Herefordshire Perception & Awareness Research

1. Herefordshire Perception & Awareness Research January 2012 Contacts: Ben.moxon@arkenford.co.uk

2. Introduction • The Marches Local Enterprise Partnership (MLEP) area covers the local authority areas of Herefordshire Council, Shropshire Council and Telford and Wrekin Council. • This research is being undertaken to inform the 3 component local authority areasabout; • The profile (and relevance) of current visitors? • The types of trips taken • The emerging markets? • The markets that provide best ROI? • The types of message they will respond to? • How to package up the product for these markets? • In short the research will : • Demonstrate clearly the profile of existing visitors to the region (and specific local authority areas within it) • Provide the necessary strategic insight to identify types of potential visitors that could be targeted for a future visit

3. Methodology • Arkenford conducted an online survey using an online panel provider • A total of 1502 interviews conducted • Quotas set on respondent origin • 501 respondents living within 90 minute drive time from The Marches • 1001 respondents living further afield • And past visit or future visit consideration • At least 500 consider Shropshire as ‘My Type of Place’ • At least 500 consider Herefordshire as ‘My Type of Place’ • At least 500 consider Ironbridge Gorge as ‘My Type of Place’ • This ensures that we can produce stand alone reports for each destinations as well as wider report for The Marches • Fieldwork conducted in December 2011 • A review of other existing insight helps add context to the primary research

4. Destination awareness & Appeal

5. Awareness of Destinations • Awareness and appeal of areas within The Marches is greater than for the wider area itself • Awareness and appeal of Herefordshire is high, with 83% stating they would consider it for a holiday/short break/day trip which is much higher than the other areas within The Marches • 73% of respondents who stated that Herefordshire appealed to them would also consider Shropshire for a holiday/ short break/ day trip

6. Index of Destination Awareness • The segments that are more likely to perceive Herefordshire as ‘My Type of Place’ are Cosmopolitans and Traditionals • Cosmopolitans are generally keen to try new experiences / see new places and are generally very positive • Traditionals are more risk averse, prefer more rural holidays, relaxation and history and heritage • Herefordshire also appeals to Functionals • Functionals are a group who are fiercely independent and budget orientated

7. Awareness: Local vs. Non-local • There is not much difference in consideration and appeal of destinations within The Marches when comparing the local and non-local findings

8. Visit History

9. Visit history • Three quarters of respondents have never visited The Marches… or they don’t know they have ever visited! • Respondents are more likely to have visited Herefordshire and/or Shropshire than they are Ironbridge Gorge • % of sample who have visited is up on figures reported in 2008/9

10. Index of visit – Within past 2 years • Cosmopolitans are most likely to have visited Herefordshire within the last 2 years • They are one of the most active segments • Herefordshire has also attracted a greater than average share of Traditionals • In comparison, Shropshire and Ironbridge Gorge have attracted more Followers

11. Destination visit: Local vs. Non-local • Herefordshire is more likely to attract a local market in the last 2 years as opposed to visitors from further afield, which is in line with The Marches as a whole

12. Destination PErception

13. Type of holiday • Herefordshire is perceived to be a place to visit as a couple / with other adults • In comparison, respondents consider Ironbridge Gorge to be a places you could visit with children

14. Length of Trip • Herefordshire is predominantly viewed as a place to visit as part of a short break • Only 25% consider it to be somewhere to visit as part of a day trip

15. Period of holiday • Herefordshire is a destination considered to be suitable all year round • Interestingly, it is seen more as a place they would visit in off peak period as opposed to peak period

16. Awareness of location • The majority of people correctly placed Shropshire, Herefordshire and Ironbridge Gorge in the West Midlands • Is there really confusion around Herefordshire and Hertfordshire?!!

17. Product Preferences

18. Activities Enjoy • Visiting local towns / villages / countryside, scenic areas and landscapes is the most appealing activity • Outdoor activity and shopping appear at the bottom of the list

19. Herefordshire Associations • The strongest Herefordshire associations are the market towns/ villages/ scenic countryside and landscapes • Herefordshire is least associated with shopping and cultural exhibitions, events and festivals

20. Herefordshire Associations • Little difference between age / gender or origin in terms of associations • Those more likely to make stronger associations across different product offers are: • Cosmopolitans and Traditionals • Families • Current and lapsed visitors

21. Types of Outdoor Activities People Enjoy • The more gentle the outdoor activity, the more people will enjoy it! • River walks, forest trails and gentle strolls are the most appealing outdoor activities; • Extreme sports appeal to far fewer consumers • Golf & Angling have least appeal indicating what a niche activity they are

22. Index of Activities: My type of thing • Gentle exercise has appeal to wide cross section, especially older audience, and Traditional and Functional ArkLeisure segments • More physical activity (canoeing, cycle trails, etc. appeals to a younger, more leading edge segment groups • Families also enjoy this (supervised) offer

23. Destinations Offering Outdoor Activities • Herefordshire is perceived to be the destination that offers the outdoor activity that people enjoy by the largest percentage of people

24. Types of Food & Drink • Traditional pubs and tasting/ buying locally sourced produce are amongst the most popular food and drink offer • Farmers markets and Farm shops are also increasingly popular • Some interest in ‘learning’ about food • Less interest in the ‘top end’ food and drink offer indicating niche appeal

