the barbados annual stay-over report...2016 stayed in traditional hotels, compared to 49% one year...
TRANSCRIPT
The Barbados Annual Stay-over Report
2015 - 2016
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THE BARBADOS ANNUAL STAY-OVER REPORT
2015 – 2016
The Ministry of Tourism
In association with
The Barbados Tourism Marketing Inc.
&
The Barbados Statistical Service
Produced by the
Caribbean Tourism Organization
Publication date: May 2017
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PREFACE
This report provides information on stay-over visitors who departed from Barbados during 2015 and 2016.
The data collection, processing, and presentation were conducted by the Caribbean Tourism Organization on behalf of the Barbados Ministry of Tourism in association with the Barbados Tourism Marketing Inc. and the Barbados Statistical Service.
Data gathering at Grantley Adams International Airport was conducted over twelve one-week periods by trained interviewers. Responses from a sample of 31, 504 visitors were collected during the two years.
Cooperation from the airport officials and airline passengers, the subject of the study, was once again very heartening. The success of the survey must be mainly attributed to their efforts. Gratitude is therefore extended to all who made the exercise a success.
May 2017
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Contents 1 Survey Highlights .................................................................................................................................................. 2
1.1 Stay-over Passenger Profile ......................................................................................................................... 2
1.2 Travel Planning and Behaviour..................................................................................................................... 3
1.3 Opinions and Reactions ................................................................................................................................ 5
1.4 Visitor Expenditure ....................................................................................................................................... 6
2 Survey Background ............................................................................................................................................... 8
2.1 Objectives ..................................................................................................................................................... 8
2.2 Methodology and Sample ............................................................................................................................ 8
Survey Respondents ..................................................................................................................................................... 9
3 Tourism in Barbados ........................................................................................................................................... 10
3.1 Barbados Stay-over Arrivals 2007-2016 ..................................................................................................... 11
3.2 Stay-over Arrivals by Season 2007 -2016 ................................................................................................... 11
3.3 Barbados vs. Caribbean Stayover Arrivals 2007 – 2015 ............................................................................. 13
4 Visitor Profile ...................................................................................................................................................... 15
4.1 Purpose of Visit to Barbados ...................................................................................................................... 16
4.2 Previous Visits to Barbados ........................................................................................................................ 17
4.3 Party Composition and Size........................................................................................................................ 18
5 Travel Planning and Behaviour ........................................................................................................................... 21
5.1 Sources of Information in Decision to Visit ................................................................................................ 23
5.2 Factors Influencing Decision to Visit .......................................................................................................... 25
5.3 Advance Planning Time .............................................................................................................................. 25
5.4 Travel Arrangements .................................................................................................................................. 27
5.5 Type of Accommodation Used ................................................................................................................... 28
5.6 Length of Stay............................................................................................................................................. 30
6 Visitor Perceptions and Preferences ................................................................................................................... 31
6.1 Feeling of Safety ......................................................................................................................................... 32
7 Visitor Expenditure ............................................................................................................................................. 36
7.1 Structure of Daily Expenditure ................................................................................................................... 37
7.2 Estimate of Expenditure per Trip ............................................................................................................... 41
7.3 Estimate of Overall Expenditure ................................................................................................................ 42
Appendix ...................................................................................................................................................................... 43
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Table of Figures Figure 1 - Purpose of Visit ............................................................................................................................. 2 Figure 2 - Previous Visits to Barbados ........................................................................................................... 2 Figure 3 - Travel Companion ......................................................................................................................... 3 Figure 4 - Barbadian Resident Abroad .......................................................................................................... 3 Figure 5 – Rating of Source of Information ................................................................................................... 3 Figure 6 - Rating of Travel Decision Factors .................................................................................................. 4 Figure 7 - Advance Planning Time ................................................................................................................. 4 Figure 8 - Travel Arrangements .................................................................................................................... 5 Figure 9 - Length of Stay ............................................................................................................................... 5 Figure 10 - Total Visitor Expenditure by Country of Residence .................................................................... 6 Figure 11 - Type of Accommodation ........................................................................................................... 28 Figure 12 - Rating of Product Components ................................................................................................. 33 Figure 13 - Average Daily Expenditure ........................................................................................................ 37 Figure 14 - Expenditure per Person per Trip ............................................................................................... 41
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List of Tables Table 1 - Tourist (Stay-over) Arrivals and Survey Responses by Country of Residence................................ 9 Table 2 - Stay-Over Visitor Arrivals 2007 – 2016 ........................................................................................ 11 Table 3 - Stay-Over Visitor Arrivals by Month2007 – 2016 ......................................................................... 12 Table 4 - Barbados/Caribbean Arrivals ....................................................................................................... 13 Table 5 - Purpose of Visit by Country of Residence % ................................................................................ 16 Table 6 - Frequency of Previous Visits to Barbados by Country of Residence % ........................................ 17 Table 7 - Frequency of Previous Visits to Barbados by Purpose of Visit ..................................................... 17 Table 8 - Travel Companions by Country of Residence .............................................................................. 18 Table 9 - Travel Companions by Purpose of Visit % .................................................................................... 18 Table 10 - Barbadian Resident Abroad by Country of Residence ............................................................... 19 Table 11 - Importance of Information Sources % ....................................................................................... 23 Table 12 – Index Rating of the Importance of Information Sources by Country of Residence .................. 23 Table 13 –Index Rating of the Importance of Information Sources by Purpose of Visit ............................ 24 Table 14 - Importance of Factors in Decision to Visit % ............................................................................. 25 Table 15 – Index Rating of the Importance of Factors in Decision to Visit by Country of Residence ......... 25 Table 16 - Advance Planning Time by Country of Residence % .................................................................. 25 Table 17 - Advance Planning Time by Purpose of Visit % ........................................................................... 26 Table 18 - Advance Planning Time by Travel Arrangements ...................................................................... 26 Table 19 - Travel Arrangements by Country of Residence ......................................................................... 27 Table 20 - Travel Arrangements by Purpose of Visit ................................................................................... 27 Table 21 -Travel Arrangements by Frequency of Previous Visits ............................................................... 27 Table 22 - Type of Accommodation by Country of Residence .................................................................... 28 Table 23 - Type of Accommodation by Purpose of Visit (%) ....................................................................... 29 Table 24 - Type of Accommodation by Frequency of Previous Visits (%) ................................................... 29 Table 25 - Length of Stay (nights) by Country of Residence (%) ................................................................. 30 Table 26 - Length of Stay (nights) by Purpose of Visit (%) .......................................................................... 30 Table 27 - Feeling of Safety by Country of Residence (%) .......................................................................... 32 Table 28 - Rating of Product Components (%) ............................................................................................ 33 Table 29 - Index Rating of Product Components by Country of Residence ................................................ 34 Table 30 - Daily Expenditure per Visitor by Country of Residence US$ ...................................................... 37 Table 31 - Daily Expenditure per Visitor by Country of Residence % ......................................................... 38 Table 32 - Average Daily Expenditure by Type of Accommodation US$ .................................................... 39 Table 33 - Average Daily Expenditure by Type of Accommodation % ........................................................ 40 Table 34 - Visitor Expenditure per Person per Trip by Country of Residence US$ ..................................... 41 Table 35 - Visitor Expenditure by Spending Party per Trip US$ .................................................................. 42 Table 36 - Total Visitor Expenditure by Country of Residence US$ ............................................................ 42 Table 37 - Total Visitor Expenditure by Expense Item US$ ......................................................................... 42
1 SURVEY HIGHLIGHTS 1.1 Stayover Passenger Profile 1.2 Travel Planning and Behaviour 1.3 Feeling of Safety 1.4 Visitor Expenditure
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1 Survey Highlights
1.1 Stay-over Passenger Profile Figure 1 - Purpose of Visit
Overall, 67% of the visitors to Barbados during 2016 were on vacation compared to 69% in 2015. During 2016, 12% of tourists visited the island for business purposes compared to 13% during 2015. Visitors also came for a variety of other reasons, although in smaller proportions, including visit friends/relatives (6%) and honeymoon (4%). Other purposes of visit identified by less than 2% of respondents each included honeymoon, wedding, sports, golf and medical reasons. Figure 2 - Previous Visits to Barbados
More than half (52%) of the visitors to Barbados in 2016 were on their inaugural visit, almost the same as the 53% of first-timers to the island in 2015. Twenty-eight percent had visited four or more times previously, while 12% were on their second visit and 8% on the third visit.
01020304050607080
%
Purpose of Visit
2015
2016
0102030405060
First Visit Second Visit Third Visit Four orMore Visits
%
Previous Visits
20152016
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Figure 3 - Travel Companion
The distribution of travel party composition changed little between the two years. Forty-three percent of the visitors in 2016 travelled with a spouse/partner, compared to 42% in 2015. A slightly smaller proportion travelled with family (27%) in 2016 than in 2015 (30%), while 14% each either made the trip alone or with a group/friends in 2016.
Figure 4 - Barbadian Resident Abroad
Nine percent of the visitors in 2016 were Barbadian nationals resident abroad. Just over two-thirds (67%) of these visitors resided in the United States. Thirteen percent each live in Canada and the United Kingdom, while 6% now call other Caribbean islands home.
