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1
Multi-Gen Visitor Research
Report
One Minute to Midnight
June 2019
2
What we cover in this document
Market Penetration and Profiling
5 Key Ideas on Multi-Gen Holidays
Popular Configurations of Multi-Gen Families – Mini-Dive
Decision Makers – Who Are They?
English Tourism Product Interest – Mini-Dive
Decision Makers – Single Market Fact Files
Drivers and Potential Opportunities
Market Overview – Fact Files
3
Introduction to the Dataset
4
• Initial burst of Nat. Rep. sampling from which Multi-Gen (MG) target was allowed to fall out naturally
• Following this, we weighted the totality of completes and screen outs (aka survey starts) back to Nat.
Rep. proportions and used the profile of qualifying survey starts used to derive quotas
• Subsequent sampling carried out in line with the derived quotas
n=1,000 n=1,000 n=1,000 n=1,000 n=1,000 n=1,000 n=1,000 n=500 n=500
Sampling approach
5
In order to qualify, respondents had to be open to considering England for a
future trip and have travelled with (or be open to travelling with) at least one
of the following family members in the P3Y:
• Your friends
• Your work colleagues
• Your spouse (i.e. wife or husband)
• Your partner (i.e. girlfriend or boyfriend)
• Your children (or your spouse/partner’s children)
• Your niece/nephew (or your spouse/partner’s niece/nephew)
• Your grandchildren (or your spouse/partner’s grandchildren)
• Your siblings (or your spouse/partner’s siblings)
• Your cousins (or your spouse/partner’s cousins)
• Your parents (or your spouse/partner’s parents)
• Your aunt/uncle (or your spouse/partner’s aunt/uncle)
• Your grandparents (or your spouse/partner’s grandparents)
• Other members of your family (or your spouse/partner’s family)
Multi-Gen
Multi-Gen
Qualification criteria
6
1. Multi-Gen, single trip 2. Multi-Gen, multiple trips 3. Multi-Gen, considerers
Family members travelled with All combinations of family members
travelled with in P3Y
Family members they’d travel with
Number of trips with each
combination of family members
Primary destination +
Other destinations +
Other destinations considered
England primary destination per trip +
England other destination per trip +
England considered per trip
Destinations they’d consider
Multi-Gen deep dive Multi-Gen deep dive, prioritizing non-
nuclear trips involving England
Considerer deep dive
To retain the ability to size key data points, respondents were offered three routes
through the early parts of survey before prioritization was introduced
7
5 Key Ideas on Multi-Gen Holidays
8
Multi-Generational Holidays…
Monday, July 1, 2019
…ARE HAPPENING, GLOBALLY
…ARE RELEVANT TO ENGLAND
…ARE VALUABLE
…ARE DIVERSE
…ARE TARGETABLE
9
Firstly, they exist!
Monday, July 1, 2019
And they exist globally
62%visitors from the 8 international markets and the
UK domestic audience have either taken a MG trip or would consider one
25%-
30%of the total market in France, China, Germany, the UAE, and the UK have actually taken one in P3Y
20%-
21%of the total market in Australia and the US would consider one
11
And England is often relevant
Monday, July 1, 2019
In most markets, England is at least considered
38%the lowest combined score for England visited or
England considered on a MG trip in the past 3 years across all markets covered in this research
20%-
35%
the proportion of MG trips where England is
considered but not converted for international audiences
16
They’re valuable trips for us to consider
Monday, July 1, 2019
They’re often longer, and generally free-spending
8.4 length in days of the average MG trip among this
survey audience
+2.9extra days taken by German MG holidaymakers vs. the general German visitor
+4extra days taken by French MG holidaymakers vs. the general French visitor
48%how many skew to free-spending on a MG holiday, vs. 20% who skew to keeping costs down
19
There are a lot of variations on the configuration of a MG group
Monday, July 1, 2019
The various MG groups’ needs and incidences vary
170+how many unique combinations of family
members on a MG trip we recorded before grouping under Nuclear, 3G, and 2G (Older)
48% MG trips are taken by a Nuclear (parent and child) configuration
16%MG trips are taken by a 3G (grandparent, parent and child) configuration
+14%How much more likely a MG trip from the UAE
(24%) is to be adults taking their parents than France (10%)
+5% difference in likelihood to rent a car for a 3G group
21
They are distinct enough to consider targeted content
Monday, July 1, 2019
There are key differences in general, and by market
+13%increased importance of ‘Safety & Security’ vs. a general international visitor audience
+9%increased importance of ‘Countryside & Natural Beauty’ vs. a general international visitor audience
+15%increased importance of ‘Ease of Planning’ vs. a general international visitor audience
-5.2%difference for Chinese MG visitors choosing ‘Just Relaxing’ as their goal vs. total audience
+3.4%difference for Australian MG visitors choosing ‘Just Relaxing’ as their goal vs. total audience
22
Market Penetration and Profiling
23
30% 29%26% 25% 25% 24%
20%17%
15%
UK France China Germany UAE India Saudi Arabia Australia USA
MARKET SIZE – PROPORTION WHO’VE TAKEN MG IN P3Y
Base: Nat Rep survey starts in CH (n=681), FR (n=748), UK (n=732), DE (n=737), US (n=863), AUS (n=858), IN (n=877), UAE (n=TBC), KSA (n=TBC)
We saw the most experience of Multi-Gen trips in Europe, China and the UAE
24
21% 20%
16% 16% 15%13% 12%
9% 8%
Australia USA China Germany UAE France UK India Saudi Arabia
MARKET SIZE – PROPORTION WHO’D CONSIDER MG BUT HAVEN’T TAKEN MG IN PAST 3Y
Base: Nat Rep survey starts in CH (n=681), FR (n=748), UK (n=732), DE (n=737), US (n=863), AUS (n=858), IN (n=877), UAE (n=TBC), KSA (n=TBC)
Considerers were higher prevalence in Australia and the US
25
MULTI-GEN VS. CONSIDERERS SPLIT
Recent (P3Y) MG trip takers outnumber considerers in all but 1 market (the US)
62%72% 72% 70% 69% 63% 62% 61%
52%42%
38%28% 28% 30% 31% 37% 38% 39%
48%58%
Total UK India Saudi Arabia France UAE China Germany Australia USA
Multi-Gen Considerers
Survey dummy based on SC6, SC7 & SC8. Base: All respondents (n=8146), UK (n=1010), India (n=1038), Saudi Arabia (n=512), France (n=1007), UAE
(n=501), China (n=1042), Germany (n=1010), Australia (n=1000), USA (n=1026)
Index 116 116 113 111 102 100 99 83 68
26
62% 68% 71% 69% 67%60% 60% 59%
49%41%
38% 32% 29% 31% 33%40% 40% 41%
51%59%
Total UK Germany China France India UAE Saudi Arabia Australia USA
Multiple Single
In most markets, once you do a MG trip once, you’ll probably do it again
Mean 5.4 5.5 5.0 5.1 5.4 5.1 5.2 3.7 3.5
Calculations based on SC6, SC7, QA_1, QA_3a and QA_3b. Base: All multi-gen, Total (n=5075), DE (n=620), CH (n=647), UK (n=731), FR (n=697), IND
(n=749), UAE (n=318), KSA (n=360), AUS (n=516), USA (n=436),
SINGLE VS. MULTIPLE MULTI-GEN TRIPS
27
Low penetration & frequency High penetration & frequency
24% 23% 29% 29% 23% 25% 19% 18%27% 25%
38%49% 43% 41%
46% 38%43% 43% 25%
17%
62%
72% 72% 70% 69%63% 62% 61%
52%
42%
Total UK India Saudi Arabia France UAE China Germany Australia USA
Single Multiple Total MG
In terms of opportunity, it may be helpful to consider two sets of markets
SC6, SC7, QA_1, QA_3a, QA_3b. Base: All multi-gen (n=5075), India (n=760), UK (n=719), Saudi Arabia (n=360), France (n=697), UAE (n=318),
China (n=657), Germany (n=619), Australia (n=512), USA (n=433)
MULTI-GEN VS. CONSIDERERS SPLIT AND SINGLE VS. MULTIPLE MULTI-GEN TRIPS
28
37% 41%56% 53%
46% 45% 44% 43% 39%28%
27%26%
29% 37%
24% 27% 24% 26%25%
28%
36% 33%
15% 10%
30% 28% 31% 31% 36%45%
Total UK India China USA Saudi Arabia Australia France UAE Germany
It'd be our/my decision It'd mostly be our/my decision Decision would be shared
SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: All multi-gen, Total (n=5075), DE (n=620), CH
(n=647), UK (n=731), FR (n=697), IND (n=749), UAE (n=318), KSA (n=360), AUS (n=516), USA (n=436),
DECISION MAKING (ACROSS MULTI-GEN AND CONSIDERERS)
Decisions are more individual in some markets, but more collaborative in others
Index 111 151 143 124 122 119 116 105 76
29
Certain accommodation types might need to expect particular MG nationalities
MULTI-GEN ACCOMMODATION – BY MARKET
QA_2 & QA3c Multigen & England. How did you get to your destination on the holiday / vacation? Base: all MG India (n=749), UK (n=731), France (n=697),
China (n=647), Germany (n=620), Australia (n=516), USA (n=436), Saudi Arabia (n=360), UAE (n=318)
45% 35% 42% 50% 46% 46% 48% 50% 49% 48%
19%11%
14%18%
9% 21%31% 34%
21% 15%
19%
15%11%
37%
5%
24%31% 17%
18%14%
20%
24%27%
16%
33%
18%13%
13%15%
12%
12%
9%9%
21%
9%
16%18%
8%8%
8%
8%
2%2%
11%
4%
10%12%
9%13%
15%
21%
21%21%
23%
15%
25%
29%
21%20%
17%
Total UK France China Germany UAE India Saudi Arabia Australia USA
Mid-range hotel High-end hotel Budget hotel Rented apartment / cottage incl. Airbnb B&B / Guest House Cruise ship Other NET
31
Section Wrap-Up
These holidays are happening in
significant proportions in all markets
studied, and the audience often
return to a Multi-Gen holiday more
than once
They’re most prevalent in France (29%), least
prevalent in the US (15%)
Multiple MG trip-takers outnumber single MG trip
takers in every market except the US and Australia
Australia and the US feature lower proportions of
actual MG trip takers (17% and 15%, respectively)
but the highest proportion of considerers (21% and
20% respectively)
These trips skew toward a single/partner-led decision
32
Popular Configurations of Multi-Gen Families – Mini-Dive
33
Who travels on Multi-Gen trips?
