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UNDERSTANDING THE MINDSET OF THE HOLIDAYMAKER AN ASSESSMENT OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN

UNDERSTANDING THE MINDSET OF THE HOLIDAYMAKER AN ASSESSMENT OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN Debrief of Wave 4. Prepared by : Prescient Ltd. Prepared for: Biss Lancaster Euro RSCG & FCO Date: February 2004. CONTENTS. Research Background and Objectives Research Methodology

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UNDERSTANDING THE MINDSET OF THE HOLIDAYMAKER AN ASSESSMENT OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN

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  1. UNDERSTANDING THE MINDSET • OF THE HOLIDAYMAKER • AN ASSESSMENT OF THE • ‘KNOW BEFORE YOU GO’ CAMPAIGN • Debrief of Wave 4 Prepared by : Prescient Ltd. Prepared for: Biss Lancaster Euro RSCG & FCO Date: February 2004

  2. CONTENTS • Research Background and Objectives • Research Methodology • Findings of Research • Respondent Profiles • Activities undertaken and Travel Insurance • Awareness and Perceptions of the ‘Know Before You Go’ Campaign • The FCO Website • Key Summary of Wave 4 Findings

  3. RESEARCH BACKGROUND AND OBJECTIVES (1) • The Foreign and Commonwealth Office (FCO) launched the ‘Know Before You Go’ campaign to educate the British traveller about the importance of preparation before travelling abroad • Biss Lancaster is responsible for raising the awareness of this campaign through PR • Research was commissioned in Summer 2002 to quantitatively track the effectiveness of this campaign over time, among the general population • This presentation represents the findings from the fourth wave that Prescient has conducted, based on fieldwork carried out during February 2004

  4. RESEARCH BACKGROUND AND OBJECTIVES (2) • The core objective therefore is... • “To measure changing awareness and perceptions of the ‘Know Before You Go’, campaign and to understand how this has affected the attitudes and behaviour of the general population” • And to achieve this, we also need to monitor… • “The extent to which the nation ‘prepares’ for overseas trips and how they would react if faced with certain situations whilst abroad”

  5. RESEARCH BACKGROUND AND OBJECTIVES (3) • As with the third wave, the sample for this fourth wave was: • Reflective only of those who do have internet access • And, people who are intending to take a holiday or short break within the next 6 months • The questionnaire for this fourth wave reflects that used for the third wave, focussing on selected key questions relating to travel intentions and the ‘Know Before You Go’ campaign. Changes to the structure between the second and third waves may impact upon historical comparisons

  6. RESEARCH METHODOLOGY • In this fourth wave of the omnibus, fieldwork was conducted on the weekend of 6th and 8th February 2004 • The sample was fully representative of UK adults, aged 16+ • In total, 2,009 adults were interviewed in the February wave • Of this initial sample 49% are planning to take a holiday/short break within the next 6 months whilst 36% are both planning to take a holiday within the next 6 months and have internet access

  7. RESPONDENT PROFILES

  8. PERCENTAGE OF UK HOLIDAY MAKERS PLANNING TO TAKE A HOLIDAY IN NEXT 6 MONTHS Wave 1: July 2002 Wave 2: February 2003 % % Wave 3: September 2003 Wave 4: February 2004 Base : All who have travelled in last 12 months (July 02 n=919; Feb 03 n=945) All respondents (Sept 03 n=2011, Feb 04 n=2009)

  9. PROFILE OF UK HOLIDAY MAKERS– BY AGE Wave 2: February 2003 Wave 1: July 2002 % % 16-24 45-54 25-34 55-64 35-44 65+ Wave 4: February 2004 Wave 3: September 2003 Base : All who have travelled in last 12 months (July 02 n=919 Feb 03 n=945) All those planning to travel within next 6 months (Sept 03 n=607, Feb 04 n=973)

