South West Coast Path Local Business Survey 2015 Final report Produced for and on behalf of The South West Coast Path Association by The South West Research Company Ltd. March 2016
Contents Page Summary 3 Introduction 6 Survey Results 8 Appendix
Summary
Executive Summary An online survey of South West businesses was conducted during November and December 2015 using a database of approximately 1,800 business email contacts supplied by the South West Coast Path Association and an additional database of businesses who regularly participate in the monthly South West How s Business Survey through the South West Research Company. The online survey link was distributed via email during mid- November 2015 and a total of 246 completed online questionnaires were submitted by the 4 th December 2015 a response rate of approximately 14%. Just over three quarters of businesses responding to the survey (77%) were accommodation businesses. 11% were food and drinks related businesses. Serviced accommodation providers accounted for 73% of accommodation responses. Cornwall businesses accounted for 42% of responses along with 39% from Devon. A further 16% of businesses were from Dorset and 3% from Somerset. 71% of businesses were situated next to the Coast Path and a further 26% within 5 miles of it. 84% of businesses reported that their customers up to the end of October 2015 had increased (45%) or remained at the same level (39%) as 2014. The estimated actual change in overall customers for 2015 vs. 2014 was +8.71%. 94% of all business responding to the survey indicated that they attracted visitors using the Coast Path. 91% of these businesses reported that the numbers of their customers using the coast path up to the end of October 2015 compared with 2014 had increased (33%) or remained at the same level (58%). 53% of business indicated that if a nearby section of the Coast Path was closed or diverted inland due to a cliff fall etc. that it would have a slight impact on their overall business performance and a further 18% that it would have a significant impact. 4
Executive Summary 54% of business indicated that if the quality of the Coast Path were to decrease, e.g. it became overgrown in early summer, that it would have a slight impact on their overall business performance and a further 30% that it would have a significant impact. 91% of business would like to attract more walkers. 87% of business would like to have information about the Coast Path and other nearby walks which they could easily add to their own websites. 98% of businesses felt that national promotion of the area as a top quality walking destination would be the most beneficial method of helping them to attract more walkers to their establishment with 83% rating this as very helpful and a mean score of 4.80 out of a maximum of 5.00. This was followed by international marketing about the great walking which can be found along the South West Coast Path (75% of business rating this as very helpful ) with an average score of 4.69. Advice/training on how to market, promote and meet the needs of people who go for a walk during a visit to their business (3.58) and better information about walks available elsewhere (3.79) were considered the least beneficial by respondents as ways of attracting more walkers to their businesses. Customers using the Coast Path appear to be most important to businesses turnover during the shoulder months of the year outside the peak season. 76% of businesses indicated that September was the month of year when their customers using the Coast Path were the most important to their business turnover, followed by 73% in each case during the months of April, May and October. A further 70% of businesses said the month of June. Half of all business said they encountered problems as a business specifically related to the seasonal nature of tourism. 94% of business indicated that the seasonal nature of tourism had the largest impact on the profitability of their business with 63% of businesses indicating that it impacted a lot and 31% a little on their profitability. 69% said it impacted a lot (48%) or a little (21%) on their ability to employ permanent/year round staff. 5
Introduction
Background & methodology An online survey of South West businesses was conducted during November and December 2015 using a database of approximately 1,800 business email contacts supplied by the South West Coast Path Association and an additional database of businesses who regularly participate in the monthly South West How s Business Survey through the South West Research Company. The online survey link was distributed via email during mid-november 2015 and a total of 246 completed online questionnaires were submitted by the 4 th December 2015 a response rate of approximately 14%. Businesses were asked to think specifically about year on year differences in their business performance up to the end of October 2015 compared with the same period during 2014. 7
Survey Results
9 Business type Business type Accommodation type 7% 5% Other type of accommodation 11% 1% 11% A holiday park Self catering accommodation 7% 10% 77% A bed & breakfast/guest house 65% Base = 246 An accommodation establishment A visitor or leisure attraction A food and drinks related business A tourist information centre Other A hotel (More than 10 rooms) 5% A hotel (10 rooms or less) 3% 0% 20% 40% 60% 80% 100% Base = 190 Just over three quarters of businesses responding to the survey (77%) were accommodation businesses. 11% were food and drinks related businesses. Serviced accommodation providers accounted for 73% of accommodation responses. For the full list of the other business types please see the appendix which accompanies this report. The majority of the other accommodation types were camping/ caravanning sites. For the full list of the other types of accommodation businesses please see the appendix which accompanies this report.
