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

1. Tourism Trends –
Understanding the
Consumer
Sharon Orrell
November 2012

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. What’s Changed?

4. 1. On-going, widespread concern about the economy and
personal finances
Source: VisitEngland Staycation Research

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. 3. Increased volumes driven by ages 35+
Trips 2006 vs
(m) 2011
+15%
+32%
-5%
Source: GB Tourism Survey

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. 5. The rise and rise of online booking
Source: GB Tourism Survey
Source: GB Tourism Survey

9. 6. Holiday trips are getting shorter
3.65
3.37
Source: GB Tourism Survey

10. 2012
The Story So Far

11. 2012 trading conditions have been extremely challenging
Changes in visitor numbers in most recent period
Source: VisitEngland Tourism Business Monitor

12. The poor weather has had a negative impact on performance and
future 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. The 2012 events have had less impact on domestic trip taking this
year – 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. Visitor Satisfaction

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 Advantage
Source: VE Brand, Communications and Satisfaction Tracker
Source: VisitEngland Brand & Satisfaction Tracker

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 Advantage
Source: VE Brand, Communications and Satisfaction Tracker
NB Base size for Peak District = 55
Source: VisitEngland Brand & Satisfaction Tracker

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
95 104
Source: VisitEngland Brand & Satisfaction Tracker

18. Compared to other destinations, York is attractive, distinctive,
and offers good customer service
% Describing Destination as Excellent or Very Good
Source: VisitEngland Brand & Satisfaction Tracker

19. York is close to the national average for value, welcome
and entertainment, and just below for ease of pre-booking
% Describing Destination as Excellent or Very Good
Source: VisitEngland Brand & Satisfaction Tracker

20. Tourism Trends –
Understanding the
Consumer
Sharon Orrell
November 2012