, to what extent do you agree or disagree with the following statements? Base: S2 All (2999) Q32 Overall did the quality of activities you experienced in Scotland meet your expectations? Base: S2 All who undertook an activity (2984) Q33 Thinking about the activities you undertook whilst in Scotland, overall how satisfied were you with Base: S2 All who undertook an activity (2984) Activity Ratings

77 Food and drink is a key component of the visitor experience; international visitors are keen to try local foods and domestic visitors cite food as a key factor in accommodation choice. 133 When on holiday I really like to find out about the local foods & local dishes unique to the destination 8% 9% 14% 21% 17% 26% Top 2 box 43% Mean 7.9 Disagree strongly Agree strongly 8% said the reputation of the restaurant / quality of food was a factor in choosing their accommodation 70% of those who gave a 9 or 10 score here went on to try local food and 55% to try local drinks during their visit to Scotland is there an opportunity to encourage more? Q45c To what extent do you agree or disagree with the following statements about holidays in general? Base: S2 All (2999) Food And Drink

78 A gap exists between expectations and experience of the quality of food in Scotland, particularly for international visitors. 134 Extremely good Extremely poor 16% 23% 10% 18% 22% 26% 16% 14% 8% 7% 22% 10% 3% 1% 2% 1% Expectation 1% Experience 1% 1% 0% Scots Residents Rest of UK Residents Europeans Long Haul Expectation Experience Difference Mean Score Expectation: 7.2 Experience: 7.9 Q34 Now thinking about the quality of food in Scotland, please complete the following statements: a) Before my trip I expected the food in Scotland to be ; b) During my trip the food I experienced was generally. Base: S2 All (2999) Quality Of Food - Expectations vs Experience

79 Almost all visitors dined out whilst in Scotland. International visitors were much more likely 136 to have had all of these food and drink experiences other than picnics/bbqs. Dined out in Restaurant/ Café/ Pub: 92% Visited a Whisky Distillery: 20% Tried Local Food: 55% Attended a Food/Drink Event: 4% Tried Local Drinks: 46% Went on a Food or Drink Trail: 1% Food & Drink Experiences Night out/visited Pubs: 35% Had a Picnic/ BBQ: 29% Q35 Which of the following did you experience during your holiday / short break in Scotland? Base: S2 All (2999) The vast majority of Long Haul and European visitors tried local food (81%, 72%); and local drinks (72%, 68%) Over half (55%) of Long Haul visitors had a night out / visited pubs European visitors (38%) were most likely to visit a distillery, closely followed by Long Haul visitors (35%) Scot residents (33%) were most likely to have a picnic or BBQ

80 Long haul and European visitors were most likely to experience local food and drinks and to visit whisky distilleries whilst in Scotland, as were those visiting Scotland for the first time. 137 Scotland Rest of UK Europe Long Haul First time Repeat Dined out in a restaurant, café or pub 89% 91% 93% 97% 93% 91% Had a picnic or BBQ 33% 30% 26% 20% 24% 30% Tried local food 45% 49% 72% 81% 65% 52% Tried local drinks (e.g. whisky, craft beer) 36% 37% 68% 72% 59% 41% Night out / visited pubs 29% 31% 41% 55% 41% 33% Attended a food & drink event 3% 3% 5% 7% 5% 4% Visited a whisky distillery 10% 15% 38% 35% 33% 16% Went on a food or drink trail 1% 0% 2% 3% 2% 1% None of these 5% 3% 2% 1% 2% 3% BASE Q35 Which of the following did you experience during your holiday / short break in Scotland? Base: S2 All (2999) Food & Drink Experiences by Market

81 Three-quarters of visitors sought information about eating out whilst in Scotland, using both offline and online sources, with personal advice playing a prominent role 140 Talking with locals Personal advice from accommodation provider Google Accommodation room pack info Online review websites Other leaflets from accommodation VIC Other websites Printed travel guide books VisitScotland.com Social media Information / advice from visitor attraction Travel guide websites Looked for quality star grading Apps Other search engine None of these 13% 10% 9% 8% 8% 7% 6% 5% 4% 4% 3% 3% 1% 25% 20% 25% 43% Long Haul visitors most likely to talk with locals (68%) and ask for advice from accommodation provider (40%) Younger age groups more likely to use Google, online review sites, social media & travel guide books Older age groups relied on personal advice from locals & accommodation; as well as room pack & leaflets Q36 During your holiday or short break in Scotland, which of the following sources of information did you use to help choose places to eat out? Base: S2 All who dined out (2807) Information Sources Used To Help Choose Places To Eat Out