Given that the list below has yielded several hundred combinations, we’ve
simplified matters by netting family members that broadly belong to the
same generation (but splitting out spouse/partner from siblings/cousins):
• Your spouse (i.e. wife or husband)
• Your partner (i.e. girlfriend or boyfriend)
• Your children (or your spouse/partner’s children)
• Your niece/nephew (or your spouse/partner’s niece/nephew)
• Your grandchildren (or your spouse/partner’s grandchildren)
• Your siblings (or your spouse/partner’s siblings)
• Your cousins (or your spouse/partner’s cousins)
• Your parents (or your spouse/partner’s parents)
• Your aunt/uncle (or your spouse/partner’s aunt/uncle)
• Your grandparents (or your spouse/partner’s grandparents)
• Other members of your family (or your spouse/partner’s family)
34
TRIPS
Non-nuclear combinations were diverse
MOST PREVALENT FAMILY COMBINATIONS ON TRIPS
37%
8%
8%
6%
4%
3%
3%
3%
3%
3%
2%
Spouse/partner x Children/ niece/nephew
Children/ niece/nephew
Parents
Spouse/partner x Children/ niece/nephew x Parents
Siblings/cousins x Parents
Spouse/partner x Children/ niece/nephew x Grandchildren
Spouse/partner x Parents
Spouse/partner x Children/ niece/nephew x Siblings/cousins
Spouse/partner x Children/ niece/nephew x Siblings/cousins x Parents
Siblings/cousins
Spouse/partner x Siblings/cousins x Parents
SC6, SC7, QA_1, QA_3a, QA_3b
Base: All multi-gen trips (n=22,206)
Nuclear
2G older
3G
Other
35
MG groupings employed in the deck
MG GROUP DEFINITIONS
NUCLEARConfigurations that involve own children (and potentially nieces and nephews), but no parents or
grandparents or family members belonging to the same generation
2G YOUNGERConfigurations that do not involve own children, but can involve grandchildren and / or nieces and
nephews
3GConfigurations that involve three generations, e.g. children, parents and grandparents
2G OLDERConfigurations involving no children (or others belonging to this generation) but family members from an
older generation, e.g. aunts and uncles, parents or grandparents
36
Large proportions of MG trips have complicated sets of generational needs
MOST PREVALENT FAMILY COMBINATIONS ON DEEP DIVE TRIP
SC6, SC7, QA_1, QA_3a, QA_3b. Base: all multi-gen (n=5075), UAE (n=318), China (n=657), India (n=760), UK (n=719), Germany (n=619), USA (n=433),
Australia (n=512), Saudi Arabia (n=360), France (n=697)
29% 26% 31% 32% 32% 30% 31% 30%17%
26%
16% 18%24% 20% 18%
12% 13% 14%
22% 10%
7% 10%
6%3% 4%
10% 5% 4% 9% 9%
48% 45%38% 44% 46% 48% 50% 52% 52% 54%
Total UK UAE China India Germany USA Australia Saudi Arabia France
2G older 3G 2G younger Nuclear
52% 54% 61% 55% 54% 52% 49% 48% 48% 45%
37
ME & Asian markets show higher prevalence of MG trips with parents
PREVALENT FAMILY COMBINATIONS ON TRIPS – MARKETS INDEXED AGAINST TOTAL
SC6, SC7, QA_1, QA_3a, QA_3b. Base: all multi-gen trips (n=22505), USA (n=1375), China (n=2724), France (n=3084), Germany (n=2998), Australia
(n=1750), India (n=3766), UAE (n=1554), Saudi Arabia (n=1808), UK (n=3446)
TRIPS
Total UK FR DE AUS USA KSA IND CH UAE
Nuclear 48% 100 126 119 116 97 92 89 75 72
2G
younger7% 146 140 113 66 97 140 53 51 77
3G 16% 102 51 77 68 72 147 124 129 141
2G older 29% 85 84 83 107 128 65 114 132 120
38
England receives a little more of the potentially more complex 3G visits
COMPARISON OF MOST PREVALENT FAMILY COMBINATIONS ON DEEP DIVE TRIPS GENERALLY VS. TO ENGLAND
SC6, SC7, QA_1, QA_3a, QA_3b
Base: all multi-gen (n=5075), all multi-gen to England (n=1,348)
29% 27%
16% 21%
7%8%
48% 44%
Total All trips to England
2G older 3G 2G younger Nuclear
52% 56%
39
Private rentals are particularly relevant to the 3G configurations
MULTI-GEN ACCOMMODATION – BY MULTI-GEN CONFIGURATION
QA_2 & QA3c Multigen & England. How did you get to your destination on the holiday / vacation? Base: all MG India (n=749), UK (n=731), France (n=697),
China (n=647), Germany (n=620), Australia (n=516), USA (n=436), Saudi Arabia (n=360), UAE (n=318)
45% 45% 46% 42% 48% 44%
19% 19% 19% 16%22% 17%
19% 19% 18% 21%21%
20%
20% 20% 18% 19%27%
19%
12% 12% 10% 12%
18%
12%8% 8% 7% 10%
14%
7%
21% 21% 18%30%
31%
20%
Total All MG Nuclear 2G younger 3G 2G older
Mid-range hotel High-end hotel Budget hotel Rented apartment / cottage incl. Airbnb B&B / Guest House Cruise ship Other NET
40
Section Wrap-Up
For most markets, ‘simple’ nuclear
parent and child configurations
are outnumbered by more
complex setups which may create
particular needs
Nuclear are still the single highest group, but there
are hundreds of other, more complex
configurations which add up!
ME & Asian MG trips have more groups involving
parents (but they favour hotels, in contrast with 3G
and 2G Older groups elsewhere)
England in particular needs to consider the needs of
these more complex groups, since 56% of MG trips
to England feature them
See drivers and barriers etc. to follow
41
Decision Makers – Who Are They?
