Tourism Business Monitor 20 Accommodation Report Wave 3 Post-Easter until mid-july
Background, objectives and research method Tourism Business Monitor designed to measure, monitor and understand tourism business performance and confidence and the factors which influence them. Amalgamation of two previous surveys discontinued at end of 2011: England Attractions Monitor Accommodation Business Confidence Monitor Telephone survey conducted five times per year immediately following key tourism periods among: c. 500 accommodation establishments (c. 250 serviced / c. 250 non-serviced), including mix by region, establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites. c. 300 visitor attractions including mix by region, attraction type, size (measured by annual visitor admissions) and free / paid admission. Questions on hot topics included on a periodic basis. Fieldwork dates: July 20: -20 July 20, reviewing the period after the Easter holidays up until mid-july Apr 20: 24 Apr-1 May 20, reviewing the Easter period 20 Jan 20: 6-12 January 20, reviewing the Christmas and New Year period 20 Nov 20: 4-10 Nov 20, reviewing mid-september until the end of October Sept 20: 9- Sept 20, reviewing the period from mid-july up until the end of the summer holidays Jul 20: 11-19 July 20, reviewing the period after the Easter holidays up until mid-july Apr 20: 15-21 April 20, reviewing the period from January until the end of the Easter holidays Jan 20: 7- January 20, reviewing the Christmas and New Year period 2012 Nov 2012: 5-12 Nov 2012, reviewing mid-september until the end of the October Sept 2012: 10-17 Sept 2012, reviewing the school summer holidays 2
Accommodation sample targets (total 500) % Serviced Accommodation Non-serviced Accommodation 100 Hotels 150 Guest Houses / B&Bs 150 Selfcatering 100 Caravan / Campsites North (North East, North West, Yorkshire) 32 42 40 26 Midlands (East Midlands, East, Heart of England) 22 29 29 29 South (South East, South West) 36 70 79 45 London 10 9 2 0 25 hotels with over 100 bed spaces 60 guest houses / B&Bs with over 10 bed spaces 35 self-catering with over 10 bed spaces 40 caravan / campsites with over 100 bed spaces This is the target sample for each wave, reflecting the profile of accommodation in England. There are minor variations wave on wave, which are corrected by weighting the profile if needed. 3
Key Findings Overall, visitor figures for the post-easter period are up on last year, and confidence for the forthcoming period is still around the same as last wave. The approach to the peak Summer period has particularly brought more overseas visitors, but the changeable weather may have been the reason that weather-dependent caravan/campsites have not fared as well in the post-easter period. Visitor numbers for the post-easter period almost exactly mirror those for the same period last year, with 44% of businesses reporting an increase in visitors overall. Self-catering businesses have seen a slight decrease in domestic, and additionally overseas visitors to caravan/camping sites are also down on last year. Hotels and guesthouse/b&bs have seen strong increases in all visitor types so far this year compared to last. Caravan/campsites may have suffered at the hands of the more changeable weather during the post-easter period, with just under half reporting a decrease in visitor numbers compared with the same period last year. This has directly impacted satisfaction levels for this group, with only a quarter saying they are very satisfied with recent business performance. Hotels are performing the strongest for the year to date with 70% reporting that visitor numbers are up on last year. There is also a big increase in number of large town/city businesses reporting that visitors are up on last year for the recent period the highest since