82 143 1 in 10 used review sites for information on places to eat out whilst in Scotland, and the same proportion subsequently posted reviews about where they had been, primarily on tripadvisor No, 90% Eating out 9% Other review site, 1% Long Haul visitors (14%) and those in 45+ age groups were most likely to post reviews (11%) Those who gave Top 2 box ratings for food experienced during their trip were also slightly more likely to leave reviews (12%) Whilst 13% of 16-44s used online review sites for information on dining out, only 7% posted reviews Q37 Did you leave any reviews relating to places you ate out in Scotland on TripAdvisor or another review website? Base: S2 All who dined out (2807) Leaving Reviews For Places Ate Out

83 Visitors rate availability of local produce and value for money of eating out lower than other aspects of their holiday experience Availability of local produce 0% 0% 1% 3% 10% 11% 18% 24% 15% 18% 1 10 Top 2 box 33% Mean Value for money - eating out 0% 0% 1% 3% 8% 12% 22% 26% 13% 14% % 7.5 Q38 Overall how satisfied were you with the following aspects of eating out during your holiday / short break in Scotland. Base: S2 All who dined out (2807) Food & Drink Ratings

84 Visitors are conflicted on the desire to remain in constant touch whilst on holiday. But digital connectivity remains important regardless I want to be in constant touch with family, friends & current affairs whilst I'm on holiday Top 2 box Mean 151 7% 7% 11% 9% 18% 10% 12% 10% 5% 10% 15% 5.6 Disagree strongly Agree strongly But digital connectivity is important. Few are not using some form of communication: Long Haul travellers are most likely to want to stay in touch - 21% score Top 2 box 8% 22% 10% % not using each type of communication in Scotland Q45a To what extent do you agree or disagree with the following statements about holidays in general? Base: S2 All (2999) Q41 How satisfied were you with the following whilst in Scotland? All who said N/A Base: S2 All (2999) The Importance Of Connectivity

85 9 in 10 visitors seek information whilst in Scotland, on a range of topics. Using smartphones is the most common approach, followed by seeking in person advice Used to find out information Type of information sought 152 Smartphone Talking face-to-face Tablet 36% 52% 68% 82% Weather reports 62% Things to see & do in local area 75% Maps / directions 55% Places to eat / drink in local area Laptop/desktop Telephone 12% 19% 47% What s on in local area 27% Transport None of these 10% 12% Accommodation Something else 2% Q39 During your holiday or short break in Scotland, did you use any of the following to find out information relating to your trip while you were in Scotland? Base: S2 All (2999) Q40 What type(s) of information did you look for during your trip? Base: S2 All who looked for information (2781) Usage Of Devices To Find Information During Trip

86 Highest usage of smartphones by those in younger age groups, but they do still engage in face-to-face discussions to find out information Smartphone (via apps, maps, internet) 83% 91% 79% 67% 56% 35% Tablet (e.g. ipad) 20% 26% 33% 42% 45% 36% Laptop or desktop computer 31% 22% 11% 19% 16% 20% Telephone (to call someone) 13% 12% 11% 14% 10% 11% Talking with someone face-to-face 56% 51% 53% 50% 55% 48% None of these 7% 3% 7% 10% 11% 20% BASE Weather reports 73% 83% 84% 84% 82% 82% Maps / travel directions 74% 84% 76% 73% 74% 72% What s on in local area 50% 49% 46% 47% 45% 47% Things to see & do in local area 72% 69% 63% 63% 55% 57% Places to eat / drink in local area 55% 61% 50% 57% 53% 49% Accommodation 13% 18% 13% 10% 12% 6% Transport 36% 35% 27% 24% 23% 21% Something else 1% 1% 1% 4% 1% 1% BASE Q39 During your holiday or short break in Scotland, did you use any of the following to find out information relating to your trip while you were in Scotland? Q40 What type(s) of information did you look for during your trip? Usage Of Devices To Find Information During Trip by Age