25. Who enjoys different food & drink? • Widespread appeal for traditional pubs, tasting/ buying locally sourced products and tea rooms • Style Hounds and Cosmopolitans (leading edge segments) will go for top end product • Cosmopolitans, Style Hounds and Traditionals are segments likely to enjoy locally sources products and farm shops

26. Destinations Offering Food & Drink • Herefordshire is considered to be the destination that offers the food and drink product consumers enjoy by the largest percentage of people

27. Types of History & Heritage • History and heritage is of interest to a large proportion of consumers • Most popular are areas of natural beauty and historic towns • Other ‘man made’ options such as monuments, castles and houses are also popular • Guided history tours and industrial heritage are the least enjoyed product offers

28. Who prefers different History & Heritage? • Because of the high % of interest, history and heritage appeals to a wide cross section of the population • Younger audiences / families are more likely to want guided tours (bring the product alive) • Most engaged Arkleisure groups are Cosmopolitan and Traditionals

29. Destinations Offering History & Heritage • Over three quarters of respondents feel that Herefordshire offers the history and heritage they enjoy • However, despite lower interest in Industrial Heritage, Ironbridge Gorge is seen by most people as the destination offering the history and heritage they enjoy • Part of this will be the power of being a ‘brand’ as well as the delivery of the product (living history)

30. Types of Places to Visit when Exploring • Outdoor space is as popular as towns and villages when it comes to enjoyment of exploration • Viewpoints, rivers, canals and waterways, and national parks all have great appeal • Cathedral cities have more appeal than larger cities • AONB sites are more appealing than WHS appearing at the top of the list of the of the places people enjoy to visit when exploring a place

31. Who enjoys different places to explore? • Exploring outdoor areas has widespread appeal across all types of consumer • This is especially the case for Cosmopolitan, Traditional & Functional segments • Younger, more leading edge segments are more likely to want to explore major cities

32. Destinations Offering Places to Sightsee • Herefordshire is seen by most people as a destination that offers the places to sightsee and explore that they enjoy

33. Types of Cultural Events & Festivals • Country fairs and food and drink events and festivals are the most appealing types of events and festivals • The most interesting art festivals are craft orientated • Theatre and art exhibitions also have some appeal • Sports and literary events have less appeal

34. Who prefers different events & festivals? • Events and festivals are particularly appealing for younger consumers and families • Country fairs and food and drink events have widest interest • Younger audiences / families / leading edge segments more likely to enjoy sporting and music events • Style hounds and Cosmopolitans more likely to enjoy music events and festivals

35. Destinations Offering Cultural Events & Festivals • Herefordshire is seen by most people as the destination offering the cultural events and festivals that they enjoy

36. Types of Shopping • Towns with quirky / unique / independent retailers are enjoyed most • Consumers also have a passion for markets, both specialist and more general • Preference for high street offer over more up-market boutiques

37. Who prefers different types of shopping? • Independent segments are more likely to want to shop in markets or towns that are unique • Younger audiences / mass market segments are more likely to enjoy the high street shopping option

38. Destinations Offering Shopping • Herefordshire is seen by most people as the destination offering the types of shopping they enjoy

39. Destination Consideration

40. Value Associations • Herefordshire, compared to the other 2 destinations, is seen as the most: • Luxurious • Fresh • Vibrant • Similarly, Shropshire is mostly seen as: • Vibrant • Fresh

41. Destination Perceptions • The area is seen: • As a place to explore the surrounding area • Is Safe • A year round destination • Offer lots to do • Has a quality feel • It is not see as expensive or particularly touristy

42. Destinations consideration • Top 3 “My type of place” for a visit: • Hereford • Shrewsbury • Shropshire Hills • Smaller towns that have appeal include: • Ross on Wye • Hay on Wye • Ludlow

43. Attractions consideration • Ironbridge, Hampton Court Castle and Grounds and Severn Valley Railway are the top 3 place that are considered to be “My type of place” • Some attractions have very low levels of awareness, yet could fit the bill in term of history and heritage offer, e.g. Eastnor & Goodrich Castle

44. Accommodation – Most likely to choose • Most are likely to choose an independent hotel (3-5 stars) or B&B / guest house if staying in the area • Self catering option is as popular than budget chains • 1 in 5 will look for a camping option

45. Accommodation preferences • Functionals are more likely to look for cheaper accommodation options • Style Hounds and Cosmopolitans will look for the most expensive / luxury • Self catering sought by families / Discoverers • Camping popular for younger people, families and the Discoverer segment

46. Accommodation – Factors influence choice • The factors with the strongest influence on the choice of accommodation are: • Word of mouth / previous experience • Accommodation website or brochure • Late rooms / special offers

47. Accommodation Influences • TripAdvisor and Late Rooms / offers is the domain of the younger audiences, families and leading-edge segments, especially those in the mass market • Older families, Cosmopolitans, Style Hounds and Traditionals will be influenced by a Tourist Board Website

48. Information Gathering

49. Information Gathering – Before Trip • Before a trip, most respondents gather information from an internet search • Recommendations/ Word of mouth are also important for gathering information about a specific area • Consumers are more likely to get information from an accommodation website than they are a destination brochure • Increasingly people search for information on mobile devices

50. Information Gathering – During Trip • During a trip, leaflets from Tourist information centres and hotels/service stations are the most popular ways of gathering information • Around a quarter of respondents search for information from their mobile phone during a trip • Respondents are as likely to get information from the Tourist information centre as they are from the Tourist board website during the trip