42
37% 41%56% 53%
46% 45% 44% 43% 39%28%
27%26%
29% 37%
24% 27% 24% 26%25%
28%
36% 33%
15% 10%
30% 28% 31% 31% 36%45%
Total UK India China USA Saudi Arabia Australia France UAE Germany
It'd be our/my decision It'd mostly be our/my decision Decision would be shared
SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: All multi-gen, Total (n=5075), DE (n=620), CH
(n=647), UK (n=731), FR (n=697), IND (n=749), UAE (n=318), KSA (n=360), AUS (n=516), USA (n=436)
DECISION MAKING (ACROSS MULTI-GEN AND CONSIDERERS)
We saw that MG decision making varies considerably by market
Index 111 151 143 124 122 119 116 105 76
DECISION MAKERS
43
DECISION MAKERS
Low penetration & frequency High penetration & frequency
69% 63% 63% 70% 74%
56%
81%74% 66% 64%
17%17% 19%
19% 14%
33%
14%14%
19% 18%
7%10% 7%
4% 8% 6%4%
5% 7% 12%2%
1% 7% 1%1% 0
0%2% 0% 0%4% 9% 4% 7% 2% 6% 0% 5% 7% 5%
Total UK India Saudi Arabia France UAE China Germany Australia USA
You Spouse / partner Parents Children Others NET
Key decision makers are key for a good reason (they tend to foot the bill)
B7a. Who financed the cost of the MG holiday or short-break? Base: all multi-gen decision makers (n=2244), India (n=432), UK (n=291), Saudi Arabia
(n=162), France (n=293), UAE (n=125), China (n=346), Germany (n=169), Australia (n=227), USA (n=199)
BIGGEST CONTRIBUTORS AMONG MULTI-GEN KEY DECISION MAKERS (MY/OUR DECISION)
44
Low penetration & frequency High penetration & frequency
50% 49% 46%60%
56%46% 47% 49% 52% 55%
49% 51% 54%33%
44%51% 53% 51% 48% 45%
TOTAL UK India Saudi Arabia France UAE China Germany Australia USA
Male Female
So, who are they? Gender is balanced across most markets, except KSA
SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: all multi-gen decision makers (n=2244), India
(n=432), UK (n=291), Saudi Arabia (n=162), France (n=293), UAE (n=125), China (n=346), Germany (n=169), Australia (n=227), USA (n=199)
GENDER OF PRIMARY MULTI-GEN DECISION MAKERS – FEMALES INDEXED AGAINST TOTAL FEMALE DECITION MAKERS
Index 104 110 67 90 104 108 104 98 92
DECISION MAKERS
45
Low penetration & frequency High penetration & frequency
… and the vast majority of key decision makers are 25-44s
SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: all multi-gen decision makers (n=2244), India
(n=432), UK (n=291), Saudi Arabia (n=162), France (n=293), UAE (n=125), China (n=346), Germany (n=169), Australia (n=227), USA (n=199)
AGE OF PRIMARY MULTI-GEN DECISION MAKERS
39.141.2
38.4
33.3
43.1
33.5
38.841.0
38.3 38.9
TOTAL UK India Saudi Arabia France UAE China Germany Australia USA
Mean age
DECISION MAKERS
46
Low penetration & frequency High penetration & frequency
Different strategies may be appropriate for appealing to these Decision-Makers
B2_New1. Which of the following are reasons why and which one was / would be the main reason?Base: All multi-gen key decision makers (n=1187), India
(n=310), UK (n=202), Saudi Arabia (n=76), France (n=133), UAE (n=61), China (n=216), Germany (n=63), Australia (n=66), USA (n=60)
OVERALL TOP 5 ENGLAND DRIVERS WITHIN PRIMARY MULTI-GEN DECISION MAKERS
Total UK India Saudi Arabia France UAE China Germany Australia USA
Its countryside
and natural beauty 188 162 160 124 175 214 197 131 105
Is a safe / secure
destination 155 166 111 74 109 176 171 152 109
Great cultural
attractions 94 125 119 130 91 229 139 183 166
Has vibrant cities 72 144 141 161 95 168 181 131 105
.. wide variety of
places to visit
around the
country
88 136 152 130 113 99 101 100 133
DECISION MAKERS
48
OPPORTUNITY
MG KDMs 46% [105]
MG KDMs paying 64% [110]
MG HIGH spending 48% [89]
DEMOGRAPHICS
MG age (mean) 39 [100]
MG Female 45% [92]
MG Male 55% [110]
ACCOMMODATION (TOP 3)
Mid-range hotel 48% [102]
High-end hotel 22% [88]
Cruise ship 16% [160]
TRANSPORT
Flight 69% [93]
Own car 24% [114]
Train 14% [82]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Great cultural attractions 35% [106]
They speak English 34% [131]
Offers a good mix of old and new 29% [112]
Offers a wide variety of places to visit around the country 28% [104]
Its culture is different from our own 26% [100]
To sample the local food and drink 26% [124]
Great contemporary culture 25% [114]
Is a safe / secure destination 23% [68]
Its countryside and natural beauty 22% [56]
Has vibrant cities 22% [71]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 60% [105] 56% [104] 59% [105]
Stand out (top 3 box) 64% [105] 58% [100] 65% [105]
Fit (top 3 box) 62% [100] 56% [93] 63% [102]
AREAS OF INTEREST (TOP 5)
London 66% [99]
Manchester 33% [97]
Stonehenge 30% [158]
Cambridge 26% [79]
Liverpool 25% [81]
49
OPPORTUNITY
MG KDMs 53% [120]
MG KDMs paying 81% [117]
MG HIGH spending 69% [128]
DEMOGRAPHICS
MG age (mean) 39 [100]
MG Female 53% [108]
MG Male 47% [94]
ACCOMMODATION (TOP 3)
Mid-range hotel 55% [117]
Budget hotel 35% [175]
B&B / Guest House 21% [162]
TRANSPORT
Flight 91% [123]
Train 17% [100]
Ferry/Cruise 12% [109]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Great cultural attractions 60% [182]
Its countryside and natural beauty 56% [144]
Is a safe / secure destination 46% [135]
Has vibrant cities 44% [142]
Offers a good mix of old and new 41% [158]
To sample the local food and drink 40% [190]
Its culture is different from our own 33% [127]
Great contemporary culture 31% [141]
I like the climate / weather 27% [113]
Offers a wide variety of places to visit around the country 26% [96]
AREAS OF INTEREST (TOP 5)
London 76% [113]
Cambridge 58% [176]
Oxford 52% [168]
Manchester 43% [126]
Stonehenge 38% [200]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 601 [107] 55% [102] 60% [107]
Stand out (top 3 box) 66% [108] 66% [114] 67% [108]
Fit (top 3 box) 68% [110] 62% [103] 67% [108]
50
OPPORTUNITY
MG KDMs 43% [98]
MG KDMs paying 74% [107]
MG HIGH spending 43% [80]
DEMOGRAPHICS
MG age (mean) 43 [110]
MG Female 44% [90]
MG Male 56% [112]
ACCOMMODATION (TOP 3)
Mid-range hotel 45% [96]
Rented incl. Airbnb 19% [119]
High-end hotel 15% [60]
TRANSPORT
Flight 55% [74]
Own car 33% [157]
Train 13% [76]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Is easy to get to 28% [108]
They speak English 28% [108]
Has vibrant cities 26% [84]
Easy to plan/organise 25% [109]
Its culture is different from our own 23% [88]
Easy to get around 22% [92]
Great cultural attractions 21% [64]
Offers a wide variety of places to visit around the country 21% [78]
Its countryside and natural beauty 20% [51]
Easy to visit with children 18% [81]
AREAS OF INTEREST (TOP 5)
London 72% [107]
Oxford 22% [71]
Manchester 19% [56]
Cambridge 18% [55]
Windsor 17% [94]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 49% [86] 47% [87] 47% [84]
Stand out (top 3 box) 52% [85] 43% [74] 50% [81]
Fit (top 3 box) 52% [84] 52% [87] 52% [84]
51
OPPORTUNITY
MG KDMs 28% [64]
MG KDMs paying 74% [107]
MG HIGH spending 44% [81]
DEMOGRAPHICS
MG age (mean) 41 [105]
MG Female 51% [104]
MG Male 49% [98]
ACCOMMODATION (TOP 3)
Mid-range hotel 49% [104]
Rented incl. Airbnb 28% [175]
High-end hotel 15% [60]
TRANSPORT
Flight 58% [78]
Own car 37% [176]
Train 15% [88]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Its countryside and natural beauty 37% [95]
Has vibrant cities 34% [110]
Is a safe / secure destination 32% [94]
Offers a good mix of old and new 27% [104]
Great cultural attractions 26% [79]
Is easy to get to 25% [96]
They speak English 23% [88]
Great contemporary culture 23% [105]
Easy to plan/organise 19% [83]
Offers a wide variety of places to visit around the country 19% [70]
AREAS OF INTEREST (TOP 5)
London 72% [107]
Manchester 24% [71]
Stonehenge 24% [126]
Newcastle 23% [153]
Liverpool 22% [71]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 54% [95] 52% [96] 51% [91]
Stand out (top 3 box) 51% [84] 47% [81] 48% [77]
Fit (top 3 box) 59% [95] 52% [87] 53% [85]
52
OPPORTUNITY
MG KDMs 44% [100]
MG KDMs paying 66% [96]
MG HIGH spending 45% [83]
DEMOGRAPHICS
MG age (mean) 38 [98]
MG Female 48% [98]
MG Male 52% [104]
ACCOMMODATION (TOP 3)
Mid-range hotel 49% [104]
High-end hotel 26% [104]
Budget hotel 20% [100]
TRANSPORT
Flight 86% [116]
Own car 12% [57]
Train 11% [65]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Great cultural attractions 35% [106]
Easy to get around 34% [142]
Is a safe / secure destination 29% [85]
They speak English 29% [112]
To visit friends or relatives 29% [193]
Offers a good mix of old and new 26% [100]
Its countryside and natural beauty 25% [64]
Has vibrant cities 25% [81]
Easy to plan/organise 21% [91]
Never been before and wanted to go 21% [140]
AREAS OF INTEREST (TOP 5)
London 77% [115]
Manchester 43% [126]
Cambridge 36% [109]
Windsor 30% [167]
Liverpool 28% [90]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 50% [88] 41% [76] 45% [80]
Stand out (top 3 box) 53% [87] 45% [78] 53% [85]