  10. PROFILE OF UK HOLIDAY MAKERS– BY SOCIAL GRADE Wave 2: February 2003 Wave 1: July 2002 AB D C1 E C2 % % Wave 3: September 2003 Wave 4: February 2004 Base : All who have travelled in last 12 months (July 02 n=919 Feb 03 n=945) All those planning to travel within next 6 months (Sept 03 n=1950, Feb 04 n=973)

  11. INTERNET ACCESS CAPABILITY Wave 3: September 2003 Wave 4: February 2004 % Base : All those planning to travel within next 6 months (Sept 03 n = 790, Feb 04 n =973)

  12. RESEARCH FINDINGSACTIVITIES UNDERTAKEN

  13. PRECAUTIONS TAKEN BEFORE TRAVELLING ABROAD FOR HOLIDAYS/SHORT BREAKS – FEBRUARY 2004 (1) Q.Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday or short break? Base : All who are planning to travel and have internet access (n=718)

  14. PRECAUTIONS TAKEN BEFORE TRAVELLING ABROAD FOR HOLIDAYS / SHORT BREAKS *Q.Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday or short break? • *Note: • Change of wording/ structure of question between waves 1 & 2 • Feb. 03 question related to holidays abroad of 5 days + • Sept 03 questions relate to holidays and/or short breaks • Sept 03 – new question added re. vaccinations % Base : All who have travelled in last 12 months (March 02 n=992 July 02 n=919 Feb 03 n=945) All who have internet access (Sept 03 n=609, Feb 04 n= 718)

  15. PRECAUTIONS TAKEN BEFORE TRAVELLING ABROAD MEN VS. WOMEN - FEBRUARY 2004 Q.Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday or short break % Base : All who have internet access (n=718)

  16. FREQUENCY OF ARRANGING TRAVEL INSURANCE FOR DIFFERENT TYPES OF OVERSEAS TRIP - FEBRUARY 2004 Q.Thinking of travel insurance, can you tell me whether you always,usually or never arrange travel insurance for the following types of holiday or overseas trip? Business trips Overseas trips 5 days+ Weekend/ long weekend breaks Base : All who have taken a holiday in last 12mths & arranged travel insurance (Jul 02 n=799 Feb 03 n=819) All who have internet access and who arrange travel insurance before travelling (Sept 03 n=494, Feb 04 n=588)

  17. CHANGING ATTITUDES TOWARDS TRAVEL INSURANCE – BY SOCIAL CLASS *Q.Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday of 5 days or more? * Wording changed in Sept 03 to include holidays or short breaks Base : All who have travelled in last 12 months (July 02 n=919;Feb 03 n=945) All who have internet access and arrange travel insurance (Sept 03 n=481, Feb 04 n=718)

  18. PERCENTAGE WHO ‘ALWAYS’ ARRANGE TRAVEL INSURANCE FOR WEEKEND BREAKS – BY AGE Q.Thinking of travel insurance, can you tell me whether you always,usually or never arrange travel insurance for the following types of holiday or overseas trip? Base : All who have taken a holiday in last 12mths & arranged travel insurance (Jul 02 n= 799 Feb 03 n= 819) All who have internet access and arrange travel insurance (Sept 03 n=481, Feb 04 n=718)

  19. LIKELIHOOD OF UNDERTAKING THESE ACTIVITIES FOR NEXT HOLIDAY OR SHORT BREAK - FEBRUARY 2004 Base : All adults 16+ who have never undertaken activity previously when going abroad

  20. AWARENESS AND PERCEPTIONS OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN

  21. AWARENESS OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN Q.Have you heard of the Foreign and Commonwealth Office’s ‘Know Before You Go’ campaign or travel advice?NOTE: addition of FCO to question wording in Feb ‘04 February 2003 July 2002 March 2002 % % Yes No February 2004 September 2003 % % Base : All who have travelled abroad within last 12 mths (March 02 n=992 July 02 n=919 Feb 03 n=945) All who have internet access and are planning to travel in next 6 mths (Sept 03 n=609, Feb 04 n=718)

