Download
1 / 22
220 likes | 391 Views
VisitEngland Tourism Trends. Jane Darragh June 2014. Total tourism spending in England in 2013 was c.£83bn. Source: GBTS 2013, GBDVS 2013, IPS 2013. A challenging start and end to the year left domestic overnight trends down slightly on 2013. Trips (m). 2013 % change . Holiday. -2%.
E N D
VisitEngland Tourism Trends Jane Darragh June 2014
Total tourism spending in England in 2013 was c.£83bn Source: GBTS 2013, GBDVS 2013, IPS 2013
A challenging start and end to the year left domestic overnight trends down slightly on 2013 Trips (m) 2013 % change Holiday -2% VFR -2% -5% Business Source: GBTS
The burning question – what happens next??? Trips (m) Source: GBTS
Consumer confidence has improved – but there’s still a long way to go... Source: VisitEngland Staycation Research
Recession impacts seen in travel patterns - more trips taken by the most affluent while the least well-off take fewer trips than before... 2006 vs 2013 Trips (m) +29% +14% +6% -20% Source: GB Tourism Survey
...and “discretionary thrift” is a habit that’s likely to stay with us “This is habit forming, rather than just a blip. For younger people, a significant proportion of their life has been spent in this climate - it’s seen as weird to pay over the odds” Gavin Flynn, Senior VP, IHG
UK residents have spent more on leisure in the last few years despite making cutbacks elsewhere – the “play society” Source: Office for National Statistics
Increased volumes have been driven most by older age groups... 2006 vs 2013 Trips (m) +10% +31% -6% Source: GB Tourism Survey
...a trend that is likely to continue into the future as the population structure changes More younger people +11.2% +19.2% +10.5% -3.4% UK population change 2013-2020 +10% 65-79s 80+ Under 18s 50-64s 35-49s 18-34s +1.2% Fewer ‘squeezed middle’ More older people (NB – baby boomers are now retiring – a different mindsetthan previous generations!)
...though the current baby boom will also have an impact More younger people +11.2% +19.2% +10.5% -3.4% UK population change 2013-2020 +10% 65-79s 80+ Under 18s 50-64s 35-49s 18-34s +1.2% Fewer ‘squeezed middle’ More older people (NB – baby boomers are now retiring – a different mindsetthan previous generations!)
...piling pressure on the squeezed middle More younger people +11.2% +19.2% +10.5% -3.4% UK population change 2013-2020 +10% 65-79s 80+ Under 18s 50-64s 35-49s 18-34s +1.2% Fewer ‘squeezed middle’ More older people (NB – baby boomers are now retiring – a different mindsetthan previous generations!)
Holiday trips are getting shorter and shorter It means we can make most of a long weekend …and means we can have more short holidays rather than longer ones 3.65 “I am self-employed… I can’t be away for more than 5 days in case a job comes in.. If you’re not here to do it you wont be asked again” “It doesn’t feel right spending too much on holiday just now” 3.33 Source: GB Tourism Survey
Last minute is now the norm Source: GBTS
...online booking has grown by over 100% in recent years... Source: GB Tourism Survey Source: GB Tourism Survey
..and we’re seeing a massive change in how people access the internet... According to Mediacom, around one in five of the UK population ONLY access the internet using a mobile device Source: Trajectory
...and in how they tell others about their holiday Social media activity after last domestic holiday Age Groups Source: VE Brand & Communications Tracker
“FOMO” is on the rise and can work in our favour ...but it can make life overwhelming - how can we make things easier for people? Source: Trajectory
VisitEngland Tourism Trends Jane Darragh June 2014