1.2 Travel Planning and Behaviour Figure 5 – Rating of Source of Information
There were several sources of information referenced prior to the visit to Barbados; some relied on more heavily than others. The heavy reliance on friends/relatives and the internet were evident in both years. Information from friends/relatives was very important to 20% of the visitors in 2016, down from 25% in 2015. Information from the internet was very important to 16% of the visitors in 2016 compared to
0
50
100
Yes No
%
Barbadian National Resident Abroad 20152016
5.9 6.7
0.01.02.03.04.05.06.07.08.0
Source of Information 2105 2016
01020304050
%
Travel Companion 2015
2016
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18% in 2015. Travel agents and travel brochures and magazines also provided information that influenced visitors’ decisions, although to a smaller degree. Figure 6 - Rating of Travel Decision Factors
A special airfare was a key decision making factor in visitors’ choice to visit Barbados. Larger proportions of visitors attributed more importance to the factors in 2016 than for the year 2015. Forty-seven percent of the visitors in 2016 said a special airfare was very important in their decision compared to 44% in 2015. An accommodation discount was very important
in the decision of 42% of visitors in 2016, compared to 36% in 2015. There was an appreciable increase in the share of visitors aided in their decision by a specially discounted package, 39% in 2016 compared to 29% in 2015.
Figure 7 - Advance Planning Time
Visitors to Barbados, in both years, planned their trips well in advance of arriving on the island. Overall, 72% of the visitors in 2016 planned the trip at least one month before travelling, including 42% who planned three months or more ahead of the trip. Proportions were similar in 2015 when 65% took a least one month planning including 42% of the visitors who planned at least three months in advance.
0
10
20
30
40
50
LessThan 1Week
1 - 2Weeks
2 Weeksto 1
Month
1 - 3Months
3Monthsor More
%
Advance Planning 20152016
0.01.02.03.04.05.06.07.08.0
Special Airfare Discount onAccommodation
Special DiscountPackage
Other Discount
Decision Factors 2015 2016
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Figure 8 - Travel Arrangements
Eighty percent of the visitors in 2016 made their travel arrangements, compared to 73% in 2015. The use of prepaid packages also fell in individual markets between the two years. Half of the visitors to the island during 2016 stayed in traditional hotels, compared to 49% one year earlier. Sixteen percent chose accommodation with friends/relatives, while 12% opted for apartments. The United Kingdom
registered the greatest share of travellers using all-inclusive hotels in 2016.
Figure 9 - Length of Stay
The greatest share of visitors (47%) recorded a length of stay between four and seven nights compared to 42% in 2015. Thirty-two percent of the visitors spent between eight and 14 nights on the island in 2016 compared to 39% in 2015. The average length of stay in 2016 was the same as in 2015, 9.3 nights.
1.3 Opinions and Reactions Beaches were the highest rated product component in both years. Ninety-six percent of visitors in 2016 thought they were excellent (74%) or good (22%), compared to 94% in 2015. Accommodation (89%), water sports (86%), restaurants (85%), tours/excursions (84%), taxis/hired cars and airline connections (81% each) were all rated excellent or good by significant proportions of visitors. Visitors continue to identify Barbados as a safe place to visit. Once again, as they did in 2015, 98% of the visitors said they felt safe while in Barbados. Continental Europeans were slightly more concerned for safety than other travellers.
0
10
20
30
40
50
1 - 3 4 - 7 8 - 14 15 - 21 Over 21
%
Nights
Length of Stay 20152016
0
20
40
60
80
100
Package Own Arrangement
%
Travel Arrangement 20152016
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1.4 Visitor Expenditure Figure 10 - Total Visitor Expenditure by Country of Residence
On average, each visitor to Barbados in 2016 spent US$167 compared to US$164 spent in 2015. UK visitors spent the most on average. Visitors spent US$ 1,558 per person per trip, 2.1% more than one year earlier. Spending by spending party fell 2.7% to US$3,039 in 2016. Total expenditure by stay-over visitors during 2016 was
estimated at US$983.7 million, which is 9.1% greater than during the year 2015.
0
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200
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US$
mill
ions
Estimated Total Expenditure 20152016
2 SURVEY BACKGROUND
2.1 Objectives
2.2 Methodology and Sample
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2 Survey Background
2.1 Objectives International tourism takes place in an incredibly dynamic and competitive environment. The rapid growth in international leisure travel in recent years (international tourist arrivals increased four-fold between 1970 and 2015 has been accompanied by the introduction of new and improved tourist destinations and products. Technological advances in transportation, communication, and information processing have dramatically changed the way business is done. These developments have had a major effect on decision-making processes at all levels of the industry. Critical decisions relating to the tourist industry's control and development must now be made in a much shorter time frame than just a few years ago. In this environment, it is important that planners and decision-makers in both the public and private sectors have ready access to accurate and relevant statistical information. Traditional reliance on number of visitor arrivals as a basis for measuring broad-spectrum growth and development in tourism is clearly not the most appropriate. The level of spending and changes in spending patterns are also among pivotal indicators of the health of the tourism sector. Much of the information, which is required to understand the degrees of tourism, is best obtained directly from the visitors themselves. The Visitor Exit Survey is the most appropriate tool for this purpose. The Barbados Visitor Survey provides information in four main areas: - Demographic structure - to complement data from other sources (such as the immigration
card) to develop more comprehensive visitor profiles - Travel behaviour patterns - to identify performance and activities before and during the trip - Experiences, opinions, and reactions - to compare the expectations against the reality of the
stay in the country - Visitor expenditure - to obtain detailed and reliable data on the level and pattern of
spending by visitors.
2.2 Methodology and Sample This Barbados Visitor Exit Survey programme is being carried out by the Caribbean Tourism Organization (CTO) on behalf of the Barbados Ministry of Tourism in association with the Barbados Tourism Marketing Inc. and the Barbados Statistical Service. Over the last twenty
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years beginning July 1995, the program has so far covered a series of eighty-four (84) quarterly survey periods of land-based visitors as well as (2) six-monthly and eighty-two (82) quarterly survey rounds on cruise passengers. The methodology and questionnaire structure which is being used in this programme are consistent with similar exercises being carried out by CTO across the Caribbean. The use of a common approach regarding data collection, processing and presentation greatly facilitates the comparison of data across countries over time. This report is based on data collected at Grantley Adams International Airport during twelve 1-week periods during the years 2015 and 2016. The sampling scheme required coverage of a wide cross-section of embarking passengers during these survey periods. Visitors in the departure lounge were asked to complete a questionnaire, which was distributed and collected by a trained survey staff, who were also available to answer queries. A copy of the questionnaire used is given in an Appendix to this report. Since only one person per family or travel party was required to complete a questionnaire on the spending party's behalf, the number of visitors covered by the survey is higher than the number of completed questionnaires. During the period of this survey, 18,679 questionnaires were completed providing information on a maximum of 31,504 departing visitors. This number of visitors represented 5.0% of the 631.5 thousand land-based visitors to Barbados during the period January to December 2016. The self-weighting sample shows some variation when its distribution is compared with that of the population of visitor arrivals. For this reason, the actual population distribution is used when estimates of total spending are calculated (See Table 1).
Table 1 - Tourist (Stay-over) Arrivals and Survey Responses by Country of Residence
Visitor Arrivals Survey Respondents ‘000 % No. %
2015 2016 2015 2016 2015 2106 2015 2016 United States 148.1 168.9 25.0 26.8 10,997 12,383 31.4 39.3 Canada 74.5 78.9 12.6 12.5 4,758 4,033 13.6 12.8 United Kingdom 214.2 218.6 36.2 34.6 12,920 9,818 36.9 31.2 Other Europe 40.9 39.8 6.9 6.3 1,502 961 4.3 3.1 Caribbean 88.0 99.7 14.9 15.8 3,863 3,660 11.0 11.6 Other 26.3 25.6 4.4 4.1 942 649 2.7 2.1 Total 591.9 631.5 100.0 100.0 34,982 31,504 100.0 100.0
3 TOURISM IN BARBADOS 3.1 Barbados Stayover Arrivals 2007-2016 3.2 Stayover Arrivals During First Quarter 2007 – 2016 3.3 Barbados vs. Caribbean Stayover Arrivals 2006 – 2015
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3 Tourism in Barbados
3.1 Barbados Stay-over Arrivals 2007-2016 The decade 2007-2016 began with years of decline during the first two years, -0.9% in 2008 followed by -8.6% in 2009. Arrivals showed signs of recovery for the next two years with increases of 2.6% in 2010 and 6.7% in 2011. This biennial pattern continued in 2012 and 2013 when arrivals fell by 5.5% and 5.2% respectively. In 2014, there was a small 2.2% increase in arrivals and a more significant 13.9% in 2015. Arrivals to the island in 2016 passed 600,000 for the first time, totaling 631.5 thousand.
Table 2 - Stay-Over Visitor Arrivals 2007 – 2016
Arrivals (‘000)
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 572.9 567.7 518.6 532.2 567.7 536.3 508.5 519.6 591.9 631.5
% Change -- -0.9 -8.6 2.6 6.7 -5.5 -5.2 2.2 13.9 6.7 (2007=100) 100 99.1 90.5 92.9 99.1 93.6 88.8 90.7 103.3 110.2
3.2 Stay-over Arrivals by Season 2007 -2016 The winter season, January to April, consistently attracted between 36% and 39% of the visitors to the island during the year. Also, the direction of changes in arrivals was usually the same during both seasons of the year except for 2010 and 2014 when summer arrivals grew after a fall-off in winter arrivals and 2012 when summer arrivals fell after a marginal increase in the winter.
