yorkshire & humber regional visitor survey 2010/11...yorkshire & humber regional visitor...
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Brackenhill, St George‟s Place, YORK, YO24 1DT
01904 632039
www.qaresearch.co.uk
Company registration: 3186539
Yorkshire & Humber
Regional Visitor Survey 2010/11
Key Findings for
and the six Yorkshire Area Tourism Partnerships
July 2011
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 2
Contents
1. Executive summary .................................................................................................................... 4
2. Introduction ................................................................................................................................. 4
3. Aims and objectives .................................................................................................................... 8
4. Methodology ................................................................................................................................ 9
5. Key findings ................................................................................................................................ 12
5.1 Visitor profile ....................................................................................................................................................... 12
5.1.1 Type of visitor ................................................................................................................................................. 12 5.1.2 Previous visits .................................................................................................................................................. 13 5.1.3 Gender .............................................................................................................................................................. 14 5.1.4 Party type and size ......................................................................................................................................... 15 5.1.5 Age ..................................................................................................................................................................... 16 5.1.6 Origin ................................................................................................................................................................ 17 5.1.7 Mosaic segmentation ..................................................................................................................................... 20 5.1.8 Disability ........................................................................................................................................................... 21
5.2 Visitor information sources .............................................................................................................................. 23
5.3 Visit profile ........................................................................................................................................................... 26
5.3.1 Length of stay .................................................................................................................................................. 26 5.3.2 Location of stay .............................................................................................................................................. 27 5.3.3 Type of accommodation ............................................................................................................................... 28 5.3.4 Method of booking for paid for accommodation ................................................................................... 30 5.3.5 Rating of accommodation ............................................................................................................................. 31 5.3.6 Transportation ................................................................................................................................................ 32 5.3.7 Activities undertaken ..................................................................................................................................... 34 5.3.8 Districts visited during trip .......................................................................................................................... 36 5.3.9 Importance and rating of visit...................................................................................................................... 37 5.3.10 Facility usage and ratings .......................................................................................................................... 37 5.3.11 Overall ratings ............................................................................................................................................ 39 5.3.12 Aspects most enjoyed .............................................................................................................................. 39 5.3.13 Aspects least enjoyed ............................................................................................................................... 40 5.3.14 Location descriptions................................................................................................................................ 41
5.4 Expenditure .......................................................................................................................................................... 41
5.5 Legacy .................................................................................................................................................................... 44
5.5.1 Likelihood to return to this area in 2 years ............................................................................................. 44 5.5.2 Levels of recommendation ........................................................................................................................... 45
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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6. Wider context for the research ............................................................................................... 46
7. Key findings from 2009 to 2011 ............................................................................................... 49
7.1 Key changes .......................................................................................................................................................... 49 7.2 Key consistencies ................................................................................................................................................ 51
8. Implications & recommendations ........................................................................................... 52
9. Appendix .................................................................................................................................... 65
9.1 The Questionnaire ............................................................................................................................................. 65 9.2 Mosaic details ....................................................................................................................................................... 83 9.3 Interview locations ............................................................................................................................................. 84
Project number:
TRISM08-5185
This research has been carried out in
compliance with the international
standard (ISO 20252)
Title: RVS 2010/11
Location: RVS_Qa_Research_report_Final.doc
Date: July 2011
Report status: Final
Approved by: Nick Lynch
Authors: Kathrin Tennstedt & Susan Briggs
Comments to:
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 4
1. Executive summary
1.1 Introduction
Qa Research and the Tourism Network Ltd are pleased to present the key findings of the 2010/11
Yorkshire and Humber Regional Visitor Survey (RVS). The project was commissioned by Yorkshire
Forward, managed by Welcome to Yorkshire and conducted in conjunction with the six Yorkshire Area
Tourism Partnerships (ATPs).
As in the 2008/09 and 2009/10 Yorkshire and Humber Regional Visitor Survey, the overriding aim was:
“To conduct a representative and robust regional visitor survey, to evaluate visitors‟ experiences and
satisfaction levels of Yorkshire & Humber and its tourism destinations. The results of which will provide
tourism intelligence to support regional economic, product and marketing decision making.”
Comparisons are made with the first and second year results of the Regional Visitor Survey.
The findings are based on 8,192 quantitative face to face surveys conducted with visitors to Yorkshire
between May 2010 and May 2011 across more than 150 location points.
1.2 Visitor profile
Overall, two-thirds of all respondents were day visitors (66%) and one-third staying visitors. This was a
slight increase in the proportion of day visitors compared with 2010 (62%) and 2009 (65%). Conversely,
staying visitors have decreased from 2010 (38%) and 2009 (35%). This slight increase in the proportion of
day visitors may be linked to the slight change in definition that was applied to this sample in 2010/11. Day
visitors are now defined as residents who were on a trip from their home to a place outside the usual
environment where they live, work or do their everyday shopping1.
However, the increase may also be linked to the challenging financial climate in the country with people
showing a preference for day trips instead of overnight holidays.
South Yorkshire attracted a larger proportion of day visitors (86%) whilst Moors & Coast and York & Selby
attracted a larger proportion of leisure staying visitors (55% and 51%).
As in 2010, just over a quarter (26%) of visitors were first time visitors to that location/area. South
Yorkshire (38% in 2011, 39% in 2010) and West Yorkshire (33% in 2011 and 34% in 2010) remain popular
with first time visitors. Northern Lincolnshire and the Moors & Coast areas remain popular with repeat
visitors with only 14% being first time visitors.
As in previous years, there was a broadly even split between those travelling with family (46%) and those
with their partner/spouse (44%). Some variations by ATP show that South Yorkshire attracts a higher
proportion of family groups (61%) and also the highest proportion of visiting parties with children (53%).
Northern Lincolnshire (65%) and the Dales & Harrogate (58%) attract a higher proportion of partner/
spouse groups.
1 According to the World Tourism Organisation: www.unwto.org
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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Overall, 60% of all visitors lived in Yorkshire & Humber; an increase on 2010 (55%) and 2009 (56%), which
may be linked to a higher proportion of day visitors in the 2011 sample.
The proportion of overseas visitors was 5%, which has remained the same year on year.
The Mosaic segmentation results show overall strong resemblance to the results from 2010, with Suburban
Mindsets (15%) and Professional Rewards (12%) and Industrial Heritage (12%) topping the list.
As in 2010, nearly 1 in 10 parties (9%) had a visitor with a disability.
As in 2010, the ease of accessibility at the interview location and in Yorkshire in general received primarily
positive ratings. In total 56% provided a good/very good rating for the interview location and 33% a
good/very good rating for Yorkshire overall.
1.3 Information sources
The sources of information mirror the pattern in the preceding years, with previous experience/ local
knowledge being the most frequently mentioned source of information before the trip (67%), followed by
recommendation/ word of mouth (22%).
However, previous experience/ local knowledge as a source of information before arriving, shows a slight
increase of 5% compared to 62% in 2010 and an even bigger increase of 11% compared to the baseline data
in 2009. This finding is likely to be linked to the increase in day visitors and increase those visiting from
within Yorkshire (up by 5% from 2010), as well as the increase of those that had visited previously in the
last 12 months (up by 4% from 2010).
York & Selby showed the largest proportion of visitors using the www.yorkshire.com website (3%), which
can be linked to a higher proportion of visitors from overseas (6% using the website compared to 1% of
UK residents. First time visitors and overseas visitors rely heavily on recommendations (50% and 43%
respectively).
Again, with information sourced on the trip, the pattern was consistent with 2010 and 2009 with „previous
experience‟ still dominant at 58%. This was particularly the case for repeat visitors (75%).
1.4 Visit profile
Overall, the length of stay appears to continue to decrease slightly when comparing it to the previous
year‟s results. In 2011, the average length of stay in Yorkshire was 4.71 nights, compared to 4.79 nights in
2010 and 5.2 nights in 2009.
The results for where overnight visitors stayed resemble the 2009 and 2010 results, with Scarborough
(17%) and York (16%) topping the table.
Overall, the proportion of visitors that stayed in paid for accommodation increased slightly to 69% in 2011,
from 66% in 2010 and remains exactly level with the 2009 results. As in 2010, first time visitors show an
increased likelihood to stay in paid for accommodation (74%) compared to repeat visitors (66%). The most
widely accessed paid for accommodation is large hotels (27%).
Interestingly, more overseas visitors stayed in paid accomodation in 2011 (64%) compared to 54% in 2010.
This may be a direct result of the favourable exchange rates.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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Comparisons with previous data shows that those who stayed in a hotel were very likely to stay either in a
four star (46%) or 3 star (40%) hotel. However, in 2011 a slightly higher proportion stayed in four star
hotels (46%) than 2010 and 2009 (43%).
The results show a continuing increase in the use of the internet when booking paid for accommodation
with 38% using this in 2009; 40% in 2010 rising to 41% in 2011.
Visitor satisfaction with most aspects of accommodation continues to rise. In total 85% rated customer
service as good/very good and 83% said quality was good/very good. The percentage stating the value for
money of the accommodation was good/ very good remains the same as 2010 at 83%.
Interestingly, although the car remains the dominant form of transportation to Yorkshire (82%), it shows a
slight decrease by 2% from the previous year.
The trend analysis from 2009 through to 2011 shows a steady increase in the proportion of visitors
choosing to walk as their main means of getting around Yorkshire (82% in 2009, 89% in 2010 and 95% in
2011) and is strongly reflective of wider economic developments (e.g. rise of petrol prices).
Interestingly, more overseas visitors arrived into Manchester airport in 2011 (35%) compared with
Heathrow (30%) which is a change on 2010 and 2009 results.
Of all the activities visitors had or were going to take part in during their visit to a particular area or
location, the activity that tops the results is „eating and drinking out‟ (72%), which is a 6% point increase
compared to 66% result in 2010 and 58% in 2009. As in 2009 and 2010, visitor attractions remains the main
activity of the largest proportion of visitors interviewed (20%).
1.5 Satisfaction scores
The scores for visitor facilities remain high with most receiving 4 or above out of a possible 5 maximum. A
slight improvement can be noticed with regards to the quality of goods in the shops, which at 4.2 is slightly
higher than the 2010 and 2009 value (4.1). Again, ratings for „value for money‟ of car parking tend to be
lower (e.g. 3.9) than ratings for other visitor facilities.
Overall ratings provided for general atmosphere, feeling welcome and general appearance received higher
scores this year, 4.6 out of 5 for each element compared with 4.5 in the previous two years. As in 2010 and
2009, Northern Lincolnshire receives the lowest ratings overall, with the Dales & Harrogate receiving the
highest average scores.
„Scenery and appearance of the countryside‟ remains the aspect most frequently enjoyed by visitors to
Yorkshire in 2011, with 22% mentioning this.
Only 38% of all visitors could provide a suggestion on how to improve the area or location they had visited.
Similar variations were found between the ATPs as in previous years, with for example Northern
Lincolnshire being in need of „better upkeep of the area‟ (according to 11% of visitors), South Yorkshire
and Dales & Harrogate in need of better signage (7% and 8%) and York & Selby requiring „cheaper car
parking‟ (6%).
As in 2009 and 2010, „friendly‟ remains the word most often associated with the area/ location visited in
Yorkshire (14%). However, „fun‟ and „exciting‟ saw a small increase in 2011 (12% and 7%) from 2010 (9%
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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and 5%) and 2009 (9% and 6%), suggesting a slow but certain move to slightly different perceptions.
Likewise the word „traditional‟ continues to show a decrease, from 11% in 2009 and 10% in 2010 to 9% in
2011.
1.6 Expenditure
Generally, the overall visitor expenditure figures are slightly lower than in the previous two years; (£190.62
per party per trip) compared with £204.67 in 2010 and £198.45 in 2009, which is in line with wider
economic trends in the UK during 2010 and 2011. The breakdown in expenditure (excluding
accommodation) shows a very mixed picture when compared with 2009 and 2010. Whilst expenditure is
slightly down compared to 2010 specific sub-groups such as travel and transport and shopping show an
increase in average spend per person per day.
Accommodation expenditure has slightly decreased in 2011 but remains at a similar level to 2009.
Variations continue between overseas and UK visitors, with overseas visitors continuing to spend
significantly more on both accommodation and other expenditure than UK visitors, making valuable
contributions to Yorkshire‟s economy.
1.7 Legacy
The results show another increase in the proportion that is likely to return in the next two years (90%
very and quite likely) compared with 71% in 2010. However, this may be directly linked to a higher
proportion of visitors from within Yorkshire. Expectedly, overseas visitors were less likely to visit the area
again in the next two years (48% likely or very likely, compared to 92% of UK based visitors, and 96% of all
visitors from within Yorkshire.
Levels of recommendation have further improved with 89% being very likely to recommend Yorkshire to
someone else in 2011, compared to 88% in 2010 and 83% in 2009.
As in 2010, Moors and Coast shows the highest level of „very likely‟ recommendations (95%), compared to
Northern Lincolnshire, which shows the lowest level (80%). Finally, as in 2010, consistent levels of first time
visitors (95% either very likely or likely in 2010 and 94% in 2011 are likely to recommend) which is an
important indicator of success.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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2. Introduction
Qa Research (Qa) and Tourism Network Ltd are delighted to present the key findings of the 2010/11
Yorkshire and Humber Regional Visitor Survey (RVS) on behalf of Yorkshire Forward, Welcome to
Yorkshire and the six Yorkshire Area Tourism Partnerships.
This report outlines the key findings from 8,192 face to face surveys completed with visitors between May
2010 and May 2011.
3. Aims and objectives
The overriding aim of this project was:
“To conduct a representative and robust regional visitor survey, to evaluate visitors experiences and
satisfaction levels of Yorkshire and its tourism destinations. The results of which will provide
tourism intelligence to support regional economic, product and marketing decision making.”
Specific objectives within this aim were to:
Conduct a robust piece of research which takes into consideration Area Tourism Partnerships sub-
regions and district destinations;
Measure, in line with the National Destination Benchmarking scheme, visitor‟s experience of their trip
against their expectations and likelihood of visiting again;
Examine the visitor behaviour cycle including motivations for visiting, mode of transport,
accommodation, length of stay, accommodation, popular activities undertaken and places and
attractions visited;
Profile of the types of visitor attracted to Yorkshire & Humber;
Determine and analyse the level and type of spend undertaken by visitors to support economic impact
modelling;
Identify the strengths, weaknesses and areas for improvement to the Yorkshire & Humber product
overall and within its sub-region;
Compare and identify variations with the 2008/09 and 2009/10 RVS results.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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4. Methodology
Face-to-face interviewing was selected as the most effective primary method for undertaking visitor
research. This methodology allows for accurate answers as experiences are „fresh in the respondent‟s
mind,‟ along with accurate sampling particularly by location. An appropriate sample frame was developed to
account for the value of tourism visits to Yorkshire & Humber and to ensure compatibility with the first
two years of this research. The original sample frame agreed for 2008/09 used a proportional
representation of the value of tourism to the regional economy.
Survey completions by Area Tourism Partnership and District
Surveys
Error +/-
%
York 719 +/-3.6%
York 632 +/-3.9%
Selby 87 +/-10.5%
North Yorkshire (Dales and Harrogate) 1249 +/-2.8%
Harrogate 556 +/-4.1%
Craven 335 +/-5.3%
Richmondshire 358 +/-5.2%
North Yorkshire (Moors and Coast) 1285 +/-2.7%
Hambleton 318 +/-5.5%
Ryedale 296 +/-5.7%
Scarborough 671 +/-3.8%
South Yorkshire 1519 +/-2.5%
Barnsley 363 +/-5.1%
Doncaster 370 +/-5.1%
Rotherham 343 +/-5.3%
Sheffield 443 +/-4.6%
West Yorkshire 2163 +/-2.1%
Calderdale 392 +/-4.9%
Bradford 415 +/-4.8%
Kirklees 373 +/-5.1%
Leeds 616 +/-3.9%
Wakefield 367 +/-5.1%
Hull and East Yorkshire 748 +/-3.6%
East Riding of Yorkshire 420 +/-4.8%
Kingston upon Hull 328 +/-5.4%
North East/ North Lincolnshire 509 +/-4.3%
North East Lincolnshire 303 +/-5.6%
North Lincolnshire 206 +/-6.8%
TOTAL 8,192 +/-1%
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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The total sample of 8,192 gives results that are accurate within the research standard industry guidelines: a
standard error rate at a 95% confidence level, of +/-1.0%. A sample of this size can be considered to be
statistically robust. All those sub-samples with a +/- of more than 5% should be seen as indicative.
Cross-tabulations were undertaken for:
Day visitors: 5,384
Staying visitors: 2,808
Previous visitors: 6,035
First time visitors (to that location/area): 2,121
UK residents: 7,800
Overseas residents: 382
Children in party: 3,047
Comment is made in this report only if noticeable or interesting variations are present.
As in previous years, over 150 location points were used to conduct the fieldwork to account for the
diversity of locations visited in Yorkshire & Humber. These included town centres, visitor attractions, open
spaces and events. Interviews took place on weekdays and weekends as well as evenings where
appropriate.
Please note that as with the 2009/10 survey greater emphasis was placed on interviewing at events, rural
locations and town centres, with less emphasis on attractions. This may explain some variations in the
results.
Type of location Count Percentage
Village/Countryside 2101 26%
City/Large Town 1839 22%
Market Town 1471 18%
Small Town 1040 13%
Coastal 1007 12%
Historic Town/City 734 9%
Base 8,192
As can be seen from the table above, a range of types of locations were used for this research.
Interviews only took place with those who were visitors to Yorkshire & Humber or Yorkshire & Humber
residents who were on a trip from their home to a place outside the usual environment where they live,
work or do their everyday shopping. This is the definition used by World Tourism Organisation to define
day visitors and is slightly different to that used in the 2008/09 and 2010/11projects, when visitors were
defined as those whose visit was of more than three hours duration and travelling 20 miles or more (i.e. an
irregular trip).
The face-to-face surveys were conducted by Qa‟s in-house fieldwork team many of whom worked on the
2008/09 and 2009/10 projects.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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All the surveys were processed, quality checked and validated according to the standards of ISO 20252.
Please note that a number of questions may add up to over 100% as they are multiple responses (i.e.
respondents have been asked to select more than one answer). Also, due to rounding certain questions
may add up to more than 100%.
Please note that base sizes will differ as don‟t know responses have been excluded from certain questions.
Please note that with every face to face project, especially one of this size, there is likely to be some minor
data discrepancy. The data has been thoroughly quality checked prior to and following the data inputting
stage. Based on the sample of 8,192 surveys, it would require approximately 100 discrepancies / responses
to affect the data by +/-1%. With any minor data discrepancies we therefore do not anticipate statistically
significant changes in the overall results.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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5. Key findings
The findings are presented by overall results for the total sample of 8,192 respondents (2,808 for those
staying overnight) unless otherwise stated. Comment is made on any noteworthy variations by the cross-
tabulations and then a comparison is made with the results from the research undertaken in 2008/09 and
2010/11. The 2008/09 results are referred to as 2009 in the findings and data tables, the results from
2009/10 as 2010 and 2010/11 as 2011. With the tables, 0% represents a percentage of less than 0.5% and a
blank cell equates to no response. Please be aware that any percentages based on a base size of under 376
responses should treated with a degree of caution and any with a base under 100 responses should be
classed as indicative. Any author‟s comments and observations have been written in the shaded boxes.
5.1 Visitor profile
5.1.1 Type of visitor
Visitor typeTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsOverseas
Leisure day visit 64% 60% 65% 48% 60% 45% 85% 68% 73% 72% 3%
Lesiure overnight within Yorkshire 26% 26% 23% 40% 30% 44% 7% 15% 20% 13% 36%
Leisure overnight with friends/relatives within Yorkshire 8% 9% 7% 6% 4% 6% 6% 12% 5% 10% 25%
Business day trip 1% 2% 1% 0% 0% 0% 1% 1% 1% 0% 0%
Leisure overnight staying outside Yorkshire 1% 1% 3% 4% 5% 4% 1% 2% 1% 2% 26%
Business overnight within Yorkshire 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Leisure overnight with friends/relatives outside Yorkshire 0% 0% 1% 0% 0% 1% 0% 1% 0% 2% 8%
Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 382
The proportion of day visitors increased in 2011 to 66%, compared to 62% in 2010. This may be partially a
result of the slight changes that were made to the definition of day visitors (as outlined in the methodology
section of this report).
Consequently, the proportion of staying visitors has slightly decreased to 34% in 2011, compared to 38% in
2010. However, this resembles the proportion of staying visitors in 2009 (35%).
The results for the different Area Tourism Partnerships (ATPs) show some variations, with South
Yorkshire attracting a larger proportion of day visitors (86%) and Moors & Coast and York & Selby leisure
staying visitors (55% and 51%).
