northumberland visitor survey 2010 northumberland attractions association 24 th january 2011
TRANSCRIPT
NORTHUMBERLAND VISITOR SURVEY 2010
NORTHUMBERLAND ATTRACTIONS
ASSOCIATION
24th JANUARY 2011
AGENDA−METHODOLOGY
−VISITOR PROFILES
−ACCOMMODATION
−MOTIVATIONS AND INFLUENCES
−EXPENDITURE
−IMPORTANCE AND SATISFACTION
OBJECTIVES
−Inform development and investment decisions
−Understand visitor satisfaction – Where can we improve?
−Understand what draws visitors to the region
−Understand our visitor profiles – target market more effectively, tailor our products
−Understand where visitors are spending their money
METHODOLOGY− 3RD Region wide visitor survey
− 1600 core sample – 400 in each sub region
− 1st May and 19th September 2010
− Total completed surveys in Northumberland – 602Northumberland National Park and North Pennines AONB Booster samples
− Respondents qualified as touristsExcluding people on business, on regular shopping trip etc
− Quotas set for:50% overnight (achieved 47%)A maximum of 25% shoppers (achieved 9%)At least 25% from outside of the region (achieved 36%)
METHODOLOGYINTERVIEW LOCATIONS
Kielder (Leaplish waterside park) 30
Wooler 20
Alnwick Garden 60
Woodhorn Museum near Ashington 60
Lindisfarne Castle 30
Bamburgh Castle 20
The Chantry TIC Morpeth 30
Berwick TIC 30
Vindolanda 60
Seahouses 60
Rothbury Tourist Information centre 100
Allen Banks and Staward Gorge (AONB) 51
Blanchland (AONB) 51
602
VISITOR PROFILES
DAY/OVERNIGHT
day37%overnight
63%
GROUP COMPOSITION
Group Composition
0
10
20
30
40
50
60
70
80
90
Partner/spouse Children (i.e.son/daughter) -
under 16
Other relatives(inc grown up
children)
Friends None of the above
%
2010 2008
AGE PROFILES
65+17%
16-249%
25-3413%
35-4417%45-54
18%
55-6426%
AGE COMPARISONS
Age Comparisons Day v Overnight
0%
5%
10%
15%
20%
25%
30%
35%
16-24 25-34 35-44 45-54 55-64 65+
Age
%
Day Overnight
ORIGIN OF VISITORS
Origin of visitors
0
5
10
15
20
25
30
35
Location
%
2010 2008
TRAVEL TO THE REGION
87%
4%3%
7%3%
1%
1%
2%2% 1% 1%
VISITOR SEGMENTS
Ark Leisure Comparisons
0
5
10
15
20
25
30
Segment
%
Northumberland North East
ADDITIONAL DATA
− 16% of visitors to Northumberland were new visitors – higher than all other sub regions
− 36% have been more than 20 times before
UK OVERSEAS DAY OVERNIGHT
First visit in five years 9% 23% 4% 13%
2 - 3 times 24% 23% 15% 30%
4 - 6 times 12% 4% 8% 14%
7 - 8 times 3% 4% 2% 3%
9 - 10 times 4% 4% 3% 4%
11 - 20 times 4% 12% 5% 4%
More than 20 times 36% 27% 50% 25%
Don't know / can't remember 10% 4% 14% 7%
ACCOMMODATION
WHERE ARE VISITORS STAYING?.....Overnight visitors to Northumberland are most likely to be staying in………..