November 12. Advanced booking levels are on a par with the same period last year, with 72% of all accommodation businesses reporting very good/fairly good levels. Consequently confidence levels overall are also strong, although there has been a slight dip from last wave. Confidence levels are up across all accommodation types, although slightly less so for outdoor-based caravan/campsites, who are more dependent on weather conditions for business. Numbers reporting very good/good advanced booking levels are also up amongst hotels, B&Bs and self-catering businesses. Overall, almost 9 in 10 accommodation businesses have their own website, and around half have the option to book online (whether through a 3 rd party site or own), a Facebook account, and/or a Twitter account. Caravan/campsites are the least likely to have an online presence whilst larger businesses, hotels and those in cities/large towns are the most likely to have an online presence. Of the 51% of businesses with a Facebook account and 30% with a Twitter account, two thirds are updating these at least weekly. 4
Business Dashboard 5
Business Performance Dashboard: Accommodation VISITOR NUMBERS Visitor numbers (%) 35 33 Versus same period previous year Visitor numbers for period after Easter holidays up until mid-july 20 compared with same period 20 (%) Hotels 66 21 21 22 Down Same Guest house/ B&B 49 19 32 44 44 Up Self-catering 37 26 37 Jul 20 YTD 20 Caravan/ camping 2 26 46 Satisfaction (%) 3 12 3 11 4 49 37 36 SATISFACTION Satisfied with business performance Not at all Not very Quite Very Satisfaction with Performance during period after Easter holidays up until mid-july 20 (%) Hotels Guest house/ B&B Self-catering 47 43 36 44 44 4 0 92 91 Jul 20 YTD 20 Caravan/ camping 25 53 7 Q3/4, Q6, 7/, 10 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20 6
Business Confidence Dashboard: Accommodation Very confident Fairly confident 1 75 1 3 79 74 2 73 70 7 9 6 1 3 90 91 53 59 63 42 47 46 50 4 44 55 43 4 52 54 52 43 2 16 41 32 2 32 25 26 23 46 3 29 29 3 4 Sept 2011 Nov 2011 Jan 2012 Easter 2012 June 2012 July 2012 Sept 2012 Nov 2012 Jan 20 Apr 20 July 20 Sept 20 Nov 20 Jan 20 Apr 20 Jul 20 96 Very confident 92 Fairly confident 9 41 44 33 50 55 4 55 39 Hotels B&B Self catering Caravan/ Camping Jul 20 Q PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE Jul 20: Up until end of school summer holidays 7
Visitor Profile
Changing Visitor Profile (year-to-date vs. previous year): Accommodation Up Same Down NET: Up - Down Domestic visitors Jul 30 51 19 +11 3 Sept 12 Up 44 35 29 23 24 27 27 15 Nov 12 Jan Apr Jul 43 39 17 Sept Down 36 34 30 19 19 Nov Jan Apr Jul Up Down Overseas visitors Jul 31 51 19 +12 19 21 34 33 Sept 12 30 22 35 15 22 26 Nov 12 Jan Apr Jul 24 3 16 34 Sept 29 23 25 20 31 19 Nov Jan Apr Jul Jul 33 5 9 +23 2 32 37 10 10 23 24 Up 39 3 39 10 Down 46 34 33 9 Repeat visitors Sept 12 Nov 12 Jan Apr Jul 9 Sept 7 9 Nov Jan Apr Jul Q12 9
Changing Visitor Profile (year-to-date vs. previous year): Accommodation type Self-catering businesses have seen a slight decrease in domestic visitors, and numbers of overseas visitors to caravan/camping sites are also down on last year. Hotels and guesthouse/b&bs have seen strong increases in all visitor types so far this year compared to last. Hotels Guest Houses / B&Bs Up Same Down Domestic visitors (20) 33 45 4 43 19 12 NET: Up - Down 33 Domestic visitors Self-Catering Caravan / Camping 22 22 53 59 25 20-3 2 Overseas visitors (20) Hotels 41 51 33 Guest Houses / B&Bs 43 3 19 24 Overseas visitors Self-Catering Caravan / Camping 21 55 65 27 15 6-9 Repeat visitors (20) Hotels 34 60 6 2 Guest Houses / B&Bs 37 55 29 Repeat visitors Self-Catering Caravan / Camping 2 30 61 59 11 11 17 19 Q12 10
Past Performance 11
