Visit Kent Business Barometer: July 2017 In July 2017, Kent attractions experienced an increase in visitor footfall, being 3.6% up compared to the same month last year. Serviced accommodation providers also saw an increase of 2.4% in occupancy levels, compared to the same period last year, with an overall occupancy of 88.4%. Visitor Information Centres reported a slight decrease in visitor footfall (5.9%), although this may be due to factors cited including, reduced opening times and one centre being relocated. *Self-catering accommodation occupancy figures are based on data provided by independent properties through RIBOS and data supplied by a large multi-property provider. Please note: Occupancy figures should not be compared with 2015, as this is based on larger sample, which included two large multi-property providers.
News Attractions saw an increase in visitor footfall of 3.6%, with 57.8% of attractions recording an increase in visitor footfall. Farms/Wildlife/Zoo Attractions performed most positively, being up 22.3%, followed by other attractions up 5.5%. Contributing factors to the positive performance cited by attractions included, an increase in opening times compared to last year, in addition to the impact of the school holidays starting in July this year. 37% of attractions reported guests from France as the most prevalent market, followed by 18.5% reporting visitors from Germany. Serviced accommodation providers experienced an increase of 2.4% in occupancy rates compared to July 2016, although self-catering accommodation experienced a decrease in occupancy levels, compared to July 2016 (down 11.5%*). The Visit Kent consumer website continues to enjoy positive numbers of visits, being 4.8% up compared to last month, as seen below. *Self-catering accommodation occupancy figures are based on data provided by independent properties through RIBOS and data supplied by a large multi-property provider. Please note: Occupancy figures should not be compared with 2015, as this is based on larger sample, which included two large multi-property providers. Visit Kent Website - www.visitkent.co.uk June 2017 sessions* 120,008 July 2017 sessions* 125,758 The average dwell time in July 2017 was 1.44 minutes, with an average number of 2.56 pages viewed during a session*. *Sessions- Total number of Sessions within the date range. A session is the period time a user is actively engaged with the website, app, etc. 2
Visit Kent Marketing update Visit Kent s Business Barometer Digital In July, the Visit Kent twitter channel gained 678 new followers, taking the total to 37,328. On Facebook we gained 571 new followers, totaling 14,775, with posts about hidden gems and a Kent Contemporary image performing particularly well. On Instagram we gained 286 new followers. A midweek mystery post of Tankerton performed particularly well with 636 likes, the highest this year. On the Visit Kent website we received 122,427 visits, with the average dwell time being 1.44 minutes and an average of 2.56 pages viewed per session. Throughout July 2017, Visit Kent generated 32 press articles, reaching 24.4 million people. Throughout June we sent out four press releases; Sun, sea and summertime fun in the Garden of England, Win your Friday night office drinks with Visit Kent, Celebrating The Garden of England's artistic accolades and Celebrate #InternationalFriendshipDay with a 2FOR1 day out! We hosted four press trip in July for seven journalists from UK and International publications including; Coast Magazine, REIZEN Magazine, Jewish News, Nieuwsblad, Gazet van Antwerpen, Belang van Limburg, De Zontag (Belgium s largest newspaper), RTBF La Une 6-8 (Belgium TV Show). Some of our notable press coverage throughout July were published pieces in the following publications: Boundless Magazine, The Sunday Express/ The Daily Express, The Sunday Mirror, AOL.com and Olive Magazine. PR Travel Trade In July, the Visit Kent Travel Trade team attended the Visit Kent Travel Trade Working Group meeting, hosted by Penshurst Place. The quarterly meeting was attended by a number of partners participating and interested in the groups market. The team also attending UKinbound s USA seminar, a chance to hear the latest stats and insights into the North American market. The team also began meeting with a number of partners interested in the groups market to discuss the brand new travel trade strategy. 3