− Berwick – 8%
− Seahouses – 6%
− Rothbury – 6%
− Wooler – 5%
− Bamburgh – 4%
− Alnwick – 4%
− Newcastle – 4%
− Durham – 3%
ACCOMMODATION USED
SFR9%
Self-catering 25%
Hotel/motel21%
Caravan/ camping26% Guest House/B&B
17%
Hostel1%
Other1%
Accommodation comparisons
0%
5%
10%
15%
20%
25%
30%
35%
40%
Hotel/motel GuestHouse/B&B
Self-catering Hostel Caravan/camping
SFR Other
Type
%
2010 2008
ACCOMMODATION USED
Accommodation comparisons
0%
5%
10%
15%
20%
25%
30%
35%
40%
Hotel/motel GuestHouse/B&B
Self-catering Hostel Caravan/camping
SFR Other
Type
%
2010 2008
ACCOMMODATION USED
AVERAGE LENGTH OF STAY
Average length of stay comparisons
0
1
2
3
4
5
6
7
8
North
Eas
t
North
umbe
rland
Self C
ater
ing
Servic
ed SFR UK
Ove
rseas Firs
t
Repea
t
Visitor
Nig
hts
LEAD TIMESAccommodation booking lead times
0
5
10
15
20
25
30
35
More than 6months ago
4 - 6 monthsago
1 - 3 monthsago
3 - 4 weeksago
1 - 2 weeksago
In the lastweek
Booked onarrival
Lead time
%
LEAD TIME COMPARISONS
Accommodation booking lead times
0
5
10
15
20
25
30
35
40
More than 6months ago
4 - 6 monthsago
1 - 3 monthsago
3 - 4 weeksago
1 - 2 weeksago
In the lastweek
Booked onarrival
Lead time
%
2010 2008
THE BOOKING PROCESS
How did you book your accommodation?
0
5
10
15
20
25
30
35
40
45
Direct
with
acc
omm
- via
Inte
rnet
Direct
with
acc
omm
-tele
phon
e
Org
anised
gro
up
Direct
with
acc
omm
- in
pers
on
Tour O
pera
tor
Trave
l Age
nt
Holida
y Gui
debo
oks
visitn
orth
umber
land
.com
www.visit
north
east
engl
and.
com
TIC -
local
to h
ome
Prom
o m
ater
ial
visitt
eesv
alley
.co.u
k
Oth
er in
tern
et
Oth
er
%
2010 2008
MOTIVATIONS AND INFLUENCES
MAIN REASON FOR VISIT
What was your main reason for visiting? 2010 2008
General Sightseeing 23% 30%
Visiting heritage sites, castles, monuments, churches etc 12% 9%
Visit market town/ village 11% 4%
walking 2+ miles 9% 4%
VFR 8% 8%
Visiting artistic or heritage exhibits, museums galleries etc 7% 7%
walking <2 miles 3% 2%
Nature Reserve/ Wildlife 2% 1%
Eating out 2% 0%
Visiting beach 2% 3%
INFORMATION/INFLUENCE LEVELS
2010
On/from a previous visit 64%
Advertising in newspaper/magazine 4%
Advice from friends/relatives 22%
www.visitnorthumberland.com 7%
Newspaper/magazine articles 2%
Travel agent/Tour Operator 1%
Internet 4%
www.visitnortheastengland.com 2%
Free tourist brochure 1%
Tourist Information Centre 2%
INFORMATION/INFLUENCE LEVELS
2010 2008
On/from a previous visit 64% 47%
Advertising in newspaper/magazine 4% 2%
Advice from friends/relatives 22% 19%
www.visitnorthumberland.com 7% n/a
Newspaper/magazine articles 2%3%
Travel agent/Tour Operator 1% 3%
Internet 4% 5%
www.visitnortheastengland.com 2% 6%
Free tourist brochure 1% 0%
Tourist Information Centre 2% 0%
USE OF INFORMATION
Information while on visit
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
UK OVERSEAS DAY OVERNIGHT FIRST REPEAT
Type
%
Yes No
USE OF INFORMATION
Information while on visit
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
UK OVERSEAS DAY OVERNIGHT FIRST REPEAT
Type
%
Yes No
SOURCES OF INFORMATIONSources of Information comparisons
0
10
20
30
40
50
60
TIC Info at accomm Paid-for guidebooks
Free Touristbrochures
Attraction Internet (ow ncomputer)
computer ataccomm etc
Internet (mobilephone)
Source
%
2010 2008
USE OF GUIDES – DURING VISIT
11%6%
Most used of all sub regional/ local guides
EXPENDITURE
ALL VISITOR EXPENDITURE
2010 2008 2005/06
Accommodation 25.17 26.81 29.01
Non-routine shopping 4.62 3.67 2.68
Food and drink 12.24 8.86 10.63
Transport 6.51 4.27 5.21
Entertainment 3.72 3.60 4.46
Grocery shopping 4.13 3.26 4.16
Miscellaneous 2.13 0.52 2.05