Barbados recorded robust growth in arrivals in 2016. Arrivals increased for each month, except April, and ranged between 4.1% in October and 18.5% in November. The strong growth in November reflected the impact of returning nationals returning to celebrate Barbados’ 50th anniversary of independence.
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Table 3 - Stay-Over Visitor Arrivals by Season 2007 – 2016
Stay-Over Visitor Arrivals by Season
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 %ch January 47006 48958 45455 48336 52194 52619 48288 50122 56125 62338 11.1 February 49316 54224 49838 48585 51793 54056 48869 48143 57789 60969 5.5 March 47375 56027 50237 51570 53257 54164 53303 50321 57385 60601 5.6 April 63841 46330 45277 41357 51442 47979 42234 43262 51716 49248 -4.8 WINTER 207538 205539 190807 189848 208686 208818 192694 191848 223015 233156 4.5 May 46267 45342 38665 46813 41699 37935 37906 38437 40993 44935 9.6 June 41980 43540 34377 35179 38490 36656 33690 34130 39687 42565 7.3 July 54278 55005 48046 51499 58237 51253 47934 47314 53964 56670 5.0 August 46685 45309 39034 41882 49961 43191 40667 38655 42927 44807 4.4 September 32331 34166 28892 30065 29144 27230 26970 26329 32153 35537 10.5 October 41568 40168 38757 39030 39358 36071 34938 35792 41688 43398 4.1 November 47806 45232 46251 44838 47208 42975 42689 46002 52987 62802 18.5 December 54484 53366 53735 53026 54941 52174 51026 61091 64458 67643 4.9 SUMMER 365399 362128 327757 342332 359038 327485 315820 327750 368857 398357 8.0 YEAR (000s) 572.9 567.7 518.6 532.2 567.7 536.3 508.5 519.6 591.9 631.5 6.7
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3.3 Barbados vs. Caribbean Stayover Arrivals 2007 – 2015 Total Barbados stay-over arrivals were positively related to the growth trend of Caribbean arrivals for the majority of the 2007-2015 period. The calculated correlation1 coefficient between Barbados and Caribbean stay-over arrivals is 0.2 which means that there is a low positive linear relationship. Barbados’ market share has fallen gradually over the period. In 2007 Barbados held 2.5% of the market share for stay-over arrivals to the Caribbean. The share remained thereabouts until 2012 when its share fell to 2.2% and declined further to 2.0% in 2013. The islands’ market share stood at 2.1% at the end of the period in 2015. Table 4 - Barbados/Caribbean Arrivals
2007 2008 2009 2010 2011 2012 2013 2014 2015
Barbados Arrivals 572.9 567.7 518.6 532.2 567.7 536.3 508.5 519.6 591.9 %ch 1.8 -0.9 -8.6 2.6 6.7 -5.5 -5.2 2.2 13.9 Caribbean Arrivals* 22,725.1 23,121.2 21,737.3 22,353.0 23,045.9 24,126.4 24,906.6 26,469.2 28,154.1 %ch 4.3 1.7 -6.0 2.8 3.1 4.7 3.2 6.3 6.4 % Market Share 2.5 2.5 2.4 2.4 2.5 2.2 2.0 2.0 2.1 *CTO estimate
1 Correlation is a statistical measure of the degree to which two or more random variables or attributes are linearly related. A value of 1 means perfect positive linear relationship (i.e. the two series move perfectly in tandem), while 0 means no linear relationship and -1 means perfect negative linear relationship.
4 VISITOR PROFILE 4.1 Purpose of Visit to Barbados 4.2 Previous Visits to Barbados 4.3 Party Composition and Size
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4 Visitor Profile Overall, 67% of the visitors to Barbados during 2016 were on vacation compared to 69% in 2015. During 2016, 12% of tourists visited the island for business purposes compared to 13% during 2015. Visitors also came for a variety of other reasons, although in smaller proportions, including visit friends/relatives (6%) and honeymoon (4%). Vacation and business only were also the primary purpose of visit in individual markets. Three-quarters of the visitors from the United Kingdom, 73% from Canada, 68% from the United States and 66% from Other Europe were on vacation only. A smaller proportion of Caribbean visitors were in Barbados for vacation (42%), while a larger share visited for business only (25%) when compared to other travellers. More than half (52%) of the visitors to Barbados in 2016 were on their inaugural visit, almost the same as the 53% of first-timers to the island in 2015. Twenty-eight percent had visited four or more times previously, while 12% were on their second visit and 8% on the third visit. The largest share of Caribbean visitors had made four or more visits to the island (45%), while the largest share of visitors from the other source markets were first-timers. The distribution of travel party composition changed little between the two years. Forty-three percent of the visitors in 2016 travelled with a spouse/partner, compared to 42% in 2015. A slightly smaller proportion travelled with family (27%) in 2016 than in 2015 (30%) while 14% each either made the trip alone or with a group/friends in 2016. Again, the Caribbean visitor did not follow the trend, the largest share of whom travelled alone (34%) while international travellers made the trip with a companion.
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4.1 Purpose of Visit to Barbados Table 5 - Purpose of Visit by Country of Residence %
UNITED STATES
CANADA UNITED KINGDOM
OTHER EUROPE
CARIBBEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Vacation 72.8 67.5 84.2 72.7 88.9 74.7 77.6 65.7 48.3 42.3 62.3 55.4 68.6 67.2 Sports/Games Meet 0.8 0.6 0.5 0.5 5.1 1.0 1.5 1.4 4.7 3.1 4.8 2.7 2.5 1.1 Medical,Health/Wellness 0.6 0.6 0.2 0.1 0.2 0.1 0.7 0.2 2.4 1.9 0.8 0.2 0.5 0.5
Business Only 16.9 10.8 8.5 6.4 11.5 11.2 14.1 11.2 28.9 25.3 20.4 18.0 13.4 12.2 Vacation/ Business 4.3 3.9 3.2 6.7 1.2 1.5 5.3 5.1 7.2 7.8 4.8 6.4 3.0 4.0 Visit Friends/ Relatives 4.8 6.2 5.3 7.2 3.2 4.3 4.4 5.6 6.5 6.0 4.3 5.9 3.9 5.7
Honeymoon 4.2 4.7 2.6 2.8 3.3 3.8 6.5 5.0 2.7 2.0 1.7 4.4 3.1 3.9
Wedding 2.7 2.2 1.9 1.2 2.0 2.2 1.5 1.0 1.3 0.8 1.4 3.0 1.9 1.9 Conference/ Meeting/ Incentive 0.8 0.9 0.7 0.4 0.5 0.6 1.5 2.8 5.0 5.1 4.2 3.1 1.1 1.3
Golf 0.2 0.3 0.1 0.1 0.1 0.0 0.2 0.0 1.6 0.8 1.4 0.2 0.3 0.2
Festival 0.0 0.4 0.0 0.4 0.1 0.1 0.1 0.2 0.1 0.3 0.0 0.0 0.0 0.3
Other 1.9 2.0 1.4 1.4 0.5 0.4 1.9 1.8 6.0 4.5 2.3 0.8 1.6 1.7
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4.2 Previous Visits to Barbados Table 6 - Frequency of Previous Visits to Barbados by Country of Residence %
UNITED STATES
CANADA UNITED KINGDOM
OTHER EUROPE
C’BEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
1st Visit 63.1 64.5 48.6 47.2 51.5 46.7 69.9 67.9 31.2 30.4 68.5 68.9 53.4 52.4
2nd Visit 10.2 10.9 10.1 12.6 11.9 13.3 6.1 7.8 12.0 12.9 10.2 8.6 10.8 11.9
3rd Visit 5.8 6.0 6.9 7.4 7.7 7.9 5.1 6.3 11.8 11.3 5.4 6.6 7.3 7.5
≥4 Visits 21.0 18.7 34.5 32.9 29.0 32.1 18.9 18.1 45.0 45.3 15.9 15.9 28.5 28.2