87 Satisfaction with digital connectivity is lower than all other aspects of trip 156 8% N/A mobile phone signal 14% 17% 3% 3% 5% 5% 9% 8% 12% 16% 1 10 Top 2 box 28% Mean 6.9 availability of free WiFi 10% N/A 11% 3% 3% 5% 6% 9% 13% 14% 15% 10% % 6.7 availability of 3G/4G 22% Connectivity Ratings 4% 4% 5% 7% 9% 8% 11% 13% 8% 10% 1 10 N/A Q41 How satisfied were you with the following whilst in Scotland? Base: S2 All (2999) 18% 6.3

88 Aberdeen & Shire Argyll & the Isles Ayrshire & Arran Cairngorm National Park Dumfries & Galloway Dundee & Angus Edinburgh City Glasgow City Gr.Glasgow & Clyde Valley Fife Mobile phone signal 29% 18% 17% 13% 21% 31% 31% 29% 38% 22% Free WiFi 23% 25% 17% 22% 23% 18% 28% 28% 34% 25% 3G/4G coverage 17% 10% 7% 9% 16% 21% 21% 16% 28% 13% BASE Scottish Borders SFFV Orkney Connectivity Ratings by Region Stayed Overnight (1) % SCORES REPRESENT ALL WHO SCORED 9 OR 10 / 10 Outer Hebrides Highlands LLTNP Lothians Perthshire Shetland Mobile phone signal 16% 16% 31% 25% 12% 24% 15% 11% 14% Free WiFi 23% 23% 24% 26% 20% 22% 24% 16% 20% 3G/4G coverage 11% 14% 17% 13% 7% 18% 6% 7% 8% BASE Q41 How satisfied were you with the following whilst in Scotland?

89 VICs were highly endorsed for being welcoming, providing useful information and delivering good customer service Being made to feel welcome 0% 0% 0% 1% 3% 5% 12% 24% 23% 33% 1 10 Top 2 box Mean 56% Availability of useful information 0% 0% 1% 0% 2% 5% 14% 27% 22% 30% % 8.5 VIC customer service 0% 0% 0% 1% 3% 6% 15% VIC Ratings 26% 19% 1 10 Q43 How satisfied were you with the following aspects of the VisitScotland Information Centre? Base: S2 All who visited a VIC in Scotland (1316) 30% 49% 8.4

90 1 in every 20 visitors had accessibility needs. Accessibility ratings high for accommodation and attractions. 165 Accessibility needs No, 93% Prefer not to say, 2% Yes, 5% 5% said accessibility provisions were an important consideration in choosing their accommodation Satisfaction Ratings Top 2 box Before your holiday/short break in Scotland, how easy or difficult was it to find accommodation in Scotland that suited your accessibility needs? (Base: 39) How satisfied were you with the accessibility of the accommodation you stayed in during your stay in Scotland? (Base: 115) Mean 49% % 8.7 And how satisfied were you with the accessibility of attractions you visited during your stay in Scotland? (Base: 115) 44% 8.1 How satisfied were you with VisitScotland s online information provision for accessibility needs on (Base: 16) 46% 7.8 Accessibility Ratings Note: 1 st and Last questions only asked in Yr2

91 Opportunities to drive advocacy Satisfaction with. Top 2 box Mean Ease of getting around 62% 8.7 Being made to feel welcome in VIC 56% 8.5 Availability of useful information in VIC 52% 8.5 Value for money of attractions 51% 8.4 VIC customer service 49% 8.4 Service provided by staff at accommodation 49% 8.3 Knowledge of staff at accommodation about things to do in local area 42% 8.3 Value for money of accommodation 42% 8.0 Availability of free WiFi at accommodation 40% 7.5 Availability of local produce when eating out 33% 7.5 Value for money of eating out 27% 7.5 Mobile phone signal coverage 28% 6.9 Availability of free WiFi 25% 6.7 Availability of 3G / 4G 18% 6.3 In general, satisfaction scores over 8 are excellent, between 7-8 adequate and <7 requires attention. Top 2 scores (9 and 10 out of a 1-10 scale) are required to create genuine satisfaction and loyalty, otherwise customers can be indifferent. These results show a positive visitor experience but we should strive to push the proportion ticking Top 2 boxes higher. 166 Satisfaction Across The Visitor Experience