Fit (top 3 box) 52% [84] 54% [90] 56% [90]
53
OPPORTUNITY
MG KDMs 56% [127]
MG KDMs paying 63% [91]
MG HIGH spending 68% [126]
DEMOGRAPHICS
MG age (mean) 38 [98]
MG Female 54% [110]
MG Male 46% [92]
ACCOMMODATION (TOP 3)
Mid-range hotel 47% [100]
High-end hotel 40% [160]
Budget hotel 28% [140]
TRANSPORT
Flight 91% [123]
Rental car 28% [233]
Train 26% [153]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Is a safe / secure destination 45% [132]
Its countryside and natural beauty 44% [113]
Has vibrant cities 39% [126]
I like the climate / weather 38% [158]
Offers a wide variety of places to visit around the country 37% [137]
Its culture is different from our own 35% [135]
Great cultural attractions 34% [103]
Great contemporary culture 34% [155]
Offers a wide range of holiday activities 31% [135]
Easy to get around 30% [125]
AREAS OF INTEREST (TOP 5)
London 80% [110]
Manchester 47% [135]
Oxford 45% [110]
Cambridge 44% [76]
Liverpool 44% [187]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 71% [125] 69% [128] 68% [121]
Stand out (top 3 box) 78% [128] 75% [129] 77% [124]
Fit (top 3 box) 77% [124] 74% [123] 76% [123]
54
OPPORTUNITY
MG KDMs 39% [89]
MG KDMs paying 56% [81]
MG HIGH spending 48% [89]
DEMOGRAPHICS
MG age (mean) 33 [86]
MG Female 51% [104]
MG Male 46% [92]
ACCOMMODATION (TOP 3)
Mid-range hotel 46% [98]
High-end hotel 30% [120]
Budget hotel 23% [115]
TRANSPORT
Flight 87% [118]
Train 20% [118]
Ferry/Cruise 15% [136]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Its countryside and natural beauty 48% [123]
They speak English 44% [169]
I like the climate / weather 41% [171]
Never been before and wanted to go 33% [220]
Offers a wide variety of places to visit around the country 31% [115]
Its culture is different from our own 31% [119]
Easy to get around 31% [129]
Is a safe / secure destination 30% [88]
To sample the local food and drink 30% [143]
Great contemporary culture 28% [127]
AREAS OF INTEREST (TOP 5)
London 70% [104]
Manchester 41% [121]
Birmingham 39% [170]
Liverpool 38% [123]
Cambridge 36% [109]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 64% [112] 58% [107] 63% [113]
Stand out (top 3 box) 66% [108] 62% [107] 64% [103]
Fit (top 3 box) 63% [102] 68% [113] 62% [100]
55
OPPORTUNITY
MG KDMs 45% [102]
MG KDMs paying 70% [101]
MG HIGH spending 50% [93]
DEMOGRAPHICS
MG age (mean) 33 [85]
MG Female 33% [67]
MG Male 60% [120]
ACCOMMODATION (TOP 3)
Mid-range hotel 44% [94]
High-end hotel 43% [172]
Budget hotel 15% [75]
TRANSPORT
Flight 78% [105]
Own car 16% [76]
Train 14% [82]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Its culture is different from our own 46% [177]
Its countryside and natural beauty 43% [110]
They speak English 41% [158]
Offers a wide variety of places to visit around the country 41% [152]
Has vibrant cities 38% [123]
Offers a good mix of old and new 36% [138]
I like the climate / weather 34% [142]
Never been before and wanted to go 32% [213]
Great cultural attractions 32% [97]
Offers a wide range of holiday activities 32% [139]
AREAS OF INTEREST (TOP 5)
London 74% [110]
Liverpool 58% [187]
Manchester 46% [135]
Oxford 34% [110]
Cambridge 25% [76]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 66% [116] 68% [126] 67% [120]
Stand out (top 3 box) 72% [118] 75% [129] 73% [118]
Fit (top 3 box) 67% [108] 70% [117] 72% [116]
56
OPPORTUNITY
MG KDMs 41% [93]
MG KDMs paying 63% [91]
MG HIGH spending 43% [80]
DEMOGRAPHICS
MG age (mean) 41 [106]
MG Female 51% [104]
MG Male 49% [98]
ACCOMMODATION (TOP 3)
Mid-range hotel 39% [83]
Rented incl. Airbnb 20% [125]
High-end hotel 15% [60]
TRANSPORT
Flight 44% [59]
Own car 42% [200]
Train 16% [94]
DECISION MAKERS MG trip would be ‘my/our decision’
ENGLAND DRIVERS (TOP 10)
Is easy to get to 38% [146]
Easy to get around 35% [146]
Its countryside and natural beauty 34% [87]
Easy to plan/organise 30% [130]
Is a safe / secure destination 28% [82]
Easy to visit with children 28% [127]
Affordable cost of staying there 26% [153]
Affordable cost of getting there 25% [147]
They speak English 23% [88]
To visit friends or relatives 22% [147]
AREAS OF INTEREST (TOP 5)
Devon & Cornwall 32% [229]
London 30% [45]
The Lake District 29% [161]
York & Leeds 17% [142]
Liverpool 15% [48]
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 40% [70] 37% [69] 44% [79]
Stand out (top 3 box) 47% [77] 46% [79] 51% [82]
Fit (top 3 box) 47% [76] 47% [78] 48% [77]
57
Section Wrap-Up
Once opportunity markets are
identified, in many cases these
decision-makers present a
specific set of perceptions and
drivers which may warrant further
tailoring of messaging
These decision-makers tend to make the biggest
contribution to the cost of the trip – an average of
69% across markets
Drivers for England among this sub-audience vary
enough to support tailored campaigns
25-44yr olds, male and female, are usually driving
the decision-making on MG trips in most markets
58
English Tourism Product Interest – Mini-Dive
59
24% BOTTOM 3 BOX 29% BOTTOM 3 BOX 25% BOTTOM 3 BOX
All product ideas tested were appealing, with Driving Tour narrowly more popular
PRODUCT APPEAL – GLOBAL
D1. How appealing do you find each of the following holiday ideas?
Base: All respondents, USA (n=1026), CH (n=1042), FR (n=1007), DE (n=1010), AUS (n=1000), ID (n=1038), UAE (n=1002), KSA (n=512), UK (n=1010)
25%18% 20%
18%16% 17%
17%
18%19%
16%19%
19%
14%16%
15%
7% 9%7%
Idea 1 Idea 2 Idea 3
1 - Appeals a lot 2 3 4 5 6 7 - Does not appeal at all
Driving a touring route
across 2-300 miles
outside of the capital,
staying at different towns
and villages along the
way and incorporating
activities such as visiting
history & heritage sites,
trying regional food &
drink, or experiencing the
country's natural areas.
An outdoor activity
holiday, centred around
one location in a rural
area and incorporating
activities such as cycling,
countryside walks, or
horse-riding, and also
experiencing local pubs
and villages.
A single destination trip to
an historical town or city
reached via public
transport from your point
of entry (e.g.
airport/port/train station),
incorporating visiting
history & heritage sites
such as castles, stately
homes, or places of
worship.
60% TOP 3 BOX 52% TOP 3 BOX 56% TOP 3 BOX
60
The first product idea is also marginally stronger in terms of fit with England
PRODUCT FIT – GLOBAL
D2. And how well do the following holiday ideas fit England as a destination?
Base: All respondents, USA (n=1026), CH (n=1042), FR (n=1007), DE (n=1010), AUS (n=1000), ID (n=1038), UAE (n=1002), KSA (n=512), UK (n=1010)
24% 20% 21%
20%17% 20%
20%20%
20%
17%19%
18%
11% 13% 12%6% 7% 6%
Idea 1 Idea 2 Idea 3
1 - Fits very well 2 3 4 5 6 7 - Does not fit at all
Driving a touring route
across 2-300 miles
outside of the capital,
staying at different towns
and villages along the
way and incorporating
activities such as visiting
history & heritage sites,
trying regional food &
drink, or experiencing the
country's natural areas.
An outdoor activity
holiday, centred around
one location in a rural
area and incorporating
activities such as cycling,
countryside walks, or
horse-riding, and also
experiencing local pubs
and villages.
A single destination trip to
an historical town or city
reached via public
transport from your point
of entry (e.g.
airport/port/train station),
incorporating visiting
history & heritage sites
such as castles, stately
homes, or places of
worship.
63% TOP 3 BOX 57% TOP 3 BOX 61% TOP 3 BOX
20% BOTTOM 3 BOX 24% BOTTOM 3 BOX 20% BOTTOM 3 BOX
61
Albeit by a small margin, the first product idea is also considered most ‘unique’
PRODUCT STAND OUT – GLOBAL
D3. … to what extent do you think the following holiday ideas stand out / differ from other holiday ideas you’ve heard about or seen?
Base: All respondents, USA (n=1026), CH (n=1042), FR (n=1007), DE (n=1010), AUS (n=1000), ID (n=1038), UAE (n=1002), KSA (n=512), UK (n=1010)
20% 16% 16%
21%19% 20%
21%21% 22%
19%21% 21%
12% 13% 12%
5% 6% 6%
Idea 1 Idea 2 Idea 3
1 - Stands out a lot 2 3 4 5 6 7 - Does not stand out at all
Driving a touring route
across 2-300 miles
outside of the capital,
staying at different towns
and villages along the
way and incorporating
activities such as visiting
history & heritage sites,
trying regional food &
drink, or experiencing the
country's natural areas.
An outdoor activity
holiday, centred around
one location in a rural
area and incorporating
activities such as cycling,
countryside walks, or
horse-riding, and also
experiencing local pubs
and villages.
A single destination trip to
an historical town or city
reached via public
transport from your point
of entry (e.g.
airport/port/train station),
incorporating visiting
history & heritage sites
such as castles, stately
homes, or places of
worship.