Table 7 - Frequency of Previous Visits to Barbados by Purpose of Visit
Vacation Sports
Games Meet
Medical/ Health/
Wellness Business Only Vacation
Business Visit Friends
Relatives Honey-moon
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
1st Visit 55.1 55.2 56.7 48.1 40.0 34.1 50.4 48.2 45.4 42.7 26.5 28.8 65.0 66.2
2nd Visit 10.7 12.2 13.8 10.3 14.3 19.8 11.5 12.5 11.2 12.6 11.4 10.3 9.3 8.5
3rd Visit 7.1 7.2 10.4 8.4 11.4 11.0 7.0 8.2 7.1 8.7 8.9 9.3 5.5 4.0
≥4 Visits 27.0 25.5 19.0 33.2 34.3 35.2 31.1 31.0 36.3 36.1 53.2 51.6 20.2 21.3
Wedding Conference/ Meeting/Incentive Golf Festival Other Total
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
1st Visit 79.5 78.1 45.4 44.0 35.5 44.3 77.8 20.0 45.1 39.6 53.4 52.4
2nd Visit 7.6 7.9 9.3 11.0 12.9 14.8 0.0 3.3 9.4 11.2 10.8 11.9
3rd Visit 2.6 4.3 11.0 12.3 14.5 11.5 22.2 16.7 10.7 8.8 7.3 7.5
≥4 Visits 10.3 9.7 34.4 32.7 37.1 29.5 0.0 60.0 34.8 40.4 28.4 28.1
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4.3 Party Composition and Size Table 8 - Travel Companions by Country of Residence
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE CARIBBEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Alone 16.8 13.9 11.4 11.2 6.3 6.6 13.2 13.7 39.4 33.7 23.1 23.9 14.7 13.8 Spouse/ Partner 41.2 40.0 46.9 43.7 48.6 53.3 47.7 51.0 20.6 25.2 28.1 35.1 42.4 43.1
Family 28.8 27.9 29.4 27.4 33.3 27.1 25.6 20.8 24.6 24.9 21.0 27.3 29.7 27.0 Group/ Friends 11.0 16.8 10.9 14.7 10.6 11.5 10.2 10.9 12.0 10.0 22.0 10.5 11.2 13.8
Other 2.1 1.4 1.3 3.0 1.3 1.4 3.3 3.5 3.4 6.1 5.9 3.2 2.0 2.3
Table 9 - Travel Companions by Purpose of Visit %
Vacation Sports/
Games Meet
Medical/ Health/
Wellness
Business Only
Vacation/ Business
Visit Friends Relatives Honey-moon
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Alone 9.3 8.7 14.4 14.1 27.9 24.4 24.6 22.6 33.1 27.2 41.3 35.1 15.8 12.7
Family 29.8 25.8 14.4 17.3 28.4 25.0 41.3 36.7 16.2 16.5 27.3 33.1 19.0 21.7
Group/ Friends
11.9 15.4 36.4 37.8 5.5 2.5 6.5 9.9 12.0 21.3 3.4 4.3 0.7 1.8
Spouse/ Partner
47.8 48.8 29.0 27.0 30.1 45.0 23.2 25.8 34.4 26.6 27.5 24.5 64.2 63.5
Other 1.2 1.3 5.8 3.8 8.2 3.1 4.3 5.1 4.3 8.4 0.4 3.1 0.3 0.2
Wedding
Conference/ Meeting/ Incentive
Golf Festival Other Total
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Alone 8.2 7.5 47.7 40.5 39.6 32.9 14.3 18.7 37.8 29.2 14.7 13.8
Family 25.4 32.6 13.3 19.8 13.5 15.1 42.9 25.3 26.5 31.1 29.7 27.0 Group/ Friends 16.3 8.2 10.5 16.6 30.2 28.8 0.0 9.9 14.0 9.0 11.2 13.8 Spouse/Partner 50.1 50.8 19.2 17.8 14.6 16.4 42.9 39.6 15.8 28.6 42.4 43.2
Other 0.0 0.8 9.2 5.3 2.1 6.8 0.0 6.6 5.9 2.1 2.0 2.2
Page | 19
Table 10 - Barbadian Resident Abroad by Country of Residence
UNITED STATES
CANADA UNITED KINGDOM
OTHER EUROPE
CARIBBEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Yes 13.8 15.0 8.1 9.5 2.8 4.1 2.3 3.1 3.4 2.9 4.2 4.6 7.2 9.0
No 86.2 85.0 91.9 90.5 97.2 95.9 97.7 96.9 96.6 97.1 95.8 95.4 92.8 91.0
5 TRAVEL PLANNING AND BEHAVIOUR 5.1 Sources of Information in Deciding to Visit 5.2 Factors Influencing Decision to Visit 5.3 Advance Planning Time 5.4 Travel Arrangements 5.5 Type of Accommodation Used 5.6 Length of Stay 5.7 Feeling of Safety
Page | 21
5 Travel Planning and Behaviour There were several sources of information referenced prior to the visit to Barbados; some relied on more heavily than others. The heavy reliance on friends/relatives and the internet were evident in both years. Information from friends/relatives was very important to 20% of the visitors in 2016, down from 25% in 2015. Information from the internet was very important to 16% of the visitors in 2016 compared to 18% in 2015. Travel agents and travel brochures and magazines also provided information that influenced visitors’ decisions, although to a smaller degree. Friends/Relatives were also the main sources of information in individual markets in both years. A special airfare was a key decision making factor in visitors’ choice to visit Barbados. Larger proportions of visitors attributed more importance to the factors in 2016 than for the year 2015. Forty-seven percent of the visitors in 2016 said a special airfare was very important in their decision compared to 44% in 2015. An accommodation discount was very important in the decision of 42% of visitors in 2016, compared to 36% in 2015. There was an appreciable increase in the share of visitors aided in their decision by a specially discounted package, 39% in 2016 compared to 29% in 2015. Special airfare was important across individual markets although slightly less important to Other Europeans. Visitors to Barbados, in both years, planned their trips well in advance of arriving on the island. Overall, 72% of the visitors in 2016 planned the trip at least one month before travelling, including 42% who planned three months or more ahead of the trip. Proportions were similar in 2015 when 65% took a least one month planning including 42% of the visitors who planned at least three months in advance. The majority of UK visitors (62%) planned the trip three months or more in advance, well ahead of visitors from Other Europe (48%), Canada (39%) and the United States (37%) who planned during the same time frame. Caribbean travellers did not show a clear preference for a particular time interval for planning the trip but were concentrated between one and three months (69%). Eighty percent of the visitors in 2016 made their own travel arrangements, compared to 73% in 2015. The use of prepaid packages also fell in individual markets and by purpose of visit, except honeymoon, between the two years. Also, the use of the prepaid package declined the more often visitors came to the island. Half of the visitors to the island during 2016 stayed in traditional hotels, compared to 49% one year earlier. Sixteen percent chose accommodation with friends/relatives, while 12% opted for apartments. The United Kingdom registered the greatest share of travellers using all-inclusive hotels in 2016 (51%). Traditional hotels were mostly used by visitors from the United States (43%). The average length of stay in 2016 was the same as in 2015, 9.3 nights. The greatest share of visitors (47%) recorded a length of stay between four and seven nights compared to 42% in
Page | 22
2015. Thirty-two percent of the visitors spent between eight and 14 nights on the island in 2016 compared to 39% in 2015. North Americans, 61% from the United States and 49% from Canada, had a shorter length of stay of 4 – 7 nights compared the Europeans who stayed between eight and 14 nights, 55% from the UK and 31% from Other Europe.
Page | 23
5.1 Sources of Information in Decision to Visit Table 11 - Importance of Information Sources %
