1 / 41

Market Trends and Visitor Satisfaction

Market Trends and Visitor Satisfaction. Sharon Orrell October 2012. 2011 saw growth across all types of overnight trip, but poor weather in spring has affected 2012 YTD results. Trips (m). Jan – June 2012. Holiday. -3%. -6%. VFR. Business. +7%. Source: GB Tourism Survey.

minor
Download Presentation

Market Trends and Visitor Satisfaction

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Market Trends and Visitor Satisfaction Sharon Orrell October 2012

  2. 2011 saw growth across all types of overnight trip, but poor weather in spring has affected 2012 YTD results Trips (m) Jan – June2012 Holiday -3% -6% VFR Business +7% Source: GB Tourism Survey

  3. What’s Changed?

  4. 1. On-going, widespread concern about the economy and personal finances Source: VisitEngland Staycation Research

  5. 2. More trips taken by the more affluent while the least well-off take fewer trips than before 2006 vs 2011 Trips (m) +28% +18% +13% -13% Source: GB Tourism Survey

  6. 3. Increased volumes driven by ages 35+ 2006 vs 2011 Trips (m) +15% +32% -5% Source: GB Tourism Survey

  7. 4. Last minute is now the norm Reasons for Indecision Yes, Definitely Source: August Bank Holiday Trip Tracker

  8. 5. The rise and rise of online booking Source: GB Tourism Survey Source: GB Tourism Survey

  9. 6. Holiday trips are getting shorter 3.65 3.36 Source: GB Tourism Survey

  10. 2012The Story So Far

  11. Expectations of trip taking slightly more muted in early 2012 than a year earlier – but overall little expectation of change Source: VisitEngland Staycation Research

  12. But….

  13. 2012 trading conditions have been extremely challenging Changes in visitor numbers in most recent period Source: VisitEngland Tourism Business Monitor

  14. …though confidence levels have increased since the July low Confidence About Coming Period Source: VisitEngland Tourism Business Monitor

  15. Visitor Satisfaction- The Headlines -

  16. 90 70 50 30 How Satisfied Are Visitors to English Destinations? Overall Performance Likelihood to Revisit 85% excellent/ very good 76% definitely/ probably TRI*MIndex: 92 86% definitely/ probably 62% much/ slightly better Likelihood to Recommend Likelihood to Recommend Competitive Advantage Source: VE Brand, Communications and Satisfaction Tracker Source: VisitEngland Brand & Satisfaction Tracker

  17. Satisfaction varies by destination type, trip length and accommodation…

  18. 105 101 110 102 106 105 103 104 95 96 95 96 96 92 92 93 96 88 87 92 Nottinghamshire Other Norfolk Northumberland Scarborough Lake District Isle of Wight Yorks Dales New Forest Blackpool Liverpool Stratford Cornwall Brighton B’mouth Torquay London Chester Suffolk Bath York ENGLAND …and by destination 92 94 81 98 76 67 97 81 97 80 84 81 74 97 76 Other Devon Cotswolds Peak District East Sussex Birmingham Skegness Essex Leeds Kent Oxfordshire Gt Yarmouth Manchester Bristol

  19. Visitor SatisfactionNext Steps- Setting Priorities -

  20. Digging deeper – the TRIM Grid (1) PERFORMANCE Hygienics Motivators High A01. Good value for money generally A02. Welcoming and friendly people A01 A04 A03. Very high levels of customer service A05 A07 A02 A04. A place where I feel safe and secure A09 A10 A08 A05. Clean and tidy environment A03 Stated importance A06 A06. Overall availability of deals and discounts for the destination A07. Easily accessible for those with impairments ( e.g. those with mobility, visual or hearing impairments) A08. Easy to find useful information about the destination when planning the trip A09. Easy to book your trip/different parts of your trip in advance A10. A destination that is not too expensive to get to Low Potentials?/Savers? Hidden Opportunities Low High Impact on customer retention 92 Performance - Far below average Below average Average Above average Far above average TRI*M Index

  21. Digging deeper – the TRIM Grid (2) PERFORMANCE Hygienics Motivators High A11. A destination that doesn't take too long to get to A12. A destination that is easy to get to by public transport A17 A16 A13. Easy to get around by public transport A19 A14. Clear signposting that helps you find your way around the destination A18 A20 A15. Availability of reasonably priced car parking A14 Stated importance A11 A16. Good quality accommodation A15 A17. Accommodation that offers value for money A18. Variety of accommodation to choose from that suits my needs A13 A19. Good quality food, drink and dining A12 A20. Opportunities to eat/drink local food and produce Low Potentials?/Savers? Hidden Opportunities Low High Impact on customer retention 92 Performance - Far below average Below average Average Above average Far above average TRI*M Index