Attractions Kent visitor numbers in July 2017 2016 2017 % change 660,879 684,648 Up 3.6% Visitor numbers for the year to date (YTD)* 2016 2017 % change for month YTD Totals 2016 YTD Totals 2017 % change for YTD January 145,808 155,831 Up 6.9% 145,808 155,831 Up 6.9% February 225,275 239,730 Up 6.4% 371,083 395,561 Up 6.6% March 400,061 340,406 Down 14.9% 771,144 735,967 Down 4.6% April 501,521 674,671 Up 34.5% 1,272,665 1,410,638 Up 10.8% May 544,972 553,440 Up 1.6% 1,817,637 1,964,078 Up 8% June 532,397 624,747 Up 17.3% 2,350,034 2,588,825 Up 10.2% July 660,879 684,648 Up 3.6% 3,010,913 3,273,473 Up 8.7% *NOTE: The figures above are the baseline for all the calculations found on the next pages. The data reported here is strictly like for like, excluding figures for attractions that reported they were closed in the same month the previous year, or those attractions that have recently began contributing and cannot provide figures for the previous year. The figures in the table below includes figures from all attractions. 4
2016 2017 % change for month YTD Totals 2016 YTD Totals 2017 % change for YTD January 147,462 182,585 Up 23.8% 147,462 182,585 Up 23.8% February 225,475 273,501 Up 21.3% 372,937 456,086 Up 22.3% March 405,930 361,404 Down 11% 778,867 817,490 Up 5% April 511,631 702,711 Up 37.3% 1,290,498 1,520,201 Up 17.8% May 544,972 567,713 Up 4.2% 1,835,470 2,087,914 Up 13.8% June 532,397 646,210 Up 21.4% 2,367,867 2,734,124 Up 15.5% July 660,879 705,920 Up 6.8% 3,028,746 3,440,044 Up 13.6% Range of performance 57.8% of Kent attractions were up this month, ranging from 0.8% to 214.8% up. 42.2% of attractions recorded a reduced footfall in July 2017 compared to July 2016, ranging from 0.5% to 29.3% down. Attractions up Attractions down 57.8% 42.2% Performance according to cost, % change July 16/17 Charging Free Up 2.3% Up 6.9% 5
Museums / Art Galleries Performance according to attraction type, % change July 16/17 Gardens/ Country parks Historic Houses / Castles Farms/Wildlife/Zoo Attractions Visitor/heritage centres Other Up 4.7% Down 15.3% Up 2.9% Up 22.3% Down 6.1% Up 5.5% Performance according to attraction location, % change July 16/17 Urban Rural Coastal Down 0.1% Up 1.4% Up 9.6% Performance according to attraction size, % change July 16/17 20,000 or less 20,001-50,000 50,001-200,000 Over 200,000 Up 29.7% Down 0.4% Down 1% Up 6.7% Factors affecting visitor attraction results Positive Increased opening times compared to July last year The positive impact of the school holidays starting in July this year One attraction reported that they are now free to enter Negative Bad weather reported Fear of terror incidents Overseas visitors to attractions in July 2017 During July 2017, 79.8% of visitors to attractions were domestic, 4.9% long haul and 15.3% European. Out of the overseas visitors, 37% of attractions reported guests from France as being the most prevalent, followed by 18.5% reporting visitors from Germany. Alongside, 14.8% of attractions citing visitors from both Belgium and The Netherlands and visitors from other countries. 6
Most prevalent overseas visitor groups to Kent in July 2017 (%) Other 15% Belgium 15% Netherlands 15% France 37% Germany 18% Belgium Netherlands Germany France Other Figure 1: Graph showing the percentage of most prevalent overseas visitors to Kent attractions in July 2017 Self-Catering Accommodation Year on year room occupancy comparison (%) Kent July 2015 July 2016 July 2017 July 16/17 Occupancy (%) 79.8% 59.2% 52.4%* Down 11.5%* This year so far (%) Kent Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 June 2017 Occupancy 49.4% 45.9% 49% 59.3% 32.3% 39.1% July 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Occupancy 52.4%* - - - - - *Self-catering accommodation occupancy figures are based on data provided by independent properties through RIBOS and data supplied by a large multi-property provider. Please note: Occupancy figures should not be compared with 2015, as this is based on larger sample, which included two large multi-property providers. 7
Serviced Accommodation ALL serviced accommodation occupancy Year on year room occupancy comparison (%) Kent July 2015 July 2016 July 2017 July 16/17 Occupancy 86.1% 86.3% 88.4% Up 2.4% This year so far (%) Kent Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 June 2017 Occupancy 56.2% 68.3% 67.6% 78.4% 80.4% 84.5% July 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Occupancy 88.4% - - - - - Smaller and independent guest houses and B&BS occupancy Year on year room occupancy comparison (%) Kent July 2015 July 2016 July 2017 Occupancy 84.4% 89.9% 86.8% Average room occupancy according to location (%) Location July 2015 July 2016 July 2017 Seaside 85.5% 93.7% 93.8% Large town/city 85.8% 89.4% 91.6% Small town 80.9% 86.6% 85.7% Countryside/village 82.1% 87.6% 86.5% Average room occupancy according to business type (%) Type July 2015 July 2016 July 2017 Bed and Breakfast 82.5% 93.2% 89.8% Guest House 69.9% 88.8% 87.8% Hotel/Inn 85.7% 89.5% 90.6% 8