Not Important Not So
Important Somewhat Important Important Very Important
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Internet 13.7 10.7 3.3 3.0 7.4 5.5 12.6 9.7 18.3 15.7
TV AD 32.1 32.5 8.3 7.2 5.4 4.8 2.8 2.9 2.1 1.9
TV Program 34.6 28.5 8.9 7.0 6.4 4.7 3.5 2.9 2.0 1.6
TV News Item 24.4 43.1 6.3 8.6 4.0 4.4 2.0 2.9 1.9 2.3
Magazine Advertisement 30.7 31.6 7.8 7.9 6.6 5.2 3.6 3.1 2.0 1.5
Magazine Article 31.4 26.6 8.1 6.5 8.2 5.9 5.1 3.7 2.5 2.0
Travel Brochure 25.5 26.5 6.2 5.9 7.6 6.7 6.6 6.0 4.7 4.3
Travel Agent 30.7 23.6 5.8 4.9 5.9 4.8 7.0 5.5 6.4 5.3
Friends/Relatives 12.3 9.7 2.2 1.7 5.1 3.6 11.2 8.8 25.0 20.4
Other Sources 38.4 6.2 5.3 2.2 4.4 1.2 6.7 3.5 26.5 5.6
Table 12 – Index Rating of the Importance of Information Sources by Country of Residence
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE C’BEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2105 2016
Internet 6.0 6.0 5.1 5.3 5.7 5.8 6.4 5.9 6.2 6.1 6.3 6.7 5.8 5.9
TV AD 1.9 1.9 1.5 1.6 1.7 1.6 1.6 1.6 2.8 2.8 2.3 2.0 1.9 1.9
TV Program 1.8 1.9 1.5 1.5 1.8 1.8 1.7 1.8 2.8 3.0 2.2 2.2 1.9 1.9
TV News Item 2.0 1.5 1.5 1.3 1.8 1.4 1.3 1.2 1.9 2.3 2.3 1.5 1.9 1.6 Magazine Advertisement 1.8 1.6 1.6 1.5 2.1 1.8 2.2 1.8 2.6 2.5 2.5 2.5 2.0 1.8 Magazine Article 2.1 2.0 1.9 1.8 2.4 2.3 2.6 2.5 2.9 2.9 2.8 2.9 2.3 2.2 Travel Brochure 2.5 2.4 2.5 2.3 3.4 3.3 3.4 3.1 3.2 3.1 3.2 3.3 3.0 2.8
Travel Agent 2.5 2.6 2.4 2.7 3.1 3.5 3.3 3.1 3.3 3.3 3.4 3.2 2.8 3.0 Friends/ Relatives 6.5 6.5 7.4 7.2 6.5 6.7 6.5 6.5 6.9 7.0 6.1 6.3 6.6 6.7
Other Sources 3.8 4.0 4.5 6.7 4.5 5.0 3.9 5.0 4.8 4.8 4.7 3.2 4.3 4.6 10=very important 7.5= important 5-somewhat important 2.5=not so important 0=not important
Page | 24
Table 13 –Index Rating of the Importance of Information Sources by Purpose of Visit
Vacation Sports/
Games Meet
Medical/ Health/
Wellness
Business Only
Vacation/ Business
Visit Friends /Relatives Honeymoon
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Internet 5.7 5.8 5.1 5.5 7.1 7.0 5.4 4.4 6.7 6.8 5.2 5.4 3.6 3.8
TV AD 1.7 1.8 1.9 2.4 2.6 2.6 2.5 2.1 2.3 2.0 2.2 2.5 1.7 1.6
TV Program 1.7 1.9 2.0 2.4 2.8 2.8 2.6 2.1 2.3 2.0 2.2 2.5 1.8 1.9
TV News Item 1.8 1.5 1.0 2.6 2.7 2.3 1.1 1.2 1.9 1.7 1.8 2.6 1.6 1.0 Magazine Advertisement 2.0 1.7 2.1 2.3 2.8 2.6 2.3 1.7 2.2 1.9 2.2 2.5 1.8 1.6 Magazine Article 2.2 2.2 2.3 2.4 3.0 2.7 2.5 2.5 2.5 2.3 2.4 2.7 1.9 1.8 Travel Brochure 3.0 2.8 2.7 3.0 3.3 2.7 2.7 2.4 2.9 3.0 2.8 3.1 1.9 1.9
Travel Agent 2.9 3.0 2.7 3.3 2.9 3.4 2.5 2.6 3.0 3.2 2.7 3.3 1.8 1.9 Friends/ Relatives 6.7 6.7 4.9 6.8 6.1 6.4 5.8 5.8 6.5 6.5 6.0 6.4 7.3 7.3
Other Sources 4.0 4.8 5.9 6.3 2.5 5.0 4.7 4.0 4.9 4.2 4.6 5.5 4.5 1.3 10=very important 7.5= important 5-somewhat important 2.5=not so important 0=not important
Wedding
Conference/ Meeting/ Incentive
Golf Other Festival Total
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Internet 7.2 6.3 5.4 6.0 5.2 5.1 6.5 6.8 7.0 4.1 5.8 5.9
TV AD 2.1 1.7 1.8 2.1 2.3 2.2 2.3 2.3 2.0 2.5 1.9 1.9
TV Program 2.2 1.8 2.0 2.2 2.0 2.2 2.4 2.3 3.3 2.2 1.9 1.9
TV News Item 1.8 1.4 2.5 2.0 1.7 1.6 2.2 1.9 0.0 0.0 1.9 1.6 Magazine Advertisement 2.2 1.7 2.0 2.0 2.0 2.0 2.6 2.0 2.0 2.3 2.0 1.8 Magazine Article 2.6 2.0 2.3 2.4 2.3 2.4 2.8 1.9 6.7 2.3 2.3 2.2 Travel Brochure 3.5 3.0 2.8 3.4 2.4 2.8 2.8 2.6 4.5 2.7 3.0 2.8
Travel Agent 3.1 3.1 3.3 4.0 2.7 3.0 2.9 2.8 6.9 3.1 2.8 3.0 Friends/ Relatives 7.1 6.7 7.0 7.3 6.5 7.0 6.6 7.0 5.0 7.6 6.6 6.7
Other Sources 3.7 4.9 3.4 5.4 5.6 5.7 1.9 0.0 10.0 0.0 4.3 4.6 10=very important 7.5= important 5-somewhat important 2.5=not so important 0=not important
Page | 25
5.2 Factors Influencing Decision to Visit Table 14 - Importance of Factors in Decision to Visit %
Not Important Not So Important
Somewhat Important Important Very Important
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Special Airfare 16.5 11.3 5.6 7.6 12.6 13.4 21.7 20.4 43.6 47.3 Discount on Accommodation 23.1 13.9 5.8 5.7 11.3 14.0 23.9 24.3 35.9 42.1 Special Discount Package 32.6 19.7 7.3 8.0 11.0 14.4 19.7 19.3 29.4 38.6
Other Discount 46.2 26.0 9.8 9.9 10.2 15.5 15.1 17.5 18.7 31.2
Table 15 – Index Rating of the Importance of Factors in Decision to Visit by Country of Residence
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE C’BEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Special Airfare 7.4 7.6 7.2 7.4 6.3 7.0 6.4 6.6 7.4 7.4 6.6 7.1 7.0 7.4 Discount on Accommodation 6.8 7.5 5.9 6.6 5.5 6.2 6.3 6.3 7.2 7.3 5.2 6.8 6.3 7.0 Special Discount Package 5.8 6.9 4.8 5.7 4.8 5.5 5.9 5.5 6.7 6.8 4.1 5.8 5.4 6.4
Other Discount 4.6 5.4 4.0 4.3 3.3 4.1 4.4 6.0 6.0 6.0 4.9 5.6 4.3 5.0
5.3 Advance Planning Time Table 16 - Advance Planning Time by Country of Residence %
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE CARIBBEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Less Than 1 Week 5.5 6.1 5.5 6.0 2.1 2.8 4.7 4.5 16.8 17.4 8.7 9.3 5.5 6.4 1 - 2 Weeks 7.7 8.6 7.6 7.6 3.7 4.3 7.3 6.7 19.9 22.2 11.5 12.0 7.6 8.7 2 Weeks to 1 Month 14.3 14.1 11.0 11.0 6.4 6.7 8.5 12.6 23.7 22.9 11.5 21.3 11.6 12.5 1 - 3 Months 33.5 34.0 35.1 36.8 22.6 24.8 31.3 28.4 25.0 23.4 28.2 29.4 28.5 30.0 3 Months or More 39.0 37.1 40.8 38.6 65.1 61.5 48.2 47.8 14.6 14.0 40.1 28.0 46.8 42.4
Page | 26
Table 17 - Advance Planning Time by Purpose of Visit %
Vacation Sports/ Games Meet
Medical/Health/Wellness Business Only Vacation/
Business Visit Friends/
Relatives Honeymoon
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Less Than 1 Week 3.6 4.5 2.3 9.7 25.4 22.4 9.0 10.1 15.6 9.5 13.6 12.5 3.0 3.4 1 - 2 Weeks 5.6 7.0 6.6 10.0 17.3 16.4 13.3 14.6 16.5 16.1 12.0 10.9 4.7 5.0 2 Wks to 1 Month 10.5 12.2 9.5 9.1 13.9 12.5 12.9 12.9 21.8 19.6 18.0 14.1 9.1 9.2 1 - 3 Months 30.5 31.0 20.0 27.1 26.0 25.0 21.8 24.0 27.6 37.4 29.8 31.0 28.9 28.7 3 Months or More 49.8 45.3 61.6 44.0 17.3 23.7 43.0 38.3 18.5 17.4 26.6 31.5 54.3 53.7
Wedding
Conference/Meeting/ Incentive
Golf Festival Other Total
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Less Than 1 Week 1.4 2.4 11.0 9.5 14.9 9.4 0.0 6.7 24.1 23.9 5.5 6.3 1 - 2 Weeks 4.0 2.7 18.5 12.8 5.7 7.8 21.4 6.7 19.2 17.6 7.6 8.7 2 Wks to 1 Month 4.0 3.5 22.0 19.0 19.5 15.6 7.1 1.1 19.5 16.9 11.6 12.5 1 - 3 Months 24.0 29.9 23.6 31.0 43.7 34.4 42.9 32.6 15.8 17.6 28.5 30.0 3 Months or More 66.6 61.5 24.9 27.8 16.1 32.8 28.6 52.8 21.4 23.9 46.8 42.4
Table 18 - Advance Planning Time by Travel Arrangements %
Package Own Arrangement TOTAL
2015 2016 2015 2016 2015 2016
Less Than 1 Week 2.0 2.7 6.7 7.3 5.5 6.4
1 - 2 Weeks 4.4 5.1 8.7 9.6 7.5 8.7
2 Weeks to 1 Month 8.3 9.0 12.8 13.4 11.5 12.5
1 - 3 Months 27.1 29.7 29.0 30.1 28.5 30.0
3 Months or More 58.2 53.6 42.9 39.6 47.1 42.4
Page | 27