Further analysis shows:
Overseas visitors were more likely to be leisure staying visitors with friends and relatives within
Yorkshire (25%) than UK visitors (7%).
Visitors without children in their party were more likely to be staying visitors within Yorkshire (27%)
than those visiting with children (17%).
Those interviewed within protected areas were more likely to be staying visitors (47%) compared to
those interviewed outside protected areas (32%).
Historic towns/ cities attracted a larger proportion of staying visitors (53%) than village/ countryside
(31%), cities/large towns (26%) and small towns (23%).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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Those visiting from Yorkshire and Humber were more likely to be day visitors (88%) than visitors from
any other UK region.
5.1.2 Previous visits
Past visitTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull &
East
Yorkshire
Northern
Lincs
Never/first time visitor 22% 26% 26% 21% 19% 14% 38% 33% 26% 14%
Within the last 12 months 45% 43% 47% 41% 50% 53% 41% 39% 55% 71%
1-2 years ago 11% 11% 10% 11% 12% 11% 11% 10% 8% 6%
3-4 years ago 7% 7% 6% 8% 7% 7% 5% 5% 4% 3%
5-6 years ago 4% 4% 3% 6% 2% 4% 2% 3% 2% 2%
7-10 years ago 3% 2% 2% 4% 2% 3% 1% 3% 1% 1%
More than 10 years ago 6% 6% 6% 11% 8% 8% 2% 7% 3% 3%
Mean number of visits in last 2 yrs 5.10 5.46 6.92 5.48 7.13 5.38 7.02 6.10 6.84 12.63
Base 10752 10856 8129 719 1249 1285 1519 2163 748 509
The table above illustrates that Yorkshire continues to attract a substantial number of first time visitors
(26%) to that location/ area.
There has been a noticeable increase in return visitors within the last 12 months: from 43% in 2010 to 47%
in 2011. Hopefully, a significant proportion is last year‟s first time visitors visiting again.
The number of lapsed visitors (previous visit to that location/ area was five or more years ago) decreased
slightly to 11% from 12% in 2010 and 13% in 2009, suggesting that more lapsed visitors are converted into
„return visitors‟.
About nine out of ten previous visitors were leisure visitors (91%), 8% visited friends and relatives and 1%
were visiting for business purposes, which are similar proportions to 20102.
The proportion of those that had visited in the last 12 months has increased slightly in 2011 (47%), from
43% in 2010 and 45% in 2009. This increase was mostly found within the Moors & Coast (53% from 47% in
2010) and Hull & East Yorkshire (55% from 46% in 2010, and 48% in 2009).
South Yorkshire (38% in 2011, 39% in 2010) and West Yorkshire (33% in 2011 and 34% in 2010) remain
popular with first time visitors), whereas Northern Lincolnshire and the Moors & Coast areas remain
popular with repeat visitors with only 14% of all visitors being first time visitors.
The largest increase in first time visitors occurred in York & Selby (up by 4% points to 2010 (17%)) and
Hull & East Yorkshire (up by 5% points from 2010 (21%)).
The high level of repeat visiting in Northern Lincolnshire should also be noted, with an average of almost
13 visits in the past 2 years, which very much reflects the 2010 results (an average of 11 visits in last 2
years).
2 Please note that this question was introduced during the 2009/10 project.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 14
Further analysis shows:
Those visiting with children in their party were more likely to be first time visitors (28%) compared to
25% of those visiting without children, which mirrors the 2010 breakdown (29% of first time visitors
with children and 24% without children)
Seasonal variations showed that the summer period (July-Sept) and the autumn period (Oct – Dec)
showed the highest levels of first time visitors to Yorkshire (28% and 29%), which is a similar level to
2010 during summer (29%) and autumn (28%). This still remains higher than in 2009 (21% summer and
23% autumn), suggesting a positive shift to more first time visitors, particularly during the peak months.
Staying visitors as well as day trippers showed strong loyalty to particular locations/ areas where they
were interviewed, with 35% having visited the area in the previous 12 months, compared to 53% of day
trippers, with whom this higher level of repeat visiting is to be expected. The results show that in 2011
day visitors are even more likely to have visited an area in the last 12 months than in 2010 (48% had
visited the area/ location) and mirrors the increase in the overall proportion of those having visited in
the last 12 months in 2011 (up by 4% to 2010).
Although most visitors lived in Yorkshire, Yorkshire also contributed strongest (as in 2010), to the
proportion of first time visitors (50% and 48% in 2010), suggesting that Yorkshire visitors are
continuing to explore new areas/ locations within Yorkshire. Other regions where first time visitors
were likely to come from included the North West (13%) and the East Midlands (12%).
The proportion of overseas visitors who were first time visitors to the area/ location in 2011 increased
slightly from 2009 (49%) and 2010 (47%) to 53% in 2011, suggesting an increase in first time overseas
visitors in 2011 compared to 2010. The proportion of UK based first time visitors remains unchanged
from 2010.
The proportion of first time visitors is higher outside protected areas (27%) than inside protected areas
(23%).
First time visitors are also more likely to be in cities/ large towns (34%) compared to 23% in Market
towns and 12% interviewed at coastal locations (which appear to attract particularly loyal repeat
visitors).
The results suggest consistently good levels of first time visitors (consistent with 2010 at 26%), which
constitutes a rise of 4% to the baseline data from 2009 and could be attributed to the marketing and
promotional activities undertaken in recent years.
5.1.3 Gender
There was a relatively even spilt of females (53%) and males (47%) in visiting parties (not just interviewees
but all members of the parties being interviewed). This is exactly the same as the 2010 and 2009 survey.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 15
5.1.4 Party type and size
Party typeTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Family 48% 48% 46% 28% 30% 47% 61% 50% 44% 53%
Partner/Spouse 42% 47% 44% 53% 58% 47% 24% 42% 37% 65%
Friends 16% 15% 15% 15% 15% 10% 19% 17% 13% 13%
Alone 8% 8% 9% 11% 9% 7% 8% 9% 16% 4%
Children in party 39% 39% 38% 18% 21% 38% 53% 41% 39% 42%
Base 10655 10856 8129 719 1249 1285 1519 2163 748 509
Mean party size 3.2 3.03 3.00 2.66 2.72 3.07 3.16 3.03 3.12 3.31
The proportion of parties including family members (46%) and partner/ spouse (44%) is relatively even.
Some variations by ATP show that South Yorkshire attracts a higher proportion of family groups (61%) and
also the highest proportion of visiting parties with children (53%). Northern Lincolnshire (65%) and the
Dales & Harrogate (58%) attract a higher proportion of partner/ spouse groups.
Overall, the results show strong consistency with the 2009 and 2010 results. Nevertheless, some variations
by ATP need to be pointed out. South Yorkshire attracted a larger proportion of those travelling with
children (53%) compared to 2010 (47%).
Further analysis shows:
Overseas visitors were more likely to be travelling without children (78%) than UK visitors (62%)
which compares to 77% in 2010 (travelling without children).
York (83%), Richmond (81%) and Harrogate (80%) were most likely to attract visitors without children.
Staying visitors are less likely to travel with children in their party, with only 28% having children in
their party, compared to 42% of day visitors.
Overall, the importance of the family friendly facilities being provided should be highlighted, with 38% of all
parties travelling with children. This is a higher proportion than the UK average, according to the Office for
National Statistics, which states that in 2001 20% of all UK households had children under the age of 16
living at home.
In addition, the comparison with the UKTS 2010 findings for the UK overall shows that the average party
size in the UK is 2.61 people per party, suggesting that Yorkshire‟s party size is slightly above the average
(3.0 people per party), which can be explained by a relatively large proportion of parties visiting in family
groups or with children.3
Interestingly, the Yorkshire party composition shows a relatively different make up to the UK overall
(according to UKTS 2010), with a higher proportion travelling with their partner/ spouse (44%) compared
3 Visit England, UKTS 2010 – for UK overall
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 16
to 35% of the UK average and a lower proportion travelling alone (9% in Yorkshire compared to 21% of
the UK average.
The proportion of those staying visitor parties with children in Yorkshire is higher (28%) as the UK average
(19%), highlighting the importance of Yorkshire as a family destination.
5.1.5 Age
AgeUK (2001
census)
Yorkshire
and
Humber
region
(Census 2001)
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull &
East
Yorkshire
Northern
Lincs
0-15 yrs 20% 19% 26% 25% 24% 12% 17% 25% 33% 26% 23% 25%
16-24 yrs 11% 13% 6% 7% 7% 9% 3% 5% 9% 7% 6% 5%
25-34 yrs 14% 14% 10% 10% 11% 11% 9% 9% 13% 12% 10% 8%
35-44 yrs 15% 15% 16% 16% 16% 15% 14% 16% 18% 16% 14% 15%
45-54 yrs 13% 13% 13% 14% 14% 21% 18% 14% 11% 13% 14% 11%
55-64 yrs 11% 11% 16% 15% 16% 18% 21% 17% 9% 15% 17% 17%
65-74 yrs 8% 9% 11% 10% 10% 10% 15% 11% 5% 8% 10% 13%
75 yrs + 7% 8% 3% 3% 3% 2% 4% 3% 2% 2% 5% 5%
Base 34028 32771 24137 1910 3398 3939 4758 6522 1936 1674
Please note that the table above is based upon all members of the parties interviewed. Just under a quarter
of all visitors were children (24%) which mirrors both the 2009 (26%) and 2010 (25%) results.
South Yorkshire appears to attract a larger proportion of children (33%) and those falling into the 35 to 44
year (18%) age group (most likely to be parents). The Dales & Harrogate area continues to attract a larger
proportion of older visitors (40% aged 55 years plus).
Comparison with the ATP results from 2009 and 2010 shows a fairly consistent picture, with only small
variations such as a higher proportion of children in South Yorkshire: 33% in 2011 compared with 29% in
2010 and 30% in 2009.
Overall the age of respondents shows strong resemblance to the 2009 and 2010 findings. However, when
comparing it to the age of the UK population, the results show that those aged between 16 and 34 are
slightly less represented amongst visitors to Yorkshire, whereas the older age groups between 55 and 74
show a slightly stronger representation than the UK population. However, this might also be linked to
regional population variations, with more than half of all visitors (60%) to Yorkshire being from within
Yorkshire.
Interestingly, the Yorkshire population figures also prove that a higher proportion of visitors to Yorkshire
are children (24%) than the Yorkshire household average (19%).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 17
5.1.6 Origin
UK originTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers Repeat
First
Timers
Yorkshire & Humber 56% 55% 60% 47% 52% 52% 70% 59% 78% 65% 24% 63% 50%
North West 11% 11% 9% 11% 13% 6% 3% 16% 3% 4% 12% 8% 12%
East Midlands 10% 10% 9% 9% 5% 9% 16% 5% 8% 19% 12% 9% 11%
North East 7% 7% 7% 9% 12% 16% 1% 4% 2% 1% 9% 7% 5%
London & South East 5% 6% 5% 6% 6% 5% 3% 6% 4% 4% 16% 5% 8%
East Anglia 3% 3% 3% 4% 4% 4% 2% 3% 2% 2% 9% 2% 4%
West Midlands 3% 3% 2% 5% 3% 3% 2% 2% 1% 1% 6% 2% 3%
Scotland 2% 2% 2% 4% 2% 2% 1% 2% 1% 1% 5% 1% 3%
South West 2% 2% 2% 4% 2% 2% 1% 2% 1% 1% 5% 1% 2%
Wales 1% 1% 1% 2% 1% 0% 1% 1% 1% 0% 2% 1% 1%
Base 9267 9234 7581
Overseas 5% 5% 5% 10% 4% 6% 2% 6% 2% 2% 13% 3% 10%
The proportion of those visiting Yorkshire from within Yorkshire shows a small increase compared to 2010
(55%) and 2009 (56%). However, this might be directly linked to the slight changes to the definition of
„visitors‟.
Interestingly, the proportional increase very much mirrors the proportional increase of day visitors to
Yorkshire, with day visitors from Yorkshire in 2011 accounting for 74% of all day visitors, compared to 72%
in 2010.
Staying visitors were more likely to be from London and the South East (16%) than day visitors (0%), which
shows a slight increase compared to 15% of staying visitors from London and the South East in 2010 and
15% in 2009.
Sub-regional variations can be linked to geographic proximity, such as the Moors & Coast attracting a larger
proportion of visitors from the North East (16%), whereas the Dales & Harrogate attract more visitors
from the North West (13%).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 18
The map below illustrates the origin of all UK respondents and re-emphasises a high concentration of
visitors from Yorkshire.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 19
The proportional split between UK (95%) and overseas visitors (5%) mirrors exactly those of the previous
two years, with York & Selby consistently attracting higher levels of overseas visitors (10% in 2011, 9% in
2010 and 12% in 2009).
Overseas countryIPS
2010
Total
2009
Total
2010
Total
2011
USA 9% 16% 19% 14%
Australia 3% 15% 14% 14%
Netherlands 6% 10% 9% 12%
Germany 10% 10% 8% 12%
France 12% 5% 8% 7%
Canada 2% 7% 7% 5%
Spain 6% 4% 5% 4%
Italy 5% 2% 4% 4%
Republic of Ireland 9% 3% 3% 4%
Belgium 4% 1% 3% 3%
New Zealand 1% 5% 3% 3%
Base 29637 480 492 382
The table above suggests that Yorkshire attracted a larger proportion of overseas visitors from the
Netherlands (12% in 2011 from 9% in 2010) and Germany in 2011 (12% in 2011 from 8% in 2010), while
the proportion of US American visitors (14%) appears to be smaller than in previous years (19% in 2010
and 16% in 2009).
However care should be taken due to the relatively small overall sample size of overseas visitors.
Yorkshire & Humber appears to attract proportionally more American, Australian, Dutch and German
visitors and less French, Irish and Spanish visitors in comparison with the International Passenger Survey
(IPS)4, which reports on the UK as a whole during 2010.
4 International Passenger Survey 2009, Office of National Statistics, number of overseas visits to the UK by country of residence.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 20
5.1.7 Mosaic segmentation
The postcodes from the UK resident visitors were used to generate MOSAIC profiles. For details on the
characteristics of these profiles see the appendix5.
Mosaic typeYorkshire
2010UK
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull &
East
Yorkshire
Northern
LincsStayers
First
Timers
Repeat
visitors
F Suburban Mindsets 11% 11% 15% 15% 15% 15% 14% 17% 15% 14% 10% 15% 16% 15%
B Professional Rewards 7% 8% 12% 12% 12% 14% 13% 9% 11% 11% 12% 14% 11% 12%
M Industrial Heritage 11% 8% 11% 12% 12% 11% 14% 13% 11% 11% 16% 11% 10% 13%
D Small Town Diversity 9% 9% 12% 11% 12% 12% 12% 10% 11% 12% 15% 11% 10% 12%
I Ex-Council Community 11% 9% 9% 9% 8% 7% 9% 10% 8% 9% 13% 8% 9% 9%
G Careers and Kids 5% 6% 7% 7% 5% 7% 7% 9% 7% 6% 6% 7% 7% 7%
N Terraced Melting Pot 10% 8% 6% 6% 5% 4% 5% 6% 8% 5% 5% 5% 6% 6%
J Claimant Cultures 8% 5% 4% 5% 5% 3% 4% 6% 5% 6% 3% 3% 5% 5%
C Rural Solitude 3% 4% 5% 4% 7% 6% 4% 2% 3% 6% 5% 4% 4% 4%
H New Homemakers 4% 5% 3% 4% 3% 3% 3% 4% 5% 4% 4% 4% 5% 4%
O Liberal Opinions 6% 9% 5% 4% 5% 3% 3% 5% 6% 4% 2% 6% 6% 4%
A Alpha Territory 1% 3% 3% 3% 3% 4% 3% 3% 3% 2% 0% 4% 3% 2%
E Active Retirement 4% 5% 3% 3% 4% 6% 4% 2% 3% 4% 4% 4% 3% 4%
L Elderly Needs 7% 6% 3% 3% 2% 3% 3% 3% 3% 3% 4% 3% 3% 3%
K Upper Floor Living 3% 6% 2% 1% 1% 1% 1% 1% 2% 1% 1% 1% 2% 1%
The results show an overall strong resemblance to the results from 2010, with Suburban Mindsets (15%)
and Professional Rewards (12%) and Industrial Heritage (12%) topping the list.
However, stronger variations can be seen at ATP level. For example South Yorkshire attracts a larger
number of visitors that can be categorised into the Suburban Mindset segment (17%), whereas Northern
Lincolnshire attracts a larger proportion of those belonging to the Industrial Heritage segment (16%).
Interestingly, with 60% of all respondents being from Yorkshire and the Humber region, this broadly
reflects the proportional distribution of the Mosaic segments of the Yorkshire population (see table above),
with some exceptions. For example, visitors to Yorkshire are more likely to be part of the (more affluent)
Professional Rewards segment (12%), compared to only 7% of the Yorkshire population, suggesting, that
Yorkshire attracts an above average proportion of the Professional Reward segment, which might be from
areas outside of Yorkshire.
5 Please note that the Mosaic segments were changed in 2010. The table therefore only includes the results for the 2010 findings.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 21
5.1.8 Disability
In 2009/10 additional questions relating to the disability of visitors were introduced.
9%
5%
12%
7%8%
12%
5%
13%
9%8%
11%
7% 7%
10%
13% 13%
Total York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Percentage of parties with a disabled visitor
2011 2010
Source: Qa Research Base: 2010: 10856; 2011: 8,192
As in 2010, just under one in ten (9%) of parties had a visitor with a disability. Hull and East Yorkshire (5%
in 2011) and York & Selby attracted a slightly lower proportion of visitors with a disability (5% in 2011).
When comparing these results to the UK and Yorkshire average, which shows that there are 10 million
disabled people in Britain6 (about 17% of the UK population) and 19.5% of all Yorkshire residents7 are
suffering from a long-standing illness and are unable to work due to permanent sickness or disability. Data
from VisitEngland8 shows that 11% of domestic overnight trips in England were taken by someone
with/travelling with someone with a disability, that disabled visitors to Yorkshire are slightly under-
represented.
Further analysis shows:
Repeat visitors are slightly more likely to have a visitor with a disability in their party (10%) compared
to only 8% of first time visitors.
Richmond (16%) and Wakefield (16%) were the districts that attracted the highest proportion of
disabled visitors.
Overseas visitors were less likely to have disabled visitors in their party: 3% compared with 9% of the
UK visitors.
6 Family Resources Survey (FRS) Disability prevalence estimates 2007/8 7 Office for National Statistics, 2001 8 VisitEngland 12 months to May 2010
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 22
Type RespondentOther party
membersRespondent
Other party
members
A mobility impairment 29% 32% 23% 31%
Long-term illness 17% 15% 11% 13%
Deafness 2% 2% 1% 3%
Learning difficulties 2% 6% 1% 8%
Blindness 1% 1% 2% 1%
Partial sight 1% 2% 1% 1%
Partial hearing loss 1% 2% 2% 2%
None or not specified 52% 45% 62% 48%
Base 1026 1026 748 748
2010 2011
As in 2010, mobility impairment was the most common disability facing respondents and other party
members.
25%
31%
11%
5%0%
28%
10%
23%
10%6%
1%
50%
Very good Good Satisfactory Poor Very poor Don't know
Ease of accessibility
At the location Yorkshire in general
Source: Qa Research 2011 Base: 748 (those parties with a disability)
As in 2010, the ease of accessibility at the interview location and in Yorkshire in general received primarily
positive ratings (56% very good and good for the interview location and 33% very good and good for
Yorkshire overall).
However, please note that the high frequency of „don‟t know‟, especially for Yorkshire & Humber as a
whole, affects the results. When excluding don‟t knows, the proportion of those stating that the ease of
accessibility at the location is either very good or good increased to 34% and 43% respectively.
The results show an overall similar pattern to the 2010 results, with most respondents providing very good
and good ratings.
