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Market and Consumer Trends Sharon Orrell 8 th March 2012

Market and Consumer Trends Sharon Orrell 8 th March 2012. Holiday trip volumes are below 2009 peak, but remain well above pre-recession levels for the third successive year. Trips (m). 2011 change. Holiday. +6%. +10%. VFR. Business. +15%. Source: GB Tourism Survey.

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Market and Consumer Trends Sharon Orrell 8 th March 2012

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  1. Market and Consumer TrendsSharon Orrell 8th March 2012

  2. Holiday trip volumes are below 2009 peak, but remain well above pre-recession levels for the third successive year Trips (m) 2011 change Holiday +6% +10% VFR Business +15% Source: GB Tourism Survey

  3. Trends vary by region…. Source: GB Tourism Survey

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

  5. …and online booking continues to become ever more important Jan – Nov 2011 Holiday trips booked online + 19% Source: GB Tourism Survey Source: GB Tourism Survey

  6. 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

  7. Some recovery in inbound trip volumes in 2011, with holiday travel at an all-time high Source: International Passenger Survey

  8. In the accommodation sector, confidence levels vary by type of business Source: VisitEnglandBusiness Confidence Monitor – January 2012

  9. Among attractions, larger operators are more optimistic than others Source: VisitEnglandAttractions Monitor

  10. The Consumer

  11. Widespread concern about the economic environment, though levels seem to have peaked Source: VisitEnglandStaycation Research

  12. Three quarters have changed spending patterns as a result of the downturn – and 1 in 4 are “seriously affected.” Source: VisitEnglandStaycation Research

  13. 15% “Switchers” Replaced a foreign holiday with one at home High proportion of families More worried about job security and credit crunch Main motivations were financial situation and exchange rate What do we know about “staycationers”? • In total, 22% of the population • 9% “Extras” • Took more domestic breaks – but not as substitute for others – also more foreign hols • Younger profile • Less affected by credit crunch than switchers (but have become more cost conscious over time) • Main motivations were exploring / going somewhere new “I went on so many holidays last year... here as well as abroad..it was great” “I had to go on holiday in this country because money was well short”

  14. “Switchers” And what was their experience? • In the main, positive…. • “Extras” It was far better than expected...we went to Cornwall where I used to go when I was a kid ..but it’s better than I remember and little ones wanted to be shown what we used to do...they really loved it I really enjoyed the trip last year in England...really opened eyes to possibilities you don’t really think of...great country really and seen so little of it We enjoyed it as a family much more than we thought we would..we did things together...went on trips to light railways, country houses, the grounds We had a wedding in Cumbria...so we decided to extend it to 3 days in the Lakes...wow! It was OK…But to be honest if I had more money I would go abroad this year...I don’t so it will have to be England...I don’t know it’s not quite like going away This year has got me thinking….

  15. Expectation of more domestic trips – even in longer term Source: VisitEnglandStaycation Research Sept 2011

  16. Finances play a role in this , but NOT the only reason Source: VisitEnglandStaycation Research 2011

  17. Market and Consumer TrendsSharon Orrell 8th March 2012

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