61% TOP 3 BOX 56% TOP 3 BOX 58% TOP 3 BOX
19% BOTTOM 3 BOX 23% BOTTOM 3 BOX 21% BOTTOM 3 BOX
62
40%
45%
50%
55%
60%
65%
Appeal
Fit with EnglandStand out
The variety of Idea 1 (predictably) gives it the broadest success
PRODUCT APPEAL, FIT & STANDOUT – GLOBAL
D1. How appealing do you find each of the following holiday ideas? D2. And how well do the following holiday ideas fit England as a destination? D3. to what
extent do you think the following holiday ideas stand out / differ from other holiday ideas? Base: All respondents (n=8647)
IDEA 1: Driving a touring route across 2-300 miles
outside of the capital, staying at different towns and
villages along the way and incorporating activities such
as visiting history & heritage sites, trying regional food
& drink, or experiencing the country's natural areas.
IDEA 2: An outdoor activity holiday, centred around
one location in a rural area and incorporating activities
such as cycling, countryside walks, or horse-riding, and
also experiencing local pubs and villages.
IDEA 3: A single destination trip to an historical town or
city reached via public transport from your point of
entry (e.g. airport/port/train station), incorporating
visiting history & heritage sites such as castles, stately
homes, or places of worship.
63
Within markets, product idea #1 tends to be the one that over-indexes …
D1. How appealing do you find each of the following holiday ideas?
Base: All respondents, USA (n=1026), CH (n=1042), FR (n=1007), DE (n=1010), AUS (n=1000), ID (n=1038), UAE (n=1002), KSA (n=512), UK (n=1010)
101 104 104
106 107 110
107
118
102
102
97 100
87
94
88
83
90
Saudi Arabia India UAE China USA Germany France Australia UK
Idea 1 Idea 2 Idea 3 Index 100
PRODUCT APPEAL – INDEXING TOP 3 BOX SCORES PER IDEA AGAINST AVERAGE TOP 3 BOX SCORES WITHIN MARKET
64
… but which markets find the three products most appealing?
D1. How appealing do you find each of the following holiday ideas?
Base: All respondents, USA (n=1026), CH (n=1042), FR (n=1007), DE (n=1010), AUS (n=1000), ID (n=1038), UAE (n=1002), KSA (n=512), UK (n=1010)
70
80
90
100
110
120
130
Saudi Arabia India UAE China USA Germany France Australia UK
Idea 1 Idea 2 Idea 3
PRODUCT APPEAL – INDEXING TOP 3 BOX APPEAL AT A MARKET LEVEL AGAINST TOTAL TOP 3 BOX APPEAL
65
The variety described in the products appears to be more popular for 3G trips
D1. How appealing do you find each of the following holiday ideas?
Base: All multi-gen (n=5393), Nuclear (n=2496), 2G younger (n=369), 3G (n=932), 2G older (n=1596)
57% 56%50%
61%57%
53% 52%48%
61%
50%55% 54%
49%
61%54%
All multi-gen Nuclear 2G younger 3G 2G older
Idea 1 Idea 2 Idea 3
PRODUCT APPEAL – BY MULTI-GEN COMBINATIONS (TOP 3 BOX SCORES)
100% SIZE 46% SIZE 7% SIZE 17% SIZE 30% SIZE
67
Section Wrap-Up
The 3 general product ideas we
showed have broad appeal, with
markets being the most useful
distinction in appeal
Australia responds particularly well vs. other markets
to the driving route – Idea 1
Outdoor activities themed Idea 2 has most traction
with KSA, China, the UAE, and India
The driving/touring route taking in a variety of English
qualities helps make this the most appealing in
general
68
Desired Activities and Drivers
69
Activities for MG follow a similar hierarchy as the wider visitor audience
NATURE OF MULTI-GEN TRIPS – AVERAGE SCORE PER ATTRIBUTE (SLIGHTLY REBASED)
16.0
15.8
11.4
11.3
10.8
10.4
7.7
6.4
5.3
4.8
Visiting famous / iconic tourist attractions / places
Just relaxing
Low intensity leisure activities
Exploring history and heritage
Experiencing city life
Experiencing rural life & scenery
Something else
Attending cultural, music or sports events
High intensity sports or leisure activities
Learning through participation/expert guides
TIER 1
TIER 2
TIER 3
B5a. If you had a total of 100 points, how would you distribute them across the 10 activity types below to describe your trip?
Base: all multi-gen (n=5075)
70
14.7
14.5
10.3
11.8
10.4
10.6
8.4
7.2
5.7
6.4
16.0
15.8
11.4
11.3
10.8
10.4
7.7
6.4
5.3
4.8
Visiting famous / iconic tourist attractions / places
Just relaxing
Low intensity leisure activities
Exploring history and heritage
Experiencing city life
Experiencing rural life & scenery
Something else
Attending cultural, music or sports events
High intensity sports or leisure activities
Learning through participation/expert guides
History & Heritage is a bigger part of desired England MG than general MG
NATURE OF MULTI-GEN TRIPS – AVERAGE SCORE (OUT OF 100) PER ATTRIBUTE
ALL MULTI-GEN MULTI-GEN TO ENGLAND
B5a. If you had a total of 100 points, how would you distribute them across the 10 activity types below to describe your trip?
Base: all multi-gen (n=5075) and all multi-gen to England (n=1,348)
71
Ease and security are top tier of drivers for those who’ve been ‘converted'
ENGLAND DRIVERS (ALL REASONS). ALL ANSWERING AND ALL MG ENGLAND VISITORS
41%
40%
32%
31%
31%
28%
27%
26%
25%
22%
22%
21%
20%
19%
18%
18%
17%
17%
16%
14%
13%
13%
9%
7%
Its countryside and natural beauty
Great cultural attractions
Offers a wide variety of places to visit around…
Is a safe / secure destination
They speak English
Never been before and wanted to go
Offers a good mix of old and new
Has vibrant cities
Is easy to get to
Easy to plan/organise
Its culture is different from our own
Easy to get around
To sample the local food and drink
Great contemporary culture
I like the climate / weather
Offers a wide range of holiday activities
Variety and quality of accommodation available
Easy to visit with children
Affordable cost of getting there
To visit friends or relatives
Affordable cost of staying there
To meet the local people
To watch sport
To visit a film or TV location
B2_New1. Which of the following are reasons why (you visited England)?
Base: all who travelled multi-gen to England (n=1,348)
All answering England visitors
36%
31%
25%
32%
26%
14%
22%
25%
32%
29%
21%
28%
19%
20%
22%
22%
22%
27%
21%
18%
21%
14%
12%
9%
Its countryside and natural beauty
Great cultural attractions
Offers a wide variety of places to visit around…
Is a safe / secure destination
They speak English
Never been before and wanted to go
Offers a good mix of old and new
Has vibrant cities
Is easy to get to
Easy to plan/organise
Its culture is different from our own
Easy to get around
To sample the local food and drink
Great contemporary culture
I like the climate / weather
Offers a wide range of holiday activities
Variety and quality of accommodation available
Easy to visit with children
Affordable cost of getting there
To visit friends or relatives
Affordable cost of staying there
To meet the local people
To watch sport
To visit a film or TV location
73
Driver combinations varied across markets, and may be most useful for growth
NATURE OF MULTI-GEN TRIPS – DIFFERENCE BETWEEN MARKET AVERAGES AND GLOBAL AVERAGE PER ATTRIBUTE
B5a. If you had a total of 100 points, how would you distribute them across the 10 activity types below to describe your trip? Base: all multi-gen (n=5075), UAE
(n=318), China (n=657), India (n=760), UK (n=719), Germany (n=619), USA (n=433), Australia (n=512), Saudi Arabia (n=360), France (n=697)
Total UK US CH FR DE AUS IND UAE KSA
Visiting famous / iconic tourist attractions / places 16.0 -2.4 -0.8 4.6 2.2 -2.5 0.1 -0.6 -0.9 -0.6
Just relaxing 15.8 7.1 1.2 -5.2 1.7 2.1 3.4 -5.7 -3.2 -4.2
Low intensity leisure activities 11.4 0.3 0.2 -0.8 -0.7 4.0 -0.8 -2.0 -0.5 0.6
Exploring history and heritage 11.3 -0.5 -0.8 1.8 2.5 -3.0 -0.6 0.5 -0.5 -0.5
Experiencing city life 10.8 -2.4 0.5 1.4 -1.3 1.8 -0.2 0.9 0.4 -0.8
Experiencing rural life & scenery 10.4 0.6 -0.7 0.7 -1.8 2.6 -1.7 -0.6 0.2 1.0
Something else 7.7 2.9 -1.3 -1.5 -0.6 -0.9 2.4 -0.3 0.5 -2.3
Attending cultural, music or sports events 6.4 -1.6 1.4 0.7 -0.3 -2.1 -0.9 1.8 1.1 1.4
High intensity sports or leisure activities 5.3 -2.0 -0.3 -0.7 -0.8 0.4 -0.9 1.8 1.6 3.0
Learning through participation/expert guides 4.8 -1.9 0.6 -0.9 -0.9 -2.4 -0.9 4.1 1.4 2.4
74
For England activity clusters shown, England is predictably identified as best fit
BEST EUROPEAN DESTINATION FOR EACH ACTIVITY – STRAIGHT AVERAGE ACROSS ALL SEVEN ACTIVITIES
24%
16%
15%
10% 10% 9%
6% 6%
3%
England France Italy Spain Germany Scotland Republic ofIreland
TheNetherlands
OtherEuropeancountry
C2. And which of the European countries … do you think is or would be the best destination for each activity? Base: all selecting main destinations (n=7807),