Positively, the proportion of those that gave satisfactory ratings decreased from 14% for the interview
location in 2010 to 11% in 2011, and from 18% for Yorkshire overall in 2010 to 10% in 2011.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 23
5.2 Visitor information sources
Info sources - before the tripTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Previous experience/local knowledge 56% 62% 67% 67% 73% 75% 56% 64% 67% 75%
Recommendation/word of mouth 23% 25% 22% 23% 16% 14% 30% 25% 25% 10%
By chance 13% 12% 12% 13% 10% 11% 11% 17% 6% 3%
Other internet website 10% 8% 8% 7% 5% 3% 10% 14% 2% 1%
Convenient location/easy to get to 5% 6% 7% 4% 8% 6% 10% 7% 4% 6%
Leaflets 4% 6% 6% 6% 4% 2% 15% 6% 3% 1%
Newspaper/magazine article/advert 3% 3% 3% 5% 2% 1% 6% 4% 5% 1%
Guidebook/directory 2% 2% 2% 4% 4% 2% 1% 2% 0% 0%
TV/Radio programme 2% 2% 2% 4% 2% 1% 2% 3% 3%
www.yorkshire.com website 2% 2% 1% 3% 2% 1% 1% 2% 1%
Special offer 1% 2% 1% 1% 0% 1% 1% 2% 1% 0%
Specialist activity magazines 1% 1% 1% 0% 2% 0% 1% 1% 0% 1%
Tourist Information Centre 2% 1% 1% 1% 2% 1% 0% 1% 0%
Tour operator/package/travel agent 1% 1% 1% 3% 2% 1% 0% 1% 1% 1%
Other 12% 13% 10% 4% 13% 13% 10% 10% 3% 14%
Base 10655 10856 8192 719 1249 1285 1519 2163 748 509
The sources of information mirror previous trends, with previous experience/ local knowledge being the
most frequently mentioned source of information before the trip (67%), followed by recommendation/
word of mouth (22%).
However, previous experience/ local knowledge as a source of information before arriving, shows a slight
increase of 5% points compared to 62% in 2010 and an even bigger increase of 11% points compared to the
baseline data in 2009.
This correlates to the increase in day visitors and increase those visiting from within Yorkshire (up by 5%
points to 2010), as well as the increase of those that had visited previously in the last 12 months (up by 4%
to 2010).
The variations by ATP show, that amongst visitors to South Yorkshire, previous knowledge appears to be
lower (56%) than the average, which also correlates to a larger number of first time visitors to South
Yorkshire (38%) compared to 26% for the total in 2011.
York & Selby showed the largest proportion of visitors using the www.yorkshire.com website (3%), which
can be linked to a higher proportion of visitors from overseas (6% using the website), compared to 1% of
UK residents.
When comparing the results to 2009 and 2010, there are some variations, with the proportion of previous
knowledge/ local knowledge steadily increasing in West Yorkshire (48% in 2009, 56% in 2010 and 64% in
2011).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 24
Info sources - before the trip Total Day Stayers RepeatFirst
Timers
UK
ResidentsOverseas
With
Children
Without
Children
Previous experience/local knowledge 67% 71% 59% 86% 14% 69% 35% 66% 67%
Recommendation/word of mouth 22% 20% 25% 12% 50% 21% 43% 25% 20%
By chance 12% 11% 12% 10% 17% 12% 13% 10% 13%
Other internet website 8% 8% 7% 5% 17% 8% 9% 11% 6%
Convenient location/easy to get to 7% 8% 5% 7% 8% 7% 4% 8% 6%
Leaflets 6% 7% 5% 3% 14% 6% 4% 8% 5%
Newspaper/magazine article/advert 3% 4% 2% 3% 6% 4% 3% 4% 3%
Guidebook/directory 2% 1% 4% 1% 4% 2% 12% 1% 2%
TV/Radio programme 2% 3% 2% 2% 4% 2% 3% 2% 3%
www.yorkshire.com website 1% 1% 3% 1% 2% 1% 6% 1% 2%
Special offer 1% 1% 1% 1% 2% 1% 2% 2% 1%
Specialist activity magazines 1% 1% 1% 1% 1% 1% 0% 1%
Tourist Information Centre 1% 0% 2% 1% 1% 1% 4% 1% 1%
Tour operator/package/travel agent 1% 1% 2% 1% 3% 1% 4% 0% 2%
WTY Holiday Guide 0% 0% 0% 0% 0% 0% 0%
Other 10% 9% 13% 8% 15% 10% 17% 9% 11%
Base 8192 5384 2808 6035 2121 7800 382 3047 5068
There were obvious variations between different types of visitors and the sources of information used
prior to visiting Yorkshire.
There was a consistent increase in the proportion of day visitors that referred to previous experience/
local knowledge (59% in 2009, 66% in 2010 and 71% in 2011) as a source of information before the trip,
which might be linked to the proportional increase of repeat visitors (74% in 2011/ 2010 and 78% in 2009).
First time visitors and overseas visitors rely heavily on recommendations (50% and 43% respectively).
As expected, first time visitors in general are more likely to use other sources of information than
previous/ local knowledge as the figures show:
Leaflets (14% compared to 3% of repeat visitors)
Newspaper magazine article or advert (6% compared to 3% repeat visitors)
TV/ radio programme (4% compared to 2% repeat visitors)
In addition, those travelling with children and first time visitors used internet sites more than those visiting
without children and repeat visitors.
Overseas visitors used Tourist Information Centres proportionally more (4%) than UK visitors (1%),
highlighting the significance of providing information material in different languages and employing multi-
lingual members of staff.
Overseas visitors were also more likely to have visited the www.yorkshire.com website prior to visiting
(6%) compared to 1% of all UK visitors.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 25
Info sources - during the tripTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
First
TimersRepeat
Previous experience/local knowledge 48% 55% 58% 61% 63% 52% 52% 55% 64% 77% 8% 75%
Recommendation/word of mouth 16% 20% 16% 17% 11% 12% 23% 14% 24% 13% 34% 10%
By chance 8% 11% 13% 17% 11% 12% 6% 22% 12% 6% 23% 10%
Leaflets 7% 10% 8% 12% 9% 4% 12% 9% 5% 2% 17% 5%
Convenient location/easy to get to 3% 3% 4% 3% 4% 5% 2% 5% 2% 5% 5% 4%
Other internet website 4% 3% 2% 1% 1% 0% 2% 2% 1% 1% 3% 1%
Tourist Information Centre 3% 3% 2% 4% 5% 1% 0% 2% 1% 0% 2% 2%
Newspaper/magazine article/advert 1% 2% 1% 2% 0% 1% 2% 1% 2% 0% 2% 1%
Guidebook/directory 2% 1% 1% 4% 3% 1% 0% 1% 0% 0% 2% 1%
Tour operator/package/travel agent 1% 1% 1% 2% 1% 1% 0% 1% 1% 2% 0%
TV/Radio programme 1% 1% 1% 1% 1% 2% 1% 1% 1% 2% 1%
Special offer 0% 1% 1% 0% 0% 0% 0% 1% 1% 0% 1% 0%
Specialist activity magazines 1% 1% 0% 1% 0% 0% 0% 0% 0% 0%
www.yorkshire.com website 0% 0% 0% 0% 0% 0% 0% 0% 1% 0%
Other 13% 8% 6% 2% 5% 9% 6% 7% 1% 4% 10% 4%
Base 10752 9212 8192 719 1249 1285 1519 2163 748 509 2121 6035 N.B. No responses have been excluded
As with previous years, the proportion of visitors citing previous experience/ local knowledge remains the
most popular source of information (58%) particularly with repeat visitors (75%).
With an increase in day visitors and visitors from within Yorkshire, this proportion has slightly increased
from 48% in 2009, 55% in 2010 and 58% in 2011.
Leaflet usage is slightly down to 2010 (8% in 2011) but remains higher than in 2009 and particularly high in
York & Selby (12%), with a high level of visits to visitor attractions.
First time visitors continue to use a range of information sources including recommendations/ word of
mouth (34%) and also chance (23%) which suggests that they are open to suggestions until the very last
minute and highlights the importance of providing accommodation with sufficient information material to
make these important recommendations.
It is important to highlight the power of recommendations. Considering the influence of internet sites such
as „Tripadvisor‟, it shows how powerful recommendations can be. With 60% of all visitors to Yorkshire
visiting from within Yorkshire, this sense of pride for Yorkshire can be used in schemes such as
„recommend a friend‟ or other „ambassador schemes‟ that strongly draw on the local community.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 26
5.3 Visit profile
5.3.1 Length of stay
Those that stayed overnight were asked how many nights they stayed in Yorkshire & Humber.
Length of overnight stayTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsOverseas
First
TimersRepeat
Short break (1-3 nights) 49% 52% 54% 67% 48% 40% 75% 62% 47% 62% 24% 57% 53%
Longer break (Over 4 nights) 51% 48% 46% 33% 52% 60% 25% 38% 53% 38% 76% 43% 47%
Mean nights (UK trip) 6.10 6.13 5.87 5.41 6.85 6.21 4.45 5.85 4.89 5.57 15.98 6.31 5.69
Mean nights (Yorkshire trip) 5.20 4.79 4.71 3.75 5.18 5.04 3.21 4.88 4.73 5.59 8.41 4.57 4.77
Base 3663 3900 2808 370 498 707 220 675 193 145 370 834 1954
Overall, the length of stay appears to continue to decrease slightly, when comparing it to the previous
years‟ results. In 2011, the average length of stay in Yorkshire was 4.79 nights, which constitutes a decrease
of 2% compared to the 4.71 nights in 2011 and a 9% decreased compared to the 5.2 nights average length
of stay in 2009.
Likewise, the proportional distribution between shorter (up to 3 nights) and longer breaks (over 4 nights)
appears to have changed in favour of more short breaks, which should be considered when evaluating the
spend per trip figures in this publication.
The variations by ATP continue to reflect the 2010 results, with the average length of stay in Northern
Lincolnshire being the highest (5.59 nights in Yorkshire).
Those visiting from overseas continue to have longer trips and also a higher proportion of longer breaks
(76%), with only 24% being on short breaks and the average number of nights spent in Yorkshire being
more than 8 nights (8.41 nights), which is a similar level to the 2010 results (8.39 nights).
The Yorkshire results appear to be in line with national trends, according to the United Kingdom Tourism
Survey from 2010 for the UK, the proportion of shorter trips is 62%, compared to 38% of longer trips (4
nights plus).9
However, Yorkshire continues to attract a larger proportion (46%) of longer stays (4 nights plus) compared
to the national average (38%), suggesting that it is a key destination for the traditional annual summer
holiday.10
9 Visit Britain, 2010, United Kingdom Tourism Survey 10 Ibid
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 27
5.3.2 Location of stay
District of stay - Top 10Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
First
Timers
Scarborough 22% 21% 17% 3% 2% 59% 0% 1% 8% 0% 10%
York 15% 14% 16% 78% 5% 10% 1% 5% 2% 0% 18%
Leeds 8% 9% 11% 5% 5% 0% 3% 37% 1% 1% 15%
Harrogate 9% 8% 7% 3% 30% 1% 0% 5% 1% 0% 8%
Richmondshire 7% 7% 7% 0% 39% 3% 0% 0% 0% 0% 4%
East Riding of Yorkshire 7% 6% 6% 1% 0% 3% 0% 1% 66% 1% 5%
Sheffield 7% 7% 5% 1% 0% 0% 59% 1% 0% 0% 6%
Ryedale 5% 5% 5% 2% 0% 19% 0% 0% 0% 0% 3%
Craven 4% 4% 4% 0% 20% 0% 0% 3% 0% 0% 3%
Bradford 4% 4% 4% 1% 3% 0% 1% 15% 0% 0% 7%
Base 3663 4090 2664 365 458 684 204 634 191 128 765
The location of the district overnight visitors within Yorkshire had stayed in, shows strong resemblance to
the 2009 and 2010 results, which Scarborough (17%) and York (16%) topping the table.
Sheffield showed a small decrease which may be linked to the fact that South Yorkshire attracted a larger
proportion of day visitors in 2011 compared to previous years.
The table also shows consistent geographic patterns, with ATPs in which various districts are located
showing higher proportional representation.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 28
5.3.3 Type of accommodation
Type of accommodationTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Paid for accommodation 69% 66% 69% 86% 82% 77% 52% 54% 62% 37%
Hotel/motel with 50+ rooms 17% 18% 18% 22% 14% 8% 37% 26% 14% 7%
Hotel/motel with 10-49 rooms 9% 9% 10% 22% 8% 9% 9% 8% 10% 4%
Guest-house/ B&B - non-farm 10% 9% 10% 19% 11% 11% 2% 6% 12% 9%
Self-catering - non-farm 10% 8% 10% 6% 15% 19% 1% 6% 6% 3%
Static caravan 5% 6% 5% 0% 2% 15% 0% 0% 12% 7%
Touring caravan 6% 4% 4% 5% 13% 3% 0% 2% 3% 2%
Hotel/motel with <10 rooms 2% 2% 1% 2% 2% 2% 0% 1% 0% 3%
Inn/Pub 2% 2% 2% 1% 5% 2% 1% 2% 1% 1%
Farm-house - B&B 2% 2% 2% 2% 3% 3% 0% 1% 1% 0%
Farm-house - Self-catering 2% 2% 1% 1% 2% 1% 0% 2% 2% 0%
Camping 3% 2% 3% 2% 6% 3% 0% 1% 3% 0%
Youth Hostels 1% 1% 1% 3% 2% 1% 0% 1% 0% 0%
Other paid for 1% 1% 0% 1% 0% 0% 0% 0% 0% 0%
Free accommodation 31% 34% 32% 14% 19% 24% 50% 47% 38% 64%
Friends and relatives home 23% 24% 23% 11% 12% 10% 46% 43% 20% 41%
Free caravan 4% 6% 6% 2% 4% 8% 1% 1% 15% 20%
Friends/relatives second home 1% 2% 1% 1% 0% 3% 0% 2% 1% 0%
Free camping 1% 1% 1% 0% 0% 1% 2% 0% 3% 2%
Own second home 1% 1% 1% 0% 1% 1% 0% 0% 1% 1%
Other free accommodation 1% 1% 1% 0% 1% 1% 0% 1% 0% 2%
Base 3628 3900 2665 365 458 684 204 635 191 128
Overall, the proportion of visitors that stayed in paid for accommodation increased slightly to 69% in 2011,
from 66% in 2010 and thus remains exactly the same as with the 2009 results.
However, the proportional distribution of the different accommodation types remains overall very similar
to 2010 and 2009.
Differences between ATPs show that York & Selby attract a larger proportion of visitors staying in paid
accommodation than any other area (86%) compared to 79% in 2010. Conversely, staying visitors to South
Yorkshire are equally likely to stay in paid for or free accommodation (52% paid and 50% free).
Northern Lincolnshire appears to be the area with the highest proportion of visitors staying in free
accommodation (64%), which is reflected in the overall spend figures.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 29
Type of accommodationTotal
2011Repeat
First
Timers
UK
ResidentsOverseas
With
Children
Without
Children
Paid for accommodation 69% 66% 74% 69% 64% 61% 71%
Hotel/motel with 50+ rooms 18% 15% 27% 18% 18% 11% 21%
Hotel/motel with 10-49 rooms 10% 9% 11% 9% 14% 5% 12%
Guest-house/ B&B - non-farm 10% 10% 11% 10% 13% 5% 12%
Self-catering - non-farm 10% 11% 9% 11% 6% 14% 9%
Static caravan 5% 6% 4% 6% 0% 15% 2%
Touring caravan 4% 5% 2% 5% 2% 3% 5%
Hotel/motel with <10 rooms 1% 1% 1% 1% 2% 1% 2%
Inn/Pub 2% 2% 2% 2% 1% 1% 3%
Farm-house - B&B 2% 2% 2% 2% 3% 1% 2%
Farm-house - Self-catering 1% 1% 1% 1% 1% 2% 1%
Camping 3% 3% 2% 3% 1% 4% 2%
Youth Hostels 1% 1% 2% 1% 3% 1% 2%
Other paid for 0% 0% 1% 0% 1% 0% 0%
Free accommodation 32% 34% 26% 31% 37% 40% 29%
Friends and relatives home 23% 24% 21% 22% 33% 28% 21%
Free caravan 6% 7% 2% 6% 1% 7% 5%
Friends/relatives second home 1% 2% 0% 1% 2% 3% 1%
Free camping 1% 1% 1% 1% 0% 1% 1%
Own second home 1% 1% 1% 1% 0% 1% 1%
Other free accommodation 1% 1% 1% 1% 1% 1% 1%
Base 2665 1881 766 2318 347 754 1901
As in 2010, first time visitors show an increased likelihood to stay in paid accommodation (74%) compared
to repeat visitors (66%) and were most likely to use large hotels (27%).
Those visiting with children were more likely to stay in free accommodation (40%) than those visiting
without children (29%), and most often friends and relatives home (28%).
Likewise overseas visitors who stayed in free accommodation were most likely stay in friends and relatives
home (33%).
Interestingly, when comparing the results to 2010, more overseas visitors stayed in paid accomodation in
2011 (64%) compared to 54% in 2010, which may be a direct result of the favourable exchange rates.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 30
0%
7%
43% 43%
6%
0%
8%
43% 43%
6%2%
7%
40%
46%
5%
1 star 2 star 3 star 4 star 5 star
Hotel star rating
2009 2010 2011
Source: Qa Research 2011Base: 2009 613, 2010 657, 2011 443 (those who stayed in a hotel & could comment)
The comparisons with the previous years show that those who stayed in a hotel were very likely to stay
either in a four star (46%) or 3 star (40%) hotel. However, in 2011 a slightly higher proportion stayed in
four star hotels (46% than 2010 and 2009 (43%).
It should be noted that many four star hotels provide special discounted rates throughout the year to
ensure high levels of occupancy.
5.3.4 Method of booking for paid for accommodation
Method of bookingTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
First
TimersOverseas
Via the internet 38% 40% 41% 35% 35% 42% 62% 52% 15% 30% 43% 39%
Over the phone directly with acc 40% 39% 38% 39% 44% 37% 27% 30% 62% 36% 33% 18%
On arrival/just turned up 4% 7% 5% 6% 7% 4% 4% 8% 15% 5% 10%
Through a travel agent 3% 2% 4% 8% 1% 2% 2% 5% 8% 2% 7% 13%
Through a tour operator 3% 4% 3% 4% 3% 3% 1% 3% 2% 3% 2%
Unsure / can't recall 12% 2% 3% 5% 4% 2% 2% 3% 4% 3% 6%
Email 1% 1% 2% 2% 4% 1% 1% 3% 1% 2%
Through a TIC 2% 2% 1% 2% 2% 2% 1% 2% 1% 5%
Other 6% 8% 8% 3% 7% 13% 9% 8% 2% 13% 8% 10%
Base 2505 2588 1828 313 374 526 106 343 119 47 569 221
The results show a continuing increase in the use of the internet when booking paid accommodation with
38% in 2009, 40% in 2010 to 41% in 2011.
While the proportion of visitors who booked on arrival/ just turned up decreased from 7% in 2010 to 5%
in 2011, which might be a direct result of more long term financial and thus holiday planning as well as the
number of special offers mentioned above, which are often available online.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 31
Interestingly, visitors to Hull & East Yorkshire showed a significantly higher proportion booking over the
phone directly with the accommodation provider (62%) and South Yorkshire a significantly lower
proportion (27%).
However, these variations mirror exactly the trends established in 2010, when South Yorkshire was least
likely to book over the phone with the accommodation provider (25%) and Hull & East Yorkshire most
likely (52%).
Further analysis shows:
As expected, previous visitors were more likely to book directly with the accommodation provider
(41%) compared with 33% of first time visitors.
Overseas visitors were more likely to book via a travel agent (13%) compared to UK visitors (3%).
Those travelling with children were more likely to book via the accommodation provider‟s website
(36%) compared to 24% of those travelling without children.
5.3.5 Rating of accommodation
Rating - Customer ServiceTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Very good 53% 53% 52% 39% 56% 60% 45% 51% 55% 49%
Good 26% 30% 33% 48% 28% 27% 39% 32% 31% 20%
Satisfactory 7% 7% 7% 7% 7% 7% 9% 6% 5% 4%
Poor 2% 1% 1% 0% 1% 2% 0% 1% 1% 2%
Very poor 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Don't know 11% 8% 7% 5% 9% 3% 7% 10% 8% 15%
Mean 4.5 4.46 4.46 4.33 4.51 4.49 4.38 4.48 4.52 4.48
Base 2505 2588 1828 313 374 526 106 343 119 47
Customer service received at the paid for accommodation appears to be at exactly the same high level as in
2010 (4.46 average). The strongest increase in very good ratings was in Hull & East Yorkshire (55% very
good compared to 40% in 2010) and Moors & Coast (60% very good compared to 54% in 2010).
Rating - QualityTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Very good 54% 52% 52% 37% 59% 58% 41% 52% 56% 47%
Good 28% 30% 31% 50% 25% 25% 42% 29% 29% 30%
Satisfactory 9% 9% 8% 7% 8% 9% 8% 7% 8% 6%
Poor 2% 2% 2% 0% 1% 4% 3% 2% 0% 6%
Very poor 0% 1% 1% 0% 0% 2% 0% 0% 0% 2%
Don't know 8% 6% 6% 6% 7% 2% 6% 10% 8% 9%
Mean 4.4 4.40 4.41 4.32 4.51 4.38 4.28 4.46 4.53 4.23
Base 2505 2588 1828 313 374 526 106 343 119 47
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 32
In terms of quality of the accommodation, the results show a slight improvement compared to 2010, with
83% providing very good and good ratings compared to 82% in 2010. Hull & East Yorkshire saw the biggest
improvement in terms of very good quality ratings from 46% in 2010 to 56% in 2011.