Visitor numbers: Year-on-year changes Visitor numbers for the post-easter period almost exactly mirror those for the same period last year, with 44% of businesses reporting an increase in visitors. % Jul 20 35 9 21 7 2 Up Slightly up Exactly same YTD 20 40 4 22 4 29 Slightly down Down 60 40 20 0-20 -40-60 30-3 June 2012 23 22-53 -53 July 2012 Sept 2012 33 32 2-41 Nov 2012-34 Jan 20-53 Apr 20 44 55 52-33 July 20-22 Sept 20-2 Nov 20 3-36 Jan 20 43 44-22 Apr 20-35 Jul 20 Up Down PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays up until mid-july 20 / Apr 20: Easter period 20 / Jan 20: Christmas and New Year period 20 / Nov 20: Mid-September until the end of October/ Sept 20: Mid-July until end of the Summer holidays Q3/4, Q7/ 12
Visitor numbers: Year-on-year changes by accommodation type Down Slightly down Same Slightly up Caravan/campsites may have suffered at the hands of the more changeable weather during the post-easter period, with just under half reporting a decrease in visitor numbers compared with the same period last year. Hotels are performing the strongest for the year to date with 70% reporting that visitor numbers are up on last year. Up % Hotels % B&B % % Self catering Caravan/ Camping 15 7 1 6 16 50 16 64 25 2 7 5 19 19 7 4 42 44 30 32 7 4 26 27 6 4 31 33 37 37 9 6 26 29 3 20 25 Jul 20 YTD 20 Jul 20 YTD 20 Jul 20 YTD 20 July 20 YTD 20 Q3/4, Q7/ PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20
Changing business performance: By accommodation type & bed spaces The number of caravan/campsites saying visitors are up on last year has almost halved since last wave. Correspondingly satisfaction levels have dropped. Larger businesses were perhaps expecting a stronger performance for the recent period, since although almost 60% say visitors are up on last year, their satisfaction levels are lower than last wave. 25 35 26 45 42 42 73 77 % Visitors up on last year Nov 12 22 3025 32 30 Jan 15 Apr 53 50 59 51 51 51 51 44 56 39 29 50 34 35 36 33 26 25 Jul Sept Nov Jan Apr Jul ACCOMMODATION TYPE 66 49 37 2 Hotel Guest / B&B Self catering Caravan / camping 2 26 % Very Satisfied 37 Nov 12 3 31 3 21 19 20 Jan 12 16 Apr 57 53 56 41 46 55 47 41 39 3946 40 32 47 43 50 31 39 39 36 32 3 27 25 Jul Sept Nov Jan Apr Jul BED SPACES % Visitors up on last year 3 35 3 26 31 29 29 27 60 36 45 71 56 46 61 5 40 46 43 57 4 30 29 5 44 39 Up to 10 bedspaces 11-100 bedspaces Over 100 bedspaces % Very satisfied 40 31 33 32 37 32 19 21 19 23 34 63 52 55 41 34 39 34 43 49 43 40 35 37 33 Nov 12 Jan Apr Jul Sept Nov Jan Apr Jul Nov 12 Jan Apr Jul Sept Nov Jan Apr Jul Q3/4, Q6
Visitor Numbers: Year-on-year changes (%) Although there has been no change in year-on-year visitor numbers for the post-easter period, there has been a 1% increase overall for the year-to-date. Jul 20 YTD 20 % 1 4 2 4 10 7 19 22 9 7-9 - - - -5-6 -4-2 -3-2 -1-1 Increase Over 50% 31-50% 21-30% 11-20% 5-10% Less than 5% Decrease Less than 5% 5-10% 11-20% 21-30% 31-50% Over 50% Average % change In visitor numbers 0% 1% Q5, 9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20 16
Visitor numbers: Degree of year-on-year changes by accommodation type Hotels and B&Bs have seen visitor increases for the latest period compared with last year, and this has brought their YTD figures up also, to 6% and 3% increase in visitor figures respectively. Unfortunately self-catering and caravan/campsites have had a poorer post-easter period, which has also brought YTD figures down. Hotels Jul 20 YTD 20 B&B Jul 20 YTD 20 Increase Over 50% 11 2 1 5 6 11 31-50% 21-30% 11-20% 5-10% Less than 5% 2 39 11-6 -4 - -12-4 -1-1 21 21 9-10 -9-12 -12-5 -7-3 -2-1 -4-1 Decrease Less than 5% 5-10% 11-20% 21-30% 31-50% Over 50% Average % change Self catering 5% 6% Jul 20 YTD 20 4 21 7 16 19 9 7-7 - -17-16 -5-3 -4-5 -3-1 -4-1 Caravan/ Camping 3% 3% Jul 20 YTD 20 2 6 1 5 15 15 4-10 3-9 - -16-12 -5-5 -4-3 -2-1% -1% -5% -3% Q5, 9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE Jul 20: After Easter holidays until mid-july 20 17
