3. Typical visitor to Exeter &
the Heart of Devon
–aged 45+ years
–majority of visitors are ABC1’s
–majority visit the area as a couple
–as a family, average group size is 3.52
–17% have a disability
–72% live outside the South West
–88% travel to the area by car
–over ¾’s stayed overnight
4.
5. Cont...
–over 60% had visited the area in the
previous two years
–most popular month to visit is August - 19%
–78% were on a leisure trip
–majority stay in a hotel or B&B
–53% use the internet to source & book
accommodation
6. Reasons for visiting
• Scenery / landscape
• Beaches
• Range of attractions
• Plenty to see and do
• Ambience
• Weather
• Peace & quiet
• History & Heritage
January 2014 completed a devon wide visitor survey, commissioned South West Research Company.
Of the 3240 that took part in the survey 78% indicated that they were a previous visitor to devon
Email contacts were from people who had previously requested the Heart of Devon visitor guide
39% visit the area as a couple
20% as a family with children 5 years and over
Only 3% visit with children under 5 years old
70% of visitors are ABC1 – which is higher than the UK average at 51%
72% of visitors are from outside the SW, only 2% from overseas
8% by train, 2% by bus
Hotels and B&B – 39% , static caravan/camping 20%, self catering 17%, touring caravan 9%, VFR 9%
Average overnight trip is 4.74 nights
The Majority 78% visit within the peak season April 10%, May 13%, June 13%, July 12%, August 19% Sep 11%
Average day visit is 6 and half hours
Sourcing information prior:
Internet – PC
Brochure / guide
TIC
Recommendation
Internet – Tablet
Didn’t source
Internet – mobile phone
Newspaper advert
31% had considered visiting elsewhere, but choose to visit the area after plenty of research
Dislikes
Nothing!
Weather
Parking
Distance from home
Traffic
Having to come home
Narrow roads
When asked about people re-visiting it was very positive.
These people are our ambassadors
Visiting the area had exceeded their expectations
64% would recommend a visit to family & friends
95% would likely or very likely re-visit the area
56% intended to visit in 2014
Restrictions on when you can take children out of school
Research completed Feb 2015
Over 3000 visitors took part
8% of families affected by changes
Loss of 719,485 nights
Loss of £43.4 million
Accommodation – 16.2 mill
Retail – 5.5 mill
Food & drink – 9.6 mill
Attractions – 4..6 mill
Transport – 7.2 mill
It also affects people working in the industry, not being able to take holidays in the school holidays. Causing serious concern within HoD & Visit Devon
from 2011 to 2013 overnight trips decreased by 2.29% to 1,771,000
2008 drop was due to the economic crash
Drop in 2013 has been the effect of the olympics, this is not unique to devon
From 2011 to 2013 day trips increased by 6.68% to 11.6 million
Continues to rise positive for food & drink and attractions
From 2011 to 2013 visitor spend in Exeter and the Heart of Devon decreased by 2.67% to 830 million
Causing concern within the industry as domestic visitors have reduced far greater, with overseas visitors increasing – masking a drop
This shows where visitors spend their money whilst holidaying in the area
Its just shows how important the food and drink sector is to attracting visitors to the area
From 2011 to 2013 jobs supported by the visitor spend increased by 2.29% 21,439
This is why we do what we do, its about supporting the local
Staycation on the decline
Predicted UK holidays of 7 nights or more are at their lowest since 2010. Combined with short-breaks, actual and predicted holidays in the UK also down on 2013.
Reduced bookings to ‘weather-dependent ‘destinations
Seaside destinations in the South West and all areas of Scotland witness a drop in bookings. However, there is a rise in predicted bookings to these areas, suggesting that the drop is driven by uncertainty about the weather.
London bucks the trend and is now most popular holiday destination
For the second consecutive year bookings to London have increased, bucking the declining trend in other UK destinations.. The Scottish Highlands is second most popular.
Scotland and South West are the most popular areas to holiday in the UK, outside of London
First london
Second scottish highlands
Third cornwall
Fourth Devon
Fifth
Scottish lowlands
Holiday bookings becoming more last minute
The lead time between actual/expected holiday bookings has decreased to 3.6 months in 2014, a drop from 3.9. The proportion who expect to book their holiday one month before departure has increased from 11% to 14%.
The trust in review sites is slipping
The proportion stating that they trust the accuracy of online review sites has dropped to 45% in 2014, from 52% in 2013.
Smartphone use on holiday has increased as mobile functionality improves
Overall smartphone use on holiday has risen from 69% in 2013 to 78% in 2014 – almost 8 in 10. Within that, internet use on holiday is also up (from 69% to 78%) – enabled in part by hotel groups responding to increased demand for free Wi-Fi.