92 Glasgow city centre 167 The main methods of transport to Scotland remain car and plane but differences emerge by type of visitor and origin. The ease of travelling around Scotland is praised and is the area of the visitor experience which attracts the highest satisfaction Popular accommodation types remain as hotels, selfcatering and B&B/guesthouses. But differences emerge across regions and between markets. Airbnb was more likely to be favoured by long haul visitors, under 35s and in Edinburgh, Glasgow and the Highlands. B&Bs/guesthouse were particularly popular with international and first time visitors. Accommodation is generally praised, particularly customer service and local knowledge and 42% stated that the standard of accommodation exceeded their expectation. The availability of free Wi-Fi at accommodation attracted lower satisfaction scores. Accommodation providers should look to provide free Wi-Fi or ensure that this facility is highlighted to guests. Food & drink is an important part of the visitor experience. A positive gap exists between the expectations and experience of quality of food in Scotland, particularly for international visitors, with experience being more positive than expectation. However, Availability of local produce and value for money of eating out are 2 areas of the visitor experience which attract lower satisfaction scores A wide range of activities are undertaken in Scotland and were highly rated by visitors, with many saying the quality of activities exceeded their expectations and were good value. More and more visitors are using digital devices to access information during their break in Scotland (only 8% did not use a mobile phone and only 10% did not use free Wi-Fi connections when in the country); however, satisfaction of mobile phone coverage, availability of free Wi-Fi and 3G/4G are the areas which would improve the overall satisfaction score. Smartphones are now used by the majority to find information when in Scotland (still highest in the younger age groups). However, there is still a heavy reliance by all visitor types on talking face to face with someone to find out information. During Trip Key Takeouts

93 Rest and be Thankful, near Arrochar, Argyll 168 Post Trip Note: all satisfaction ratings use scale 1=extremely dissatisfied -> 10=extremely satisfied Note: all satisfaction ratings use scale 1=extremely dissatisfied -> 10=extremely satisfied

94 Satisfaction with the overall visitor experience is high or 10 scores (Top 2 Box) show genuine satisfaction and can foster loyalty. The challenge is to enhance the visitor experience for very visitor to encourage more to give the very highest scores on the satisfaction scale. 46% Top 2 box Mean 0% 0% 0% 0% 1% 2% Note: post holiday reflection usually brings halo effect resulting in positive overall scores. New 1-10 scale helps understand more detail. Overall Rating Of Holiday Experience 6% 21% 24% 1 10 Q49 Overall, how would you rate your holiday / short break experience in Scotland? Base: S2 All (2999) 70% % Long Haul visitors gave Top 2 box scores

95 The positive experience enjoyed by visitors results in a very strong intention to recommend Scotland as a destination Top 2 box Mean % 75% % 19% 0% 0% 0% 0% 0% 1% 1 10 Going back to the early life cycle of holiday planning, remember recommendation from friends and family plays an important role in persuading visitors to spend a holiday in Scotland and as a source of information for planning their trip 5% 84% Long Haul visitors gave Top 2 box scores Q46 Based on your experiences during this trip, how likely are you to recommend Scotland as a holiday or short break destination to friends and family? Base: S2 All (1608) Likelihood To Recommend Scotland scale 1=extremely unlikely -> 10=extremely likely

96 High numbers stating intention to recommend Scotland as a holiday destination translates into a very strong Net Promoter Score 173 NPS is calculated using the likelihood to recommend question, to give a headline metric. Net Promoter Score: 73 *NPS is calculated by subtracting the percentage of detractors (those giving a score of 1-6) from the percentage of promoters (those giving a score of 9-10). NPS scores range from -100 to +100 NPS is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. Net Promoter Score

97 High levels of satisfaction and recommendation were recorded amongst all visitor types, particularly those who travelled from furthest afield 177 Satisfaction Recommend All 9 All 9.2 Rest of world 9.3 Rest of world 9.4 Europe 8.9 Europe 9.1 Rest of UK 9 Rest of UK 9.2 Scotland 9 Scotland 9.2 Satisfaction & Recommendation by Market

98 9 in 10 visitors thought Scotland was worth visiting again. Half of Long Haul visitors felt it was one of the best breaks they had ever taken. Top 2 box Mean 178 Scotland is a country worth visiting more than once 6% 13% 18% 60% 78% 9.2 There is more to Scotland than I had previously thought 7% 11% 10% 14% 18% 12% 23% 35% 7.6 This was one of the best holidays / short breaks I have ever taken 10% 12% 21% 20% 11% 19% 30% 7.5 N/A Disagree strongly Agree strongly Q52 Thinking of your experience in Scotland overall, to what extent do you agree or disagree with the following statements? Base: S2 All (2999) Overall Experience Ratings