Business location & proximity to the Coast Path Business location Proximity to the Coast Path 3% 16% My business is based within 10 miles of the South West Coast Path 3% 42% My business is based within 5 miles of the South West Coast Path 26% 39% Base = 246 Cornwall & Isles of Scilly Devon Dorset Somerset My business is situated next to the South West Coast Path Base = 246 71% 0% 20% 40% 60% 80% 100% Cornwall businesses accounted for 42% of responses along with 39% from Devon. A further 16% of businesses were from Dorset and 3% from Somerset. 71% of businesses were situated next to the Coast Path and a further 26% within 5 miles of it. 10
Performance customers (2015 compared with 2014) 100% 80% Overall number of customers 16% 2015 vs. 2014 The numbers of customers using the Coast path 9% 60% 39% 58% 40% 20% 45% 33% 0% Base = 237 Base = 195 Increased Stayed about the same Decreased 84% of businesses reported that their customers up to the end of October 2015 had increased (45%) or remained at the same level (39%) as 2014 whilst 16% reported that they had decreased up to the end of October 2015 compared with the previous year. The estimated actual change in overall customers for 2015 vs. 2014 was +8.71%. 94% of all business responding to the survey indicated that they attracted visitors using the Coast Path. 91% of these businesses reported that the numbers of their customers using the coast path up to the end of October 2015 compared with 2014 had increased (33%) or remained at the same level (58%) whilst 9% reported that the numbers using it had decreased up to the end of October 2015 compared with the previous year. 11
Performance main factors affecting general performance during 2015 A wide variety of comments were provided by businesses as being the main factors affecting their general business performance during 2015 and a full list of these can be found in the appendix which accompanies this report. Some of the main factors included; the weather, the economy and improved marketing/advertising. The Great Britain Tourism Survey (GBTS) is showing domestic staying trips in England up by 10% for year to end of August 2015 and to the South West region up by 14% for the same period. In terms of overseas visits the International Passenger Survey (IPS) is showing overseas visits to England up by 3% to the end of September 2015 and up by 4% to the South West region up to the end of June 2015. In terms of day visits, the Great Britain Day Visits Survey (GBDVS) is showing England day visits as -3% down to the end of October 2015. 12
Performance Main reasons for any change in the numbers of customers using the Coast Path during 2015 (compared to 2014) The table below shows some of the main reasons for any change in the numbers of customers using the coast path during 2015 compared to 2014. Increased usage Good weather Better advertising/reviews/publicity of the path/booking.com Poldark series/tv mentions Better contacts Increased/more people taking short breaks/walking/middle aged people rather than families/german walkers People frightened of what is going on in the world Tour operator driving more business IT presence and networking with other B&B's with established history of SWCP clients Good beaches New website Repeat customers from previous visits Will take one night stays New path open New room products/improving our facilities More people like activity holidays Decreased usage Closures on the path Poor/wet weather Lack of money/monetary Poor marketing/advertising Fewer people/less walkers using the path Poor condition of path SWCP from Looe-Talland diversion and Polperro - Fowey very overgrown in parts couldn't see path Confidence that walks are safe 13
South West Coast Path maintenance If a nearby section of the Coast Path was closed or diverted inland due to a cliff fall etc. what impact do you think this would have on your overall business performance? If the quality of the Coast Path were to decrease e.g. it became overgrown in early summer, what impact do you think this would have on your overall business performance? 18% 16% 29% 30% 53% 54% A significant impact A significant impact A slight impact No impact at all A slight impact Base = 234 No impact at all Base = 238 53% of business indicated that if a nearby section of the Coast Path was closed or diverted inland due to a cliff fall etc. that it would have a slight impact on their overall business performance and a further 18% that it would have a significant impact. 29% said it would have no impact at all. 54% of business indicated that if the quality of the Coast Path were to decrease, e.g. it became overgrown in early summer, that it would have a slight impact on their overall business performance and a further 30% that it would have a significant impact. 16% said it would have no impact at all. 14