total 58.52 50.99 58.20
IMPORTANCE AND SATISFACTION
IMPORTANCE
Very Unimportant Unimportant Neither Important
Very important
Attractions 2 4 8 44 42
Retail 13 19 26 31 11
Information 4 7 15 48 27
Accommodation 15 3 4 36 42
Eating establishments 2 4 7 53 34
Ease of Parking 2 2 4 50 42
Transport 12 7 21 36 25
Signage 2 4 11 49 35
Nightlife 45 10 26 14 5
Car Parking 3 3 6 46 43
Cleanliness 0 1 1 45 53
SATISFACTION
% Very poor Poor Neither Good Very Good
Visitor Attractions 0 1 2 35 62
Shopping 0 2 16 59 23
Visitor Information 0 1 3 47 49
Accommodation 1 1 4 39 56
Eating 0 0 5 56 39
Ease of Parking 1 2 4 50 44
Transport 0 1 4 45 50
Signage 0 1 4 60 35
Nightlife 1 11 59 26 0
Car Parking 0 2 3 53 42
Cleanliness 0 1 2 41 57
SATISFACTION COMPARISONS
Very GoodNorth East Tees Valley Northumberland
County Durham
Tyne and Wear
Visitor Attractions 49% 33% 62% 49% 47%
Shopping 23% 18% 23% 24% 24%
Visitor Information 40% 28% 49% 37% 41%
Accommodation 53% 44% 56% 54% 56%
Eating 35% 26% 38% 33% 37%
Ease of Parking 40% 34% 44% 37% 43%
Transport 53% 48% 50% 49% 60%
Signage 34% 35% 35% 35% 33%
Nightlife 30% 18% 26% 33% 39%
Car Parking 40% 39% 42% 41% 39%
Cleanliness 52% 42% 57% 55% 51%
CUSTOMER SERVICE
35 55 10
49 47 4
44 49 6
52 38 9
23 61 15
42 51 6
0% 20% 40% 60% 80% 100%
Food/drink
Attractions
TIC
Accomm
Retail
Overall
Bu
sin
es
s T
yp
e
Customer service ratings
Very Good Good Neither Poor Very Poor
PERCEPTION OF THE REGION
Perceptions of the North East as a holiday destination
0
10
20
30
40
50
60
70
80
90
Friendlyand
welcoming
Rich inheritage
Changingfor thebetter
Place youneverforget
Greatplace forholiday
Greatplace for
short break
Greatplace to
live
Lacking inculture
Isolated
Statement
%
Strongly disagree Disagree Neither Tend to agree Strongly agree No opinion
COMPARISON TO DESTINATIONS
− Q. Thinking of short break/holidays you have taken in the last two years, where did you visit most recently?
BLACKPOOL CORNWALL COTSWOLDS CUMBRIA DERBY
DEVON EDINBURGH EASTBOURNE FRANCE GLASGOW
GREAT YARMOUTH ISLE OF WIGHT ITALY LAKE DISTRICT
LIVERPOOL LONDON NORFOLK NEW YORK NORTH YORKS
SPAIN WALES
COMPARISON TO DESTINATIONS
Northumberland is………. Better Similar Worse
Attractions 76 15 9
Shopping 65 27 8
Visitor Information 45 49 6
Accommodation 40 56 4
Eating Establishments 75 16 8
Nightlife 20 78 2
Cleanliness 85 6 8
RECOMMENDING NORTHUMBERLAND
− 98% of people would recommend Northumberland to friends
− 94% would recommend other parts of the North East
− 97% of overseas visitors would recommend Northumberland
− 96% of first time visitors would recommend Northumberland
SUMMARY− Almost 2/3rds of visitors to Northumberland stay overnight
− Less than 1/5th have children in their party
− 1 in 5 are on their first visit – 1/3rd have been more than 20 times
− Growth in overnight staying in serviced accommodation, 1-3 months being the most common booking lead time, growth in shorter lead times
− Growth in online bookings as well as people using the internet to find information while in Northumberland
− 1/5th use free tourist brochure for information
− More people are visiting market towns and looking for long walks
SUMMARY−Overseas and new first visitors are most in need of visitor information
−Overall expenditure per person per day up £7, food and drink growth is strong
−Satisfaction levels are good but could be better – although attractions, car parking and accommodation fared well
−Customer service is good but not excellent
−98% would recommend Northumberland to their friends and relatives
IAN THOMAS/TRACEY BAKER
Tel: 0191 2296843/6844
www.tourismnortheast.co.uk