USA (n=987), China (n=1030), France (n=950), Germany (n=942), Australia (n=954), India (n=1019), UAE (n=487), Saudi Arabia (n=491), UK (n=947)
NB: survey selection mechanism puts England at an advantage
75
Excluding England provides a better read on European competitors
BEST EUROPEAN DESTINATION FOR EACH ACTIVITY – STRAIGHT AVERAGE RE-PERCENTAGED TO EXCLUDE ENGLAND
22%
19%
14% 13%12%
8% 8%
3%
France Italy Spain Germany Scotland Republic ofIreland
The Netherlands Other Europeancountry
C2. And which of the European countries … do you think is or would be the best destination for each activity? Base: all selecting main destinations (n=7807),
USA (n=987), China (n=1030), France (n=950), Germany (n=942), Australia (n=954), India (n=1019), UAE (n=487), Saudi Arabia (n=491), UK (n=947)
76
We can identify competition for that growth among MG visitors
BEST EUROPEAN DEST. FOR EACH ACTIVITY – MARKETS INDEXED AGAIUNST STRAIGHT AVERAGE ACROSS ACTIVITIES
C2. And which of the European countries … do you think is or would be the best destination for each activity? Base: all selecting main destinations (n=7807),
USA (n=987), China (n=1030), France (n=950), Germany (n=942), Australia (n=954), India (n=1019), UAE (n=487), Saudi Arabia (n=491), UK (n=947)
Average
across
activities
Visiting
famous /
iconic tourist
attractions /
places
Exploring
history and
heritage
Experiencing
city life
Experiencing
rural life &
scenery
Outdoor
leisure
activities
Challenge
and/or action
Attending
cultural,
music or
sports events
England 24% 105 113 134 75 71 84 117
France 16% 135 86 129 74 86 86 104
Italy 15% 156 129 82 75 102 68 88
Spain 11% 84 93 75 75 112 149 112
Germany 10% 69 89 118 69 89 148 118
Scotland 9% 64 106 42 202 127 95 64
The Netherlands 6% 62 62 93 140 171 109 62
Republic of Ireland 6% 51 85 51 239 120 68 85
Other European country 3% 78 78 78 117 117 156 78
78
Section Wrap-Up
The MG audience starts to look
very different when we take
England Drivers into account –
tactics in market will likely need
careful tailoring
We see that current MG visitors have been especially
driven by History & Heritage – future growth may
need to come from elsewhere
Top tier drivers are in line with wider audiences
Once opportunities are committed to, this data allows
us to see competitors and understand their relative
strengths
79
Market Overview – Fact Files
82
OPPORTUNITY
MG consideration 20% [138]
P3Y MG 15% [64]
P3Y MG TRIPS 3.1 [70]
MG HIGH spending 41% [85]
MARKET SUMMARYRelatively low penetration of MG in P3Y but high levels of consideration. 2G older
ways of travel prominent in this market, with 3G travel relatively less so. England
currently not strongly positioned in terms of actual GM visits or consideration.
Famous and iconic attractions look to represent most potential for drawing the GM
audience in.
TRANSPORT (TOP 3)
Flight 67% [99]
Own car 24% [96]
Rental car 11% [100]
COUNTRIES VISITED (TOP 5)
USA 35%
The Caribbean 25%
Mexico 18%
Canada 17%
England 15% [58]
Other UK 8% [80]
EUROPEAN COUNTRIES (TOP 5)
England 15% [58]
Italy 12% [75]
France 11% [50]
Germany 8% [57]
Other UK 8% [80]
43%
7%15%
34% 2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[128]
[72]
[97]
[97]
TRIPS
DEMOGRAPHICS
MG age (mean) 40 [100]
MG Female 51% [94]
MG Male 49% [109]
DECISION MAKING
MG KDMs 46% [105]
MG KDMs paying 64% [110]
ACCOMODATION (TOP 3)
Mid-range hotel 48% [107]
High-end hotel 15% [79]
Cruise ship 15% [188]
15% 11%21%
53%
England primary England secondary England considered Not considered
[75] [73] [81] [139]
83
ENGLAND DRIVERS (TOP 10)
Great cultural attractions 52% [130]
Never been before and wanted to go 49% [175]
They speak English 47% [152]
Its countryside and natural beauty 43% [105]
Offers a wide variety of places to visit around the country 36% [113]
Is a safe / secure destination 32% [103]
Offers a good mix of old and new 32% [119]
To sample the local food and drink 29% [145]
Its culture is different from our own 27% [123]
Has vibrant cities 24% [92]
AREAS OF INTEREST (TOP 5)
London 78% [110]
Cambridge 30% [91]
Oxford 26% [81]
Manchester 30% [97]
Liverpool 31% [107]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Just relaxing 16.9 [107] N/A
Visiting famous / iconic attractions 15.3 [95] 30% [120]
Low intensity leisure activities 11.6 [102] N/A
Experiencing city life 11.3 [104] 34% [106]
Exploring history and heritage 10.5 [93] 30% [111]
CONSIDERATION (TOP 5)
Country in Americas 14%
England 12%
Italy 9%
France 9%
Canada 8%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 63% [107] 51% [100] 63% [113]
Stand out (top 3 box) 63% [103] 55% [100] 62% [109]
Fit (top 3 box) 65% [103] 55% [98] 66% [108]
84
TRANSPORT (TOP 3)
Flight 92% [135]
Train 15% [107]
Ferry/Cruise 12% [120]
EUROPEAN COUNTRIES (TOP 5)
England 24% [92]
France 22% [100]
Other UK 13% [130]
Italy 11% [69]
Germany 10% [71]
34%
4%
27%
35% 2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[132]
[129]
[51]
[75]
TRIPS
DEMOGRAPHICS
MG age (mean) 38 [94]
MG Female 54% [100]
MG Male 46% [102]
DECISION MAKING
MG KDMs 53% [120]
MG KDMs paying 81% [117]
OPPORTUNITY
MG consideration 16% [111]
P3Y MG 26% [111]
P3Y MG TRIPS 4.1 [93]
MG HIGH spending 56% [117] ACCOMODATION (TOP 3)
Mid-range hotel 50% [111]
Budget hotel 37% [195]
B&B / Guest House 21% [175]
COUNTRIES VISITED (TOP 5)
Japan 40%
Thailand 35%
China 28%
England 24% [92]
France 22%
Other UK 13% [130]
MARKET SUMMARYObviously a large market, which also looks attractive due to it’s relatively large
proportions of MG and MG considerers. More to the point, England is strongly
positioned within this market where decision making is centralized (as is paying for
GM trips). Strong skew to 2G older and 3G trips. London of course important to
Chinese MG tourists, but disproportionate emphasis on Oxford and Cambridge also.
25% 26% 29%20%
England primary England secondary England considered Not considered
[125] [173] [112] [53]
85
ENGLAND DRIVERS (TOP 10)
Great cultural attractions 54% [135]
Its countryside and natural beauty 47% [115]
To sample the local food and drink 39% [195]
Is a safe / secure destination 35% [113]
Its culture is different from our own 35% [159]
Offers a good mix of old and new 34% [126]
Has vibrant cities 34% [131]
Great contemporary culture 30% [158]
Offers a wide variety of places to visit around the country 29% [91]
Never been before and wanted to go 24% [86]
AREAS OF INTEREST (TOP 5)
London 76% [107]
Cambridge 59% [179]
Oxford 55% [172]
Manchester 34% [110]
Stonehenge 31% [111]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Visiting famous / iconic attractions 20.6 [129] 21% [84]
Exploring history and heritage 13.1 [116] 20% [74]
Experiencing city life 12.3 [113] 23% [72]
Experiencing rural life & scenery 11.1 [107] 22% [122]
Low intensity leisure activities 10.6 [93] N/A
CONSIDERATION (TOP 5)
England 29%
France 18%
New Zealand 17%
Italy 16%
Australia 16%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 66% [112] 61% [120] 59% [105]
Stand out (top 3 box) 71% [116] 67% [122] 64% [112]
Fit (top 3 box) 71% [113] 66% [118] 66% [108]
86
ACCOMODATION (TOP 3)
Mid-range hotel 42% [93]
Rented incl. AirBnb 27% [135]
High-end hotel 14% [74]
EUROPEAN COUNTRIES (TOP 5)
France 50% [227]
Spain 38% [224]
Italy 27% [169]
Other Europe 22% [157]
England 19% [73]
12% 14%25%
49%
England primary England secondary England considered Not considered
[60] [93] [96] [129]
56%
11%11%
22%2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[84]
[51]
[140]
[126]
TRIPS
DEMOGRAPHICS
MG age (mean) 43 [108]
MG Female 53% [98]
MG Male 47% [104]
DECISION MAKING
MG KDMs 43% [98]
MG KDMs paying 74% [107]
OPPORTUNITY
MG consideration 13% [90]
P3Y MG 29% [124]
P3Y MG TRIPS 4.6 [103]
MG HIGH spending 39% [81]
TRANSPORT (TOP 3)
Flight 47% [69]
Own car 40% [160]
Train 13% [93]
COUNTRIES VISITED (TOP 5)
France 50%
Spain 38%
Italy 27%
Other Europe 22%
England 19% [73]
Other UK 7% [70]
MARKET SUMMARYVery high penetration of P3Y MG in this market, but England not in a position of
strength in terms of being chosen as the destination or being considered. Majority of
MG trips centre on a nuclear setup, but 2G younger also prevalent. History and
heritage looks to be important to this MG audience, but England’s strength
overshadowed by that of other destinations. Convenience the most obvious way to
attract consumers in the French MG category.