Larger hotels and chain occupancy (STR Global only) According to STR Global figures for the larger and chain hotels, occupancy was up 3% on the same month last year, with revenue per available room up 7.6% and average daily rate up 4.4%. Year on year room occupancy comparison (%) Occupancy (%) 2017 July This Year 88.3% Last Year 85.6% Percent Change Up 3% This year so far (%) Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 June 2017 Occupancy 56% 68.2% 67.5% 78.2% 80.6% 84.5% July 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Occupancy 88.3% - - - - - Visitor Information Centres (VICs) VICs Comparison July 2016/17 Name of VIC Footfall Footfall Calls Calls Emails Emails % change 2016 2017 2016 2017 2016 2017 Ashford 582 469 Down 19.4% 61 81 161 249 Canterbury 28,890 28,762 Down 0.4% 207 184 129 152 Deal n/a n/a n/a n/a n/a n/a n/a Dover 18,865 19,933 Up 5.6% 3,007 2,897 500 548 Edenbridge 53 72 Up 35.8% 0 0 0 0 Faversham 2,351 1,862 Down 20.8% 158 93 39 22 Gravesham 3,957 619 Down 84.4% 229 77 245 74 Maidstone 4,794 3,973 Down 17.1% 28 31 9 22 Medway 23,521 23,149 Down 15.8% 344 332 208 142 Sandwich 2,992 2,074 Down 30.7% 48 37 13 15 Thanet 9,944 8,932 Down 10.2% 207 275 129 131 Tonbridge and Malling n/a n/a n/a n/a n/a n/a n/a 9
Tunbridge Wells 2,947 3,258 Up 10.6% 435 417 905 816 KENT 98,915 93,084 Down 5.9% 4,724 4,424 2,338 2,171 This table just serves as a notification of visitor numbers year on year, but does not take into account any changes in location, staffing levels, or opening hours. Visitor Information Centres cannot be compared directly with each other Top countries of just origin with their of overseas own performance VIC year visitors on year. in March 2014 (%) Comments / Factors Reduced opening times compared to July 2016 One VIC reported a change in location Split of visitors to each VIC (%) Name of VIC Domestic Long Haul European Ashford 85% 1% 14% Canterbury 40% 5% 55% Deal n/a n/a n/a Dover 55% 5% 40% Edenbridge 81% 13% 6% Faversham 98% 1% 1% Gravesham 95% 2% 3% Maidstone 94% 4% 2% Medway 60% 5% 35% Sandwich 81% 5% 14% Thanet 97% 1% 2% Tonbridge and Malling n/a n/a n/a Tunbridge Wells 70% 5% 25% KENT 77.8% 4.3% 17.9% Top countries of origin of overseas VIC visitors in July 2017 (%) 50% of VICs reported that their most prevalent visitors were from France, while 20% stated visitors from the Netherlands. This was then followed by 20% stating visitors from other counties, which included; South Africa, Canada, Switzerland and The USA, and 10% reporting visitors from Germany, as illustrated in figure 2 on the next page. 10
Other 20% Germany 10% Netherlands 20% France 50% Germany France Netherlands Other Figure 2: Graph showing the percentage of most prevalent overseas visitors to VIC s in Kent in July 2017 Business Tourism (Conference and Events venues) Conferences July 16/17 % change Down 22.7% Weddings July 16/17 Other Events July 16/17 % change On par % change Down 4.3% Length of conferences Half a day 1 day 2 days 3 days or more 45.2% 39.7% 6.3% 8.7% Average daily delegate rate 17 and under 57.1% 31 to 40 14.3% 41 to 50 14.3% 51 or more 14.3% Origin of delegates Kent 84.1% London 5.1% UK 5.7% Overseas 5% 11
Other News VisitBritain Monthly inbound update June 2017 Visits: The UK received 3.5 million overseas visits in June, up 7% on June last year and setting a new June record. Between April and June 2017 there were 10.8 million inbound visits to the UK, 8% up on the same period last year. With results available until June, we can now see that the first half of 2017 was a record setting period with the UK welcoming 19.1 million visits, 9% more than in 2016. Over the longer term, 12 months to June 2017, there were 39.1 million visits to the UK the best ever rolling 12 month period. Spending: June spending rose 2% compared to June 2016 to reach 2.2 billion (not quite enough to set a new June record). However, with record setting results in each of the first five months of the year, inbound visitors have spent a record 10.6 billion in the first half of 2017, 