Trends, Motivations and Destinations Sharon Orrell 29 th February 2012

1. Trends, Motivations and DestinationsSharon Orrell 29th February 2012

2. Holiday trip volumes are below 2009 peak, but remain well above pre-recession levels Trips (m) YTD Jan-Oct Holiday +5% +5% VFR Business +17% Source: GB Tourism Survey

3. Value growth is outstripping volume growth Year to Date Trips + 5% Spend + 10% Source: GB Tourism Survey Source: GB Tourism Survey

4. Trends vary by demographics and trip characteristics Source: GB Tourism Survey

5. Attractions performance was positive through most of 2011 2011 2009 2010 Quarter 1+7% Quarter 2+4% Quarter 3+2% Quarter 4+12% Source: England Attractions Monitor Source: VE Quarterly Attractions Monitor

6. Widespread concern about the economic environment, unlikely to have improved since last wave Source: VisitEnglandStaycation Research

7. Motivations

8. Spontaneous consumer motives for holidaying / short breaking in England Escape Museums / Galleries Family Attractions Sightseeing Heritage / history Friends Events London Food and drink City Activities Culture Countryside Fun Coast Shopping Indulgent Relax Source: VE Brand Qualitative Research

9. Some motives are more important than others; relaxing, escaping, and having fun are key % saying each motivation would be ‘Very Important’ for taking breaks/ hols in England over the next couple of years (Q6) Treating yourself (30%) Friends (26%) Family 36%) Relaxing (54%) Escaping (46%) Having fun (40%) Doing something new/different (19%) Learning something new (9%) Base: All (1008) Q6 How important are each of the following likely to be to you for taking breaks or holidays of any length in England over the next couple of years? (Very important, Quite important, Not very important, Not at all important) Source: VE Brand Quantitative Research

10. Fun / Relax • When we started the research, we didn’t ask about “fun” or “relax” • But response in qualitative phase suggested that they warranted consideration in themselves – and quantitative outputs supported this Relax Fun • Could be included in adventure • But does warrant consideration in self as not all fun adventurous • People want to do things that make them and those with happy • What holidays are about for many • Want to feel relaxed whilst there • Want to feel relaxed post • Felt England can offer • Less hassle travelling to • For some less stressful than abroad We needed some time away, somewhere different for a few days. ...The bracing sea air during the daylight hours & good restaurants in the evening. ...A good time & place for short break to recharge batteries before next round! I chose to go to a theme park with my son, for a day of fun. I chose to go there because I had a child free voucher. Source: VE Brand Qualitative Research

11. Escape / Family / Friends Other motives identified in qualitative research as powerful were confirmed by quantitative findings Escape Family Friends • Very different from families • All about having fun • Sharing experiences • Going to events • High energy / fun • Lots of mono -gender events • Very strong associations with England • Visiting • Multi-generational / extended family • Connecting/ bonding • Sharing and teaching • Nostalgia • Powerful motive • Escaping from every day life • Often linked to short breaks vs longer holidays • Most mention as reason to break I've heard from friends and colleagues that it is a beautiful area and the idea of being away from the hustle and bustle of city centres is very appealing to me The family chose Skegness through tradition as we used to holiday there yearly. We were hoping to spend some quality time with our family, especially our young nephews and niece We all go to Reading festival and let our hair down Source: VE Brand Qualitative Research

12. Adventure / Indulgent / Learning • These motivations are more niche and so less broad in their appeal Learning Indulgent Adventure • Often associated with outdoors /activity • ..but connections can be made with city • It’s all about coming back & having stories to tell • Closest motive to fun • If lacks fun (i.e in quant something new/different) becomes more niche • Very feminine (men less likely to admit) • All about pampering, spas • Great food and drink • Shopping • Felt England delivers this very well now • Although relevant does seem less of motive • For many more of a by-product • Something do rather than a reason to go • But something England has in abundance • And for minority powerful motive There were no time scales to adhere to and it was an adventure every day Us girls go to Manchester about twice a year...we shop, check into a Spa hotel and pamper ourselves Don’t get me wrong...if there is a castle there I will go to it and be good but it’s not really why I go Source: VE Brand Qualitative Research

13. Themes (….or the body, mind, personality and soul of England)

14. Coastal, countryside, cities...the body • Coastal • Great asset in many eyes • Programme Coast does wonders • Loved by all • Strong regional differences: South more beauty, North synonymous seaside towns We do have the most beautiful coast line...I just love the sea, the fresh air I used to go to Skeggy as a kid..I think if I didn’t have the nostalgia I’d hate it ...but I do so I love it • Countryside • Again generally loved (less so among pre-families and more traditional consumers) • Very varied • Perception unique in world • But huge blackspots depending on region It what makes England...so different, the green and pleasant land Never been to Kent., there’s nothing there is there? // Yorkshire Moors, you can’t tell someone you are going there on holiday! There’s no such thing as a cheap flight anymore... and the Northern cities have been rejuvenated..they are all worth a look now In Liverpool all the women wander round in curlers and are a funny orange colour...no but its great it’s got its own culture • Cities • Radically change for the better • Serious consideration • Culturally very diverse (own micro cultures) • Shopping, nights out / culture/ history Source: VE Brand Qualitative Research

