Global Research:  Benchmark Attitudes towards Visiting London before 2008 Olympic Handover Wave 2 – October 2008   Underta...
Journey through document Introduction: Aims, scope and method Main study findings Points to Ponder…
Introduction:  Aims, Scope and Method
Introduction <ul><li>The Olympic flag handover ceremony at the end of the Beijing Olympics in 2008 officially marked the s...
Ultimate research deliverable <ul><li>To gauge existing and projected attitudes towards London in the run up to the 2012 O...
Within this there are several key aims <ul><li>To provide an overall idea of current awareness and attitudes towards Londo...
Online panels provided best solution to meet research aims <ul><li>Rapid reach and access to large relatively representati...
Global market coverage optimised to represent developed and emerging
Robust coverage within each market enabled good spread of gender and age Even spread across gender  Broad spread across to...
All interviews followed a simple question structure Q1 - Which of the following cities do you think will be hosting the 20...
Main study findings from Wave 2 research, conducted Oct 2008
Which of the following cities do you think will be hosting the 2012 Olympics?
Over seven in ten are now aware of London’s 2012 host city status Most in  the UK aware of location of 2012 Olympics Two t...
Correct attribution increased in all markets. Highest awareness outside UK in China, India, Spain US market have lowest aw...
Low levels of incorrect attribution, though 3 in 10 Russians/ Americans are unsure of the next host = denotes significantl...
What ONE THING could potentially influence your decision to visit London in the next 12 months ?
Olympics 2012 key driver for 15% of potential visits to London in the next 12 months! <ul><li>Key driver for UK residents ...
No change since handover in influences on visiting London in next 12 months Potential Drivers to visiting London – by Mark...
China continues to be market most motivated by Olympics to visit London <ul><li>Olympics’ influence on visiting London unc...
Few differences in influences on visiting London by age; Olympics slightly more appealing to under 45s No major difference...
Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential...
Almost half feel more positive re visiting London NOW on knowing that it is hosting 2012 <ul><li>Very low proportion feel ...
Positive reactions to London as a holiday destination have increased very slightly since handover Q3 - Does the fact that ...
India & China most positively influenced markets. India and US more positive now than pre-handover Q3 - Does the fact that...
Positivity towards visiting London NOW due to host status greatest amongst 18-34s, as pre-handover Q3 - Does the fact that...
Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics ?
7 in 10 are aware of the Olympic handover, higher in UK and China, lowest in US Awareness of handover at the end of the pr...
Awareness levels of the handover rose post-handover in UK, but fell in US Q4 - Were you aware of a handover at the end of ...
On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the ...
The positive influence of London’s 2012 host status has improved slightly since pre-handover Q6 - On a scale of 1-10, will...
Indians & Chinese more likely to be influenced by upcoming host status…France and US least influenced, though US improved ...
Younger potential travellers continue to be more likely to be influenced by host status to visit London Degree to which Lo...
Points to ponder…
Conclusions <ul><li>1. Awareness of London’s host status is high, at 73% overall (up from 46% pre handover), driven by inc...
Conclusions <ul><li>3. The fact that London is hosting the 2012 Olympics has a positive impact on many potential visitors ...
Conclusions <ul><li>5. Across markets, majority (68%) were aware of the handover </li></ul><ul><ul><li>Sharp increase in U...
In a nut shell… <ul><li>Awareness of London as the host city for the 2012 Olympics has shot up since the handover and it p...