87
ENGLAND DRIVERS (TOP 10)
Is easy to get to 45% [180]
Great cultural attractions 28% [70]
Offers a wide variety of places to visit around the country 28% [88]
Easy to plan/organise 26% [118]
Its culture is different from our own 25% [114]
They speak English 24% [77]
Easy to get around 24% [114]
Its countryside and natural beauty 22% [54]
Has vibrant cities 22% [85]
Affordable cost of getting there 21% [131]
AREAS OF INTEREST (TOP 5)
London 81% [114]
Cambridge 22% [67]
Oxford 22% [69]
Windsor 20% [91]
Manchester 19% [61]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Visiting famous / iconic attractions 18.3 [114] 16% [64]
Just relaxing 17.5 [111] N/A
Exploring history and heritage 13.8 [122] 13% [48]
Low intensity leisure activities 10.7 [94] N/A
Experiencing city life 9.6 [88] 30% [94]
CONSIDERATION (TOP 5)
England 21%
Other Europe 20%
Italy 12%
Spain 9%
France 8%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 55% [93] 45% [88] 54% [96]
Stand out (top 3 box) 55% [90] 46% [84] 52% [91]
Fit (top 3 box) 56% [89] 50% [89 58% [95]
88
EUROPEAN COUNTRIES (TOP 5)
Germany 39% [279]
Other Europe 35% [250]
Spain 26% [153]
Italy 24% [150]
France 17% [77]
6% 8%
24%62%
England primary England secondary England considered Not considered
[30] [53] [92] [163]
53%
9%
16%
22%2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[83]
[77]
[113]
[119]
TRIPS
DEMOGRAPHICS
MG age (mean) 44 [111]
MG Female 57% [106]
MG Male 42% [93]
DECISION MAKING
MG KDMs 28% [64]
MG KDMs paying 74% [107]
OPPORTUNITY
MG consideration 16% [111]
P3Y MG 25% [107]
P3Y MG TRIPS 5.0 [112]
MG HIGH spending 46% [96] ACCOMODATION (TOP 3)
Mid-range hotel 46% [102]
Rented incl. AirBnb 33% [165]
High-end hotel 9% [47]
TRANSPORT (TOP 3)
Flight 50% [74]
Own car 46% [184]
Train 10% [71]
COUNTRIES VISITED (TOP 5)
Germany 39%
Other Europe 35%
Spain 26%
Italy 24%
France 17%
England 10% [38]
Other UK 4% [40]
MARKET SUMMARYSlightly above average penetration of P3Y MG in this market, but in the case of a
large proportion of trips – a large proportion of which based on a nuclear setup –
England is not considered. Convenience and England’s mix of old and new (in
location terms London and Stonehenge) look to represent potential for drawing
category active consumers in.
89
ENGLAND DRIVERS (TOP 10)
Its countryside and natural beauty 46% [112]
Great cultural attractions 38% [95]
Offers a wide variety of places to visit around the country 34% [106]
Is a safe / secure destination 31% [100]
Never been before and wanted to go 31% [111]
Offers a good mix of old and new 31% [115]
Is easy to get to 30% [120]
They speak English 30% [97]
Has vibrant cities 27% [104]
Easy to plan/organise 22% [100]
AREAS OF INTEREST (TOP 5)
London 76% [107]
Stonehenge 38% [136]
Liverpool 27% [93]
Cambridge 25% [76]
Windsor 24% [109]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Just relaxing 19.2 [122] N/A
Visiting famous / iconic attractions 16.1 [100] 22% [88]
Exploring history and heritage 10.7 [95] 19% [70]
Experiencing city life 10.7 [99] 27% [84]
Low intensity leisure activities 10.6 [93] N/A
CONSIDERATION (TOP 5)
Other Europe 32%
England 20%
Italy 13%
Germany 11%
Spain 10%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 57% [97] 49% [96] 50% [89]
Stand out (top 3 box) 51% [84] 45% [82] 45% [79]
Fit (top 3 box) 61% [97] 50% [89] 54% [89]
90
TRANSPORT (TOP 3)
Flight 82% [121]
Own car 12% [48]
Ferry/Cruise 12% [120]
COUNTRIES VISITED (TOP 5)
Australia 26%
New Zealand 23%
Other Asia 21%
USA 18%
England 15% [58]
Other UK 6% [60]
EUROPEAN COUNTRIES (TOP 5)
England 15% [58]
Italy 11% [69]
France 11% [50]
Other Europe 9% [64]
Spain 6% [35]
12% 12%22%
54%
England primary England secondary England considered Not considered
[60] [80] [85] [142]
52%
5%14%
29%2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[107]
[68]
[66]
[116]
TRIPS
DEMOGRAPHICS
MG age (mean) 39 [97]
MG Female 55% [102]
MG Male 45% [100]
DECISION MAKING
MG KDMs 44% [100]
MG KDMs paying 66% [96]
OPPORTUNITY
MG consideration 21% [145]
P3Y MG 17% [73]
P3Y MG TRIPS 3.4 [77]
MG HIGH spending 42% [88] ACCOMODATION (TOP 3)
Mid-range hotel 49% [109]
High-end hotel 21% [111]
Budget hotel 18% [95]
MARKET SUMMARYNot a sizeable opportunity based on category penetration and geographical location
will have something to do with the relative rejection of England, although the latter is
obviously strong relative to other European destinations. London, as always, appeals
but so do other locations such as Stonehenge, Manchester and Windsor, which of
course is capable of satisfying the appetite for famous / iconic attractions.
91
ENGLAND DRIVERS (TOP 10)
Great cultural attractions 50% [125]
Its countryside and natural beauty 48% [117]
They speak English 46% [148]
Offers a wide variety of places to visit around the country 37% [116]
Never been before and wanted to go 37% [132]
Offers a good mix of old and new 36% [133]
Is a safe / secure destination 31% [100]
Easy to get around 27% [129]
To visit friends or relatives 26% [186]
Offers a wide range of holiday activities 25% [139]
AREAS OF INTEREST (TOP 5)
London 78% [110]
Stonehenge 47% [168]
Manchester 37% [119]
Windsor 35% [159]
Cambridge 32% [97]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Visiting famous / iconic attractions 15.5 [97] 33% [132]
Exploring history and heritage 11.8 [104] 36% [133]
Experiencing city life 11.8 [109] 46% [144]
Just relaxing 10.1 [64] N/A
Experiencing rural life & scenery 9.8 [94] 26% [144]
CONSIDERATION (TOP 5)
England 15%
Other Asia 15%
Other Australasia 9%
Other Europe 7%
New Zealand 7%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 57% [97] 40% [78] 48% [86]
Stand out (top 3 box) 58% [95] 46% [84] 51% [89]
Fit (top 3 box) 62% [98] 50% [89] 56% [92]
92
TRANSPORT (TOP 3)
Flight 88% [129]
Rental car 27% [245]
Train 25% [179]
EUROPEAN COUNTRIES (TOP 5)
England 37% [142]
France 23% [105]
Germany 20% [143]
Italy 17% [106]
Spain 15% [88]
25% 26% 29%20%
England primary England secondary England considered Not considered
[125] [173] [112] [53]
40%
4%
26%
30%2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[114]
[124]
[53]
[89]
TRIPS
DEMOGRAPHICS
MG age (mean) 38 [95]
MG Female 57% [106]
MG Male 43% [96]
DECISION MAKING
MG KDMs 56% [127]
MG KDMs paying 63% [91]
OPPORTUNITY
MG consideration 9% [62]
P3Y MG 24% [102]
P3Y MG TRIPS 4.8 [107]
MG HIGH spending 61% [127] ACCOMODATION (TOP 3)
Mid-range hotel 48% [107]
High-end hotel 31% [163]
Budget hotel 31% [163]
COUNTRIES VISITED (TOP 5)
England 37% [142]
India 27%
Australia 25%
Thailand 23%
France 23%
Other UK 8% [80]
MARKET SUMMARYA large market with an averagely sized penetration of mostly high spending MG
tourists, who are relatively likely to travel in a 3G configuration. England in a position
of considerable strength here and it is London as well as locations outside of the
capital that appeal (vibrancy of cities an important driver).
