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Coastal Tourism Monitor - Wave 4

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To gauge business performance on England’s coast we commissioned a three-part survey earlier this year to collect the views from accommodation and attraction providers on their past performance and future prospects to paint a national and regional picture.

https://coastaltourismacademy.co.uk/resource-hub/resource/coastal-tourism-monitor

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Coastal Tourism Monitor - Wave 4

  1. 1. Coastal Tourism Monitor A snapshot of performance of tourism businesses on England’s coast Supported by 1 Results from Wave 4 Easter to end of May 2017
  2. 2. Introduction 2 The Coastal Tourism Monitor has been designed to provide a snapshot of the performance of tourism businesses on England’s coast. The research collects feedback on past performance and future prospects to give a national and regional overview. The research involves a telephone survey with a core sample of 400 tourism businesses interviewed 3 times a year. The businesses reflect the nature and distribution of tourism businesses around the English coast. Fieldwork for this wave was conducted from 5th-16th June 2017, reviewing Easter to the end of May 2017.
  3. 3. Business profile 3 Business type Number of employees Business region The core sample of 400 included: • 378 accommodation establishments including mix by region, establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites. • 22 visitor attractions including mix by region, attraction type, and size (measured by annual visitor admissions).
  4. 4. Business performance, Easter to end of May, compared to same period last year 4 Overall across coastal businesses Performance by business type and across regions For three quarters of businesses, performance was either up or the same compared with the same period last year. Visitor attractions and caravan / camp sites were the most likely to report improved performance.
  5. 5. Reasons for increase in performance, Easter to end of May, compared to same period last year 5 Good weather and more visitors/guests were identified as the top reasons driving growth. Better marketing and repeat visitors were also seen as important.
  6. 6. Reasons for decrease in performance, Easter to end of May, compared to same period last year 6 Fewer people visiting the area and a general decline in tourism in the area were the main reasons attributed to decreased performance, with poor weather also a factor.
  7. 7. Business performance expectation for next 3 months, compared to same period last year 7 Overall across coastal businesses Performance by business type and across regions Businesses are generally optimistic about the next three months particularly those in East Midlands and East of England
  8. 8. Key challenges affecting coastal businesses 8 Are there key challenges affecting your business sector? What are these challenges? 51% of businesses reported that there are key challenges facing their business. Poor and often unpredictable weather is the main challenge, the poor UK economic climate and the cost of using online agencies were additional challenges mentioned.
  9. 9. Visitor market 9 Changes seen in visitor needs/profile? What are these changes? Comments from businesses Around a third of all businesses have experienced changes in visitor needs/profile. The most common change is the rising expectations of visitors including the demand for Wi-fi. Rising customer expectations / more demanding Other challenges Demand for Wi-Fi More overseas visitors Less overseas visitors Shortening of trip length More older visitors Increase in younger customers and families Expectations have grown in terms of the type of accommodation people are getting with them turning up expecting more than what most B&Bs would offer. They are slightly younger than they were and they are less interested in half board. The younger ones just want a base. Most customers, young and old ask for Wi-Fi. Customers are more demanding, they expect more for their money.
  10. 10. Visitor market 10 Percentage of visitors from Western Europe Where in Europe visitors from? Example: of businesses which do have guests from Western Europe, 78% of these Western European visitors come from Germany The majority of businesses have a small percentage of visitors from western Europe. These are dominated by visitors from Germany (78%) with significant numbers from the Netherlands (37%) and France (33%)
  11. 11. Transport challenges 11 As a business on the coast, do you or your customers face transport challenges? 41% of businesses felt that either they or their customers faced transport challenges in relation to business or visitors, with better public transport and more or cheaper parking being the two main requirements. What facilities would be useful to address these challenges?
  12. 12. Destination managers 12 13 destination managers were also surveyed during this period so that their thoughts could be compared with businesses. Fieldwork dates were 5-16 June 2017, reviewing Easter to the end of May. Destination managers were generally optimistic about performance as the next slide shows In terms of key challenges affecting the industry, Destination Managers cited competition from other parts of the UK, high staff turnover, poor or unpredictable weather and the poor UK economic climate (including worries over Brexit).
  13. 13. Coastal Tourism Monitor 13 Business performance compared to same period last year Destination Managers were very positive about business in the last quarter with 62% saying they thought it was better than last year. Their reasons were a weaker pound, better weather, better marketing plus an increase in staycations due to security fears abroad and investments made by public and private sectors starting to pay off. Destination Managers were also positive about the forthcoming summer period with over two thirds expecting business to be better than last year. Expectations for next 3 months compared to same period last year
  14. 14. 14 Visitor Market Transport Challenges Where in Europe visitors from? Example: of destinations which do have guests from Western Europe, 92% said Germany was one of their main West European source markets As a destination on the coast, do you or your customers face transport challenges? Most Destination Managers acknowledged transport challenges, with the main requirements being; cheaper or more efficient rail travel, better public transport and better cycle hire or more cycle routes. Western European countries most frequently cited as source markets were Germany, Belgium, France and Scandinavia. Coastal Tourism Monitor
  15. 15. For more information about the Coastal Tourism Monitor please contact: Jo Edom Academy Manager National Coastal Tourism Academy t: 01202 962572 w: www.coastaltourismacademy.co.uk e: jo.edom@coastaltourismacademy.co.uk Supported by

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