Thank you
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  • Vl Global Research Presentation

    1. 1. Global Research: Benchmark Attitudes towards Visiting London before 2008 Olympic Handover Wave 2 – October 2008 Undertaken for
    2. 2. Journey through document Introduction: Aims, scope and method Main study findings Points to Ponder…
    3. 3. Introduction: Aims, Scope and Method
    4. 4. Introduction <ul><li>The Olympic flag handover ceremony at the end of the Beijing Olympics in 2008 officially marked the start of the 2012 London Olympiad </li></ul><ul><li>This also marked the start of a unique opportunity for Visit London to make the most of the incredible exposure and momentum generated from 2012 </li></ul><ul><li>Clearly this will have a huge impact on London so it will be important to gauge existing attitudes towards London before full preparations for 2012 </li></ul>
    5. 5. Ultimate research deliverable <ul><li>To gauge existing and projected attitudes towards London in the run up to the 2012 Olympics and potential impact on likelihood to visit London </li></ul><ul><li>So far we have 2 measures: </li></ul><ul><li>Wave 1 - Pre-handover </li></ul><ul><li>Wave 2 - Post-handover (Oct 2008) </li></ul>
    6. 6. Within this there are several key aims <ul><li>To provide an overall idea of current awareness and attitudes towards London as future host city </li></ul><ul><li>To understand whether and how future status as host of the Olympics will impact on existing residents and potential visitors to London </li></ul><ul><li>To explore extent to which existing attitudes may shift after the 2008 handover and once 2012 preparations have entered into full swing </li></ul><ul><li>To investigate how this differs across key markets including developing and emerging markets as well as existing London and UK residents </li></ul>
    7. 7. Online panels provided best solution to meet research aims <ul><li>Rapid reach and access to large relatively representative sample across all key markets </li></ul><ul><li>Highly targeted cost effective methodology with opportunity to provide visual stimulus if required </li></ul><ul><li>Quick turnaround from set up through to final results </li></ul><ul><li>HOWEVER given that online penetration has not yet reached critical mass in developing markets such as China, India and Russia - samples in these markets likely to be skewed towards those with online access rather than overall population, i.e. </li></ul><ul><ul><li>younger (under 45 years) </li></ul></ul><ul><ul><li>more affluent, working </li></ul></ul><ul><ul><li>slightly more male </li></ul></ul>
    8. 8. Global market coverage optimised to represent developed and emerging
    9. 9. Robust coverage within each market enabled good spread of gender and age Even spread across gender Broad spread across total age of 18-65 years All Non Rejecters of visiting London in the future Subsequent waves matched initial wave’s gender and age split per market: Total number of interviews: Wave 1 Pre handover: N=4064 Wave 2 Post Handover (Oct 08): N=4035
    10. 10. All interviews followed a simple question structure Q1 - Which of the following cities do you think will be hosting the 2012 Olympics? (London’s 2012 host city status then revealed to all) Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months? Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics? Q5 - After the Olympic flag has been officially handed over to London at Beijing in August 2008, how do you think you will feel THEN about London as a potential holiday destination? (NOT ASKED POST-HANDOVER) Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?
    11. 11. Main study findings from Wave 2 research, conducted Oct 2008
    12. 12. Which of the following cities do you think will be hosting the 2012 Olympics?
    13. 13. Over seven in ten are now aware of London’s 2012 host city status Most in the UK aware of location of 2012 Olympics Two thirds of non UK are aware that London is host city of 2012 Olympics Q1 - Which of the following cities do you think will be hosting the 2012 Olympics? 1% 2% 3% 1% 4% 73% 96% 65% 2% 5% 6% 1% 1% 13% 17% 3% 3% 3% 1% Total (4035) UK(1009) ROW (3026) Paris Beijing London Rome Athens Stockholm Don't Know None of these
    14. 14. Correct attribution increased in all markets. Highest awareness outside UK in China, India, Spain US market have lowest awareness overall, though this has increased significantly since handover Very high awareness in China, dramatic increase since handover Awareness – by Market Not available
    15. 15. Low levels of incorrect attribution, though 3 in 10 Russians/ Americans are unsure of the next host = denotes significantly higher than total Awareness – by Market <ul><li>8% of Chinese now believe Paris will be 2012 host city – down from 25% pre handover </li></ul><ul><li>US market have lowest awareness overall – one in three state they ‘don’t know’ where Olympics will be held, and lowest market awareness of London as host </li></ul>
    16. 16. What ONE THING could potentially influence your decision to visit London in the next 12 months ?
    17. 17. Olympics 2012 key driver for 15% of potential visits to London in the next 12 months! <ul><li>Key driver for UK residents are new attractions </li></ul><ul><li>Key drivers for non UK holiday offers and cheaper flights </li></ul>Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months? Potential Drivers to visiting London – by Market
    18. 18. No change since handover in influences on visiting London in next 12 months Potential Drivers to visiting London – by Market Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?
    19. 19. China continues to be market most motivated by Olympics to visit London <ul><li>Olympics’ influence on visiting London unchanged since takeover, though slight increase in already positive China </li></ul><ul><li>Exchange rate now less important in US (10%) than before handover (26%) </li></ul>Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months? Potential Drivers to visiting London – by Market
    20. 20. Few differences in influences on visiting London by age; Olympics slightly more appealing to under 45s No major difference in influences since handover: 35-44 yr olds slightly more influenced by Olympics now, than pre-handover Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months ? Potential Drivers to visiting London – by Age % stating Olympics pre handover: 14% 17% 16% 13% 9% 9%
    21. 21. Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW ?
    22. 22. Almost half feel more positive re visiting London NOW on knowing that it is hosting 2012 <ul><li>Very low proportion feel more negative about visiting London due to Olympics </li></ul><ul><li>ROW more positively affected than UK </li></ul>Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Any positive: 47% 36% 50%
    23. 23. Positive reactions to London as a holiday destination have increased very slightly since handover Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Any positive: 44% 47% 37% 36% 48% 50%
    24. 24. India & China most positively influenced markets. India and US more positive now than pre-handover Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Any positive: Pre handover 44% 38% 36% 27% 42% 48% 67% 75% 25% NOW (Oct 08) 47% 33% 40% 22% 40% 46% 78% 79% 38% Positive/Negative impact of London hosting 2012 Olympics – by Market
    25. 25. Positivity towards visiting London NOW due to host status greatest amongst 18-34s, as pre-handover Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Any positive: Pre handover 44% 50% 49% 43% 39% 33% NOW (Oct 08) 47% 52% 52% 44% 43% 37% Positive/Negative impact of London hosting 2012 Olympics – by Age
    26. 26. Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics ?