93
ENGLAND DRIVERS (TOP 10)
Is a safe / secure destination 41% [132]
Its countryside and natural beauty 40% [98]
I like the climate / weather 37% [206]
Great cultural attractions 36% [90]
Offers a wide variety of places to visit around the country 33% [103]
Has vibrant cities 31% [119]
Its culture is different from our own 30% [136]
Never been before and wanted to go 29% [104]
Great contemporary culture 28% [147]
Offers a wide range of holiday activities 27% [150]
AREAS OF INTEREST (TOP 5)
London 79% [111]
Oxford 50% [156]
Cambridge 48% [145]
Manchester 46% [148]
Liverpool 40% [138]
ACTIVITIES (TOP 5)` MEAN ENGLAND BEST
Visiting famous / iconic attractions 15.1 [94] 28% [112]
Just relaxing 12.6 [80] N/A
Experiencing city life 11.2 [104] 36% [113]
Low intensity leisure activities 10.9 [96] N/A
Exploring history and heritage 10.8 [95] 32% [119]
CONSIDERATION (TOP 5)
England 22%
Other Asia 14%
France 12%
USA 10%
Australia 10%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 66% [112] 61% [120] 63% [113]
Stand out (top 3 box) 72% [118] 65% [118] 68% [119]
Fit (top 3 box) 71% [113] 65% [116] 67% [110]
94
TRANSPORT (TOP 3)
Flight 85% [125]
Train 16% [114]
Rental car 14% [127]
COUNTRIES VISITED (TOP 5)
Other Asia 38%
Thailand 24%
India 21%
England 19% [73]
Other Europe 15%
Other UK 7% [70]
EUROPEAN COUNTRIES (TOP 5)
England 19% [73]
Other Europe 15% [107]
Italy 14% [88]
France 13% [59]
Spain 12% [71]
15% 16%
35% 34%
England primary England secondary England considered Not considered
[75] [107] [135] [89]
32%
6%
30%
32%2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[120]
[141]
[77]
[72]
TRIPS
DEMOGRAPHICS
MG age (mean) 33 [84]
MG Female 57% [106]
MG Male 42% [93]
DECISION MAKING
MG KDMs 39% [89]
MG KDMs paying 56% [81]
OPPORTUNITY
MG consideration 15% [104]
P3Y MG 25% [107]
P3Y MG TRIPS 5.0 [112]
MG HIGH spending 45% [94] ACCOMODATION (TOP 3)
Mid-range hotel 46% [102]
Budget hotel 24% [126]
High-end hotel 21% [111]
MARKET SUMMARYSlightly above average penetration of MG with a relatively strong England
performance in terms of consideration if not actual visits. Strong skews towards 2G
older and 3G configurations and considerable appeal associated with other cities
than London (which of course is also quite a draw). Culture, whilst not necessarily the
most important driver, does look to be a disproportionally important factor here.
95
ENGLAND DRIVERS (TOP 10)
Never been before and wanted to go 39% [139]
Its countryside and natural beauty 36% [88]
Great cultural attractions 36% [90]
I like the climate / weather 34% [189]
Offers a wide variety of places to visit around the country 31% [97]
They speak English 29% [94]
Its culture is different from our own 27% [123]
Is a safe / secure destination 25% [81]
Has vibrant cities 25% [96]
Great contemporary culture 24% [126]
AREAS OF INTEREST (TOP 5)
London 74% [104]
Manchester 45% [145]
Liverpool 37% [128]
Birmingham 36% [164]
Cambridge 32% [97]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Visiting famous / iconic attractions 15.1 [94] 20% [80]
Just relaxing 12.6 [80] N/A
Experiencing city life 11.2 [104] 31% [97]
Low intensity leisure activities 10.9 [96] N/A
Exploring history and heritage 10.8 [95] 24% [89]
CONSIDERATION (TOP 5)
England 27%
Other Asia 27%
France 11%
Other Europe 11%
Italy 10%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 65% [110] 60% [118] 62% [111]
Stand out (top 3 box) 69% [113] 65% [118] 68% [119]
Fit (top 3 box) 66% [105] 65% [116] 65% [107]
96
TRANSPORT (TOP 3)
Flight 80% [118]
Own car 15% [60]
Ferry/Cruise 12% [120]
EUROPEAN COUNTRIES (TOP 5)
France 27% [123]
England 19% [73]
Italy 16% [100]
Spain 12% [71]
Germany 12% [86]
13% 17%30%
39%
England primary England secondary England considered Not considered
[65] [113] [115] [103]
41%
11%
31%
17%
2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[65]
[147]
[140]
[92]
TRIPS
DEMOGRAPHICS
MG age (mean) 34 [85]
MG Female 33% [61]
MG Male 60% [133]
DECISION MAKING
MG KDMs 45% [102]
MG KDMs paying 70% [101]
OPPORTUNITY
MG consideration 8% [55]
P3Y MG 20% [85]
P3Y MG TRIPS 5.1 [114]
MG HIGH spending 47% [98] ACCOMODATION (TOP 3)
Mid-range hotel 50% [111]
High-end hotel 34% [179]
Budget hotel 17% [89]
COUNTRIES VISITED (TOP 5)
Other Asia 32%
France 27%
England 19% [73]
Thailand 16%
Italy 16%
Other UK 5% [50]
MARKET SUMMARYBelow average MG penetration in this market, with MG consideration also low. In the
P3Y perspective, England does get considered and sometimes visited as a
secondary destination, but there is work to do to drive up England as a primary
destination. Initial clues point to Liverpool and Manchester as being disproportionally
important corresponding with the importance of the vibrancy of cities and culture
more broadly.
97
ENGLAND DRIVERS (TOP 10)
Its countryside and natural beauty 43% [105]
They speak English 41% [132]
Has vibrant cities 36% [138]
Never been before and wanted to go 34% [121]
Great cultural attractions 34% [85]
I like the climate / weather 29% [161]
Is a safe / secure destination 29% [94]
Offers a wide variety of places to visit around the country 28% [88]
Its culture is different from our own 28% [127]
Offers a good mix of old and new 26% [96]
AREAS OF INTEREST (TOP 5)
London 65% [92]
Liverpool 44% [152]
Manchester 43% [139]
Oxford 28% [88]
Cambridge 25% [76]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Visiting famous / iconic attractions 15.5 [96] 17% [68]
Low intensity leisure activities 12.0 [105] N/A
Just relaxing 11.6 [74] N/A
Experiencing rural life & scenery 11.4 [102] 18% [100]
Exploring history and heritage 10.8 [95] 21% [78]
CONSIDERATION (TOP 5)
England 20%
Other Asia 17%
Italy 14%
France 10%
Spain 9%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 66% [112] 67% [131] 64% [114]
Stand out (top 3 box) 65% [107] 68% [124] 65% [114]
Fit (top 3 box) 66% [105] 66% [118] 65% [107]
98
TRANSPORT (TOP 3)
Own car 48% [192]
Flight 38% [56]
Train 13% [93]
EUROPEAN COUNTRIES (TOP 5)
England 57% [219]
Other UK 27% [270]
Spain 24%
Other Europe 16%
France 13%
49%
13% 18% 20%
England primary England secondary England considered Not considered
[245] [87] [69] [53]
45%
11%
21%
23%2G older
3G
2G younger
Nuclear
MG CONFIGURATION (TRIPS)
[85]
[102]
[146]
[100]
TRIPS
DEMOGRAPHICS
MG age (mean) 44 [110]
MG Female 59% [109]
MG Male 41% [91]
DECISION MAKING
MG KDMs 41% [93]
MG KDMs paying 63% [91]
OPPORTUNITY
MG consideration 12% [83]
P3Y MG 30% [128]
P3Y MG TRIPS 4.8 [109]
MG HIGH spending 42% [88] ACCOMODATION (TOP 3)
Mid-range hotel 35% [78]
Rented incl. AirBnb 24% [120]
Budget hotel 15% [79]
COUNTRIES VISITED (TOP 5)
England 57% [219]
Other UK 27% [270]
Spain 24%
Other Europe 16%
France 13%
MARKET SUMMARYLarge MG audience in the UK where England unsurprisingly performed much more
strongly. Whilst the majority of trips involve a nuclear MG configuration, 2G younger
is disproportionally prevalent in this market where accommodation and transport
preferences of course stand out. Convenience very much a key reason for selecting
England and interest tends to be focused on locations beyond London.
99
ENGLAND DRIVERS (TOP 10)
Is easy to get to 51% [204]
Easy to plan/organise 43% [195]
Its countryside and natural beauty 42% [102]
Easy to get around 42% [200]
Affordable cost of getting there 34% [213]
Easy to visit with children 31% [182]
Affordable cost of staying there 31% [238]
Is a safe / secure destination 30% [97]
Offers a wide variety of places to visit around the country 25% [78]
They speak English 24% [77]
AREAS OF INTEREST (TOP 5)
The Lake District 44% [220]
Devon & Cornwall 43% [253]
London 35% [49]
The Cotswolds 27% [225]
York & Leeds 23% [177]
ACTIVITIES (TOP 5) MEAN ENGLAND BEST
Just relaxing 22.9 [145] N/A
Visiting famous / iconic attractions 13.6 [85] 32% [128]
Low intensity leisure activities 11.7 [103] N/A
Experiencing city life 11.0 [105] 35% [109]
Exploring history and heritage 10.8 [96] 41% [152]
CONSIDERATION (TOP 5)
Other Europe 19%
England 13%
Other UK 9%
Spain 7%
France 6%
Product Touring route Outdoor activity Single destination
Appeal (top 3 box) 43% [73] 39% [76] 47% [84]
Stand out (top 3 box) 49% [80] 48% [87] 49% [86]
Fit (top 3 box) 49% [78] 50% [89] 54% [89]