5.4 Travel Arrangements Table 19 - Travel Arrangements by Country of Residence %
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE CARIBBEAN OTHER 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Package 17.0 14.9 16.3 16.2 47.3 36.9 21.6 11.4 6.7 5.2 17.9 5.0 27.4 20.5 Own Arrangement 83.0 85.1 83.7 83.8 52.7 63.1 78.4 88.6 93.3 94.8 82.1 95.0 72.6 79.5
Table 20 - Travel Arrangements by Purpose of Visit %
Vacation Sports/ Games Meet
Medical/Health/Wellness
Business Only
Vacation/ Business
Visit Friends/ Relatives Honeymoon
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Package 30.3 22.9 43.5 21.8 12.5 3.9 24.5 21.9 8.7 6.6 4.2 3.3 25.9 27.1 Own Arrange-ment 69.7 77.1 56.5 78.2 87.5 96.1 75.5 78.1 91.3 93.4 95.8 96.7 74.1 72.9
Wedding
Conference/ Meeting/ Incentive
Golf Festival
Other Total
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Package 28.5 23.3 16.2 9.5 12.4 12.3 14.3 7.9 7.1 5.2 27.4 20.6 Own Arrangement 71.5 76.7 83.8 90.5 87.6 87.7 85.7 92.1 92.9 94.8 72.6 79.4
Table 21 -Travel Arrangements by Frequency of Previous Visits %
First Visit Second Visit Third Visit Four or More Visits Total
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Package 34.9 25.1 32.4 25.0 26.6 18.2 16.9 14.3 28.9 21.7
Own Arrangement 65.1 74.9 67.6 75.0 73.4 81.8 83.1 85.7 71.1 78.3
Page | 28
5.5 Type of Accommodation Used Figure 11 - Type of Accommodation
Table 22 - Type of Accommodation by Country of Residence %
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE CARIBBEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 All Inclusive hotel 5.1 6.4 5.6 6.7 14.7 13.9 5.4 4.8 5.1 4.8 15.2 3.9 9.0 8.5
Other hotel 53.2 54.5 37.4 41.4 51.7 51.0 45.7 46.6 40.4 44.7 52.1 58.6 48.7 50.4
Guest house 5.7 5.5 6.7 5.0 1.6 1.8 9.9 9.9 7.2 8.0 5.2 6.6 4.6 4.7 Friend/ Relative 17.3 17.6 15.9 18.3 6.9 9.4 9.5 9.2 28.1 27.3 7.5 11.0 13.9 15.8
Apartment 8.9 8.0 14.2 13.1 15.2 15.6 21.2 19.2 14.2 12.4 14.5 15.3 13.2 12.0
Villa 5.0 4.1 10.2 6.9 7.3 6.4 5.8 6.4 2.6 1.5 4.0 2.5 6.3 4.9
Condo 3.1 2.4 8.0 6.9 1.5 1.1 1.2 0.4 1.0 0.6 0.5 0.6 2.8 2.3
Other 1.7 1.5 2.0 1.6 1.2 0.9 1.4 3.5 1.5 0.7 0.9 1.5 1.5 1.3
0
10
20
30
40
50
60
%
Type of Accommodation
2015
2016
Page | 29
Table 23 - Type of Accommodation by Purpose of Visit (%)
Vacation Sports/
Games Meet
Medical/ Health/
Wellness
Business Only
Vacation/ Business
Visit Friends/ Relatives
Honeymoon
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 All Inclusive hotel 10.5 10.1 7.7 5.3 3.9 5.1 6.0 6.8 3.0 3.2 1.7 1.2 10.5 7.6
Other hotel 48.7 52.2 63.4 56.8 38.9 31.6 56.4 57.1 53.2 54.2 11.1 12.7 47.2 53.0
Guest house 4.4 4.9 5.3 5.0 8.3 5.1 5.7 5.0 5.8 5.6 3.1 3.0 3.0 2.9 Friend/ Relative 10.5 11.3 2.3 8.8 22.8 31.6 12.8 10.6 15.7 14.6 67.7 69.8 26.8 23.8
Apartment 13.1 11.4 15.6 19.4 18.3 19.6 16.7 18.3 11.4 10.8 7.7 7.3 9.4 10.0
Villa 7.7 5.9 4.0 2.6 5.0 4.4 1.8 1.4 4.6 7.7 3.5 2.9 1.9 1.2
Condo 3.7 3.0 0.7 1.2 0.0 1.3 0.3 0.4 3.6 1.6 2.5 1.5 0.0 0.9
Other 1.4 1.3 0.9 0.9 2.8 1.3 0.3 0.4 2.7 2.3 2.6 1.7 1.2 0.6
Wedding
Conference/ Meeting/ Incentive
Golf Festival Other TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
All Inclusive hotel 8.8 13.2 8.7 5.3 3.2 4.1 0.0 0.0 1.3 1.9 9.0 8.5
Other hotel 58.3 57.2 64.6 59.3 58.5 68.5 71.4 33.0 29.2 35.1 48.7 50.5
Guest house 4.7 3.3 2.9 5.8 7.4 0.0 0.0 6.6 6.9 6.1 4.6 4.7
Friend/relative 7.9 12.5 10.0 13.3 13.8 13.7 14.3 42.9 25.5 34.4 13.8 15.8
Apartment 11.5 8.4 11.9 9.7 10.6 6.8 14.3 8.8 15.3 14.1 13.3 12.0
Villa 7.9 3.2 0.0 1.7 3.2 6.8 0.0 1.1 10.6 3.2 6.3 4.9
Condo 0.8 1.0 0.5 0.0 0.0 0.0 0.0 0.0 0.6 1.5 2.8 2.3
Other 0.0 1.2 1.3 4.8 3.2 0.0 0.0 7.7 10.6 3.6 1.5 1.3
Table 24 - Type of Accommodation by Frequency of Previous Visits (%)
First Visit Second Visit Third Visit Four or More Visits 2015 2016 2015 2016 2015 2016 2015 2016
All Inclusive hotel 11.5 10.5 10.1 9.2 9.3 9.7 6.1 6.3
Other hotel 57.7 60.4 52.3 52.1 48.3 44.0 39.5 42.7
Guest house 4.8 4.6 4.8 5.4 4.4 5.8 4.3 4.0
Friend/relative 5.7 6.9 9.6 11.2 12.8 15.2 18.1 20.7
Apartment 11.3 10.0 14.4 13.4 13.3 13.5 17.3 16.5
Villa 5.3 4.5 5.5 5.7 7.1 7.0 9.1 5.5
Condo 2.2 2.0 2.3 2.2 3.7 4.4 4.2 2.7
Other 1.3 1.1 1.1 0.9 1.2 0.5 1.5 1.5
Page | 30
5.6 Length of Stay Table 25 - Length of Stay (nights) by Country of Residence (%)
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE CARIBBEAN OTHER TOTAL
Nights 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
1 - 3 11.6 14.1 5.3 6.8 2.9 3.4 9.9 11.9 28.9 35.5 18.2 13.9 9.5 12.3
4 - 7 60.1 60.6 43.0 48.5 27.5 31.7 30.8 42.2 44.4 42.0 46.4 51.9 42.3 47.2
8 - 14 22.3 20.5 36.6 32.5 60.1 54.7 44.6 31.3 16.4 15.0 27.4 23.6 38.7 32.4
15 - 21 3.4 2.8 7.1 5.6 6.5 6.6 8.7 9.3 4.3 4.5 4.5 5.2 5.4 4.8
> 21 2.5 2.0 8.0 6.6 3.0 3.5 6.0 5.2 6.0 3.0 3.4 5.4 4.0 3.4
Table 26 - Length of Stay (nights) by Purpose of Visit (%)
Vacation
Sports Games Meet
Medical/ Health
Wellness
Business Only
Vacation/ Business
Visit Friends Relatives
Honey-moon
Nights 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
1 - 3 6.8 9.6 3.4 20.9 18.6 23.1 17.9 20.8 22.2 24.0 10.8 9.8 4.4 4.8
4 - 7 43.3 49.8 36.3 35.4 37.8 29.4 38.5 39.8 43.9 48.2 37.2 33.7 46.3 51.4
8 - 14 41.1 33.5 56.1 33.0 26.7 32.5 34.7 32.3 20.0 15.3 33.6 38.8 36.3 35.0
15 - 21 5.1 4.4 3.2 9.1 5.2 8.8 6.5 4.7 6.7 3.8 9.4 10.4 8.7 5.0
> 21 3.7 2.7 0.9 1.5 11.6 6.3 2.3 2.4 7.2 8.7 9.1 7.3 4.4 3.8
Wedding Conference/ Meeting/Incentive Golf Festival Other Total
Nights 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
1 - 3 7.8 11.9 33.9 27.5 27.1 20.5 28.6 5.5 26.9 30.3 9.5 12.2 4 - 7 53.7 56.7 45.6 52.2 57.3 56.2 28.6 28.6 29.6 33.0 42.4 47.2 8 - 14 36.2 28.9 16.4 15.0 14.6 20.5 42.9 47.3 20.9 20.9 38.7 32.4 15 - 21 1.9 1.7 2.1 3.2 0.0 2.7 0.0 9.9 4.6 3.3 5.4 4.8 > 21 0.5 0.8 2.1 2.2 1.0 0.0 0.0 8.8 18.0 12.6 4.0 3.4
6 VISITOR PERCEPTIONS 6.1 Feeling of Safety 6.2 Overall Product Rating
Page | 32
6 Visitor Perceptions Beaches were the highest rated product component in both years. Ninety-six percent of visitors in 2016 thought they were excellent (74%) or good (22%), compared to 94% in 2015. Accommodation (89%), water sports (86%), restaurants (85%), tours/excursions (84%), taxis/hired cars and airline connections (81% each) were all rated excellent or good by significant proportions of visitors. Beaches received the highest rating in each market. Other Europeans were hard markers and were not as complimentary as other travellers, rating below the overall average rating for each product component. Visitors continue to identify Barbados as a safe place to visit. Once again, as they did in 2015, 98% of the visitors said they felt safe while in Barbados. Continental Europeans were slightly more concerned for safety than other travellers.