    27. 27. 7 in 10 are aware of the Olympic handover, higher in UK and China, lowest in US Awareness of handover at the end of the previous Olympics Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics? Awareness of handover by Age Awareness of handover by Market
    28. 28. Awareness levels of the handover rose post-handover in UK, but fell in US Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics? Awareness of handover at the end of the previous Olympics Total (4035) Pre handover 63% aware Awareness of handover by Age Awareness of handover by Market Pre handover : 61% 60% 64% 67% 70% Pre handover : 54% 51% 64% 57% 61% 79% 93% 52%
    29. 29. On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?
    30. 30. The positive influence of London’s 2012 host status has improved slightly since pre-handover Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all? Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age Mean Score Pre Handover 4.49 3.98 4.66 NOW (Oct 08): 4.84 4.16 5.07
    31. 31. Indians & Chinese more likely to be influenced by upcoming host status…France and US least influenced, though US improved since handover Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all? Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age Mean Score Pre Handover 4.49 3.78 4.18 3.63 4.23 4.32 5.92 6.21 3.64 NOW (Oct 2008) 4.84 3.84 4.48 3.49 4.23 4.64 6.73 6.79 4.53
    32. 32. Younger potential travellers continue to be more likely to be influenced by host status to visit London Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age Mean Score Pre Handover 4.49 4.64 4.77 4.41 4.41 3.84 4.84 4.96 5.02 4.75 4.84 4.37 Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?
    33. 33. Points to ponder…
    34. 34. Conclusions <ul><li>1. Awareness of London’s host status is high, at 73% overall (up from 46% pre handover), driven by increased awareness outside UK </li></ul><ul><ul><li>highest awareness outside UK in India, China and Spain (over two-thirds) </li></ul></ul><ul><ul><li>lowest in USA – though increased since handover </li></ul></ul><ul><ul><li>No longer any significant incorrect attribution to Beijing </li></ul></ul><ul><li>2. London’s hosting of the 2012 Olympics could be the key influencer for 1 in 6 potential visitors to London </li></ul><ul><ul><li>unchanged since handover </li></ul></ul><ul><ul><li>particularly high for Chinese (a third) and for the younger age groups (17%) </li></ul></ul><ul><ul><li>more so now for Americans (10%) than pre handover (4%) </li></ul></ul>
    35. 35. Conclusions <ul><li>3. The fact that London is hosting the 2012 Olympics has a positive impact on many potential visitors NOW </li></ul><ul><ul><li>half from outside the UK feel more positive about visiting London NOW as a consequence of the Olympics </li></ul></ul><ul><ul><ul><li>Unchanged since pre-handover </li></ul></ul></ul><ul><ul><ul><li>China and India the most enthusiastic (c.8 in 10 more positive about visiting) </li></ul></ul></ul><ul><ul><ul><li>Positive impact on Americans is lower (about 4 in 10), but has increased since handover (was a quarter) </li></ul></ul></ul><ul><ul><ul><li>Lowest positive impact is on the French (22% feel more positive), and this has declined since the handover (was 27%) </li></ul></ul></ul><ul><ul><li>1/3 from within the UK feel more positive about visiting London NOW due to its Olympic hosting – though this has declined slightly since handover (was 38%) </li></ul></ul><ul><ul><li>4. And it has very little negative impact on potential visits (c 5% negatively ) </li></ul></ul>
    36. 36. Conclusions <ul><li>5. Across markets, majority (68%) were aware of the handover </li></ul><ul><ul><li>Sharp increase in UK awareness following handover </li></ul></ul><ul><ul><li>Lowest awareness of handover in US, and this declined since the handover (now 41%, was 52%) </li></ul></ul>
    37. 37. In a nut shell… <ul><li>Awareness of London as the host city for the 2012 Olympics has shot up since the handover and it presents a huge opportunity </li></ul><ul><ul><li>for a proportion this could be a key influencer to visit NOW </li></ul></ul><ul><ul><li>and for many will have at least some influence </li></ul></ul><ul><ul><li>with a negative impact on propensity to visit for only a small minority </li></ul></ul><ul><li>However, there remain substantial regional differences </li></ul><ul><ul><li>India and China most enthusiastic, and increasingly so </li></ul></ul><ul><ul><li>US least involved, though there are indications that they are becoming more aware and positively impacted by London’s host status </li></ul></ul><ul><ul><li>French remain unattracted to London by the Olympics </li></ul></ul><ul><li>And younger (18-44) are more enthused than older </li></ul>
    38. 38. Thank you

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