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Trends in English Tourism

Trends in English Tourism . Jenny McGee March 2014. The role of VisitEngland. Advocate for the sector and drives forward the industry’s shared Strategic Framework for Tourism Advise Government on English Tourism issues

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Trends in English Tourism

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  1. Trends in English Tourism Jenny McGee March 2014

  2. The role of VisitEngland • Advocate for the sector and drives forward the industry’s shared Strategic Framework for Tourism • Advise Government on English Tourism issues • Provide official intelligence on tourism and visitor economy in England • Promote England's tourism offer • Support areas grow their local economies through tourism

  3. The recession has led to a massive change in holiday-taking behaviour...but what happens next? Trips (m) Source: GBTS

  4. Consumer confidence is improving – but there’s still a long way to go... Source: VisitEngland Staycation Research

  5. 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 (est) Trips (m) +30% +16% +8% -20% Source: GB Tourism Survey

  6. ...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

  7. UK residents have spent more on leisure in the last few years despite making cutbacks elsewhere – the “play society” Source: Office for National Statistics

  8. Increased volumes have been driven most by older age groups... 2006 vs 2013(Est) Trips (m) +9% +33% -5% Source: GB Tourism Survey

  9. ...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 mind-set than previous generations!)

  10. ...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 mind-set than previous generations!)

  11. ...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 mind-set than previous generations!)

  12. At the same time, families aren’t what they were

  13. 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” 3.32 Source: GB Tourism Survey

  14. Last minute is now the norm Source: Booking Patterns Research

  15. ...online booking has grown by over 100% in recent years... Source: GB Tourism Survey Source: GB Tourism Survey

  16. ..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

  17. ...and in how they tell others about their holiday Social media activity after last domestic holiday Age Groups Source: VE Brand & Communications Tracker

  18. “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

  19. www.visitenglandtrends.com

  20. www.visitengland.org/insight-statistics

  21. Crisis communication in action • Avian Influenza • Human/Swine Influenza • Extreme weather events • Terrorism • Volcanic ash • Civil unrest

  22. The impact of a crisis • The cost of FMD and September 11 to UK tourism industry in 2001 alone was in excess of £3billion • It took the industry four years to recover to pre-2001 levels • 2005 - The London bombings on 7 July cost the industry £750 million.

  23. Crisis assessment VISITOR BEHAVIOUR 9/11 FMD SARS 7 July Avian flu Airport security THE GREATER THE CHALLENGE OUTSIDE BRITAIN WITHIN BRITAIN IMPACT ANTI-GAY ANTHRAX SCARE (NY)

  24. Industry Preparedness International & domestic markets Civil Contingencies Secretariat (via DCMS) TIER (Tourism Industry Emergency Response) Group e.g. ALVA, BHA, UKinbound PSA, DCMS VB, L&P, VS, VW, Regional bodies, etc UK tourism businesses e.g. Accommodation Attractions Transport Tour operators Events organisers etc Cabinet Office Briefing Room (COBR)

  25. Association of British Travel Agents Association of Leading Visitor Attractions British Airways British Hospitality Association Department for Culture, Media & Sport English UK London & Partners Tourism Alliance UKinbound VisitBritain (chair & facilitator) VisitEngland VisitScotland Visit Wales Regional Tourism Delivery Partners TIER membership

  26. Generate authoritative impact assessment Provide accurate, consistent information to reassure and inform visitors Ensure media worldwide and UK government are given consistent messages from Britain’s tourism industry Leverage opportunities to demonstrate consumer confidence and kick-start recovery Promote a clear ‘business as usual’ message in UK and international media TIER objectives

  27. The UK tourism industry cannot control the country’s health or environment, even when they may impact on its performance. The actual event is usually less harmful than the fear it creates. The UK tourism industry can lessen the impact by providing information and reassurance to its stakeholders, particularly visitors. Don’t ‘worship the threat’ by fuelling speculation and misinformation Timing of event/ international news coverage Cultures respond differently Agreed clear lines of communication essential. Lessons Learned

  28. 2014 Flooding Flood response • 18 English counties affected • 62% of tourism businesses impacted • 10% of consumers interviewed offput • VE responded with online guidance in February • 1st March, DCMS funded £2m flood recovery campaign • Business support • Business continuity and resilience seminars (49 confirmed) • Marketing • Book England (38 destinations)

  29. Book England - Domestic Specific ads for: Cornwall Somerset Wiltshire Devon Dorset Combined ads: Surrey, Kent, Oxfordshire East & West Sussex, Isle of Wight, Hampshire 37 destinations 160 price points across the country Press 50% reach Digital 101m Impressions Radio 37.5% reach Outdoor 806 screens + Social + CRM

  30. Book England - International Belgium Holland Germany Press 3.7m circulation across 9 titles Digital 9m impressions

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