6.1 Feeling of Safety Table 27 - Feeling of Safety by Country of Residence (%)
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE CARIBBEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Yes 97.2 98.1 98.2 98.6 98.6 98.6 96.2 97.7 98.0 98.1 99.5 94.6 98.0 98.2
No 2.8 1.9 1.8 1.4 1.4 1.4 3.8 2.3 2.0 1.9 0.5 5.4 2.0 1.8
Page | 33
6.2 Overall Product Rating Figure 12 - Rating of Product Components
Table 28 - Rating of Product Components (%)
Very Poor Poor Average Good Excellent 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Airline Connections 1.8 2.4 3.4 3.7 11.8 12.5 45.1 43.3 37.9 38.1
Sales Personnel 1.1 1.2 3.5 3.7 21.0 22.4 46.0 44.2 28.3 28.4
Shopping 1.1 0.8 4.6 3.8 28.1 26.6 44.6 45.7 21.7 23.2
Beaches 0.3 0.1 1.0 0.3 4.8 3.2 27.7 22.3 66.2 74.2
Water Sports 0.3 0.4 1.6 1.8 13.4 11.9 39.7 37.1 45.0 48.8
Environment/Cleanliness 1.1 1.1 4.7 3.9 18.6 16.9 42.4 42.0 33.2 36.1
Taxis/Hired Cars 0.7 0.9 2.5 2.7 16.0 15.9 46.4 46.0 34.3 34.6
Tours/Excursions 0.4 0.5 1.5 1.5 15.3 14.3 44.5 42.4 38.3 41.3
Immigration 2.8 3.1 5.2 5.7 16.5 15.9 45.0 43.6 30.6 31.7
Customs 2.4 2.9 4.7 5.4 15.8 16.1 46.2 44.5 30.9 31.2
Accommodation 0.5 0.7 1.3 1.3 9.0 9.2 38.6 36.8 50.7 52.1
Restaurants 0.4 0.5 1.8 1.9 12.6 12.5 43.8 42.8 41.4 42.2
Night Life 0.7 0.6 3.1 3.3 21.1 20.2 46.1 44.7 29.0 31.1
Handicrafts/Souvenirs 0.8 0.7 4.4 4.0 29.6 26.7 44.3 46.1 20.9 22.5
Range of Duty-Free Goods 0.6 0.6 4.1 4.3 28.4 27.0 44.0 45.5 22.8 22.6
Price of Duty-Free Goods 1.2 1.3 6.2 5.4 30.8 30.4 40.4 41.4 21.3 21.5
Other 2.8 1.9 1.5 1.2 11.8 9.7 41.0 42.3 42.9 44.8
0.0 2.0 4.0 6.0 8.0 10.0
Airline ConnectionsSales Personnel
ShoppingBeaches
Water SportsEnvironment/Cleanliness
Taxis/Hired CarsTours/Excursions
ImmigrationCustoms
AccommodationRestaurants
Night LifeHandicrafts/Souvenirs
Range of Duty-Free…Price of Duty-Free Goods
Rating
2016
2015
Page | 34
Table 29 - Index Rating of Product Components by Country of Residence
UNITED STATES CANADA UNITED
KINGDOM OTHER
EUROPE CARIBBEAN OTHER TOTAL
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Airline Connections 7.8 7.7 8.0 8.0 8.1 8.2 7.2 6.9 7.3 7.2 7.1 7.1 7.8 7.8 Sales Personnel 7.5 7.5 7.4 7.2 7.4 7.3 6.8 6.7 7.3 7.3 7.2 7.1 7.4 7.3
Shopping 7.2 7.4 7.1 7.1 7.0 7.1 6.1 6.2 7.3 7.1 6.8 6.5 7.1 7.2
Beaches 8.9 9.3 9.1 9.3 9.1 9.3 8.9 9.1 8.7 9.0 8.9 9.3 9.0 9.2
Water Sports 8.2 8.3 8.0 8.0 8.2 8.4 8.0 8.0 8.0 7.9 8.0 8.2 8.2 8.3 Environment/Cleanliness 7.7 7.8 7.1 7.4 7.6 7.7 6.8 6.9 7.8 7.8 7.5 7.6 7.6 7.7 Taxis/Hired Cars 7.9 7.9 7.7 7.6 7.8 7.7 7.1 7.3 7.6 7.6 7.4 7.3 7.7 7.7 Tours/ Excursions 8.1 8.1 8.1 7.8 7.9 8.0 7.4 7.4 7.7 7.7 7.6 7.6 7.9 8.0
Immigration 7.7 7.7 7.7 7.5 7.1 6.9 7.0 6.7 7.5 7.5 7.4 7.4 7.4 7.4
Customs 7.7 7.7 7.8 7.4 7.2 6.9 7.0 6.9 7.5 7.5 7.5 7.5 7.5 7.4 Accomm- odation 8.4 8.4 8.4 8.5 8.5 8.6 8.0 7.9 8.1 8.2 7.9 8.1 8.4 8.4
Restaurants 8.1 8.1 8.2 8.2 8.2 8.3 7.4 7.4 7.9 7.9 7.6 7.8 8.1 8.1
Night Life 7.7 7.8 7.6 7.8 7.4 7.5 6.7 6.7 7.7 7.7 7.3 7.2 7.5 7.6 Handicrafts/ Souvenirs 7.3 7.4 7.0 7.2 6.8 7.0 6.1 6.4 7.3 7.3 6.8 6.9 7.0 7.2 Range of Duty-Free Goods 7.4 7.4 7.2 7.2 7.0 6.9 6.2 6.3 7.3 7.1 6.8 6.6 7.1 7.2 Price of Duty-Free Goods 7.2 7.2 6.9 6.9 6.9 6.7 5.8 5.9 6.8 6.7 6.5 6.3 6.9 6.9
Other 8.2 8.3 8.3 8.1 8.2 8.1 7.2 7.5 7.8 7.7 8.0 7.9 8.1 8.1 10=very good 7.5= good 5=average 2.5=poor 0=very poor
7 EXPENDITURE 7.1 Structure of Daily Expenditure 7.2 Estimate of Expenditure per Trip 7.3 Estimate of Overall Expenditure
Page | 36
7 Visitor Expenditure Each visitor to Barbados in 2016 spent US$167 on average, approximately US$3 more than in 2015. UK visitor spending was highest, US$185, a 4% increase compared to the previous year. Visitors from the United States spent 1.9% more in 2015 to reach US$168 followed by Other Europeans who spent US$162, a significant falloff from the previous year, and Caribbean visitors who increased average spend by 3.6% to US$155. Miscellaneous markets and, to a lesser extent, Canada also showed declines in average spend when compared to 2015, declining by 20.8% and 2.6% to register US$136 and US$138, respectively. Half of visitor outlay was spent on accommodation in 2016 compared to 55% in 2015. Twenty-four percent was spent on meals and drinks, 8% on miscellaneous items and 7% on transportation. Entertainment/recreation (5%), shopping (4%) and souvenirs (3%) were other items in the visitor’s budget. Average daily expenditure was highest for visitors who stayed in traditional hotels US$280 followed by visitors accommodated in all-inclusive properties, US$249 per day per visitor. As expected spend was lowest for visitors who stayed with friends/relatives, US$87. Taking the weighted daily expenditure, the length of stay, and actual arrivals into consideration, total expenditure by stay-over visitors during 2016 was estimated at US$983.7 million, 9.1% greater than during the year 2015.