Positive verbatim comments on business performance: Accommodation I think its Trip Advisor reviews and recommendations from previous customers and repeat business that has meant we ve done really well recently. Basically visitors are more willing to spend than they were a year ago because for a lot of people the economy has improved. The weather has been a great influence and also the price of diesel coming down has helped. Better weather, a new, upgraded website and more advertising has helped our business recently. Q11
Negative verbatim comments on business performance: Accommodation Still a reluctance to spend money generally from public. I think the economy is still recovering and customers do not have disposable income to spend on holidays Just seems harder to fill our spaces: the pound is stronger and people are going abroad for their holidays and locally there's just so much competition. The economic climate still isn t great, and there is generally less demand for accommodation Q11 19
Case Study: Collerton Lodge Increase in visitor numbers by 11-20% for latest period compared with the same period in 20. This multi-award winning B&B gives 110% to meet guest needs, and by really listening to feedback keeps them returning year after year Collerton Lodge B&B is a three storey detached guest house set in a large garden. It also has a 2 bedroom self-contained ground floor apartment for rent. 4 star B&B with <10 bedspaces Situated near Paignton, Torbay We are in the unique position of having been awarded the certificate of excellence from TripAdvisor 2 years running, and also having been awarded a 4 star silver award from VisitEngland. These all help to raise our profile and bring in more visitors. I think what sets us apart from other B&B s is that we really listen to visitors feedback we supply what our guests want. We try to create a home from home, but one that also goes above and beyond people s expectations. We try to cater to everyone we print literature in different languages for our overseas guests & we make breakfast to order in the morning so that people get exactly what they want. Its about going that extra mile. 20
Online Communications /Access 21
Online communications / access Caravan/campsites are the least likely to have their own online presence, whilst hotels are the most likely to be set up with the option to book online (whether through 3 rd party or own website). They are also the most likely to have a Facebook and/or Twitter account for their business. ALL Hotels B&B Self catering Caravan/ Camping Its own website 95 93 92 77 Option to book online via own or agency website 56 5 60 53 36 Option to book online via a 3rd party site (e.g. booking.com, Expedia) 53 6 60 42 31 A Facebook page 51 77 47 40 44 A Twitter account 30 61 25 20 22 A mobile optimised site and/or app 24 29 30 17 None of the above 7 3 3 4 Q16a 22
Online communications / access Perhaps unsurprisingly, larger businesses are more likely to have an online presence across all types of electronic media. ALL Up to 10 11-100 Over 100 Its own website 7 93 Option to book online via own or agency website 56 4 60 64 Option to book online via a 3rd party site (e.g. booking.com, Expedia) 53 45 56 61 A Facebook page 51 37 56 63 A Twitter account 30 16 34 50 A mobile optimised site and/or app 24 20 24 31 None of the above 7 3 Q16a 23
Online communications / access Almost all city-based accommodation businesses have their own website, although businesses across all locations do too. Those in the city are also far more likely to have the option to book online. ALL Seaside City Small town Rural Its own website 94 91 7 Option to book online via own or agency website 56 57 3 56 52 Option to book online via a 3rd party site (e.g. booking.com, Expedia) 53 53 77 5 4 A Facebook page 51 51 52 4 51 A Twitter account 30 26 47 25 30 A mobile optimised site and/or app 24 27 41 20 None of the above 7 2 4 9 Q16a 24