  22. AWARENESS OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN BY AGE AND REGION Q.Have you heard of the Foreign and Commonwealth Office’s ‘Know Before You Go’ campaign or travel advice?NOTE: addition of FCO to question wording in Feb ‘04 Base : All respondents who have taken a holiday in last 12 months (Feb 03 n=945) All who have access to the internet (Sept 03 n=609, Feb 04 n=718) * Warning: very low base

  23. THE FCO WEBSITE

  24. USAGE OF FCO WEBSITE (1) Q. Have you ever visited the website of the Foreign and Commonwealth Office? Wave 3: September 2003 Wave 4: February 2004 Base : All who have access to the internet (Sept 03 n=592, Feb 04 n=718)

  25. USAGE OF FCO WEBSITE (2) Q. What prompted you to visit the website? % Base : All those who have visited the website of the FCO (n=124)

  26. USAGE OF FCO WEBSITE (3) Q. Once on the site, how did you use it? What information were you looking for? % Base : All those who have visited the website of the FCO (n=124)

  27. USAGE OF FCO WEBSITE (4) Q. Once on the site, how did you use it? What information were you looking for? % Base : All those who have visited the website of the FCO (Sept 03 n=115, Feb 04 n=124)

  28. USAGE OF FCO WEBSITE (5) Q. Having visited the FCO website, how likely would you be to visit it again before travelling abroad in the future? Wave 3: September 2003 Wave 4: February 2004 % Base : All those who have visited the website of the FCO (Sept n=115, Feb 04 n=124)

  29. KEY SUMMARY OF WAVE 4 FINDINGS

  30. WAVE 4 – KEY POINT SUMMARY (1) • Just under half this audience (49%) intend to take a holiday within the next 6 months, of whom (74%) have access to the internet. Internet access remains broadly unchanged from Sept 03 levels • Two thirds of those planning to travel within the next 6 months are social class AB (34%) or C1 (32%) • Amongst travellers with access to the internet, arranging travel insurance remains the most common pre-holiday precaution (undertaken by 82%) • Arranging travel insurance for overseas trips of 5 or more days continues to sit at near universal levels (88%), well ahead of intention to take out insurance for a weekend break (55%) or business trip (30%) • 16-24 year olds remain least likely to arrange travel insurance for a weekend break

  31. WAVE 4 – KEY POINT SUMMARY (2) • The web remains a key pre-holiday information source, with three quarters (75%) of travellers with internet access checking travel websites for flights / accommodation and holiday information and two thirds (64%) checking travel websites for information on a country • Females are significantly more likely than males to have an E111 form or read up on local customs / laws • At 17%, levels of checking FCO travel advice continue to sit below those for all pre-holiday precautions • A degree of behavioural inertia would appear prevalent, with only 7% of those not currently checking FCO travel advice, claiming they would be likely to do so for their next holiday • Further, with the exception of arranging travel insurance, likely uptake of other pre-holiday precautions (amongst those never to have undertaken that activity) sits at relatively low levels (between 12% and 25%)

  32. WAVE 4 – KEY POINT SUMMARY (3) • Awareness of the ‘Know Before You Go’ campaign has increased significantly (from 5% to 23%). This increase in awareness has been driven by those aged over 25 • Attributing the campaign to the FCO is likely to have driven some of this increasing awareness • However, amongst those with internet access who are planning to travel in the next 6 months, there has been no significant change in the proportion visiting the FCO website • Future stability in use of the website would suggest the increase in campaign awareness was principally driven by question rewording • Sourcing information remains the main reason for visiting the FCO site, either general information, information on a sensitive part of the world, or information on a specific holiday destination • Of those with experience of the FCO website, three quarters (74%) were either very or quite likely to re-visit, representing a directional increase on levels seen in Sept ’03

  33. www.prescientuk.com

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