Page | 37
7.1 Structure of Daily Expenditure Figure 13 - Average Daily Expenditure
Table 30 - Daily Expenditure per Visitor by Country of Residence US$
United States Canada United Kingdom Other Europe 2015 2016 2015 2016 2015 2016 2015 2016
Accommodation 85.02 81.31 78.87 69.91 109.44 100.67 103.64 74.69 Meals & Drinks 35.51 37.79 30.27 33.58 33.83 48.54 41.45 43.73 Transportation 11.79 12.48 9.54 10.88 10.39 11.11 15.07 15.42 Entertainment/Recreation 7.36 9.09 5.73 5.99 6.16 6.40 8.44 8.34 Souvenirs 4.51 6.52 4.11 4.43 3.53 3.51 4.57 4.75 Other Shopping 5.18 4.80 5.51 5.00 7.28 7.13 8.04 5.63 Other Spending 15.50 15.96 7.48 8.10 6.63 7.40 6.74 9.39 Total 164.81 167.90 141.48 137.82 177.50 184.68 187.87 161.87
Caribbean Other Total 2015 2016 2015 2016 2015 2016
Accommodation 65.62 62.66 84.49 64.00 89.79 83.20 Meals & Drinks 29.95 35.57 42.51 38.53 34.16 39.38 Transportation 15.49 15.28 18.34 11.33 11.20 12.21 Entertainment/Recreation 6.73 8.48 4.92 7.20 6.77 8.03 Souvenirs 4.73 4.62 5.81 4.61 4.57 5.39 Other Shopping 13.73 13.73 6.97 3.43 6.91 6.09 Other Spending 13.15 14.34 8.08 6.34 10.96 13.11 Total 149.31 154.73 171.11 135.52 164.40 167.33
0
20
40
60
80
100
120
140
160
180
200
UnitedStates
Canada UnitedKingdom
OtherEurope
Caribbean Other
US$
2015
2016
Page | 38
Table 31 - Daily Expenditure per Visitor by Country of Residence %
United States Canada United Kingdom Other Europe 2015 2016 2015 2016 2015 2016 2015 2016
Accommodation 51.6 48.4 55.7 50.7 61.7 54.5 55.2 46.1 Meals & Drinks 21.5 22.5 21.4 24.4 19.1 26.3 22.1 27.0 Transportation 7.2 7.4 6.7 7.9 5.9 6.0 8.0 9.5 Entertainment/ Recreation 4.5 5.4 4.0 4.3 3.5 3.5 4.5 5.1 Souvenirs 2.7 3.9 2.9 3.2 2.0 1.9 2.4 2.9 Other Shopping 3.1 2.9 3.9 3.6 4.1 3.9 4.3 3.5 Other Spending 9.4 9.5 5.3 5.9 3.7 4.0 3.6 5.8
Caribbean Other Total 2015 2016 2015 2016 2015 2016
Accommodation 43.9 40.5 49.4 47.2 54.6 49.7 Meals & Drinks 20.1 23.0 24.8 28.4 20.8 23.5 Transportation 10.4 9.9 10.7 8.4 6.8 7.3 Entertainment/Recreation 4.5 5.5 2.9 5.3 4.1 4.8 Souvenirs 3.2 3.0 3.4 3.4 2.8 3.2 Other Shopping 9.2 8.9 4.1 2.5 4.2 3.6 Other Spending 8.8 9.3 4.7 4.7 6.7 7.8
Page | 39
Table 32 - Average Daily Expenditure by Type of Accommodation US$
All Inclusive Hotel
Other Hotel Guest House Friend/Relative Apartment
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016 Accommodation 152.61 137.32 120.85 152.14 62.05 64.79 7.46 9.82 80.05 68.09 Meals & Drinks 37.65 58.49 42.85 63.05 37.12 33.15 26.76 26.96 39.13 37.05 Transportation 9.96 13.56 13.81 17.86 14.21 17.17 9.65 9.61 12.85 14.44 Entertainment/ Recreation 7.84 8.76 7.08 11.65 8.68 8.90 8.66 8.92 7.31 6.38 Souvenirs 5.04 6.32 5.35 8.62 4.71 5.37 5.44 5.51 3.53 3.72 Other Shopping 6.41 6.07 7.96 7.16 11.34 9.52 10.60 10.07 5.61 6.17 Other Spending 15.63 18.81 10.46 19.12 21.91 18.88 14.11 15.96 9.14 8.42 Total 235.14 249.31 248.21 279.55 160.06 157.78 82.67 86.90 157.61 144.36
Villa Condo Other Total 2015 2016 2015 2016 2015 2016 2015 2016
Accommodation 83.63 79.89 81.92 84.55 83.29 42.62 89.79 83.20 Meals & Drinks 33.94 40.75 37.96 41.82 37.42 24.01 34.16 39.38 Transportation 12.13 13.84 11.72 13.09 16.37 11.79 11.20 12.21 Entertainment/Recreation 7.78 10.32 8.15 8.37 4.92 8.06 6.77 8.03 Souvenirs 2.66 2.82 5.11 5.68 5.10 3.54 4.57 5.39 Other Shopping 8.14 8.63 3.25 3.06 3.93 6.90 6.91 6.09 Other Spending 10.55 11.80 11.15 12.78 12.40 7.52 10.96 13.11 Total 158.91 167.95 159.29 169.26 163.38 104.37 164.40 167.33
Page | 40
Table 33 - Average Daily Expenditure by Type of Accommodation %
All Inclusive Hotel
Other Hotel Guest House Friend/Relative Apartment
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Accommodation 64.9 55.1 48.7 54.4 38.8 41.1 9.0 11.3 50.8 47.2 Meals & Drinks 16.0 23.5 17.3 22.6 23.2 21.0 32.4 31.0 24.8 25.7 Transportation 4.2 5.4 5.6 6.4 8.9 10.9 11.7 11.1 8.2 10.0 Entertainment/Recreation 3.3 3.5 2.9 4.2 5.4 5.6 10.5 10.3 4.6 4.4 Souvenirs 2.1 2.5 2.2 3.1 2.9 3.4 6.6 6.3 2.2 2.6 Other Shopping 2.7 2.4 3.2 2.6 7.1 6.0 12.8 11.6 3.6 4.3 Other Spending 6.6 7.5 4.2 6.8 13.7 12.0 17.1 18.4 5.8 5.8
Villa Condo Other Total 2015 2016 2015 2016 2015 2016 2015 2016
Accommodation 52.6 47.6 51.4 50.0 51.0 40.8 54.6 49.7 Meals & Drinks 21.4 24.3 23.8 24.7 22.9 23.0 20.8 23.5 Transportation 7.6 8.2 7.4 7.7 10.0 11.3 6.8 7.3 Entertainment/Recreation 4.9 6.1 5.1 4.9 3.0 7.7 4.1 4.8 Souvenirs 1.7 1.7 3.2 3.4 3.1 3.4 2.8 3.2 Other Shopping 5.1 5.1 2.0 1.8 2.4 6.6 4.2 3.6 Other Spending 6.6 7.0 7.0 7.6 7.6 7.2 6.7 7.8
Page | 41
7.2 Estimate of Expenditure per Trip Figure 14 - Expenditure per Person per Trip
Table 34 - Visitor Expenditure per Person per Trip by Country of Residence US$
Length of Stay Avg. Exp. Total 2015 2016 2015 2016 2015 2016
United States 7.8 8.0 164.81 167.90 1,292 1,342 Canada 10.8 11.3 141.48 137.82 1,530 1,551 United Kingdom 10.5 11.1 177.50 184.68 1,865 2,046 Other Europe 9.1 9.9 187.87 161.87 1,709 1,595 Caribbean 7.2 6.2 149.31 154.73 1,076 954 Other Countries 7.1 8.3 171.11 135.52 1,220 1,121 TOTAL 9.3 9.3 164.40 167.33 1,523 1,558
-
500
1,000
1,500
2,000
2,500
UnitedStates
Canada UnitedKingdom
OtherEurope
C'bean OtherCountries
US$
Expenditure per Person per Trip
2015
2016
Page | 42
Table 35 - Visitor Expenditure by Spending Party per Trip US$
Size of Spending Party Length of Stay Avg. Exp. Total 2015 2016 2015 2016 2015 2016 2015 2016
United States 2.1 2.0 7.8 8.0 164.81 167.90 2,682 2,685 Canada 2.1 1.9 10.8 11.3 141.48 137.82 3,222 2,938 United Kingdom 2.1 2.2 10.5 11.1 177.50 184.68 3,964 4,416 Other Europe 2.0 1.7 9.1 9.9 187.87 161.87 3,412 2,774 Caribbean 1.7 1.6 7.2 6.2 149.31 154.73 1,826 1,520 Other Countries 1.8 1.6 7.1 8.3 171.11 135.52 2,256 1,764 TOTAL 2.1 2.0 9.3 9.3 164.40 167.33 3,123 3,039
7.3 Estimate of Overall Expenditure Table 36 - Total Visitor Expenditure by Country of Residence US$
Total Stay-over Visitor Expenditure by Country of Residence
Arrivals (‘000s) Length of Stay (Days) Weighted Average
Daily Expenditure per person (US$)
Total Expenditure (‘000s)
2015 2016 2015 2016 2015 2016 2015 2016 United States 148.1 168.9 7.8 8.0 164.81 167.90 191,357 226,719 Canada 74.5 78.9 10.8 11.3 141.48 137.82 113,955 122,047 United Kingdom 214.2 218.6 10.5 11.1 177.50 184.68 399,453 447,368 Other Europe 40.9 39.8 9.1 9.9 187.87 161.87 69,808 63,445 Caribbean 88.0 99.7 7.2 6.2 149.31 154.73 94,637 95,106 Other 26.3 25.6 7.1 8.3 171.11 135.52 32,085 28,665 Total 591.9 631.5 9.3 9.3 164.40 167.33 901,294 983,710
Table 37 - Total Visitor Expenditure by Expense Item US$
Percentage Total (‘000s)
2015 2016 2015 2016 % Change
Accommodation 54.6 49.7 492,263 489,133 -0.6 Meals & Drinks 20.8 23.5 187,259 231,542 23.6 Transportation 6.8 7.3 61,400 71,772 16.9 Entertainment/Recreation 4.1 4.8 37,110 47,210 27.2 Souvenirs 2.8 3.2 25,044 31,682 26.5 Other Shopping 4.2 3.6 37,890 35,829 -5.4 Other Spending 6.7 7.8 60,107 77,078 28.2 Total 100 100 901,294 983,710 9.1
APPENDIX Comments - Word Cloud Questionnaire
Page | 44
Appendix (Word Cloud) (Questionnaire) Visitors to Barbados made a variety of comments about the island and their stay, both positive and negative. However, some words were more frequently mentioned than others. ‘Love’ was mentioned 394 times. Other positive words included friendly (256), beautiful (168) and enjoyed (113), wonderful (95) and excellent (80). On the negative side, ‘poor’ was mentioned 104 times, rude (53) and garbage (42). See the word cloud below.