Frequency of updating Facebook / Twitter business accounts Businesses update Facebook (27%) or Twitter (34%) business accounts daily, although 2 in 3 update weekly. Hotels, and businesses in large towns/cities are much more likely to update their accounts daily. More than once per day Daily 5 22-37% among Hotels - 62% in large town/city businesses 7 27-42% among Hotels - 44% in large town/city businesses 2-3 times per week 17-30% among Selfcatering 19 Once per week 21 19 Fortnightly 5 6 Monthly 9 - % among businesses with up to 10 bedspaces Less than monthly 10 6 Have stopped updating it 6 7 Q16a 25
Frequency of online customer feedback As self-catering and caravan/campsites are less likely to have an online presence, they rely less on online customer feedback, with 20% saying they don t know how often they receive it or they just don t check. Hotels and B&B s receive online feedback most frequently. ALL Hotels B&B Self catering Caravan/ Camping More than once per day 4 11 3 0.5 3 Daily 11 31 2 6 2-3 times per week 17 31 10 Once per week 15 Fortnightly 5 11 6 7 Monthly 4 11 16 Less than monthly 10 1 17 Never 9 3 6 10 Don't know / don't check 10 11 20 Q16a 26
Frequency of online customer feedback As might be expected, larger businesses receive online customer feedback most frequently, with 16% reporting that they get online feedback more than once a day and 77% at least once per week. ALL Up to 10 11-100 Over 100 More than once per day 4 1 2 16 Daily 11 2 25 2-3 times per week 17 Once per week 15 11 Fortnightly 11 6 3 Monthly 12 10 Less than monthly 10 16 3 Never 9 15 7 Don't know / don't check 11 15 7 Q16a 27
Frequency of online customer feedback Rural and seaside businesses receive online customer feedback less frequently than more urban sites. ALL Seaside City Small town Rural More than once per day 4 2 15 2 Daily 11 24 16 9 2-3 times per week 22 16 17 16 Once per week 15 23 11 Fortnightly 3 3 12 10 Monthly 7 Less than monthly 10 6 2 9 Never 9 11 4 9 Don't know / don't check 10 12 Q16a 2
Future Performance 29
Advance booking levels: Accommodation Advanced booking levels are largely good for the period until the end of the Summer holidays on a par with the same period last year. % 5 7 10 21 6 2 5 6 6 6 3 1 5 6 9 15 19 22 Very poor Poor Just OK Good Very good 31 33 39 35 29 24 11 9 30 37 36 37 26 36 20 32 35 33 34 12 45 24 34 3 Survey conducted: Period asked about: Sep-12 Sept 2012 Until end of October Nov 2012 Until end of the year Jan 20 Until the end of Easter Apr 20 Until late Spring/ early Summer Jul- July 20 Until end of summ er hols Sept 20 Until end of October Nov 20 Until end of the year Jan- Apr- 20 20 Until the end of Easter Until late Spring/ early Summer Jul- 20 Until end of summer hols Q15 30
Business optimism for 20 There has been a slight dip in optimism for 20 overall perhaps the more changeable weather over the recent post- Easter period has unnerved businesses. % Much worse than 20 Slightly worse than 20 2 3 5 10 42 49 7 5 4 2 1 4 3 2 7 15 15 36 34 25 2 30 31 42 The same as 20 40 33 36 36 40 40 36 Slightly better than 20 2 26 11 10 11 17 21 19 16 17 Much better than 20 Nov 2012 Jan 20 Apr 20 July 20 Sept 20 Nov 20 Jan 20 Apr 20 Jul 20 Q16 31