11% more than the first half of 2016 and the first time inbound visitor spending has topped 10 billion in the first six months of any year. Combining this spending with spend during the last half of 2016, visitors have spent a record 24 billion in the UK the highest ever 12 month period. Spend per visit: On average, for the last 12 months, spend per visit was 603 - which has been rising gradually since the beginning of 2017 as spending growth has outpaced visit growth. Journey Purpose Holiday visits were up 21% to a June record of 1.6 million. Building on strong growth earlier this year there were a record 7.5 million holiday visits in the first half of 2017, up 20% on the start of 2016 and the first time more than 7 million holiday visits have arrived in the UK before the start of July. Over the longer term rolling 12 months to June 2017, the UK welcomed 15.2 million holiday visits a record and 12% higher than the previous 12 month period. Visits to friends and relatives (VFR) were up 2% to a June record of 890,000 this year. In the first six months of 2017, VFR visits have set new monthly year on year records in four individual months. Added together the UK has welcomed a record 5.5 million VFR visits in the first half of the year 4% more than in the first half of 2016. Business visits have been variable so far in 2017, posting negative results in June this year down 7% compared to the record June 2016. With only January and May registering growth, there were 3% fewer business visits to the UK in the first half of 2017, 12
compared to the start of 2016. Due to a strong end of 2016, business results for the 12 months to June 2017 were just enough to match the previous record of 9.1 million (July 2015 June 2016). Miscellaneous journey purpose visits are a combination of a wide range of different journey purposes, including (but not limited to) short term study, looking for work, shopping, attending a sports event and many more. In June 2017 visits to the UK were 6% higher than the previous year at a record 270,000. With new monthly records set in four out of the last six months, visits were up 13% in the first half of 2017, but not quite setting a new record. Visits to the UK from all EU markets in June 2017 rose 2% compared to June last year to 2.1 million, a record June result. Over the first six months of 2017 visits from these high volume markets are tracking 4% above the first half of 2016 at a record 12.8 million visits. To view the full report click here Tourism Day Visits Summary VisitEngland GB Day visits July 2017 The volume of day visits in Great Britain in the three months to July 2017 decreased by - 9% when compared with the same period last year, to 447 million. The value of those visits remained stable during the same period at 15 billion. Year to date at the GB level, volume decreased by -3% to 1 billion but the value of visits increased by +3% to 34.6 billion. Looking at England, volume decreased by -11% in the three months to July 2017 at 376 million visits, while value decreased by -9% to 11.8 billion compared to the same period in 2016. Year to date the volume of day visits in England decreased relative to the same period in 2016 by -5%, to 853 million and the value decreased by -3% to 27.8 billion compared to the same period in 2016. 13
3+ Hour Day Visits Summary 3+ hour day visits in Great Britain for the three months to July 2017 decreased by -8%, compared to the same period in 2016, to 744 million visits. The value of these visits increased by +1% for the three months against the same period last year to 22 billion. Year to date, volume is down by -5% to 1.7 billion 3+ hour visits but value increased by +1% to 48.7 billion. In England, volume declined by -10% in the three months to July 2017 to 623 million. Likewise, the value of these visits decreased, by -6%, to 17.6 billion. Year to date the volume of day visits in England decreased relative to the same period in 2016 by -6%, to 1.4 billion and the value decreased by -4% to 39.2 billion. To view the full report click here Business Barometer Contacts If you would like to be part of the Business Barometer process, or have any comments on its content, please contact Ruby Berkeley-Cornner at ruby.berkeley-cornner@visitkent.co.uk For past barometers, please visit www.visitkentbusiness.co.uk Acknowledgements If you wish to use any information contained within this Barometer, please can you acknowledge the source as Visit Kent s Business Barometer. Thank you. 14