sharon orrell at visitengland talks upcoming tourism trends for 2013
DESCRIPTION
Sharon Orrell, Head of Research and Insight at VisitEngland discusses the upcoming trends and how to understand your customer at the Visit York Tourism Conference 2012TRANSCRIPT
Sharon OrrellNovember 2012
Tourism Trends – Understanding the Consumer
2011 saw growth across all types of domestic overnight trip, but 2012 holiday / VFR volumes are down year on year
Trips(m) Jan – July
2012
-7%
Holiday
VFR
Business
-7%
+6%
Source: GB Tourism Survey
What’s Changed?
1. On-going, widespread concern about the economy and personal finances
Source: VisitEngland Staycation Research
2. More trips taken by the more affluent while the least well-off take fewer trips than before
Trips (m)
+28%
+18%
+13%
-13%
2006 vs 2011
Source: GB Tourism Survey
3. Increased volumes driven by ages 35+
Trips (m)
+32%
+15%
-5%
2006 vs 2011
Source: GB Tourism Survey
Waiting to see what weather is like
31%
Waiting to see if I can afford it 28%
No reason, just prefer to decide at last minute
20%
Waiting for someone else to decide
19%
Waiting for deals / offers 19%
Not sure where to go 19%
Yes, Definitely
Reasons for Indecision
4. Last minute is now the norm
Source: August Bank Holiday Trip Tracker
5. The rise and rise of online booking
Source: GB Tourism Survey
Source: GB Tourism Survey
6. Holiday trips are getting shorter
Source: GB Tourism Survey
3.65
3.37
2012The Story So Far
Changes in visitor numbers in most recent period
Source: VisitEngland Tourism Business Monitor
2012 trading conditions have been extremely challenging
Impact of Weather on 2012 holidays (%)
The poor weather has had a negative impact on performance and future intentions
19% say that this year’s poor
weather has put them off taking trips in England
next year
Impact of Diamond Jubilee/ Olympics/ Paralympics on 2012 holidays (%)
The 2012 events have had less impact on domestic trip taking this year – but represent an opportunity in 2013 and beyond
20% say that the events of 2012 make them more likely to
take holidays in England in future
(29% of under 35’s)
Visitor Satisfaction
How Satisfied Are Visitors to English Destinations?
OverallPerformance
Likelihood to Recommend
Likelihood toRevisit
Competitive Advantage
TRI*MIndex:
92
90
50
70
30Likelihood to Recommend
85% excellent/ very good
86% definitely/ probably
76% definitely/probably
62% much/ slightly better
Source: VE Brand, Communications and Satisfaction TrackerSource: VisitEngland Brand & Satisfaction Tracker
And Visitors to York?
OverallPerformance
Likelihood to Recommend
Likelihood toRevisit
Competitive Advantage
TRI*MIndex:
92
90
50
70
30Likelihood to Recommend
85% excellent/ very good
86% definitely/ probably
76% definitely/probably
62% much/ slightly better
York91%
York93%
York80%
York77%
York101
Source: VE Brand, Communications and Satisfaction TrackerNB Base size for Peak District = 55Source: VisitEngland Brand & Satisfaction Tracker
94
92
ENGLAND
110Cornwall
106Lake District
105New Forest
105Northumberland
104Isle of Wight
103Yorks Dales
102Liverpool
101York
98
Cotswolds
97
Peak District 97
Skegness
84
Oxfordshire
74Birmingham
81Kent80
Bristol
81Manchester
81Gt Yarmouth
67Essex
76Leeds
76East Sussex
York is one of the best performing destinations in England!
92Brighton
95Torquay 92
B’mouth
96Chester
96London
93Suffolk
87Blackpool
96Bath
96Scarborough
97
Other Devon
88Stratford
95
Other Norfolk
92
Nottinghamshire
Source: VisitEngland Brand & Satisfaction Tracker
% Describing Destination as Excellent or Very Good
Compared to other destinations, York is attractive, distinctive, and offers good customer service
Source: VisitEngland Brand & Satisfaction Tracker
York is close to the national average for value, welcome and entertainment, and just below for ease of pre-booking
% Describing Destination as Excellent or Very Good
Source: VisitEngland Brand & Satisfaction Tracker
Sharon OrrellNovember 2012
Tourism Trends – Understanding the Consumer