Rating - ValueTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull &
East
Yorkshire
Northern
Lincs
Very good 55% 54% 52% 36% 55% 60% 38% 55% 55% 36%
Good 26% 29% 31% 49% 28% 23% 42% 28% 31% 28%
Satisfactory 9% 8% 8% 8% 8% 7% 11% 5% 8% 21%
Poor 2% 2% 2% 2% 2% 5% 4% 1% 2%
Very poor 1% 1% 1% 1% 2% 0%
Don't know 7% 7% 6% 6% 7% 3% 6% 11% 6% 13%
Mean 4.4 4.44 4.40 4.27 4.45 4.39 4.20 4.52 4.51 4.12
Base 2505 2588 1828 313 374 526 106 343 119 47
Interestingly, and probably reflective of the overall tight financial squeeze, the value for money ratings show
a slight decrease compared to 2010 (4.40 in 2011, 4.44 in 2010).
5.3.6 Transportation
Transport - from homeTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
First
Timers
Car/van/motor-home 83% 84% 82% 68% 84% 90% 85% 76% 81% 89% 79%
Train 8% 8% 8% 19% 4% 3% 8% 13% 4% 5% 9%
Public bus/coach service 5% 4% 5% 7% 5% 3% 6% 6% 7% 2% 4%
Aeroplane 3% 3% 3% 7% 3% 4% 1% 5% 1% 2% 7%
Coach tour/special excursion 3% 2% 2% 4% 3% 3% 1% 2% 3% 2% 4%
Motorbike 0% 1% 1% 0% 3% 1% 0% 1% 0% 1% 1%
Boat/ferry 1% 1% 1% 2% 1% 1% 0% 1% 1% 0% 2%
Bicycle 0% 0% 1% 1% 1% 1% 0% 1% 0% 1% 0%
Walked 1% 0% 1% 2% 1% 1% 2% 1% 3% 1% 1%
Park and Ride 0% 0% 0% 3% 0% 0% 1% 0%
Other 0% 0% 1% 0% 0% 0% 1% 0% 2% 1%
Base 10716 10856 8192 719 1249 1285 1519 2163 748 509 2121
Interestingly, although the car remains the dominant form of transportation (82%) to Yorkshire, it shows a
slight decrease by 2% points from the previous year.
More rural areas such as the Moors & Coast and Northern Lincolnshire appear to rely more heavily on
visitors arriving by car (90% and 89%), suggesting the public transport infrastructure is not as develop as in
other areas.
York & Selby shows how excellent public transport infrastructure can encourage the uptake of trains and
public buses with 19% arriving by train and 7% by public bus/ coach service.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 33
Further analysis shows:
Staying visitors were more likely to arrive by train (12%) compared to only 6% of day visitors.
Conversely, day visitors were more likely to use the car to get to area/ location they visited (83%)
compared to 79% of staying visitors.
Unsurprisingly, overseas visitors showed a higher probability to arrive by aeroplane (69%) compared to
0% of the UK based Yorkshire visitors.
Overseas visitors were also more likely to arrive by train (18%) than UK visitors to Yorkshire (8%).
Visitors with children were more likely to arrive by car (91%) than those without children in their party
(76%), which might be cost driven but also driven by convenience.
Transport - around YorkshireTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers
Walked 82% 89% 95% 94% 92% 95% 98% 94% 93% 99% 93%
Car/van/motor-home 28% 33% 29% 18% 43% 50% 10% 29% 14% 32% 50%
Public bus/coach service 5% 5% 4% 5% 4% 4% 2% 5% 3% 2% 8%
Train 3% 3% 2% 2% 2% 5% 1% 3% 1% 6%
Coach tour/special excursion 1% 1% 1% 2% 2% 1% 1% 1% 0% 2%
Bicycle 1% 1% 1% 1% 1% 1% 0% 1% 1% 1% 1%
Park and Ride 1% 1% 1% 3% 0% 1% 0% 1% 0% 1%
Motorbike 0% 0% 1% 2% 0% 0% 0% 0%
Boat/ferry 0% 1% 0% 0% 0% 0% 0% 0% 0% 0%
Aeroplane 0% 0% 0% 0% 0%
Other 1% 1% 1% 1% 0% 0% 2% 1% 2% 0% 1%
Base 10695 10856 8192 719 1249 1285 1519 2163 748 509 2808
The trend analysis from 2009 to 2010 and 2011 shows a steady increase in the proportion of those that
walked by visiting Yorkshire (82% in 2009, 89% in 2010 and 95% in 2011).
However, with 29% of all visitors still using the car while in Yorkshire (although this figure has decreased
from 2010 (33%)) it is still a significant number.
Again, rural locations such as the Moors & Coast and Dales & Harrogate saw higher levels of car uptake.
With many UK households feeling the „financial squeeze‟ it does not come as a surprise that most visitors
„walked‟ while visiting Yorkshire (95%) to avoid having to pay for petrol, car parking or public
transportation.
The comparison with the UKTS 2010 figures, published by Visit England shows, that in 2010, the largest
proportion of transport used on the longest part of the journey was the car (88.24 mill trips out of 116.87
million trips – equating to 76%), which mirrors the proportion of those arriving by car in Yorkshire (82%).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 34
Airport 2009 2010 2011
Manchester 29% 31% 35%
Heathrow London 33% 35% 30%
Leeds Bradford 15% 15% 17%
Gatwick 5% 4% 3%
Newcastle 2% 2% 2%
Stansted 1% 3% 1%
Doncaster 2% 1% 1%
Liverpool 3% 1% 1%
East Midlands 2% 1% 1%
Base 326 361 275
Interestingly, in 2011, more overseas visitors arrived in Manchester (35%), not Heathrow as in 2009 and
2010.
5.3.7 Activities undertaken
Activities - allTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers
Day
Visitors
First
Timers
Eating & drinking out 58% 66% 72% 84% 76% 82% 66% 70% 57% 68% 87% 64% 74%
Stroll around & enjoy the ambience 58% 58% 57% 68% 83% 83% 20% 51% 46% 58% 80% 45% 46%
Shopping 38% 40% 49% 57% 49% 56% 37% 53% 33% 59% 64% 41% 43%
Visit visitor attractions e.g. museums 43% 33% 33% 55% 5% 15% 35% 53% 33% 28% 36% 32% 42%
Short walk (up to 2 hours) 29% 32% 29% 6% 35% 57% 23% 21% 15% 49% 41% 23% 27%
Visiting historic houses & gardens 26% 30% 26% 30% 46% 29% 26% 14% 24% 18% 34% 22% 28%
Visiting natural attractions 24% 24% 26% 4% 40% 62% 6% 13% 15% 65% 39% 19% 19%
Driving around & sightseeing from car 13% 19% 15% 6% 28% 34% 2% 11% 7% 16% 30% 7% 13%
Visiting friends or relatives 12% 15% 12% 10% 8% 10% 9% 18% 8% 25% 27% 5% 11%
Attend a festival or outdoor event 10% 9% 9% 14% 13% 7% 5% 9% 12% 6% 7% 10% 7%
Long walk (over 2 hours) 7% 10% 8% 2% 17% 16% 3% 5% 2% 7% 14% 4% 5%
Wildlife watching e.g. bird watching 4% 9% 8% 1% 9% 12% 7% 3% 6% 27% 11% 6% 8%
Passive beach activities 4% 7% 8% 1% 5% 25% 1% 2% 8% 21% 12% 5% 4%
Active beach activities 2% 4% 5% 0% 0% 25% 0% 0% 2% 13% 12% 2% 2%
Spectator at sporting event/match 2% 3% 4% 12% 0% 2% 7% 3% 8% 1% 4% 4% 4%
Visiting family/theme/activities park 3% 6% 3% 0% 4% 4% 4% 3% 1% 7% 3% 3% 4%
Visiting canals & waterways 4% 3% 3% 1% 3% 0% 0% 7% 0% 1% 4% 2% 3%
Evening entertainment/music concerts 3% 2% 3% 4% 1% 2% 3% 3% 2% 7% 6% 1% 3%
Other 5% 10% 9% 8% 6% 5% 15% 12% 4% 10% 9% 9% 11%
Base 10752 10856 8192 719 1249 1285 1519 2163 748 509 2808 5384 2121
When asked in a multiple response question for all the activities visitors had or were going to take part in
during their visit to a particular area or location, the activity that tops the results is „eating and drinking out
(72%), which is a 6% point increase compared to 66% in 2010 and 58% in 2009.
Visiting visitor attractions remains level with 2010 at 33%, but lower (due to shift of emphasis in sampling)
than in 2009 (43%).
Variations by ATP show that Shopping was particularly popular amongst visitors to York and Selby (57%) as
was visiting visitor attraction (55%).
Visitors to Northern Lincolnshire and West Yorkshire were more likely to visit friends and relatives (25%
and 18% respectively) than other areas.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 35
The average number of activities undertaken by each interviewed respondents indicates that in 2011, on
average 3.8 activities were taken part in, compared to a similar number of 3.9 activities in 2010 and a
slightly lower number of 3.5 activities in 2009.
Staying visitors appear to be generally more active with on average participating in 5.3 activities, whereas
day visitors participated on average in 3 activities.
The activities undertaken provide a very good indication about the individual area‟s product strengths. For
example York & Selby showed high levels of visitors undertaking shopping and visiting visitor attraction.
This should help individual areas and districts to define their product strengths and to promote them
accordingly.
Activities - mainTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers
Day
visitors
First
TimersOverseas
Visit visitor attractions 26% 18% 20% 26% 0% 4% 25% 36% 23% 7% 9% 25% 27% 13%
Stroll around & enjoy the ambience 16% 15% 14% 30% 22% 15% 4% 13% 12% 12% 20% 11% 13% 20%
Visiting historic houses & gardens 12% 13% 12% 3% 21% 11% 20% 5% 14% 10% 6% 16% 13% 8%
Visiting friends or relatives 7% 9% 9% 6% 5% 6% 6% 14% 5% 15% 20% 2% 8% 30%
Visiting natural attractions 7% 7% 7% 0% 6% 28% 0% 1% 5% 13% 12% 4% 5% 10%
Attend a festival or outdoor event 7% 6% 7% 10% 12% 4% 5% 6% 11% 5% 4% 9% 6% 1%
Spectator at sporting event/match 2% 2% 4% 11% 0% 1% 6% 3% 7% 0% 3% 4% 3% 3%
Short walk - up to 2 hours 4% 4% 3% 0% 5% 5% 3% 2% 1% 10% 3% 4% 2% 1%
Long walk - over 2 hours 3% 4% 3% 0% 9% 5% 2% 2% 1% 3% 4% 3% 1% 2%
Shopping 3% 2% 3% 4% 2% 0% 4% 4% 4% 4% 1% 4% 2% 1%
Eating & drinking out 2% 2% 2% 4% 5% 1% 1% 2% 1% 3% 3% 2% 2% 3%
Visiting family / theme park 1% 2% 2% 0% 2% 2% 4% 2% 0% 4% 1% 3% 3% 1%
Passive beach activities 0% 1% 2% 0% 0% 5% 0% 0% 5% 3% 2% 1% 0% 0%
Wildlife watching 0% 2% 1% 0% 0% 0% 3% 0% 4% 3% 0% 2% 3% 0%
Mountain biking / cycling 1% 1% 1% 0% 1% 1% 0% 1% 0% 1% 0% 1% 0% 1%
Active beach activities 1% 1% 1% 0% 0% 5% 0% 0% 0% 2% 2% 0% 0% 0%
Driving around & sightseeing from car 1% 1% 1% 0% 4% 1% 0% 0% 0% 0% 2% 1% 1% 1%
Evening entertainment 1% 1% 1% 0% 0% 0% 2% 1% 0% 1% 1% 0% 1% 1%
Visiting canals & waterways 1% 1% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 1% 0%
Attending business conference/meeting 0% 1% 0% 1% 0% 0% 0% 1% 0% 0% 0% 0% 0% 2%
Other 2% 6% 5% 2% 4% 3% 12% 6% 3% 6% 4% 6% 6% 3%
Base 10752 10856 8192 719 1249 1285 1519 2163 748 509 2808 5384 2121 382
As in 2009 and 2010, visiting visitor attraction remains the main activity of the largest proportion of visitors
interviewed (20%). Although the sampling emphasis has slightly changed during this year‟s study (to sample
less at attractions), the results still suggest that visiting attractions is an important activity in Yorkshire,
particularly amongst day visitors, whose proportion is significantly higher (25%) compared to staying visitors
(9%).
The variations by ATP highlight the key product strengths of each area for example:
The most popular main activity in the Moors & Coast area was visiting natural attractions (28%).
York & Selby‟s most popular main activity stroll around and enjoy the ambience (30%).
South Yorkshire‟s most popular main activity was visiting visitor attractions (25%)
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 36
Further analysis shows:
Overseas visitors were more likely to visit friends and family (30% stated this as their main activity)
compared to 8% of UK visitors.
Seasonal variations can be noticed, with outdoor activities featuring higher during summer seasons and
indoor activities featuring higher during autumn and winter seasons. For example visiting visitor
attractions appears to be significantly more likely to be the main activity during the autumn quarter
(32%) than summer (20%).
Although specific research efforts were made during 2010 and 2011, to sample more non-attraction
locations throughout the region, it should be noted that with the change in definition, more day visitors
were included in the sample, which might explain why the 2011 results still feature visiting attractions as the
most prominent main activity and why the 2011 figures are slightly higher than in 2010, while still being
lower than 2009.
5.3.8 Districts visited during trip
Districts visitedTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
York 14% 15% 13% 89% 5% 15% 0% 6% 2%
Scarborough 13% 13% 12% 4% 3% 63% 0% 2% 4%
Harrogate 11% 12% 10% 4% 52% 5% 0% 4% 0%
Leeds 11% 11% 10% 4% 3% 1% 1% 34% 0% 0%
East Riding of Yorkshire 9% 8% 8% 1% 1% 15% 1% 59% 1%
Ryedale 6% 8% 6% 2% 1% 38% 1% 1%
Bradford 6% 7% 6% 1% 2% 0% 0% 22% 0%
Sheffield 7% 6% 6% 0% 1% 0% 31% 1% 0% 0%
Calderdale 4% 4% 6% 0% 0% 0% 21%
Craven 6% 6% 5% 1% 28% 2% 0% 1% 0%
Richmondshire 5% 6% 5% 1% 30% 4% 1% 0%
Barnsley 5% 5% 5% 0% 24% 1%
Doncaster 5% 5% 5% 0% 0% 0% 25% 0% 0%
Kirklees 5% 5% 5% 0% 0% 0% 20%
Kingston upon Hull 5% 5% 5% 1% 0% 0% 0% 46% 1%
Hambleton 5% 4% 5% 1% 2% 26% 0% 0%
Wakefield 5% 4% 5% 0% 0% 0% 18% 0%
Rotherham 5% 5% 4% 24% 0%
North East Lincolnshire 4% 4% 0% 0% 1% 60%
North Lincolnshire 2% 3% 0% 0% 0% 0% 44%
Selby 2% 1% 1% 13% 1% 1% 0% 1% 0%
Base 10752 10856 8129 719 1249 1285 1519 2163 748 509
As with previous years‟ results, York tops the table, followed by Scarborough. The link between districts
and ATP is shown by the pattern shown in the table.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 37
5.3.9 Importance and rating of visit
Importance Experience Difference Importance Experience Difference Importance Experience Difference
Lively nightlife 1.6 2.6 1.0 1.7 2.5 0.8 1.6 2.8 1.2
Distinctive shopping experience 2.6 3.3 0.7 2.5 3.3 0.8 2.3 3.2 0.9
Environmentally-friendly services/facilities 3.2 3.7 0.5 3.3 3.8 0.5 2.8 3.7 0.9
Diverse range of outdoor activities 3.4 3.9 0.5 3.4 4.0 0.7 3.0 4.0 1.0
Range of natural attractions 3.8 4.2 0.4 3.7 4.2 0.6 3.4 4.2 0.8
Variety of attractions for a range of people 3.8 4.1 0.3 3.9 4.3 0.4 3.7 4.2 0.5
Varying bases
2009 2010 2011
On a scale from 1 to 5, with 1 being of low importance or low experience and 5 being either very
important or of very satisfied experience, the table above outlines the differences between importance and
actual experience of visiting the area/ location in Yorkshire.
The overall pattern remains similar to 2009 and 2010 but, positively, the difference between experience
and importance increased further, suggesting that these different aspects outperform what visitors
expected or deemed important before their visit (even more so in 2011).
5.3.10 Facility usage and ratings
Visitors were asked what facilities they used (tables below illustrate the % that had used the different
facilities such as the markets, shops etc) and what their opinion was of them on scale from 1 to 5 with 1
being very poor and 5 being excellent – with the tables below outlining the average scores. The results will
feed into the national benchmarking scheme.
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Market 10% 9% 9% 17% 13% 3% 3% 11% 2% 15%
Range 3.9 4.0 3.9 4.1 3.7 3.7 3.9 4.2 3.8 3.5
Presentation 4.0 4.1 4.1 4.1 4.1 3.7 3.9 4.3 4.1 3.5
Quality of goods 3.9 4.1 4.1 4.1 4.1 3.6 3.9 4.3 4.0 3.6
Service 4.1 4.3 4.2 4.2 4.3 3.7 3.9 4.4 4.4 4.1
Shops 42% 37% 42% 51% 48% 59% 36% 38% 34% 24%
Range 4.0 4.0 4.0 4.4 4.1 3.7 4.0 4.1 4.1 3.8
Quality of goods 4.1 4.1 4.2 4.5 4.3 3.8 4.2 4.3 4.2 4.2
Quality of service 4.2 4.2 4.2 4.5 4.4 3.8 4.2 4.4 4.3 4.3
Places to eat & drink 58% 59% 59% 72% 60% 76% 60% 51% 59% 29%
Range 4.0 4.0 4.0 4.4 4.1 3.9 3.8 4.1 4.2 3.8
Quality of food 4.2 4.2 4.2 4.4 4.4 4.0 4.2 4.2 4.3 4.2
Quality of service 4.2 4.2 4.2 4.4 4.4 4.0 4.1 4.2 4.4 4.2
Value for money 4.0 4.0 4.0 4.3 4.2 3.9 3.8 4.0 4.2 4.1
Bases vary
The overall ratings and the proportion of people able to comment on markets, shops and places to eat and
drink remain very similar to 2010 and 2009.
A slight improvement can be noticed with regards to the quality of goods in the shops, which at 4.2 is
slightly higher than the 2010 and 2009 value (4.1).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 38
Northern Lincolnshire appears to receive generally lower ratings for the different market aspects than the
average but please note that only 15% could comment on markets in this area.
Likewise in Hull & East Yorkshire, Moors & Coast and South Yorkshire only very small proportions were
able to comment on markets.
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Attractions 71% 70% 65% 75% 47% 66% 73% 67% 67% 59%
Range 4.3 4.3 4.3 4.6 4.4 4.1 4.1 4.4 4.5 3.6
Interest 4.5 4.4 4.4 4.6 4.5 4.2 4.3 4.5 4.5 4.0
Quality of service 4.4 4.4 4.4 4.6 4.5 4.2 4.3 4.5 4.6 4.1
Value for money 4.3 4.3 4.3 4.5 4.4 4.1 4.1 4.4 4.4 4.0
Finding your way around 93% 84% 87% 97% 92% 91% 88% 85% 68% 91%
Road signs 4.1 4.1 4.2 4.3 4.3 3.7 4.1 4.2 4.3 4.6
Pedestrian signs 4.2 4.2 4.2 4.4 4.3 3.6 4.0 4.2 4.3 4.6
Display boards & info 4.2 4.1 4.2 4.4 4.3 3.7 4.0 4.3 4.3 4.6
Public transport 14% 16% 23% 8% 14% 16% 21% 12% 8%
Access/convenience 4.4 4.3 4.4 4.3 3.9 4.2 4.4 4.5 4.1
Quality of service 4.4 4.2 4.4 4.4 3.9 4.2 4.3 4.5 3.9
Value for money 4.2 4.1 4.1 4.4 3.8 4.0 4.2 4.3 3.8
Bases vary
Overall the 2011 results show strong resemblance to the 2009 and 2010 findings. However, fewer people
had used attractions, which can be directly linked to the change of emphasis in terms of sampling from
attractions to more rural locations and city centre locations.
As in 2010, York & Selby scored highest in terms of the attractions, whereas Northern Lincolnshire
received lower scores in particular for the category of „range of attractions‟ (3.6 out of 5).