15. Events, activities and attractions ...the mind • Events • Very popular for all ages • Real sense so much going on (festivals, fayres, sports events etc) • Often want to know more about what might be going on somewhere When on holiday there is always something going on...you kind of want to have more information on that sort of thing That's me (festival photo) I have so much fun although truth be told I don’t feel very energised by the end There’s always something to do with the kids and there has to be as you can’t guarantee the weather • Activities • Very important for all ages • Great variety ranging from cooking lessons to out door activities • Enable strong connections between people and the country There is so much to do here..it what makes it different from abroad where you lie at the beach..you are always doing something The kids love theme parks...well I do as well they are so much fun • Attractions • Very big for kids • Can be expensive • But deliver structure to trips and rationale for going They do add up by the time you have gone to couple of attractions you could have gone away for week abroad Source: VE Brand Qualitative Research

16. Culture, cuisine, lifestyle...the personality You go to London and no one’s English...its funny But I really like it! • Culture • Very complex area • Love / pride of traditional English culture • Appreciation of micro cultures • Many love multi-culturarism Geordies are hilarious... Yorkshire people are so friendly, it’s a different pace of life up there... Scousers lovely people! You got Somerset and you have to have a cider and some cheese! • Cuisine • Ever improving • Feel ‘chefs’ driving everything forward • Greater emphasis local produce and quality • And also cultural diversity • English food and drink (not cuisine!) It’s much better than it was and I love a great pie and a pint or fish and chips in Scarborough..Yum!! I love to shop! But not the brands you find on every high street but the little boutiques…Oh no give me Selfridges any day of the week! • Lifestyle/well being • Shopping very important • Pampering /spa • Good times • Very Pre family and Empty Nester Ooh me and the girls love a good spa… lots of booze and some shopping Source: VE Brand Qualitative Research

17. History, heritage and Iconic England...the soul The kids love the re-enactments...it’s really important for them to understand their country • History and heritage • A real pride in history • This includes the traditional sense i.e. kings, queens, castles, wars • But also a real enjoyment of local level and participatory • Not often the main reason for taking a trip – but enjoyed when there We took the kids to smuggler’s caves in Cornwall..they really loved them..it’s that local stuff I love beyond the battles...stuff about real people You have to do it don’t you (history)...I feel guilty if I don’t • Iconic England • Take for granted • Can almost forget there • Some can be a little reticent (“too touristy”) although can be surprised when experience • Others happy to admit that they love this! My boyfriend found out I’d never been to London...he couldn't believe it so we went down and did all the touristy things Mme Tussauds, the London Eye, Tower Bridge, Tea at the Ritz, Buckingham Palace, The Parks...it was amazing This is the stuff the Yanks love...although to be honest I love a pint in an English pub // I love pottering around the Gardens in a country house Source: VE Brand Qualitative Research

18. Destinations

19. There is a general lack of knowledge about the England offer (though committed empty nesters know more than most) – and destination awareness varies widely by region • Birmingham • West Midlands area • Cotsworlds • Cornwall (and SW) • London • Bit of Lakes/Peak • (Not Kent/E Anglia) • London • SE • Whole of SW • E Anglia • Northern Cities • Bit of lakes • Bristol • Whole of SW • London • Bit of Birmingham • Lakes and Peak • Not Yorkshire! • Leeds • Yorkshire • Lakes • Northumberland • Aspire to Cornwall (many not been) • London • Northern Cities Source: VE Brand Qualitative Research

20. The numbers confirm this – even for the largest brands Source: VE Brand Quantitative Research

21. …more extreme for less prominent destinations Source: VE Brand Quantitative Research

22. The full picture (1) Source: VE Brand Quantitative Research

23. The full picture (2) Source: VE Brand Quantitative Research

24. Destination Brand Image • Some information about perceptions of attract brands was collected as part of the qualitative stage of our 2011 brand research (10 focus groups) • The following charts summarise the findings from this in headline form • More detail for each destination will be distributed at the tables • Food for thought, not a definitive answer! Source: VE Brand Qualitative Research

25. Some brands have a very clearly defined image Source: VE Brand Qualitative Research

26. Some brands have a very clearly defined image Source: VE Brand Qualitative Research

27. Others are broadly understood, but perhaps more specific in their appeal Source: VE Brand Qualitative Research

28. Others are broadly understood, but perhaps more specific in their appeal Source: VE Brand Qualitative Research

29. Responses to some brands vary by region (1) Source: VE Brand Qualitative Research

30. Responses to some brands vary by region (2) Source: VE Brand Qualitative Research

31. Responses to some brands vary by region (3) Source: VE Brand Qualitative Research

32. Knowledge of others is much more fragmented Source: VE Brand Qualitative Research

33. Trends, Motivations and DestinationsSharon Orrell 29th February 2012