Confidence for forthcoming period: By accommodation type Confidence levels are up across all accommodation types, although slightly less so for outdoor-based caravan/campsites, who are more dependent on weather conditions for business. Numbers reporting very good/good advanced booking levels are also up amongst hotels, B&Bs and self-catering businesses. CONFIDENCE: For period up until the end of the Summer holidays % Very confident 57 55 55 47 49 44 4 39 50 36 36 29 36 35 31 33 2 25 25 39 35 27 3 30 27 27 21 2025 15 Sept 12 Nov 12 Jan Apr 12 July Sept Nov Jan Apr Jul Hotel Guest house / B&B Self catering Caravan / camping ADVANCE BOOKINGS 62 53 52 46 44 3 27 26 34 31 % Very / fairly good 7 73 60 70 72 66 60 47 5043 35 66 3 33 35 59 35 33 77 4 77 63 66 74 60 60 Hotel Guest house / B&B Self catering Caravan / camping Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul- Q, 15 32
Confidence & bookings for forthcoming period: By accommodation size There is greater confidence in the forthcoming period than in April this year, which appears to be buoyed by the high number of businesses reporting very/fairly good advanced booking levels, regardless of size. CONFIDENCE: For period up until the end of the Summer holidays 26 35 29 % Very confident 42 56 25 23 29 25 10 27 26 24 26 41 35 44 47 37 23 29 220 49 33 3 62 46 45 Up to 10 bedspaces 11-100 bedspaces Over 100 bedspaces Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul ADVANCE BOOKINGS % Very/ fairly good 66 62 56 73 36 36 45 45 51 4 35 39 3925 47 54 55 54 56 46 32 40 34 3 7 6 71 70 59 Up to 10 bedspaces 11-100 bedspaces Over 100 bedspaces Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul Q, 15 33
Confidence for forthcoming period: By location Confidence levels and advanced bookings are all up compared with this same period last year. Large town/city businesses continue to be the most encouraged, with the highest confidence levels, and highest levels of advanced bookings. CONFIDENCE: For period up until the end of the Summer holidays % Very confident Seaside 33 30 37 34 33 17 25 35 31 30 20 26 22 24 44 5745 3 44 41 36 51 39 3 32 39 30 37 33 27 20 61 53 47 43 Large town or city Small town Countryside / village Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul ADVANCE BOOKINGS % Very/ fairly good Seaside 6349 62 54 3534 49 35 33 26 67 53 42 50 74 72 7 67 61 56 52 62 63 45 46 3 36 34 79 2 70 72 0 64 62 Large town or city Small town Countryside / village Sept 12 Nov 12 Jan Apr July Sept Nov Jan Apr Jul Q, 15 34
Positive verbatim comments on business confidence: Accommodation The levels of booking we've already got means well have a healthy Summer. We have had a good start to the year and hope the momentum can continue. Very good. Because we've got good booking, staff levels and 16 new rooms in the hotel. I feel it's going to increase. We're looking to upgrade the hotel. I'm refurbishing all the rooms to a 3 star lux level. Excellent, nearly full till September. Weather, economy and price of holidays abroad are all factors. Q19 35
Negative verbatim comments on business confidence: Accommodation Decrease in the travel trade throughout Blackpool with the coach travel declining. There's also a decrease in advanced booking. I'm not very confident, because we re not getting the bookings. I think people think it is too expensive to pay to stay in cottages in Devon: agencies are trying to put the prices up and add on commission and it s putting people off coming here I think everybody is very price conscious at the minute: my prices aren't high but people are unwilling to spend. I also don't think I'm marketing the business to it s fullest extent. Q19 36
Performance and confidence snapshot: July 20 Visitor Numbers (July) Confidence (End of school summer holidays) Type (%) Bed-spaces (%) Grading (%) Location (%) Up Same Down Very Very / fairly TOTAL (%) 44 21 35 4 91 Hotel 66 21 55 96 Guest / B&B 49 19 32 4 92 Self catering 37 26 37 55 Caravan / camping 2 26 46 39 9 Up to 10 39 23 3 46 91 11-100 44 21 35 45 9 Over 100 5 17 25 62 97 5 star 47 19 35 69 92 4 star 47 20 33 47 91 1-3 star 4 3 46 92 Budget / other 37 2 35 45 90 Seaside 40 41 53 93 Large town / city 6 19 61 100 Small town 46 17 37 47 2 Rural 41 24 35 43 90 3