Likewise, public transport mirrors the results in terms of transport used to get to destination in Yorkshire
and while visiting Yorkshire, with a higher proportion of visitors to York & Selby and West Yorkshire
having used it. However only 8% in Northern Lincolnshire and Dales & Harrogate used public transport
and were therefore able to comment on it.
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Cleanliness of streets 82% 76% 82% 99% 96% 84% 72% 73% 72% 96%
Cleanliness 4.2 4.2 4.2 4.4 4.6 3.8 4.3 4.2 4.2 4.0
Public toilets 54% 50% 43% 23% 41% 58% 60% 35% 29% 43%
Availability 4.1 4.2 4.0 3.7 4.1 3.5 4.2 4.2 4.3 4.5
Cleanliness 4.0 4.1 4.0 3.6 4.1 3.5 4.2 4.2 4.3 4.0
Car parking 78% 77% 75% 45% 80% 82% 82% 72% 76% 75%
Availability 4.1 4.2 4.2 4.2 4.3 3.7 4.4 4.3 4.4 4.7
Value for money 3.8 3.8 3.9 3.7 4.1 3.1 4.3 3.9 4.2 3.5
Tourist info facilities 16% 17% 12% 13% 17% 33% 2% 9% 3% 8%
Ease of finding 4.4 4.3 4.4 4.4 4.6 4.1 4.0 4.6 4.5 4.7
Quality of service 4.6 4.4 4.4 4.4 4.6 4.1 4.4 4.6 4.5 4.6
Usefulness of info 4.6 4.4 4.4 4.4 4.7 4.1 4.3 4.6 4.4 4.7
Bases vary
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 39
Although York & Selby achieved positive ratings for other aspects, the results suggest that there is some
scope for improvement in terms of availability and cleanliness of public toilets as well as the value for
money of car parking.
The Moors & Coast also scored relatively low in term of cost of car parking (3.1 out of 5).
5.3.11 Overall ratings
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
General atmosphere 4.5 4.5 4.6 4.6 4.6 4.6 4.6 4.5 4.6 4.2
Feeling of welcome 4.5 4.5 4.6 4.6 4.7 4.6 4.7 4.6 4.6 4.2
General appearance 4.5 4.5 4.6 4.6 4.7 4.7 4.6 4.5 4.6 4.1
Base 10726 10856 8129 719 1249 1285 1519 2163 748 509
The average scores (on a scale of 1 to 5 – with 1 being very poor and 5 being very good) for all three
aspects improved slightly from 2010 and 2009, reaching average levels of 4.6 for each of the three aspects.
As in 2010, Northern Lincolnshire receives overall the lowest ratings, with the Dales & Harrogate receiving
the highest average scores.
The comparison with the results at ATP level in 2010 show that Hull & East Yorkshire‟s ratings improved
the most, whereas York & Selby‟s ratings remained at exactly the same level.
5.3.12 Aspects most enjoyed
In 2009, this question was open and subsequently coded. In 2010 and 2011, the interviewers still allowed
open comments but coded in the field according to the most popular answers last year. As such, variations
may be caused by this change in method.
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers
First
Timers
Scenery/countryside 16% 27% 22% 5% 43% 36% 16% 17% 7% 20% 28% 21%
Suitable for children/families 8% 16% 16% 4% 4% 12% 35% 19% 9% 14% 8% 20%
Walking 8% 12% 15% 7% 23% 16% 14% 12% 11% 30% 15% 12%
Museum/galleries 15% 16% 14% 26% 1% 4% 9% 29% 18% 7% 13% 18%
Relaxing/ peaceful environment 7% 15% 12% 7% 16% 13% 12% 11% 7% 20% 13% 10%
Friendly people/atmosphere 7% 15% 11% 13% 15% 11% 12% 11% 7% 3% 14% 12%
Interactive attraction 8% 9% 10% 10% 9% 7% 15% 12% 8% 6% 6% 12%
Buildings/attractions of hist. interest 7% 9% 9% 24% 7% 9% 5% 11% 4% 2% 14% 12%
Friends/family 6% 7% 9% 6% 5% 4% 10% 13% 8% 18% 13% 9%
Shops/city centre 6% 8% 8% 12% 7% 3% 8% 10% 6% 5% 6% 5%
Seaside/coast/beaches 4% 4% 7% 0% 0% 23% 0% 0% 15% 22% 10% 3%
Castles/Stately Homes 9% 6% 6% 1% 12% 4% 8% 3% 7% 4% 5% 8%
Base 10726 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121
Scenery and appearance of the countryside remains the aspect most frequently enjoyed by visitors to
Yorkshire in 2011, with 22% mentioning this aspect. The Dales & Harrogate and Moors & Coast showed
higher levels of visitors mentioning this aspect.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 40
Other variations can be linked to the unique nature of each area, with West Yorkshire and York & Selby
having a higher proportion of visitors mentioning shopping/ city centre than other ATPs.
5.3.13 Aspects least enjoyed
Again, in 2011, interviewers coded in the field according to the most popular aspects in 2010.
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers
First
Timers
Nothing 66% 59% 62% 63% 66% 68% 55% 57% 70% 67% 65% 64%
Better signage 5% 6% 5% 4% 8% 4% 7% 6% 2% 3% 5% 7%
Better upkeep of area 3% 6% 5% 5% 4% 4% 5% 6% 6% 11% 4% 4%
Cheaper car parking 3% 4% 3% 6% 2% 5% 2% 4% 2% 2% 3% 2%
Better weather 3% 3% 3% 3% 4% 3% 1% 3% 2% 1% 4% 3%
More car parking 2% 3% 3% 2% 4% 4% 3% 4% 2% 1% 3% 2%
Better range of eating facilities 2% 3% 3% 3% 2% 1% 5% 3% 2% 1% 2% 3%
Lower prices 2% 2% 2% 4% 2% 2% 3% 2% 2% 1% 2% 2%
Better range of shops 2% 2% 2% 1% 1% 1% 2% 2% 2% 1% 1% 1%
Base 10726 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121
On a positive note, about two thirds of all visitors interviewed could not provide a suggestion on specific
improvements (62%), which constitutes a 3% point increase to 2010, suggesting that Yorkshire as a region
continues to improve its tourism offer.
There were similar patterns of variations between the ATPs as in previous years, with for example
Northern Lincolnshire being in need of „better upkeep of the area‟ (according to 11% of visitors), South
Yorkshire and Dales & Harrogate in need of better signage (7% and 8%) and York & Selby requiring
„cheaper car parking‟ (6%).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 41
5.3.14 Location descriptions
DescriptionsTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers
First
Timers
Friendly 16% 15% 14% 16% 11% 12% 15% 15% 11% 16% 17% 13%
Fun 9% 9% 12% 12% 6% 6% 18% 13% 15% 9% 7% 13%
Relaxing 14% 10% 11% 6% 14% 11% 8% 7% 25% 18% 12% 9%
Traditional 11% 10% 9% 12% 9% 12% 4% 8% 5% 16% 10% 7%
Natural 10% 10% 8% 1% 12% 12% 11% 4% 4% 10% 8% 8%
Peaceful 9% 10% 8% 3% 12% 9% 10% 6% 4% 11% 6% 5%
Exciting 6% 5% 7% 10% 3% 2% 9% 10% 11% 1% 5% 7%
Inspirational 7% 7% 6% 9% 7% 7% 4% 8% 4% 1% 6% 6%
Breathtaking 7% 6% 6% 4% 11% 13% 2% 3% 4% 0% 9% 5%
Comfortable 5% 5% 5% 6% 4% 4% 4% 4% 4% 8% 4% 3%
Old fashioned 5% 4% 4% 8% 5% 5% 1% 5% 3% 3% 6% 5%
Quirky 2% 2% 3% 4% 2% 1% 2% 4% 1% 1% 2% 3%
Industrial 4% 3% 2% 1% 0% 0% 4% 3% 2% 2% 1% 4%
Contemporary 3% 2% 2% 1% 0% 0% 3% 4% 1% 1% 2% 2%
Proud 1% 1% 2% 3% 2% 1% 1% 1% 3% 1% 1% 2%
Rugged 1% 1% 1% 0% 2% 1% 1% 1% 0% 0% 1% 1%
Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121
As in 2009 and 2010, „friendly‟ remains the word most often associated with the area/ location visited in
Yorkshire (14%).
However, „fun‟ and „exciting‟ saw a small increase in 2011 (12% and 7%) from 2010 (9% and 5%) and 2009
(9% and 6%), suggesting a slow but certain move to slightly different perceptions.
Likewise the word „traditional‟ continues to show a decrease from 11% in 2009, 10% in 2010 to 9% in 2011.
Other differences by ATP can be linked to the unique values of these particular areas, such as
„breathtaking‟, which features particularly strongly in the Moors & Coast (13%),
5.4 Expenditure
Total expenditure (inc
accommodation & zeros)Total 2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Per party per trip £198.45 £204.67 £190.62 £321.55 £214.77 £292.31 £109.14 £186.64 £114.94 £111.88
Per person per trip £79.41 £80.39 £72.29 £125.63 £89.05 £97.96 £49.81 £65.24 £50.52 £36.73
Per party per night £72.00 £71.12 £67.19 £112.15 £65.71 £72.78 £55.02 £70.61 £53.53 £43.77
Per person per night £28.01 £28.48 £26.75 £47.23 £27.43 £26.72 £22.17 £27.39 £24.04 £14.86
Bases vary
Generally, the overall expenditure figures are slightly lower than in the previous two years which reflects
wider economic trends outlined in section 6 of this report. However, there are variations between ATP,
with York & Selby, West Yorkshire and Northern Lincolnshire increasing their spend levels, whereas the
other ATPs see a decrease in their spend levels, which may be linked to a higher proportion of day visitors
being sampled and more visitors visiting from within Yorkshire.
York & Selby continues to have the highest per person and per party per night/ day spent, which can be
linked to a higher proportion of overseas visitors.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 42
Total expenditure (inc
accommodation & zeros)
Total
2011
2011
Day
2011
Stayers
2011
Previous
2011
First
Timer
2011 UK2011
Overseas
2011 With
Children
2011
Without
Children
Per party per trip £190.62 £43.80 £506.05 £167.77 £257.53 £140.45 £1,310.45 £175.30 £201.09
Per person per trip £72.29 £17.33 £190.37 £65.35 £92.53 £55.16 £455.50 £41.61 £91.53
Per party per night £67.19 £43.80 £117.44 £61.80 £82.83 £61.29 £198.55 £58.76 £72.58
Per person per night £26.75 £17.33 £46.97 £24.87 £32.12 £24.56 £75.63 £15.25 £33.93
Bases vary
Type of visit Previous Visiting Residence Children
As in 2009 and 2010, the above table shows that first timers, those visitors who live overseas and those
travelling without children appear to spend most.
Overseas visitors appear to be spending more than in 2010 (per person per night (£75.63) compared to
2010 (£54.44)), which may be linked to the current exchange rates.
Expenditure per person per day
(ex acc & inc zeros)
Total
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Travel & transport £6.87 £5.33 £6.37 £6.73 £5.06 £4.11 £6.02 £8.95 £7.48 £3.33
Food & drink before 5pm £4.88 £4.84 £4.57 £7.19 £4.91 £4.99 £3.92 £4.36 £3.45 £3.44
Food and drink after 5pm £2.16 £2.66 £2.02 £4.79 £2.16 £3.17 £0.62 £1.91 £1.13 £0.75
Admission charges £2.91 £3.04 £2.93 £5.97 £2.18 £2.15 £4.04 £2.49 £3.07 £0.75
Other leisure £0.38 £1.04 £0.60 £0.81 £0.12 £0.57 £0.68 £0.42 £2.02 £0.22
Shopping £5.45 £4.56 £4.72 £6.81 £4.30 £2.76 £3.83 £6.58 £3.72 £4.06
Evening entertainment £0.52 £0.50 £0.29 £0.20 £0.11 £0.15 £0.50 £0.30 £0.23 £0.60
Other £0.06 £0.12 £0.24 £1.07 £0.06 £0.19 £0.33 £0.16 £0.01 £0.01
Total £22.74 £22.14 £21.80 £34.13 £19.08 £17.96 £20.02 £25.39 £20.76 £13.15
Bases vary
The breakdown in expenditure, excluding accommodation, shows a very mixed picture when compared
with 2009 and 2010. Overall, expenditure is slightly down compared to 2010, but specific sub-groups such
as travel and transport, shopping and other show an increase in average spend per person per day.
Please note that the lower spend on food and drink after 5pm could be explained with more day visitors
being sampled in 2011, compared to 2010 and 2009.
Variations can also be noticed by ATP level with West Yorkshire and York & Selby showing higher levels of
spend than other ATPs. West Yorkshire also has the highest level per spend on travel and transport
(£8.95) shortly followed by Hull & East Yorkshire (£7.48) and York & Selby (£6.73).
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 43
Expenditure per person per
day (ex acc & ex zeros)
% that
spent zero
2009
% that
spent zero
2010
% that
spent zero
2011
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Travel & transport 10% 11% 12% £7.23 £8.97 £5.73 £4.93 £6.43 £9.82 £8.68 £3.60
Food & drink before 5pm 27% 22% 29% £6.47 £9.19 £6.55 £6.35 £5.72 £6.42 £5.55 £5.76
Food and drink after 5pm 81% 79% 83% £12.95 £15.76 £13.72 £12.09 £9.20 £13.58 £11.32 £9.26
Admission charges 54% 53% 61% £7.62 £11.62 £6.71 £6.84 £7.21 £7.77 £7.46 £3.30
Other leisure 93% 91% 93% £9.82 £14.20 £8.20 £5.72 £9.62 £8.00 £26.46 £2.83
Shopping 47% 48% 51% £9.99 £14.17 £9.33 £5.76 £9.39 £12.89 £9.87 £6.46
Evening entertainment 95% 96% 97% £13.91 £8.39 £14.82 £7.79 £19.15 £17.63 £11.55 £10.99
Other 93% 98% 97% £16.76 £25.48 £4.66 £11.64 £27.46 £12.30 £4.50 £3.33
Total 1% 1% 1% £22.04 £34.24 £19.32 £18.09 £20.34 £25.59 £21.23 £13.23
Bases vary
The table above shows the mean average expenditure excluding those that spent zero; this gives a more
realistic mean average spend of those that spent in these categories.
As in previous years, variations between different ATP continue to show, that York & Selby has on average
higher spend levels, but these can be linked to the highest proportion of overseas visitors, who tend to
spend significantly more than UK visitors.
Please note that by excluding 0, the extreme value impacts more on the mean averages.
Please note that the slight decrease in the overall spend is in line with findings by the UKTS 2010, which
shows a 4% decrease in spend in visits to the Yorkshire and Humberside region during 2010 compared to
2009.11
11 Visit England, UKTS 2010 – results for the UK
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 44
Accommodation
ExpenditureTotal 2009 Total 2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
Lincs
Per party per trip £278.75 £320.11 £276.91 £287.30 £292.04 £326.30 £187.56 £222.79 £229.62 £244.98
Per person per trip £111.82 £127.49 £107.45 £115.67 £123.72 £109.86 £103.85 £83.07 £100.41 £85.53
Per party per night £66.42 £73.73 £68.89 £76.12 £67.94 £67.32 £66.05 £70.03 £56.43 £74.21
Per person per night £27.22 £30.38 £28.18 £33.53 £29.62 £24.21 £33.35 £27.51 £25.35 £23.05
Bases vary
Accommodation expenditure has slightly decreased in 2011 but remains at a similar level to 2009.
With more interviews being conducted in rural locations and less in city/ towns, where accommodation
prices are on average higher (£31.47 per person per night in cities/ large towns and £34.30 per person per
night in Historic cities compared to a lower price of £26.23 per person per night in villages/ countryside),
this may explain this development. However, it should also be noted that overall, many accommodation
providers have to provide discounted prices to ensure high levels of occupancy in these financially difficult
times.
5.5 Legacy
5.5.1 Likelihood to return to this area in 2 years
Likely to return in 2 yrsTotal
2009
Total
2010
Total
2011
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull &
East
Yorkshire
Northern
LincsStayers
First
Timers
Very likely 67% 71% 72% 65% 70% 71% 76% 68% 81% 84% 61% 52%
Quite likely 22% 18% 18% 18% 19% 17% 19% 20% 14% 11% 21% 28%
Not very likely 5% 5% 5% 10% 6% 6% 2% 6% 3% 2% 10% 9%
Not at all likely 2% 2% 2% 3% 1% 4% 1% 1% 1% 1% 4% 4%
Don't know 4% 3% 3% 4% 4% 2% 3% 5% 1% 1% 4% 7%
Mean - 3.64 3.66 3.50 3.65 3.59 3.74 3.62 3.77 3.80 3.45 3.38
Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121
The results show another increase in the proportion that is likely to return in the next 2 years (90% very
and quite likely) suggesting a growing regular visitor base for Yorkshire. However this may be directly
linked to a higher proportion of visitors from within Yorkshire.
Visitors to Hull & East Yorkshire show a significant increase in being very likely to visit again in the next 2
years (81% from 67% in 2010), which again may be linked to a higher proportion of Yorkshire visitors to
this ATP.
Please also note that the proportion of those that said they were not likely to visit again is higher amongst
York & Selby and Moors & Coast, who attract a larger proportion of overseas visitors 10% and 6%.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 45
5.5.2 Levels of recommendation
Likely to recommendTotal
2009
Total
2010
Total
2010
York &
Selby
Dales &
Harrogate
Moors &
Coast
South
Yorkshire
West
Yorkshire
Hull & East
Yorkshire
Northern
LincsStayers
First
Timers
Very likely 83% 88% 89% 93% 94% 95% 82% 88% 91% 80% 90% 79%
Quite likely 13% 9% 8% 6% 4% 3% 14% 9% 7% 14% 8% 15%
Not very likely 1% 1% 1% 0% 0% 1% 1% 1% 1% 3% 1% 1%
Not at all likely 0% 0% 0% 0% 0% 0% 0% 1% 0% 0%
Don't know 3% 2% 2% 1% 1% 1% 2% 2% 1% 2% 1% 4%
Mean - 3.88 3.90 3.93 3.95 3.96 3.82 3.89 3.91 3.77 3.90 3.81
Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121
Levels of recommendation have further improved, with 89% being very likely in 2011 to recommend
Yorkshire to someone else, compared to 88% in 2010 and 83% in 2009.
As in 2010, Moors & Coast shows the highest level of „very likely‟ recommendations (95%), compared to
Northern Lincolnshire showing the lowest level (80%).
As in 2010, consistent levels (4 out of 5) of first time visitors are likely to recommend, which is an
important index of success.
The increase could be attributed to an increase in visitors from within Yorkshire, who have a strong sense
of pride in their region, but also reflects the continuous improvement in terms of services and facilities
provided to visitors to Yorkshire.
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 46
6. Wider context for the research
Within any research it is important to consider the wider tourism, economic or political trends that might
have had an impact on the research findings. The following section will outline key trends sources from a
range of trustworthy sources.
Tourism trends
According to research conducted by Visit England, as in 2010, in 2011 more people are choosing to
holiday in the UK than abroad, with 69% holidaying in England according to the „Staycation‟ study by
Visit England.12 & 13
In addition, the Great Britain Tourism Survey (formerly United Kingdom Tourism Survey) outlined that
more short trips are taken than longer trips. In 2010, 64% of all British holiday trips were short trips
(up to 3 nights), with 36% being longer trips (4 nights plus).14
The shorter trip trend cumulates in the so called „daycation‟ phenomenon, with more residents taking
day breaks instead of overnight trips, which reflects the higher proportion of day visitors sampled in the
Regional Visitor Survey.15
2010/11 continues to see a trend towards late bookings which avoid long term plans, which people
are unwilling to commit to given the continuing uncertain economic situation and also provide
perceived opportunities to get better deals on accommodation costs.16
There appears to be also a tendency towards more caravan and camping holidays, which offer
a more cost effective alternative for financially squeezed families17 , although this trend has not been
noted in the results from this research.
The weather impacted heavily on the 2010/11 survey, with harsh weather conditions during
November and December 2010 making it difficult for visitors to take planned breaks.
Economic trends
The 2010/11 research period was heavily impacted by wider global and British economic developments,
which shows in a slight reduction of overall spend levels, as outlined in the report:
Britain was officially in recession during 2010 and the British economy contracted by -0.5%. from
September to December 2010. Although emphasis was placed on the harsh weather conditions during
the 2010 winter season, there were underlying trends of only weak growth in the last quarter of
2010/11 financial year, which saw the economy only growing by 0.5%.