99 Scotland is perceived as taking good care of its natural environment; potential to do more to encourage visitors to behave in an environmentally responsible way 179 Top 2 box Mean Scotland is a country which takes care of its natural environment 5%6% 15% 24% 17% 29% 46% 8.2 N/A Disagree strongly Agree strongly I was encouraged to behave in an environmentally responsible way 11% 10% 13% 18% 13% 23% 36% 7.5 N/A Disagree strongly Agree strongly Q52 Thinking of your experience in Scotland overall, to what extent do you agree or disagree with the following statements? Base: S2 All (2999) Sustainability

100 Visitors were clearly made to feel very welcome during their time in Scotland, and interactions with locals had a positive impact on the visitor experience 180 Scotland s reputation for friendly people was a motivation to visit for 15% of visitors Top 2 box Mean I was made to feel really welcome 2% 10% 19% 22% 43% 65% 8.8 N/A Disagree strongly Agree strongly The local people I met during my visit really added to the holiday experience 6% 15% 20% 16% 31% 47% 8.2 N/A Disagree strongly Agree strongly Q52 Thinking of your experience in Scotland overall, to what extent do you agree or disagree with the following statements? Base: S2 All (2999)c Impact Of Locals On Visitor Experience

101 Finding out more about Gaelic was primarily of interest to international and first time visitors 181 Top 2 box Mean Finding out more about Gaelic, as a national language of Scotland was of interest to me / enhanced my visit 11% 15% 10% 9% 7% 14% 10% 7% 6% 4%7% 11% 4.7 N/A Disagree strongly Agree strongly Long haul (21%) European (18%) 1 st time (17%) Q52 Thinking of your experience in Scotland overall, to what extent do you agree or disagree with the following statements? Base: S2 All (2999)c Finding out About Gaelic

102 Visitors paint a very positive picture of their interactions with people they met during their visit to Scotland, describing them as friendly, helpful and welcoming 187 Words To Describe People Met In Scotland

103 Words to describe Scottish people met (excluding friendly ) 188

104 189 Top 10 % Friendly 51% Helpful 21% Welcoming 11% Nice 5% Warm 4% Kind 3% Open 3% Interesting 3% Happy 2% Funny 2% Top 20 Words Used To Describe People Met In Scotland % Polite 2% Fun 2% Pleasant 2% Proud 2% Knowledgeable 2% Hospitable 2% Cheerful 1% Lovely 1% Interested 1% Chatty 1%

105 Half (53%) gave a suggestion of something that would have improved their trip. The top suggestion was a positive one = to have had more time / a longer holiday in Scotland (30%) Key areas where improvements could be made include digital connectivity, roads & value for money Q54 Apart from the weather, what one improvement would have enhanced Potential Improvements Better / more free WiFi 19% Better/ bigger roads / better road signage 17% Lower costs / better value for money 17% Better 3G / 4G / mobile phone coverage 14% Better food (variety / quality / local) 10% Better public transport 8% Better accommodation 6% Longer opening hours 4% Fewer midgies 4% More information / maps 4% Better customer service 4% More to do / more activities 3% Better currency exchange rates 3% Better parking 2% Less litter 2% your holiday/short break in Scotland? Something else 40% Base:

106 blair castle, perthshire 192 Visitors were extremely positive about their overall experience in Scotland with almost half giving 10/10 scores. Over half of Long Haul visitors stated that this was one of the best holidays they have ever had. As a good experience leads to advocacy, it is important to focus on continuing to deliver an excellent visitor experience so that every visitor becomes an advocate for Scotland. The local people that visitors interacted with really enhanced the positive visitor experience, particularly for overseas visitors, and were described as friendly, helpful and welcoming. There is a requirement to reinforce to the industry and the wider Scottish population the importance of personal interaction with visitors. Every resident should be an ambassador for Scotland. 9 out of 10 visitors said they would recommend Scotland as a holiday destination. However, only a small proportion of these have actually given a post trip review. Therefore, harnessing willingness to recommend Scotland could drive growth, given the importance of Word of Mouth in prompting consideration of Scotland. Suggested improvements focus on digital connectivity phone signal, wi-fi and 3G/4G coverage as well as roads and signage. It is important to work with public sector partners to highlight the importance of improvements to digital infrastructure and roads. Although Scotland is considered to take good care of its natural environment, more could be done to encourage environmentally responsible behaviour from visitors. blair Post Trip castle, Key perthshire Takeouts