  22. Digging deeper – the TRIM Grid (3) PERFORMANCE Hygienics Motivators High A21. Easy to find useful information about the destination when you're there A22. Availability of festivals, music, sporting and cultural events A23. Wide range of attractions and things to do A30 A24. Availability of individual/independent local shops A29 A21 A25. Opportunities to visit museums/galleries and contemporary arts A26 Stated importance A23 A26. Opportunities to see famous buildings and monuments A24 A25 A27 A27. Good range of shopping opportunities A28. Good nightlife A22 A29. Attractive/well maintained town/city centre A28 A30. Interesting towns and villages to visit Low Potentials?/Savers? Hidden Opportunities Low High Impact on customer retention 92 Performance - Far below average Below average Average Above average Far above average TRI*M Index

  23. Digging deeper – the TRIM Grid (4) PERFORMANCE Hygienics Motivators High A31. Unspoilt countryside A32. Good range of outdoor activities A31 A33. Clean and well-maintained beaches A33 A34. Beaches which are safe and suitable for bathing A34 A35. Good range of water-based/beach activities Stated importance A32 A35 Low Potentials?/Savers? Hidden Opportunities Low High Impact on customer retention 92 Performance - Far below average Below average Average Above average Far above average TRI*M Index

  24. Strengths – In SummaryThese need to be maintained to ensure overall satisfaction levels are retained High level strengths A30. Interesting towns and villages to visit A31. Unspoilt countryside Medium level strengths A16. Good quality accommodation A19. Good quality food, drink and dining A33. Clean and well-maintained beaches A02. Welcoming and friendly people A05. Clean and tidy environment A04. A place where I feel safe and secure A08. Easy to find useful information about the destination when planning the trip Low level strengths A26. Opportunities to see famous buildings and monuments A25. Opportunities to visit museums/galleries and contemporary arts A09. Easy to book your trip/different parts of your trip in advance

  25. Weaknesses – In SummaryThese need to be addressed to increase satisfaction High level weaknesses None Medium level weaknesses A35. (SEASIDE) Good range of water-based/beach activities Low level weaknesses A18. Variety of accommodation to choose from that suits my needs A29. (TOWNS & CITIES) Attractive/well maintained town/city centre A03. Very high levels of customer service A23. Wide range of attractions and things to do A17. Accommodation that offers value for money A21. Easy to find useful information about the destination when you're there A20. Opportunities to eat/drink local food and produce A24. Availability of individual/independent local shops A10. A destination that is not too expensive to get to A22. Availability of festivals, music, sporting and cultural events A15. Availability of reasonably priced car parking A12. A destination that is easy to get to by public transport

  26. Now available on the VE Website

  27. Destination Intelligence System / ONS Tourism Intelligence Unit

  28. Background

  29. Our Aims: The Research & Intelligence Action Plan Vision • Maximise the use of tourism market intelligence and performance data, to inform the investment and planning decisions of businesses and public sector partners Objectives • Establish an industry partnership to lead the development and dissemination of market intelligence and performance data for England’s visitor economy. • Develop and deliver a programme which captures and retains the best of current practice across England, and adapts to meet the needs of destinations and other sub-national partnerships. • Improve the understanding and use of market intelligence and performance measures through improved communication and interpretation. • Develop and deliver a programme of sector performance indicators, consumer focused intelligence (including a new measure of visitor satisfaction), together with a programme of research to deliver consumer and business insights and trends.

  30. What our research users told us about priorities

  31. What are the options? Collect More Data Improve Communications Cost: £ Cost: ££££££

  32. …but there’s not much data available at destination level, is there? • National Survey Data • Domestic overnight volume and value • Inbound volume and value • Day visitor volume and value • Visits to visitor attractions • Accommodation stock • Occupancy of serviced accommodation • Visitor satisfaction • ONS / TIU Data • Supply Side Data • Number of tourism businesses • Number of tourism employees • Output and GVA of tourism industries • Value of Tourism • Visitor expenditure • Tourism GVA / Tourism ratio • Area Characteristics • Population • Area • British Destinations • Organisational Performance measures e.g. • TIC performance • Website visits • Marketing spend • Income • Occupancy • Visitor satisfaction • …and more

  33. Demonstration

  34. Introducing…

  35. Two Main Functionalities

  36. Easy to Use Summary Reports – 1. Start Screen

  37. Easy to Use Summary Reports – 2. Select Destination and Click “Go”

  38. Easy to Use Summary Reports – 3. Report Appears in Seconds Or print, or export (excel, word, pdf) Navigate using index…

  39. Build a Table – 1. Start Screen

  40. Build a Table – 2. Define Geography and Measures, and Click Go

  41. Build a Table – 3. Results to view, print or export

More Related