12 http://www.visitengland.org/Images/Staycation%202011%20March%202011%20Debrief_for%20internet_tcm30-26164.pdf
13 http://www.guardian.co.uk/business/2010/aug/01/uk-holidays-staycation
14 http://www.visitengland.org/Images/UK%20-%202009%20vs%202010%20annual%20data_tcm30-26259.pdf
15 http://www.guardian.co.uk/uk/2011/mar/17/daycations-displacing-two-week-break
16 http://www.guardian.co.uk/business/2010/aug/11/thomas-cook-profit-warning-late-bookings
17 http://www.campingandcaravanningclub.co.uk/news/2011/apr/tent-campers-boost-bookings-record-high/
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 47
Many households were financially squeezed, with Consumer Price Index (CPI) inflation constantly
rising, reaching 4.5% in April 2011, compared to 2.2% in May 2009 and 3.3% in May 2008.18 According
to a study by MGM, British households will have to spend an additional £634 to maintain the same
standard of living they enjoyed in 2010.19
According to the Office for National Statistics, the high inflation figures were primarily caused by
food and non-alcoholic beverages, where prices overall rose by 1.3% between April and May 2011 and
above inflation increase of fuel20 and petrol prices, which increased from an average of £1.04 per
litre in 2008, to £1.29 in 201121 causing more people to make fewer car journeys22.
In addition, the British population and businesses had to cope with a VAT increase from 17.5% to 20%
in January 2011, which put additional financial constraint on many households.
It is also important to note that given how fragile the British economy was, many employers froze
wages, which meant that households „disposable spend‟ decreased. According to a study conducted on
behalf of the British Chamber of Commerce, 58% froze wages 2010 and 49% were planning to freeze
wages in 2011. 23
Given, the significant proportion of overseas visitors to Yorkshire, it is crucial to point out that the
exchange rate both to the Euro and the Dollar, remain very favourable, making the British
Pound more affordable to overseas visitors than a decade ago. This might also explain why overseas
visitors‟ spend continues to increase in 2011, compared to Regional Visitor Survey results for Yorkshire
in 2010 and 2009.
In addition, many European economies have been showing significant economic growth levels, making
foreign holidays more affordable and likely.
Political trends
Besides the tourism and economic developments that Britain encountered in 2010 and 2011 there were a
number of political developments that should be highlighted.
In 2010, the long standing Labour Government was not re-elected, instead a „new coalition
government‟ between the Conservative Party and the Liberal Democrats was formed.
One of the prime aims outlined in the Coalition Agreement was to ensure Britain‟s financial stability by
“significantly accelerated the reduction in the structural deficit over the course of a Parliament, with the
main burden of deficit reduction borne by reduced spending rather than increased taxes.”24
18 http://www.thisismoney.co.uk/economy
19 http://www.dailyfinance.co.uk/2011/05/19/cost-of-living-up-643-in-a-year/
20 http://www.consumerfocus.org.uk/files/2011/06/Fuel-price-inflation-and-low-income-consumers.pdf
21 http://www.speedlimit.org.uk/petrolprices.html
22 http://www.bbc.co.uk/news/uk-13863089
23http://www.financemarkets.co.uk/2010/12/29/bcc-survey-reveals-2011-pay-freeze-for-many-companies/ and
http://business.timesonline.co.uk/tol/business/economics/article6968538.ece
24 http://www.telegraph.co.uk/finance/newsbysector/banksandfinance/7718333/Coalition-government-the-policy-winners-and-losers-on-the-City-and-the-deficit.html
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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These deficit reductions lead to a series of public sector cuts, which have and will be implemented.
Social trends
As in 2009 and 2010, the significance and importance of the internet for all aspects of live (including
tourism) continues to increase. With 76% of the UK population using the internet, it is currently
considered to be main source of information to find out about potential destinations to visit and for
holiday bookings, placing particular emphasis on online booking methods.25
25 http://www.englandtourismframework.co.uk/Images/Briefing%20Notes%20FINAL_tcm31-22974.pdf
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7. Key findings from 2009 to 2011
7.1 Key changes
Profile of visitors/visits
There has been an increase in the proportion of first time visitors from 2010 onwards (22% in
2009, 26% in 2010 and 26% in 2011).
In 2011, there has been an increase in the proportion of day visitors compared with 2010 and
2009 (66% vs. 62% in 2010 and 65% in 2009).
The mean average number of visits has increased to Yorkshire in the last 2 years has increased
year on year (5.10 in 2009, 5.46 in 2010, and 6.92 in 2011).
More regular visitors (increase from 2009 to 2011 in those visited location/ area in the last 12
months – from 45% to 47%). The average number of visits in the last two years has steadily increased.
In 2011 there has been an increase in the proportion of local visitors compared with 2010 and
2009 (60% vs. 55% and 56%), which can be linked to the higher proportion of day visitors sampled in
2011, which however can also be linked to the slight change in the definition of day visitors.
In 2011 there has been an increase in first time visitors from overseas; 53% compared with 47%
in 2010 and 49% in 2009.
Spend
Generally, the overall expenditure figures in 2011 are slightly lower than in the previous 2 years
which is mainly due to the accommodation spend being lower than in 2010. However,
accommodation spend in 2011 is on par with the 2009 spend levels.
Year on year comparisons show lower spending per person per day on food and drink before
5pm and on evening entertainment.
Length of stay
There is a slight trend towards shorter trips - short breaks of one to three nights have increased
year on year (49% in 2009, 52% in 2010 and 54% in 2011). Conversely, trips over four nights in length
have decreased steadily (51% in 2009, 48% in 2010 and 46% in 2011).
Accommodation
Year on year there has been a slight increase in the proportion of visitors staying in four star
hotels - up from 43% in 2009 and 2010 to 46% in 2011. This may reflect an increase in the number of
hotels offering discounts in order to compete in the current economic climate.
Visitor scores on the value for money of accommodation are down from 4.44 in 2010 to 4.40 in
2011, which might be linked to more visitors staying in four star hotels and a slight increase in short
breaks, which have higher daily costs than longer breaks.
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Year on year there is a gradual trend towards more online bookings (38% in 2009, 40% in 2010,
and 41% in 2011).
Accommodation expenditure has slightly decreased in 2011 but remains at a similar level to 2009.
Information sources
The proportion of visitors using previous experience/ local knowledge as information sources prior to
their trip has increased year on year (56%, 62%, 67%), and can be linked to a higher proportion of
visitors from within Yorkshire and a higher frequency of visits to the location/ area in the last 2 years.
Transport and activities
The trend analysis from 2009 to 2010 and 2011 shows a steady increase in the proportion of
visitors choosing walking as their main mode of transport whilst in Yorkshire (82%, 89% and
95%).
When asked in a multiple response question for all the activities visitors had or were going to take part
in during their visit to a particular area or location, the activity that tops the results is „eating and
drinking out‟ (72%), which is a 6% point increase compared to 66% in 2010 and 58% in 2009.
There has been a year on year increase in the popularity of shopping whilst in Yorkshire (38% in
2009, 40% in 2010 and 49% in 2011).
Visitor satisfaction/perceptions
Mean scores in terms of customer service and quality of accommodation show a slight increase
year on year (from 4.4 to 4.5).
There has been slight decrease year on year in terms of visitor satisfaction with the availability and
cleanliness of public toilets and the value for money of car parking.
Average ratings of atmosphere, welcome, and general appearance, have gradually increased year
on year (from 4.5 to 4.6).
In terms of visitor perceptions, the word „traditional‟ continues to show a gradual decrease from
11% in 2009, 10% in 2010 to 9% in 2011.
Year on year findings show consistently high levels of recommendation and return, suggesting a loyal
and regular visitors market. The likelihood to return and recommend increased steadily year on
year (return: 67% in 2009, 71% in 2010 and 72% in 2011 and recommend: 83%, 88%, 89%).
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7.2 Key consistencies
Profile of visitors
The mean party size (approximately 3 people per party) has remained consistent year on year, along
with the proportion of parties including family members (48%, 48%, 46%) and children (39%, 39%
38%).
The age profile of visitors has remained consistent year on year, with children aged 0-15 being a key
group along with the 55-74 age group.
There has been a consistent UK (95%) and overseas (5%) split year on year.
In terms of the Mosaic segmentation, there has been little change year on year with Suburban
Mindsets, Professional Rewards, and Industrial Heritage continually topping the list.
The proportion of disabled visitors remains consistent at 9%, suggesting that this group is still slightly
under-represented.
Location of stay and districts visited
In terms of location of stay and districts visited, Scarborough and York prove to be the most popular
destinations year on year.
Accommodation
Visitor choice in terms of paid for accommodation type has remained generally consistent year on year,
with hotel/motels with 50+ rooms appearing at the top of the list.
The proportion of those staying in paid for and free accommodation remains consistent year on year
(2009: 69% paid – 31% free, 2010 66% paid – 34% free, 69% paid, 31% free).
Spend
Consistently, first timers, visitors from overseas, and those travelling without children appear
to spend most.
Transport and activities
Year on year, the car is the dominant form of transportation (82%) to Yorkshire, although in 2011 it
shows a slight decrease by 2% from the previous year.
Visiting visitor attractions is consistently the main activity of choice for the largest proportion of
visitors interviewed.
Visitor satisfaction/perceptions
Consistently, „scenery and appearance of the countryside‟ remains the aspect most frequently
enjoyed by visitors to Yorkshire.
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Year on year, „friendly‟ remains the word most often associated with the area/ location visited in
Yorkshire.
8. Implications & recommendations
The broader marketing context for this report
Significant developments have taken place over the last year, all of which will have an impact on the future
marketing of Yorkshire.
This is the last year of funding for Welcome to Yorkshire from the regional development agency, Yorkshire
Forward. Welcome to Yorkshire is developing a new revenue model, based on membership income and
working with local authorities to continue to promote Yorkshire.
The economic downturn continues, with more and more people being affected by public sector cuts and
job losses. Local authority cuts have resulted in some tourist information centre closures. There is an
increased drive to work in partnership with the private sector.
Tourism businesses are placing stronger emphasis on internet marketing, with growing adoption of social
media, resulting in more direct contact with potential visitors. Visitors now increasingly rely on third party
recommendations when making leisure plans.
The localism agenda is becoming increasingly important with decentralisation of many activities and the
growing influence of local decision-making. This coincides with a consumer behaviour trend toward all
things local, with strong interest in local distinctiveness and sense of place.
Robust and consistent findings
The findings from the previous reports from 2008 – 2009 and 2009 – 2010 were remarkably similar to
those for this year, indicating that the research is robust and Yorkshire‟s visitor market is quite stable.
There are some variations such as:
Increased number of day visitors (66% compared to 62% in 2010)
Slightly increased number of short breaks
Length of stay is declining slightly from 2009 to 2010 and 2011 (which will impact slightly on spend
figures)
More staying visitors are staying in 4 star hotels
Increase in recommendation levels and likelihood to return
Overall more visitors from within Yorkshire
Increase in overseas visitors who make a valuable and important contribution to visitor spend in the
region
The recession appears to have impacted on spend levels, particularly spend on accommodation,
whereas spend on other aspects remains relatively similar (however travel and transport costs
increased in line with rising fuel prices)
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Key conclusions from the research from a marketing perspective are:
Strong, stable and loyal market.
Considerable variations in age profile and party type across Yorkshire.
Previous experience is a powerful motivator for repeat visits.
Recommendations from others are key and propensity to return is high.
Yorkshire‟s “stand out” feature is the scenery and countryside. Other aspects most enjoyed include its
museums and galleries, and family facilities as well as the relaxing atmosphere and friendly people.
Visitor spend is generally holding up despite the recession with limited negative comments about prices.
Visitor satisfaction levels are high and Yorkshire is considered a friendly, welcoming destination.
Implementing results from the RVS
When the Regional Visitor Survey (RVS) was commissioned it was envisaged that the findings would be
relevant to organisations working in Yorkshire & Humber tourism at a variety of levels:
for Welcome to Yorkshire to track progress and refine marketing activities;
for local authorities to identify the economic benefits of tourism in their area and necessary
improvements as part of their place-making role;
for businesses to inform their own marketing activities.
While the RVS has been used in these ways, recommendations have not been as widely implemented as
originally envisaged, in part due to limited distribution of the RVS report. There is still scope for more
implementation of previous recommendations which could have a major beneficial impact on Yorkshire
tourism, capitalising on our strengths and helping to minimise weaknesses.
The survey results are largely consistent throughout the three year period from 2008 – 2011. Since this is
now the final report, we have taken this opportunity to review the previous recommendations, amend
where appropriate and be more specific about how the recommendations should be implemented, and by
whom.
The following section is designed to be read alongside the research findings. These recommendations draw
on the totality of the findings, although in some cases we refer to particular aspects of the research.
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The “funnel” of tourism marketing
It is useful to consider what we refer to as the “funnel” of tourism marketing, to see which activities are
likely to have the greatest impact, enabling each organisation to play a specific role, avoid duplication and
make best use of precious resources. The funnel demonstrates the visitor decision-making process.
National organisation
When potential visitors are completely unaware of a destination and/or possibly originate from other countries, then
national bodies VisitBritain and VisitEngland can raise awareness of England and then start to influence visitors to
think about specific destinations such as Yorkshire.
Regional
If visitors are already in England (or a well-established market such as Germany), then the regional destination
marketing organisation, Welcome to Yorkshire can influence them to think about a visit to Yorkshire, making them
aware of all that it has to offer. Principle promotional tools for moving them from the stage of „unaware‟ to „aware‟
and gradual „understanding‟ of what Yorkshire offers include advertisements, broadcast and print media coverage
generated through PR activities.
Local
As visitors either start to decide on a specific destination or live within Yorkshire, they will now need more detailed
information, gained from media articles, websites, direct mail and leaflets. They will want more local and specific
information, from individual destinations. At this stage “local” becomes more important, together with
recommendations from third parties.
Tourism businesses
Once the decision is made to go to a certain place, information demands are more specific and detailed, and contact
is likely to be made directly with accommodation providers, visitor attractions etc.
The RVS offers an insight into the proportion of visitors already familiar with Yorkshire and those who are
first time visitors and the sources of information that are most likely to influence them. We can look at
each marketing activity to ascertain its efficacy and likely return on investment. The relationship with
visitors will vary according to the visitor profile. First time visitors are most likely to contact Welcome to
Yorkshire, whereas repeat visitors may simply return to the previous location.
The need for “local solutions for local issues”
Yorkshire is a large region and the RVS demonstrates the extent to which each sub-region is different from
others, in terms of the visitors they attract, activities undertaken and enjoyed. The RVS makes it easier to
focus on particular activities that generate additional visitors or increase visitor spend in a particular area.
Messages and activities need to be tailored to the specific types of visitor and their interests, which vary
according to each destination within Yorkshire. A “destination” could be a town or a cluster of market
towns and villages. It might be a coastal area or it could be a large inland area such as the Yorkshire Moors
or Dales. The definition of a “destination” should be determined by visitor perceptions, not political
boundaries.
The product strength tables in section 5.3.7 of this report can be used to decide which aspects of the
destination to stress and promote in each area. Given that Yorkshire & Humber draws a high proportion of
visitors from within the region, it is important to highlight the distinctiveness of each area, and to
encourage visitors to experience different aspects and to come back again to see something else.
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Each destination will need to look at the research findings to decide:
which type of visitor/market segment is most important to them?
what are their particular product strengths?
which marketing techniques are most likely to impact on visitors before/during their visit?
which are the most appropriate marketing messages?
This activity needs to be undertaken within the overall context and umbrella branding for Yorkshire, and to
build on key messages from Welcome to Yorkshire but there also needs to be a strong element of local
distinctiveness, enabling the differences between destinations to shine.
The following takes West Yorkshire as an example, demonstrating how to use the research findings. We
can see from the research that:
West Yorkshire attracts a slightly younger age profile and that many visitors come as groups of friends
The top product strength for that area is “museums and galleries”.
Spend in West Yorkshire is somewhat lower on food and drink after 5pm compared with other areas.
Overnight stays are relatively low.
Visitors to West Yorkshire rely heavily on the internet as a source of information and on
recommendations from others.
From these findings, we can conclude that there is an opportunity to further increase visits from friends
who come to enjoy museums and galleries. Using the internet and channels such as Facebook, it might be
possible to stimulate more word of mouth recommendations and encourage groups of friends to stay a
little longer and enjoy a meal together, perhaps even to stay overnight.
A key message would therefore be: “Stay a little longer, squeeze in more fun with your friends – enjoy a
meal, stay overnight”.
This activity would ideally be undertaken by a group of tourism businesses working together, the local
authority or another localised destination marketing organisation.
Highlight product strengths and ways to promote them
As section 5.3.7 shows, the research gives a useful indication of the particular product strengths for each
area and demonstrates the differences between visitor types.
Encouragingly there have been increases in the percentage of visitors who are spending on activities such as
eating and drinking and shopping although some activities such as visiting museums and galleries have shown
decreases.
There are three key ways in which the data from this section should be used:
1) Identify those activities which generate limited revenue – e.g. “Strolling around and enjoying the
ambience” is a major activity – and consider ways of encouraging visitors to explore the area in
more depth, to have stronger, more memorable experiences and to increase spend.
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2) Look at the relative importance of each activity to consider which should be made most prominent
in marketing activities. For example, the ranking of activities makes it easier to layer information on
websites, presenting the most attractive aspects in the first and most prominent layer of navigation.
3) Identify ways of cross-selling to the visitor. The results show the main catalysts for visitors,
together with all the other activities undertaken. Other retailers such as Amazon link similar
products or recommend product combinations and we have a similar opportunity in tourism. Some
of this activity is achieved through simple leaflet dispensers in key locations but a more concerted
effort and much better signage would be more effective. Websites can also support this activity
through dynamic packaging.
Adapt marketing priorities
The consistency between the three years‟ of research indicates that Yorkshire‟s visitor market is stable.
We now have a very clear picture of our markets, what they like to do and what influences them. We
could try to promote to new and different markets but this will be costly. It is far more cost-effective and
realistic to build on current markets, rippling out to similar ones in order to extend market reach and
share.
Thanks to Welcome to Yorkshire‟s marketing activity, Yorkshire now has a much higher profile. Increasing
the revenue gained through the visitor economy remains the key priority. As budgets are cut and belts
tightened, the time is right to use the RVS findings to decide on the most urgent priorities for marketing.
There are several options:
provide catalysts for recommendations about Yorkshire from current visitors to non-visitors to
increase the number of visitors
encourage existing visitors to spend more
encourage day visitors to bring other friends and families with them, increasing group size
encourage more frequent visits
convert the strong day visitor market into staying visitors
The options at the top of the list are likely to be easiest and least costly.
Set more specific marketing targets
An important benefit of the research is that it is now possible to set targets and decide exactly how to
increase visitor spend. This particular strength has not yet been used to its full potential. At a time when
budgets are limited, it makes absolute sense to focus efforts on the areas which generate the best return on
investment and to look at specific targets which can be measured.
For example, in a specific area, where average party size is x, and spend y, would it be better to:
Encourage 10% of visitors to bring two extra friends with them, or
Convert 5% of day visitors in that area to staying visitors, or
Promote more attractions, food & drink to increase spend of existing visitors by 15%?
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Once the targets are set, it then becomes easier to decide which organisation or group of
organisation/businesses should be responsible for that activity and how it can then be monitored, working
with businesses.
Build on detailed understanding of key target markets and their needs
The research findings provide detailed data on Yorkshire‟s visitor profile so we have an accurate picture of
visitors by MOSAIC segmentation, by length of stay, first time/repeat visitors, party size etc. This provides
an opportunity to decide exactly which markets we should be targeting and where marketing is most likely
to be effective.
Separate research by The Tourism Network found that many Yorkshire tourism businesses don‟t define
their target markets in any detail. Those that do so, generally use criteria such as age, family status and
geographic origin. The result is that marketing and product development is largely untailored.
Welcome to Yorkshire‟s research team has put together detailed profiles for around 12 key markets,
which are due to be circulated shortly to Welcome to Yorkshire members. This will enable destinations
and businesses to refine their marketing activities and direct tailored messages to key markets. Businesses
will be able to look at lifestyle and value triggers and motivations for each of their target markets.
A more collaborative approach will mean that marketing is more cost-effective, particularly if each business
and destination demonstrates a stronger understanding of each market‟s needs.
We also need to distinguish between the information and influence needs of first time and repeat visitors.
First time visitors are likely to need more information and will consult various sources before deciding
what to do. The key marketing challenges with repeat visitors is to remind them to visit again, and
encourage them to try different activities and destinations. As the data in section 5.2 indicates, first time
and repeat visitors use different sources of information.
Undertake more sector specific marketing
Some sectors need very specific marketing activities. Each of these has potential for growth if we focus on
them and use tailored methods and messages. These sectors are: families; leisure groups; and special
interest breaks.
Families
The family market is significant and relatively stable, and particularly beneficial to attractions and events.
