Brighton destination report 1
VisitEngland Destination tracker: Since April 2015, the national tourist boards of VisitEngland, VisitScotland and VisitWales have been tracking visitor perceptions of holiday destinations across GB in a single research vehicle. Data in this report is from April 2015 September 2016 This study explores behavioural and experience measures such as, visitation, spend, stay length, satisfaction and advocacy within individual destinations. As well as the imagery perceptions of each destination. In the report there are 3 samples for comparison; those from whom this destination was the most recently visited, those who claim to visit a seaside destination at C52 and finally a GB average. All respondents are GB holiday takers, having taken a GB break in the past 12 months or are expecting to in the next 12 months. This accounts for approx. 49% of the population. Significant differences will be indicated by a black/orange arrow against seaside destinations and a blue/red against GB. This report provides a snapshot of: 1. A demographic split of destination visitors 2. The behaviours exhibited at the destination: How loyal are they to the destination and how satisfied were they with their trip? 3. How GB holiday makers perceive this destination and how does it compare with others? Finally there is a summary of findings. 2
Who is visiting? Ever Visited Brighton : Visited destination in the last 3 years 55% Time since last visit Gender Brighton Seaside Great Britain Male 50% 47% 49% Female 50% 53% 51% Region of origin Brighton Seaside Great Britain Wales 5% 6% 5% Scotland 2% 5% 9% North East 1% 3% 4% North West 9% 11% 11% Within 6 months 7-12 months 1-3 years >3 years 33% 19% 27% 21% Age Brighton Seaside Great Britain 18-24 15% 10% 14% 25-34 23% 12% 16% 35-44 22% 19% 17% 45-54 14% 18% 18% 55-64 10% 17% 15% Yorkshire/ Humberside 5% 10% 9% East Midlands 11% 8% 7% West Midlands 8% 13% 9% East Anglia / East of England 11% 9% 10% Greater London 23% 11% 13% 65+ 16% 24% 20% South East 18% 15% 14% *Please note respondents can fit into more than one category* South West 8% 9% 9% ACROSS GREAT BRITAIN AROUND HALF OF DOMESTIC HOLIDAY MAKERS HAVE VISITED BRIGHTON. THE DESTINATION ATTRACTS A YOUNGER AUDIENCE THAN OTHER GB DESTINATIONS WITH SIGNIFICANTLY MORE 18-24, 25-34 AND 35-44 YEAR OLDS VISITING BRIGHTON, WHILE THE OLDER AGE GROUPS (55 +) ARE SIGNIFICANTLY LESS LIKELY TO VISIT. Base: Brighton reduced destination list n=337 Brighton last 3 years reduced destination list n=227 Seaside destination n= 1782 total base n=12771 3 Significant differences will be indicated by a black/orange arrow against seaside destinations and a blue/red against GB
Where are they staying? among most recent visitors Accommodation type (top 5) Brighton Seaside Great Britain Accommodation Quality Average (claimed) Hotel 49% 37% 44% 3.4 Star ed and breakfast / guest house 32% 21% 19% Friends/relatives home 10% 5% 9% Hostel 3% 0% 1% Seaside average: 3.4 Star GB average: 3.5 Star Self-catering in rented house or flat 3% 10% 15% of seaside visitors stay in caravans. 10% Accommodation Quality Brighton Seaside Great Britain 1 star 1% 1% 1% 2 star 6% 7% 6% 3 star 44% 39% 36% 4 star 29% 30% 33% 5 star 6% 5% 7% Don t know/ Can t Remember 14% 18% 17% COMPARED TO THE REST OF THE COUNTRY AND OTHER SEASIDE DESTINATIONS BRIGHTON HAS A HIGHER RATE OF PEOPLE STAYING IN HOTELS AND BED AND BREAKFAST/GUEST HOUSE. VISITORS TO BRIGHTON ARE MORE LIKELY THAN VISITORS TO OTHER DESTINATIONS TO CLAIM THEY HAVE STAYED IN 3* ACCOMMODATION. Base: Most recently visited destination n=226 Seaside destination n= 1782 Total base n=12179 Question name: In tables 4 Significant differences will be indicated by a black/orange arrow against seaside destinations and a blue/red against GB
Consideration, satisfaction & intention to visit Loyalty Ladder Brighton destination average Seaside destination average* Great Britain destination average* Loyal (I often/sometimes take holidays there and intended to in the next year/couple of years) Considerers (I have been/never been to this destination before but would like to in the future) 18% 14% 17% 49% 48% 48% Rejecters (I have been/never been to this destination before and am not likely to do so in the future) 27% 28% 26% Satisfaction 35% 50% 48% Likelihood to revisit (C88) 8.3 8.6 8.4 Base n= 337/226 1782 12179 BRIGHTON HAS MARGINALLY HIGHER LOYALTY THAN OTHER SEASIDE DESTINATIONS, YET HAS LOWER SATISFACTION RATE AND LIKELIHOOD TO REVISIT. Base: In table Asked of all Brighton shown on rotation from reduced destination list / Most recently visited destination Question name: In tables * Averages taken manually from averaging each destination, not via nett. 5