107 Conclusions 1. Scotland s scenery and landscape, history and culture are key motivations for all visitors; domestic visitors are particularly attracted by closeness to home and opportunity to get away from it all 2. Planning is done 3-6mths out, longer for international visitors; travel and accommodation tend to be booked separately 3. The vast majority of trip planning is done online; primarily via Google, but vs.com also features strongly; user generated content is widely used 4. Word of mouth is important recommendation from friends / family is a key motivator; and their advice is also sought during planning phase 5. Location and value are key factors in accommodation choice, but availability of free WiFi is also important Recommendations 1. Continue to build tailored marketing messages to specific markets with scenery, landscape, history and culture as core elements E.g. highlighting the fact Scotland is close to home and easy to get to, but offers real ability to get away from it all, to domestic markets 2. Need to make sure information is hitting visitors at the right time up to a year ahead for long haul vs last minute offers for Scot residents 3. SEO is crucial. Visitors already using vs.com but potential to push this further, and to highlight opportunities for sharing via Scotland s Community and social media channels 4. Opportunity to encourage advocacy consider how to maximise this potential for recommendation and information. 5. Encourage and help facilitate accommodation providers to offer free WiFi in order to keep up with visitor demands, and enhance satisfaction 193 Conclusions Before Trip

108 Conclusions 1. Accommodation generally praised particularly staff service and local knowledge. Half unsure of whether their accommodation was graded. 2. Visitors undertake multiple activities while in Scotland especially those from Long Haul destinations. Quality of activities exceed expectations and praised for value. 3. Food and drink is an important part of the visitor experience with visitors keen to try local food and drink. This is an area where satisfaction is lower and improvements could be made, specifically in terms of local produce availability and value for money. 4. In person advice is preferred by visitors seeking information whilst in Scotland. This is true regardless of the topic. 5. Digital connectivity remains an area of lower satisfaction for visitors with mobile phone signal, availability of 3G/4G and free WiFi falling below expectations. Recommendations 1. Accommodation providers should be praised for positive contribution to visitor satisfaction and encouraged to maintain and further enhance performance. 2. Continue to promote breadth and quality of activities across all regions. Encourage attractions and activity providers to continue to provide good value for money. 3. Work with food & drink industry to improve availability of local produce across Scotland. Communicate lower perceived value for money of eating out and opportunity to enhance visitor satisfaction by improving these aspects. 4. Ensure all those employed in the tourism industry and in VICs understand the vital role they play in giving visitors information and advice. 5. Continue to highlight to government and tourism groups and businesses the importance of developing strong digital infrastructure across the whole of Scotland to meet visitor expectations. 194 Conclusions During Trip

109 Conclusions 1. Visitors leave extremely satisfied with their holiday experience, almost half giving 10/10 scores. This translates to high likelihood to recommend Scotland as a destination. 2. Over half of Long Haul visitors say this was one of the best holidays they ve ever had. 3. Engaging with local Scottish people definitely enhanced the visitor experience, and were described as friendly, helpful and welcoming. 4. Suggested improvements focus on digital connectivity phone signal, WiFi, 3G/4G coverage; roads and signage; value for money and food. 5. Although Scotland is considered to take good care of its natural environment, more could be done to encourage environmentally responsible behaviour from visitors. Recommendations 1. Build on strength of positive feeling immediately post trip by encouraging advocacy. 2. Encourage visitors to share their experiences on and offline through engagement in VisitScotland s online social channels and community, as well as other social channels such as Tripadvisor. 3. Ensure the public know the important role they play in making the visitor experience memorable, and encourage them to interact with visitors. 4. Communicate the key areas where improvements could be made and ensure relevant industry bodies and local and national government understand that these aspects negatively impact on visitors to Scotland. 5. Encourage all tourism businesses to promote environmental responsibility to visitors. 195 Conclusions Post Trip

110 196 Further information The Scotland Visitor Survey 2015 & 2016 was conducted for VisitScotland by Jump Research. Further data and fact sheets are available via: search/all_markets/scotland_visitor_survey.aspx For further information please contact: VisitScotland, Ocean Point One, 94 Ocean Drive, Edinburgh, EH6 6JH Disclaimer: VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information