There are opportunities for all areas of Yorkshire & Humber to build their family market, but they must
also ensure they have family friendly facilities and undertake appropriate marketing.
We now need to provide specific information for families, indicating which places are particularly suitable
to which age groups and interests.
There are further opportunities to promote to families in the broader sense. We may be able to increase
party size by encouraging families to invite other generations to enjoy time together in Yorkshire.
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There is a continued need to attract family visitors, deriving greater value from them, whether by increasing
group size or spend. We can also promote the social aspect of visits as well as the activities (for example,
adding a “invite your friends” button to websites).
The results show that Yorkshire attracts a relatively high proportion of family groups (46%). The average
party size including children and adults was 3.0 people. Given the high level of word of mouth
recommendations, an obvious way to increase revenue from visitors is to encourage them to bring other
friends and family with them on their visit, and to position Yorkshire as a place to have fun and be sociable.
Yorkshire attracts a strong proportion of people who come to visit friends and relatives but who stay in
paid accommodation rather than with their friends and family.
An extension of this market is “meeting friends and family”. As families become more dispersed, there is a
growing market segment made up of people who look for a central location in which to meet and enjoy
time together. This may be a simple reunion or a celebration.
Yorkshire‟s geographic location is an added advantage so it is ideally placed to benefit from this particular
segment which few other destinations actively target.
Welcome to Yorkshire already invests heavily in event promotion, currently promoting festivals as
“Yorkshire‟s party”. There is an opportunity to enhance some of this marketing to show that Yorkshire‟s
events are good to enjoy together in a larger group of family and friends.
Groups
The groups‟ market is quite resilient and loyal. It remains strong and worth targeting. The research shows
that Yorkshire currently attracts only 1% organised groups. This sector (organised group travel through the
travel trade and voluntary group travel organisers) is an important source of revenue for attractions. It can
also generate off peak income for accommodation and attractions. Specific activities are needed because
group leaders want information about events and new developments around six months in advance and
want to be given group rates.
Until recently West Yorkshire attractions and accommodation providers were working with the local
authorities to target groups but some of the funding has now been reduced. It makes sense to set up a
Yorkshire-wide consortium of businesses who are collectively interested in targeting group travel
organisers and members of the travel trade.
There is an additional opportunity for businesses and destinations to target friendship groups, providing
information on activities and accommodation that can be enjoyed together as a group. For example, this
might include a weekend of shopping, relaxing in a spa and dining together.
Special interest breaks
Special interest breaks are showing strong growth in general in the UK and Welcome to Yorkshire has
identified some special interests such as golf, outdoor and equestrian activities as part of its marketing
programme.
Special interest breaks can be high value markets and are ones in which the region has some key strengths,
particularly in outdoor activities like walking and mountain biking. At present the research indicates that
only relatively small groups of people undertake activities such as wildlife watching, long walks etc but this
percentage increases in some areas. Current and planned marketing campaigns by Welcome to Yorkshire
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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target specific interest groups such as those who enjoy outdoor activities, gardens and artistic/cultural
pursuits.
There is an opportunity to further grow these markets. Individual destinations and tourism providers will
need to build on the Welcome to Yorkshire activities to refine and develop their own products, working
together and making it easier for visitors to enjoy their activities through better product packaging and
online promotion/booking. The groups market is another way of targeting more special interest visitors.
One key growth area within the special interest sector is creative tourism, offering visitors a more
participative element. Visitors increasingly want opportunities to get more involved and to learn new skills.
Another benefit of promoting creative tourism is that visitors are likely to show others what they have
made and learnt and to pass on further recommendations about Yorkshire.
Detailed examination of each marketing tool and how it works
The RVS provides an excellent insight into the ways in which visitors can be influenced before and during
their visit. Some of these can be controlled whereas others cannot.
Previous experience/ local
knowledge
Some
control
Provide excellent information on local area (LA) Support &
training for TIC
Support & training for local businesses and promoting local
distinctiveness and sense of place (LA)
Recommendation Some
control
Make this easier – see recommendations below
By chance No control
Other website Some
influence
Help other website owners to provide appropriate &
persuasive content and imagery
Convenient location No control
Leaflets Some
control
Work with businesses
Newspaper/magazine
article/advert
Some
influence
PR activities to target them
Guidebook/directory Some
influence
PR activities to target them
TV/radio programme Some
influence
PR activities to target them
Yorkshire.com Control WTY content development
Special offer Some
control
Work with businesses
Specialist activity magazine Some
influence
PR activities to target them
Tourist information centre Some
control
Provide appropriate information & marketing materials &
training from WTY/local authorities
Tour operator Some
influence
Direct mail and sales activities by WTY
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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If we take the elements over which we have some control/influence, we can see where effort is best
concentrated:
% visitors using
before the trip
% visitors using
during the trip
Previous experience/local knowledge 67 58
Recommendation 22 16
Other website 8 2
Leaflets 6 8
Newspaper/magazine article/advert 3 1
Guidebook/directory 2 1
TV/radio programme 2 1
Yorkshire.com 1 0
Special offer 1 1
Specialist activity magazine 1 0
Tourist information centre 1 2
Tour operator 1 1
In terms of specific marketing activities, this can be summarised as follows:
% visitors using
before the trip
% visitors using
during the trip
Investing in local information, training and support by LAs for local
businesses and TICs 67 58
Using key mechanisms to trigger recommendations (see below) –
by businesses, LAs and WTY 22 16
Other websites – WTY providing supplementary information &
content 8 2
Leaflets – by businesses and destinations 6 8
PR activities (predominantly by WTY) targeting
newspaper/magazine articles, guidebooks, directories, TV/radio
programmes & specialist activity magazines
8 3
Development of Yorkshire.com by WTY 1 0
Special offers – by businesses 1 1
Tourist information centre 1 2
Tour operator 1 1
From the chart above, the importance of PR and local area activity becomes much more apparent.
Welcome to Yorkshire is also able to influence visitors through other tourism providers, offering
appropriate persuasive content, imagery and appropriate information.
Visitors use a combination of websites in order to make their decisions. Studies have found that visitors
now spend much longer online researching their trips, using a broader variety of websites, combining the
official and non-official. It is important to ensure that promotional content about Yorkshire is distributed
through commercial online booking sites as well as through more official channels. Some markets reject
“official” channels.
The media (“newspaper/magazine article”, “guidebook”, “TV/Radio programme”, “specialist activity
magazines”) is an important influence. Media features and articles also remind visitors of their previous trips
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
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and prompt further word of mouth recommendations. Investment in PR activities is worthwhile and a good
way to develop awareness of new activities and different places to visit. There is an ongoing need for
focused destination PR.
Previous experience/local knowledge remained very important. This was probably thanks to excellent
previous experiences and the increased need for a reliably good experience during a recession when value
for money is a strong motivator.
Tourism providers are generally very proud of their area and happy to develop their knowledge, as the
good take-up of the Yorkshire Pride courses has indicated. There is an opportunity for local authorities to
further develop their sense of place and to help businesses in their area to highlight what makes that area
special and distinctive.
“By chance” scores highly in the research. This demonstrates that when presented with an opportunity,
visitors are ready for new experiences and activities and willing to try something new. Event marketing
takes advantage of this opportunity.
We need to build on this and enhance visitors‟ knowledge by prompting them with more direct ideas,
inspiration and ways to enjoy Yorkshire. Events are one way of generating interest and prompting repeat
visits. There are many opportunities to present visitors with information about lesser known areas or
places that may only be a small distance from those they are visiting/plan to visit.
With such high levels of recommendation and propensity to repeat visit, direct mail should become a key
marketing method. It‟s a useful way of highlighting what is new or different, reminding visitors to come back
to Yorkshire and bring friends and family.
Welcome to Yorkshire has a significant mailing list but this needs further segmenting and more
collaboration with industry partners to strengthen and develop a region-wide customer relationship
management system.
Key marketing messages
Clearly different sources of information influence different types of visitor. First time visitors will have less
previous information and local knowledge to draw on and need more detailed inspiration and direction.
Repeat visitors already have some experience but need new ideas to remind them to visit – and to
recommend Yorkshire to others.
With this in mind, information needs to be layered, providing different levels of information to different
audiences. For example this might include adding sections like “Never visited Yorkshire before? Must see
top 10” on websites.
Welcome to Yorkshire and other destinations marketers use themes as a useful foundation to promote
Yorkshire. This is successful but there is also a need for some more motivational and localised messages for
visitors who do not have a strong enough interest in each of the key themes to react to those.
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Building on Yorkshire‟s key brand values
Visitors were asked which words they would use to describe Yorkshire. This question helps to indicate
what words visitors are likely to use to others when they talk about their experiences. It is also useful to
know how their actual experience of Yorkshire has influenced their thoughts and the impact of marketing
messages.
We can see from the choice of descriptions how visitors vary from one destination to another and how
different sectors perceive Yorkshire differently. It is interesting to see that some of the formerly “emerging
brand values”, such as happy/fun; exciting; and contemporary are now becoming stronger. They are seen as
important in helping to broaden Yorkshire‟s appeal to newer target markets such as younger people who
look for an exciting short break destination. It is noticeable that first time visitors to areas such as West
and South Yorkshire are embracing Yorkshire‟s more contemporary values.
Harnessing the power of recommendations
Word of mouth recommendations remained a key source of information, particularly for first time visitors.
This demonstrates the importance both of providing an excellent experience and good product
development. It also shows the need to harness ways of making it easier to offer and take up of
recommendations, for example using social media.
We need to make it easier for visitors to actually recommend Yorkshire & Humber to others. This can be
achieved:
through greater use of “tell a friend”, “recommend to others” buttons within websites, to encourage
immediate recommendations and larger party sizes;
by increasing destination information and coverage of Yorkshire & Humber on referral and review
websites such as Tripadvisor;
by helping businesses and tourism partnerships to develop their use of social media;
by developing the social networking and referral aspects of destination websites;
by providing existing visitors with reasons to return, encouraging them to bring others;
by increasing Yorkshire-wide CRM and direct mail activities.
We need to make much better use of the recommendation statistics, using them in advertising and
marketing as a reinforcement of Yorkshire‟s value for money and value for time.
Convert propensity to recommend into bookings and action
There is a high level of loyalty among Yorkshire & Humber visitors, with 72% saying they were very likely
to return during the next two years and 89% saying they would recommend a visit to Yorkshire to others.
However, we still need to capitalise on this and actually make it happen.
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This level of loyalty presents three key opportunities:
1. Leverage repeat visitors‟ loyalty and encourage them to bring more friends and family with them on
their next trip;
2. Use the recommendations from repeat visitors to attract new, first time visitors who can in turn be
encouraged to convert into repeat visitors.
3. Leverage repeat visitors‟ loyalty and enjoyment of Yorkshire & Humber by encouraging them to do
and spend more when they visit.
Continued product development
One of the most obvious casualties of the public sector cuts is the fact that many organisations now feel
that they can‟t afford to spend time or money on product development.
The RVS illustrates that Yorkshire‟s tourism product is generally perceived as being high quality, value for
money and very enjoyable. It is reassuring that the majority of visitors give a high satisfaction rating, with
relatively little difference between their expectations and the reality. The majority of visitors can‟t think of
anything they would like to change. However, some ongoing product development is still necessary.
Looking at the suggested changes that visitors would like to make, some are clearly impossible to change
such as the weather. There are some aspects that relate to product development and the public realm
which are within the control of local authorities. The most significant of these (in order of most
mentioned) are: better signage; cheaper car parking; better upkeep of the location generally and; more car
parking.
Other aspects may be at least partially improved through marketing e.g. visitors wanted to see a better
range of shops and places to eat – this can be helped through the provision of good information about all
available shops/places to eat.
There are other ways to develop Yorkshire‟s tourism product. Enhancements are relatively small product
developments which make the current product or experience easier and more attractive to enjoy. This
could include collaborations or better linkages between accommodation providers and attractions. Some of
these may be initiated by the private sector but it is more likely that the local authorities or destination
marketing partnerships will be able to co-ordinate these enhancements to present their destination in a
better light and to increase spend by encouraging visitors to do more once they are in the area. A prime
example of this might be activities to move visitors from a passive stroll around an area, to visiting
attractions, pubs and cafes.
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Develop marketing activities with more specific aims
Tourism marketing activities are generally geared at raising awareness and brand positioning. This is
important but the return on investment will be enhanced if additional activities are focused on points when
it might be possible to increase spend, considering which activities are necessary and by whom. This will
mean looking in detail at each type of visitor, each type of accommodation and each activity undertaken. In
essence there are opportunities to increase spend in all the areas indicated in the following chart:
VISITOR TYPE
Day visitors
Greater frequency
Stay one night
Bring friends & family
Staying visitors
Trade up on accommodation
More eating out
More activities
Bring friends & family
Overseas visitors Greater numbers
ACCOMMODATION
Camping Trade up
Self-catering Eat out and shop locally
Serviced accommodation
Trade up
Eat out
More activities
ACTIVITY
Food and drink
More eating & drinking out
Trade up
More local food
Attractions
More visits & admissions
More secondary spend on food and drink
More secondary spend on merchandise
Shopping More shopping
More local products – less leakage
Events & entertainment Greater attendance, more events
Shouting about satisfaction and value for money
Despite the adverse effects of the recession, Yorkshire & Humber continues to perform well in terms of
satisfaction ratings and value for money. The comparison with the UK benchmarking figures shows that
Yorkshire & Humber rates well against other areas. The region is also known for its sense of welcome and
friendliness.
We need to shout more about these two attributes, combined with our high quality tourism product. In
other regions, there are repeated calls to improve service and train staff to provide a better welcome. This
is one area where Yorkshire already excels.
It is important to continue to promote Yorkshire & Humber as a high quality, value for money destination.
It is also vital to have confidence in the Yorkshire & Humber product and pricing and to resist discounting
unless it is for very specific periods of time or very clear tactical reasons.
It is crucial to maintain and improve customer service across all areas, and to keep reinforcing the value for
money message, underpinned by high satisfaction levels.
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9. Appendix
9.1 The Questionnaire
Q1. Which of the following best describes you? (S)
Local Resident 1 Close
Regular shopping trip 2 Close
Regular place of work 3 Close
4
Day trip from your home to a place outside the usual environment where you live, usually work or do your everyday shopping
5 Q10
Business day trip to a place outside the usual environment where you live or usually work
6 Q10
Staying visitor in overnight accommodation within Yorkshire 7 Q2
Staying visitor with friends or relatives within Yorkshire 8 Q2
Business visitor staying overnight within Yorkshire 9 Q2
Staying visitor from overnight accommodation elsewhere in UK 10 Q2
Staying visitor with friends or relatives elsewhere in UK 11 Q2
Business visitor staying overnight elsewhere in UK 12 Q2
Other staying visitor – please specify 13 Q2
Other day visitor– please specify 14 Q10
SECTION B: ASK TO VISITORS STAYING OVERNIGHT ONLY
Q2a. How many nights is your total UK trip?
Q2b. How many of these nights were spent in
Yorkshire? If 0 go to Q10
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Q3a. What is the name of the city/town/village
you are staying in Yorkshire? (SHOWCARD 1) Name of nearest place:
Q3b. How many nights were spent in the following city/town/village? (Interviewer to put number of nights into each of the relevant districts) (SHOWCARD 1)
(This should add up to Q2b) 1 York 11 Rotherham
2 Selby 12 Sheffield
3 Harrogate 13 Calderdale
4 Craven 14 Bradford
5 Richmond 15 Kirklees
6 Hambleton 16 Leeds
7 Ryedale 17 Wakefield
8 Scarborough 18 East Riding of Yorkshire
9 Barnsley 19 Kingston upon Hull
10 Doncaster 20 North Lincolnshire (e.g. Scunthorpe)
21 North East Lincolnshire (e.g. Grimsby)
Q4a. What type of accommodation are you staying in? (Prompt,
tick all applicable) - SHOWCARD 2
PAID ACCOMMODATION
(M)
Hotel/motel with 50+ rooms 1 Q4b
Hotel/motel with 10-49 rooms 2 Q4b
Hotel/motel with <10 rooms 3 Q4b
Inn/Pub 4 Q5
Farm-house – B&B 5 Q5
Guest-house/ B&B - non-farm 6 Q5
Farm-house – Self-catering 7 Q5
Self-catering - non-farm 8 Q5
Static caravan 9 Q5
Touring caravan 10 Q5
Camping 11 Q5
Youth Hostels 12 Q5
Group accommodation/camping barns 13 Q5
Boat / yacht 14 Q5
Other paid for accommodation – please specify 15 Q5
FREE ACCOMMODATION
Friends and relatives home 16 Q10
Friends/relatives second home 17 Q10
Free camping 18 Q10
Free caravan 19 Q10
Own second home 20 Q10
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Boat / yacht 21 Q10
Other free accommodation – please specify 22 Q10
Routing note – IF a combination of paid / free accommodation is used - follow relevant PAID routing from earliest number
Q4b. If you stayed in a hotel, what star rating was your hotel? (S)
1 star 1 2 star 2 3 star 3 4 star 4 5 star 5
Don’t know 6
Q5. Approximately, how much in total do you and your party expect to spend on one nights stay in your accommodation within this area? (Please include all people in your party and give a total estimated spend figure)
£
Q6. On a scale of 1 to 5 (with 1 very poor and 5 being very good), how would you
rate your accommodation for each of the following aspects …..? (Mark one rating only for each aspect)
Very Poor
Poor Satisfactory Good Very Good Don’t know
a. Customer service
b. Quality of accommodation
c. Value for money
Q8. How did you book your accommodation? Mark all applicable (M)
Over the phone directly with accommodation 1 On arrival face-to-face / just turned up 2 Through a Tourist Information Centre 3
Via accommodation provider website – please specify 4
Via other internet/website– please specify 5
Through a travel agent 6 Through a tour operator– please specify 7
Email 8
Unsure / can’t recall 9 Other– please specify 10
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SECTION C – HOLIDAY DECISION MAKING (ASK ALL)
Q10a. What sources influenced your decision to visit this location/area BEFORE you arrived here? (SHOWCARD 3) (If none, please prompt for options 5, 6, 17 and 19)
Q10b. What sources influenced your decision to visit this location/area DURING your visit?
(SHOWCARD 3) (Source briefing notes for website lists and local guide lists)
Q10a
BEFORE (M)
Q10b
DURING (M)
1. Welcome to Yorkshire Holiday Guide ‘Get to know Y, the magazine for
Yorkshire Today 2010’
2. Local ‘holiday guide’ --------------- please specify
3. www.yorkshire.com website - Welcome to Yorkshire
4. Other internet website -------------please specify
5. Previous experience / local knowledge
6. Recommendation / word of mouth - friends or family
7. Specialist activity magazines
8. Tourist Information Centre -------------please specify
9. Guidebook / directory
10. Self-catering / cottage agency
11. Tour operator / organised package / travel agent
12. TV / Radio programme
13. Newspaper / magazine article / advert
14. E-newsletter
15. Any other items in the post
16. Leaflets
17. By chance/ because an opportunity presented itself
18. Special offer
19. Convenient location / easy to get to
20. Other please specify:
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Q11. On a scale of 1 to 5 (with 1 being very unimportant and 5 being very important),
how important are each of the following aspects on this trip? (SHOWCARD 4)
Very Unimportant
Very Important
Don’t know / can’t say
1. A range of natural attractions to visit
e.g. the National Park, AONB’s, coastal
heritage, National Trust
2. A wide variety of attractions to interest
a range of people
3. Environmentally-friendly services and
facilities e.g. local produce, good public transport, cycling tracks
4. Lively nightlife
5. A distinctive shopping experience
6. A diverse range of outdoor activities e.g. walking and cycling
Q12. In terms of your experience on this visit, how do you rate this area/location on
the following? (With 1 being very poor 5 being very good) (SHOWCARD 4)
Very
Poor Very
Good
Don’t know / can’t say
1. A range of natural attractions to visit
e.g. the National Park, AONB’s, coastal heritage, National Trust
2. A wide variety of attractions to interest
a range of people
3. Environmentally-friendly services and facilities e.g. local produce, good public
transport, cycling tracks
4. Lively nightlife
5. A distinctive shopping experience
6. A diverse range of outdoor activities e.g. walking and cycling
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SECTION D - HOLIDAY EXPERIENCE (ASK ALL)
Q13. Approximately, how much in total do you and your party expect to spend on
today’s trip on the following (SHOWCARD 5): (put in 0 if spent/expect to spend nothing)
a. Total per party on TODAY’S trip
£
b. Travel eg fuel, fares, car parking charges
(to include in & around this area, plus your
return trip from home/ other accommodation)
If D/K estimate miles and x by 10p per mile (eg.