Attracting more walkers Whether would like to attract more walkers Coast Path information formats 9% 100% 80% 13% 47% 25% 60% 40% 87% 75% 20% 53% Yes 91% No 0% On your own website On your bedroom browsers Yes No Other formats 91% of business would like to attract more walkers. Base = 232 87% of business would like to have information about the Coast Path and other nearby walks which they could easily add to their own websites. Some of the other information formats businesses would find useful are podcasts/videos, leaflets/brochures/flyers, signs and an app. For the full list of the other formats listed by businesses please see the appendix which accompanies this report 15
Attracting more walkers 98% of businesses felt that national promotion of the area as a top quality walking destination would be the most beneficial method of helping them to attract more walkers to their establishment with 83% rating this as very helpful and a mean score of 4.80 out of a maximum of 5.00. This was followed by international marketing about the great walking which can be found along the South West Coast Path (75% of business rating this as very helpful ) with an average score of 4.69. Advice/training on how to market, promote and meet the needs of people who go for a walk during a visit to their business (3.58) and better information about walks available elsewhere (3.79) were considered the least beneficial by respondents as ways of attracting more walkers to their businesses. For a full list of the other beneficial methods suggested by businesses for attracting more walkers please see the appendix which accompanies this report. Advice/training on how to market and promote to, and meet the needs of people who go for a walk during a visit to your business Path surface improvements to help make walking more of a year round activity Bespoke marketing information about local walks within the immediate vicinity of your business which you could use in publicity to your customers Not at all helpful Not very helpful Neither unhelpful nor helpful Quite helpful Very helpful Mean score (out of max. 5.00) 5% 11% 26% 37% 21% 3.58 2% 5% 12% 35% 46% 4.18 1% 5% 8% 33% 54% 4.33 Better information about walks available elsewhere 3% 9% 20% 39% 28% 3.79 National promotion of the area as a top quality walking destination 0% 1% 1% 15% 83% 4.80 Advice and help to enable local communities and groups of businesses to work together to improve promotion of the area to walkers International marketing about the great walking which can be found along the South West Coast Path 2% 6% 15% 36% 40% 4.05 0% 1% 4% 20% 75% 4.69 Other 10% 2% 51% 18% 19% 3.35 16
17 Importance of Coast Path customers on business turnover throughout the year 100% During which months of the year are your customers using the Coast Path the most important to your business turnover? 80% 73% 73% 70% 76% 73% 60% 49% 49% 49% 40% 28% 20% 12% 17% 14% 9% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Don't know Customers using the Coast Path appear to be most important to businesses turnover during the shoulder months of the year outside the peak season. 76% of businesses indicated that September was the month of year when their customers using the Coast Path were the most important to their business turnover, followed by 73% in each case during the months of April, May and October. A further 70% of businesses said the month of June.
Impacts of seasonal nature of tourism Whether encounter problems as a business specifically related to the seasonal nature of tourism Whether the seasonal nature of tourism impacts specifically on the following areas of your business The profitability of your business 6% 31% 63% 50% 50% Your ability to invest in staff training Your ability to retain suitable staff 50% 38% 26% 21% 30% 36% Your ability to employ permanent/year round staff 32% 21% 48% 0% 20% 40% 60% 80% 100% Base = 234 Yes No Not at all A little A lot Half of all businesses said they encountered problems specifically related to the seasonal nature of tourism. To see the full list of specific problems businesses encounter as a result of the seasonal nature of tourism please see the appendix which accompanies this report. 94% of business indicated that the seasonal nature of tourism had the largest impact on the profitability of their business with 63% of businesses indicating that it impacted a lot and 31% a little on their profitability. 69% said it impacted a lot (48%) or a little (21%) on their ability to employ permanent/year round staff. To see the full list of other comments provided by businesses please see the appendix which accompanies this report. 18
South West Coast Path Local Business Survey 2015 The South West Research Company Ltd www.tswrc.co.uk