Sharon Orrell at VisitEngland Talks Upcoming Tourism Trends for 2013

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Sharon Orrell, Head of Research and Insight at VisitEngland discusses the upcoming trends and how to understand your customer at the Visit York Tourism Conference 2012

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Sharon Orrell at VisitEngland Talks Upcoming Tourism Trends for 2013

  1. 1. Tourism Trends –Understanding theConsumerSharon OrrellNovember 2012
  2. 2. 2011 saw growth across all types of domestic overnight trip, but 2012 holiday / VFR volumes are down year on year Trips (m) Jan – July 2012 Holiday -7% -7% VFR Business +6%Source: GB Tourism Survey
  3. 3. What’s Changed?
  4. 4. 1. On-going, widespread concern about the economy and personal financesSource: VisitEngland Staycation Research
  5. 5. 2. More trips taken by the more affluent while the least well- off take fewer trips than before Trips 2006 vs (m) 2011 +28% +18% +13% -13%Source: GB Tourism Survey
  6. 6. 3. Increased volumes driven by ages 35+ Trips 2006 vs (m) 2011 +15% +32% -5%Source: GB Tourism Survey
  7. 7. 4. Last minute is now the norm Reasons for Indecision Waiting to see what weather 31% is like Waiting to see if I can afford it 28% Yes, Definitely No reason, just prefer to 20% decide at last minute Waiting for someone else to 19% decide Waiting for deals / offers 19% Not sure where to go 19%Source: August Bank Holiday Trip Tracker
  8. 8. 5. The rise and rise of online bookingSource: GB Tourism SurveySource: GB Tourism Survey
  9. 9. 6. Holiday trips are getting shorter 3.65 3.37Source: GB Tourism Survey
  10. 10. 2012The Story So Far
  11. 11. 2012 trading conditions have been extremely challenging Changes in visitor numbers in most recent periodSource: VisitEngland Tourism Business Monitor
  12. 12. The poor weather has had a negative impact on performance andfuture intentions Impact of Weather on 2012 holidays (%) 19% say that this year’s poor weather has put them off taking trips in England next year
  13. 13. The 2012 events have had less impact on domestic trip taking thisyear – but represent an opportunity in 2013 and beyond Impact of Diamond Jubilee/ Olympics/ Paralympics on 2012 holidays (%) 20% say that the events of 2012 make them more likely to take holidays in England in future (29% of under 35’s)
  14. 14. Visitor Satisfaction
  15. 15. How Satisfied Are Visitors to English Destinations? Overall Likelihood to Performance Revisit 90 85% excellent/ TRI*M 76% definitely/ very good 70 Index: probably 92 86% 62% much/ definitely/ 50 slightly probably better 30 Likelihood to Competitive Recommend AdvantageSource: VE Brand, Communications and Satisfaction Tracker Source: VisitEngland Brand & Satisfaction Tracker
  16. 16. And Visitors to York? Overall Likelihood to York York Performance 91% 80% Revisit 90 85% excellent/ TRI*M 76% definitely/ very good 70 Index: probably 92 86% 62% much/ definitely/ 50 slightly probably York better York 77% 93% 30 Likelihood to York Competitive Recommend 101 AdvantageSource: VE Brand, Communications and Satisfaction TrackerNB Base size for Peak District = 55Source: VisitEngland Brand & Satisfaction Tracker
  17. 17. ENGLAND Northumberland 105 92 Lake District Scarborough 106 Yorks Dales York 96 103 101 York is one of the best Blackpool 87 Leeds 76 performing destinations94 Liverpool Manchester 81 Peak Nottingham Skegness in England! 97 District shire 102 Chester 97 92 96 Birmingham Other Gt Yarmouth 74 Norfolk 81 Stratford 95 88 Suffolk Essex 93 Cotswolds London 67 Bristol 98 Oxfordshire Bath 84 96 80 96 Kent East Sussex 81 Other Devon New Forest 76 105 Brighton 97 Cornwall B’mouth Isle of Wight 92 110 Torquay 92 95 104Source: VisitEngland Brand & Satisfaction Tracker
  18. 18. Compared to other destinations, York is attractive, distinctive, and offers good customer service % Describing Destination as Excellent or Very GoodSource: VisitEngland Brand & Satisfaction Tracker
  19. 19. York is close to the national average for value, welcomeand entertainment, and just below for ease of pre-booking % Describing Destination as Excellent or Very GoodSource: VisitEngland Brand & Satisfaction Tracker
  20. 20. Tourism Trends –Understanding theConsumerSharon OrrellNovember 2012

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