Destination attribute satisfaction among visitors to Brighton Destination attributes difference analysis Seaside GB* Being welcoming and friendly 72% 77% 74% The availability of individual/independent local shops 71% 64% 61% The quality of food & drink 71% 70% 72% Offering a distinctive, authentic experience 70% 61% 68% The ease of getting to the destination 69% 70% 69% The range of attractions and things to do 68% 66% 67% The quality of accommodation options 68% 71% 71% The availability of information about Brighton before you get there 67% 69% 69% The ease of getting around the destination 66% 70% 69% The customer service given The quality of the natural environment The availability of information about Brighton once you're there Its history and heritage (famous buildings, castles, monuments) Its overall value for money 62% 60% 59% 58% 57% 69% 68% 74% 81% 69% 68% 59% 71% 66% 63% Having beautiful beaches 48% 66% 66% BRIGHTON HAS A DISTINCTIVE PERSONALITY OFFERING INDEPENDENT LOCAL SHOPS. HOWEVER, THE PERCEIVED BEAUTY OF THE BEACHES IS A WATCH OUT, ESPECIALLY FOR A SEASIDE DESTINATION. Base: Brighton n=226, Seaside =1782 total n=12179 Question name: C90 Destination attributes 6 Significant differences will be indicated by a black/orange arrow against seaside destinations and a blue/red against GB
Statements shown as image boards, please see next slide Destination attribute perception - among GB holiday makers These questions ask how destinations are perceived generally, not how each was rated on a recent trip. The question is asked of visitors and non-visitors. Family Festivals Art Sports Rural History Nature Thematic images endorsement Seaside Shopping Food & Drink Friends Festivals Coastal Arts Relax Family Historic Sports Rural Nature Adventure Sports 21% 20% 16% 14% 13% 32% 32% 31% 61% 55% 52% 47% 41% 80% Great Britain* 30% 39% 51% 52% 35% 40% 35% 41% 43% 41% 37% 45% 40% 33% Fun Lots to see and do Quality accommodation More for the young Distinct identity Easy to get to For all seasons Exciting Welcoming Stylish Authentic Value for money Relaxing Traditional Upmarket Romantic Out of the ordinary Beautiful More for the old Breath taking Perceptions of Destination 45% 43% 42% 42% 39% 38% 36% 30% 27% 18% 70% 69% 64% 64% 61% 60% 57% 57% 55% 53% Great Britain* 61% 54% 40% 60% 36% 54% 64% 44% 66% 39% 56% 42% 61% 62% 33% 48% 51% 57% 50% 46% THE OVERALL PERCEPTION OF BRIGHTON IS A DESTINATION WHICH IS FUN, UNIQUE AND FULL OF ACTIVITIES. THERE IS LOTS OF ENTERTAINMENT FOR THE YOUNG BUT INTERESTINGLY THE DESTINATION IS NOT ASSOCIATED WITH FAMILIES IMPLYING THAT THE ASSOCIATION IS WITH YOUNG ADULTS. Base: Brighton n=301, Total n=12179 Question name: C90 Destination attributes * Averages taken manually from summing each destination, not via nett. 7 Significant differences will be indicated by a black/orange arrow against seaside destinations and a blue/red against GB
The theme boards And their nicknames used in analysis + plus the 20 words evaluated Image boards (E30/35) Word associations (E40/45) Shopping Seaside Rural Relax Nature Historic Rural Friends Food & drink Festivals Family Coastal Arts Beautiful Breath-taking Distinct culture Traditional Authentic Relaxing Quality accommodation Fun Friendly Romantic Surprising Exciting Out of the ordinary Value for money For all seasons Stylish More for the old Easy to get to Upmarket More for the young Adventure Sports 8
Summary: Brighton About half of domestic holiday makers have visited Brighton, the majority of visits happened in the last 3 years (60%) but relatively few have visited in the last 6 months (19%). Visitors to Brighton are most likely to come from the London area or the south east (41%) but it also attracts a significantly higher proportion of visitors from the East Midlands when compared to Great Britain average. Loyalty and consideration are on the same level as Great Britain average however visitors leave with relatively low satisfaction which hampers likelihood to revisit. Visitors to Brighton are also significantly more likely to stay in a bed and breakfast Among domestic holiday makers Brighton is known for its unique, fun and entertaining offering of activities and shopping opportunities. Visitors recognise it as a fairly easy destination to get to which can provide an exciting and distinctive experience. A watch out: Among visitors having beautiful beaches scores lower than other seaside destinations. 9