60 miles = £6.00)
£
c. Food and drink before 5pm (only includes food
in a café/restaurant/bar and excludes any that are included in the price of accommodation,)
£
d. Food and drink after 5pm (only includes food in
a café/restaurant/bar and excludes any that are included within the price of accommodation)
£
e. Admission charges and other spending at
attractions
£
f. Other leisure & recreation expenditure
£
g. Shopping (including souvenirs, guidebooks, clothes, sweets, drinks, food, other purchases)
£
h. Evening entertainment activities e.g. including theatre, concert and cinema tickets, clubs
£
i. Other expenses (please specify TYPE AND AMOUNT):
£
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Q15a. What were the main modes of transport you used to get to this area from your home?
Q15b. What modes of transport have you used during your stay to get around this area?
Q15a Travel to this
area (M)
Q15b During
visit (M)
1. Car/van/motor-home Q16
2. Motorbike Q16
3. Public bus/coach service Q16
4. Coach tour / special excursion Q16
5. Train Q16
6. Bicycle Q16
7. Walked Q16
8. Aeroplane Q15c
9. Boat/ferry Q16
10. Park and Ride Q16
11. Other Please specify Q16
Q15c. If travelled by aeroplane, which UK airport did you arrive in? (M)
Leeds Bradford Airport 1
Doncaster Airport 2 Manchester airport 3
Liverpool 4 Teesside Airport 5
Newcastle Airport 6 Heathrow London 7
Gatwick Airport 8 Stansted Airport 9
East Midlands Airport 10 Other Please specify: 11
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Q16. Including this location, which areas have you/or are you
going to visit in Yorkshire during your visit? (please mark all locations which fall into the applicable districts) (SHOWCARD 1)
(M)
York 1 Selby 2
Harrogate 3 Craven 4
Richmond 5 Hambleton 6
Ryedale 7 Scarborough 8
Barnsley 9 Doncaster 10
Rotherham 11 Sheffield 12
Calderdale 13 Bradford 14 Kirklees 15
Leeds 16 Wakefield 17
East Riding of Yorkshire 18 Kingston upon Hull 19
North Lincolnshire (e.g. Scunthorpe) 20 North East Lincolnshire (e.g. Grimsby) 21
Q17a1. During your visit to THIS LOCATION /AREA have you used THE MARKET
Yes 1 Go to Q17b1 (below)
No 2 Go to next category
Q17b1. If used THE MARKET how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
1. range of stalls
2. presentation of stalls
3. quality of goods on sale
4. quality of service from stallholders
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Q17a2. SHOPS?
Yes 1 Go to Q17b2 (below)
No 2 Go to next category
Q17b2. If used SHOPS how would you rate the… Very
Poor
Very
Good
Don’t know
/ can’t say
5. range of shops (of interest to me as a visitor)
6. quality of goods on sale
7. quality of service
Q17a3. PLACES TO EAT AND DRINK?
Yes 1 Q17b3 (below)
No 2 Go to next category
Q17b3. If used PLACES TO EAT AND DRINK how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
8. range
9. quality of food
10. quality of service
11. value for money
Q17a4. ATTRACTIONS, MUSEUMS AND OTHER PLACES TO VISIT IN TOWN?
Yes 1 Q17b4 (below)
No 2 Go to next category
Q17b4. ATTRACTIONS, MUSEUMS AND OTHER PLACES TO VISIT IN TOWN Very
Poor Very
Good
Don’t know / can’t say
12. range
13. level of interest
14. quality of service
15. value for money (where admission charges are made)
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Q17a5. EASE OF FINDING WAY AROUND?
Yes 1 Q17b5 (below)
No 2 Go to next category
Q17b5. If used EASE OF FINDING WAY AROUND how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
16. road signs
17. pedestrian signs
18. display maps & info boards
Q17a6. PUBLIC TRANSPORT? Yes 1 Q17b6 (below)
No 2 Go to next category
Q17b6. If used PUBLIC TRANSPORT how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
19. Ease of access/convenience
20. Quality of service
21. Value for money
Q17a7. CLEANLINESS OF STREETS? Yes 1 Q17b7 (below)
No 2 Go to next category
Q17b7. If used CLEANLINESS OF STREETS how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
22. cleanliness
Q17a8. PUBLIC TOILETS? Yes 1 Q17b8 (below)
No 2 Go to next category
Q17b8. If used PUBLIC TOILETS how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
23. Availability
24. Cleanliness
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Q17a9. CAR PARKING FACILITIES?
Yes 1 Q17b9 (below)
No 2 Go to next category
Q17b9. If used CAR PARKING FACILITIES how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
25. Availability
26. Cost
Q17a10. TOURISM INFORMATION FACILITIES?
Yes 1 Q17b10 (below)
No 2 Go to Q17b11
Q17b10. If used TOURISM INFORMATION FACILITIES how would you rate the… Very
Poor Very
Good
Don’t know / can’t say
27. Ease of finding
28. Quality of service
29. Usefulness of information
ASK ALL:
Q17b11. OVERALL what is your impression of this area in terms of… Very
Poor Very
Good
Don’t know / can’t say
30. General atmosphere
31. Feeling of welcome
32. General appearance
Q18. What have been the most enjoyable aspects of your visit to this location/area? (Prompt for specifics e.g. type of location, attractions, activities, accommodation, eating places, shopping, events, or atmosphere etc)
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Q18(i). INTERVIEWER TO CODE FROM VERBATIM (M)
Scenery/ countryside 1 Museum/Galleries 2
Castles/ Stately Homes 3 Relaxing/ peaceful environment 4
Walking 5 Friendly people/ atmosphere 6 Suitable for children/ families 7
Interactive attraction 8 Buildings/attractions of hist. Interest 9
Seaside/ coast/ beaches 10 Shops/ City Centre 11
Friends/ family 12 Other Please specify 13
Q19. What would you improve about your visit to this location area? / Was there
anything missing? (Prompt for specifics e.g. type of location, attractions, activities, accommodation, eating places, shopping, events, or atmosphere, marketing information/ leaflets etc)
Q19(i). INTERVIEWER TO CODE FROM VERBATIM AT Q19 (M)
Nothing 1 Better signage 2
Cheaper car parking 3 Better weather 4
More car parking 5 Lower prices 6
Better range of shops 7 Better upkeep of area 8
Better range of eating facilities 9 Other Please specify 10
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Q20a. Which of the following activities have you taken part in, or do you intend to take
part in, during your stay in this area? (SHOWCARD 6)
Q20b. What is or will be your MAIN activity in this area Q20a Q20b
(M) (S)
1. Stroll around and enjoy the ambience of city/town/village
2. Short walk (up to 2 hours)
3. Long walk (over 2 hours)
4. Mountain biking / cycling
5. Active beach activities (games, swimming)
6. Passive beach activities (sunbathing, picnic)
7. Wildlife watching e.g. bird watching
8. Water sports (sailing, wind surfing, water skiing)
9. Visiting friends or relatives
10. Driving around and sightseeing from car
11. Eating and drinking out
12. Horse riding
13. Shopping e.g. arts, crafts, local produce, clothes
14. Golf
15. Fishing
16. Visiting natural attractions (e.g. coastline, countryside, National Parks etc)
17. Visiting theme park or activities park
18. Visiting historic houses and
gardens, heritage sites -castles, churches etc. Please specify
19. Visit cultural visitor attractions -
museums, art galleries and craft
centres. Please specify
20. Attend a festival or outdoor event -Please specify
21. Visiting canals and waterways
22. Spectator at sporting event/match e.g. football, rugby, cricket
23. Attend a cultural performance – e.g. theatre or play
24. Evening entertainment – music concerts & gigs, nightclubs and bars
25. Attending business conference / business meeting
26. Other 1
Please specify
27. Other 2
Please specify
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28. None
Q21. How likely are you to…… (S)
Not at
all likely
Not very likely
Quite likely
Very likely
Don’t know
a. Return to this area in the next two years
b. Recommend this area to someone else
Q22. Which ONE key word best describe this area/location?
(SHOWCARD 7)
(S)
Bleak 1 Breathtaking 2 Comfortable 3
Contemporary 4 Exciting 5 Friendly 6 Quirky 7
Fun 8 Industrial 9
Inspirational 10 Natural 11
Old fashioned 12 Peaceful 13
Proud 14 Relaxing 15 Rugged 16
Traditional 17 Undynamic 18 Unexciting 19 Uninviting 20
Don’t know 21
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SECTION F: ABOUT YOU – ASK ALL - Finally a few questions about yourself in order to ensure
that we speak to a cross section of people.
Q23. Excluding this trip, when did you last visit this area /
location?
(S)
Within the last 12 months 1 Q24
1-2 years ago 2 Q24
3-4 years ago 3 Q25
5-6 years ago 4 Q25
7-10 years ago 5 Q25
More than 10 years ago 6 Q25
Never/first time visitor 7 Q25
Can’t say 8 Q25
Q24a. IF VISITED IN LAST TWO YEARS (at Q23):
How many times have you visited this area within the last two years? (write below)
Q24b. IF VISITED IN LAST TWO YEARS (at Q23):
What was the purpose of your last trip?
(S)
Leisure 1
Business 2
Visiting friends and relatives 3
Coach party 4
Other – please specify 5
Q25. How many in your immediate party (including yourself) on this visit were … (Write in Number)
Age Male Female
A 0-15
B 16-24
C 25-34
D 35-44
E 45-54
F 55-64
G 65-74
H 75+
TOTAL: TOTAL PER
PARTY:
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Q26. Who are you visiting with on this trip? Tick all applicable
(M)
Alone 1 Partner/Spouse 2
Family 3 Friends 4
School/College/University 5 Special interest group 6
Outdoor activity group 7 Holiday tour 8
Business colleague 9 Other – please specify 10
Q27a. Do you or any of your travelling party have a serious
illness or disability?
(S)
Yes 1 Q27b
No 2 Q28
Q27b. What type of disability do either you or a member of your travelling party suffer
from...?
Respondent Members of
travelling party
(M) (M)
1. A mobility impairment
2. Blindness 3. Partial sight
4. Deafness 5. Partial hearing loss
6. Learning difficulties 7. Long-term illness (e.g. AIDS, arthritis, cancer,
diabetes)
Q27c. How would your party rate ease of accessibility within this location/attraction?
Very
Poor
Poor Satisfactory Good Very
Good
Don’t know / can’t
say
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Q27d. How would your party rate ease of accessibility within Yorkshire?
Very Poor
Poor Satisfactory Good Very Good
Don’t know / can’t say
Q28. What is your home postcode? (if overseas please state country):
(Important to get full postcodes) (if no postcode please state area/county) (write below)
Q28(i). INTERVIEWER TO CODE FROM Q28
(S)
UK resident 1
Overseas visitor 2
Q29. We also may also be conducting further research about visiting Yorkshire. We will not use your details for any other purpose. Would you be willing to be contacted and
asked about participating in any future research about Yorkshire? (S)
Yes 1
No 2
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Q30. Would you like to receive any further tourism information about this area? (e.g. such as a visitor guide)
(S)
Yes 1
No 2
Q31. As part of our quality control procedure, a research supervisor may contact you in order to confirm the accuracy of the interview and to ensure you were happy with the
interview. If not given above, would you be prepared to give your contact details for this purpose? (please provide telephone number) (S)
Yes 1
No 2
Q32. Finally would you like to be entered into the free prize
draw? (S)
Yes 1
No 2
CONTACT DETAILS (To be completed IF answered yes to Q29, Q30, Q31 or Q32)
Name Telephone
Email address Address Line 1
Address Line 2 Town
County Postcode
Thank & Close
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 83
9.2 Mosaic details
Overview Values Media Preferences Internet Holidays Leisure
A Alpha
Territory
(2.6%)
Successful well educated people
with top wealth ranking, includes
business owners, bankers, senior
managers, top lawyers, surgeons
or civil servants and influential
celebrities
Quality of service more important than
range of price, favour niche suppliers
offering bespoke services
Hard to reach using conventional
media as spent long hours
working. Can be reached effectively
through the Financial Times and
leading business publications
Key source of information, often spend
time browsing news websites and
prefer premium retailers and travel
websites
Enjoy the service of exclusive hotels
and restaurants and often holidaying in
their own foreign property
Generally hectic lifestyles leave little
time to spend with partners, often
wearing on personal relationships
B
Profession
al Rewards
(12.3%)
Experienced professionals,
married with children at university,
enjoying financial comfort
Seek value for money rather than
lowest prices and will pay a premium
for brands with a reputation for
reliability
Prime market for broadsheet
newspapers, particularly the Daily
Telegraph and Sunday Times
Use internet to shop for a range of
goods, preferring to go for
recognisable high street brands.
Likely to research price online and
use sites like Trip Adviser
Take multiple holidays a year, often to
own second homes either in Britain or
abroad, while others stay in hotels or
attractive country cottages
Regular and knowledgeable
audiences for theatres and concert
halls
C Rural
Solitude
(5.3%)
Residents of small villages. Work
in low and middle income jobs in
local market towns. High
proportion are married or, if single,
widowed (younger people tend to
leave these areas to find work)
Strong sense of community spirit,
value the traditional way of life
Traditionally loyal users of mail
order companies and willing users
of the internet (although access to
broadband is poor)
Particularly reliant on internet for
shopping, big eBay users
More likely to take one main holiday a
year, often to Europe
Much leisure time spent on country
pursuits, fishing, walking, sailing, bird
watching and visiting local historic
homes and gardens
D Small
Town
Diversity
(11.8%)
Quite diverse segment with some
people quite well off while others
are careful to make ends meet.
More likely to be in their
retirement years
Prefer to engage with small scale
organisations than large businesses
and central government, preference for
brands offering value for money
Generally unresponsive to
aspirational advertising, somewhat
detached from the identifies
projected by brands
Less active online than the up
average, used for shopping and
arranging affairs rather than
entertainment or news updates
Tastes broadly representative of the
middle class consumer, including
motoring and holidays abroad
Focus of leisure is on home
improvement and meeting up with
friends in homes and gardens, sharing
trips to visit local sites of historical
interest
E Active
Retirement
(3.4%)
Mostly people aged over 65 whose
children have grown up and who
have moved from the family home
in favour of life in a retirement
community. Mortgages paid off,
often recently downsized, access
to savings and the benefit of an
occupational pension
Often dismissive of most government
initiatives, preferring to be responsible
for their own welfare
Often read daily newspapers and
books
Not particularly active online although
there are a significant proportion of
'silver surfers' who are using the
internet in increasing numbers,
preferring recognisable brands
Many spend substantial amounts on
overseas holidays while also enjoying
short trips to historic properties and
walking
More time to engage in new leisure
activities and explore new places,
walking the dog, knitting and
spending time with grandchildren
F Suburban
Mindsets
(14.6%)
Maturing families on mid-range
incomes with emerging aspirations
Prefer to be given information on price,
offers and endorsements as opposed
to aspirational advertising
Readers of the Daily Mail and Daily
Express, traditionally more likely to
respond to adverts in regional
newspapers, direct marketing,
telephone and door to door selling
Active internet users preferring
mainstream sites and big online
brands
Likely to take two or three holidays a
year and tend to book family holidays
online through recognised travel
agencies
Leisure time more likely to be spent
in the home rather than in the
community
G Careers
and Kids
(7.3%)
Families with young children
where both parents earn solid
incomes
Influenced not just by value for money
but by ethical and environmental
considerations and functional
specifications, adverts featuring
families likely to appeal
Daily Mail or Daily ExpressHeavy users of the internet for online
purchasesOften involve the car
Family and car are the focus of much
leisure activity with trips to parks,
theme parks and the seaside
common and cinema and leisure
centres when the children are older
H New
Homemake
rs (3.2%)
Young singles and couples with
ready income from a secure
position working in large public
companies or for central / local
government
Increasingly affected by the
growing viral market and increasing
demand for information to be sent
via text message rather than direct
Rely on the internet to access
information about products and
services rather than using local
services and suppliers, broadband
access generally poor
Likely to seek out budget flights online
Visits to the gym or local cinema as
well as spending time at local pubs
and clubs
I Ex-Council
Communit
y (8.6%)
Families with low levels of
education but sufficient incomes.
Traditionally working class but
with aspirations for a middle class
lifestyle
Value the concepts such as self-
reliance, responsibility and
independency
Likely to read papers such as the
Daily Mail, Daily Mirror, or The Sun
The home computer is more likely to
be used for children's entertainment
and school work than consumer
research
Few holidays taken, those that do go
on holiday are more likely to be part of
a coach tour
Focussed around the family and
former school friends and often
confined geographically to their
locality
J Claimant
Cultures
(4.1%)
Large families with school aged or
teenage children. High levels of
unemployment, dependent on
welfare benefits
Prepared to pay more for the comfort
of established trusted brands
Spend large amount of time
watching commercial television
although more likely the target of
public sector communications than
commercial advertising
Significant proportion are not internet
users and those that do are likely to
visit social network and entertainment
sites rather than retail sites
Very fewVery little is spent on leisure and
sports
K Upper
Floor
Living
(1.5%)
Young single people or young
adults sharing a flat, no children.
Limited incomes, high levels of
unemployment
Daily Record or Daily Star most
popular
Relatively few people in this group
have internet access
Do not tend to take holidays and often
do not own a car
L Elderly
Needs
(2.9%)
Older pensions retired for some
time, typically in their 70's, 80's or
90's. Majority are reliant on their
state pension
Mostly receive information from the
television and daily newspapers
Lack of familiarity with information
technology
Days out with friends and family
involving drives to the countryside
Enjoy reading, knitting, walking the
dog and bingo plus spending time
with grandchildren
M
Industrial
Heritage
(11.2%)
Families and couples typically
approaching retirement age with
grown up children. Often reliant on
manual labour but likely to have
saved carefully
Traditional conservative nature, careful
with their money
Prime markets for the Daily
Express and The Mirror. Respond
to price led promotions, door to
door distribution and addressed
Fairly active internet users especially
for booking holidays and online
shopping
Holidays often taken in the UK, touring
with a caravan or using Bed &
Breakfasts, enjoying traditional
English fare
Spent with family or in the pub,
watching television or doing
housework, unlikely to support the
performing arts
N Terraced
Melting
Pot (5.7%)
Mostly young, either still single of
living with a partner, quite a few
with nursery or primary school age
children, many are new arrivals to
the country. Few qualifications,
working in relatively menial routine
occupations with low wages
Brand values which appeal most are
those which promote multi-cultural
credentials and focus on personal
relationships between suppliers and
customers
Tend to learn from more
established residents to obtain the
nest products and services
therefore communication with
these groups is difficult
Unlikely to buy online, mainly use
internet as a means of entertainment
and communication
Few holidays taken, mostly budget
Time and money likely to be spend
outside of the home, whether in pubs,
restaurants and bars as a say of
socialising. Cinema is popular but not
performing arts.
O Liberal
Opinions
(4.6%)
Young, single, childless
professionals with reasonable
levels of income, recently
graduated from university
Demand a high degree of ethical and
environmental responsibility, respond
to post-modern use of humour and
irony rather than blatant sales
Avid readers of books, newspapers
and magazines including The
Guardian, The Observer and the
Independent
Biggest and most sophisticated
internet users, important sources of
product information, used for banking
and online shopping
Travel frequently on foreign holidays
and many enjoy extreme physically
activities
Visit the cinema and theatre attend
museums, exhibitions and public
lectures
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 84
9.3 Interview locations
York and Selby Tourism Partnership
York - Overall Total
York
York Totals
Bar Walls
Castle Museum
Cliffords Tower
Coppergate
Art Gallery/Exhibition Square
Jorvik Viking Centre
Kings Square
Museum Gardens / Yorkshire Museum
The Shambles
York Minster
York market
NRM
Yorkshire Air Museum
Parliament Street
York Events
Jorvik Viking Festival
York Literature Festival
St Nicholas Fayre (across city centre)
York Food and Drink festival (Parliament Street)
York Model Railway Expo
York Racecourse (Race day)
Selby Overall Totals
Selby
Selby Totals
Selby Abbey or Selby TIC / Town Centre
Selby market
Selby Events
Sherburn Air Show
Towerfest at Drax
Selby Game Fair
Willoughby hall dog show
Aero club
Other 4
Other 5
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 85
Dales and Harrogate Tourism
Partnership
Harrogate
Harrogate - Overall Totals
Harrogate - Totals
Harrogate centre/TIC
Harrogate - Valley Gardens
Harrogate - Harlow Carr
Brimham Rocks
Great Yorkshire Show
Harrogate Flower Show
Harrogate Agricultural Show
Harrogate - Small Animal Event
Harrogate International Centre
Antique fair Yorkshire Show Ground
Harrogate Toy Fair (International Centre)
Knaresborough Totals
Knaresborough Castle
Knaresborough centre/TIC
Knaresborough Bed race
Ripon Totals
Masham Brewery
Masham - Black Swan Holiday Park
Masham centre
Ripley Castle
Ripon Centre
Ripon Cathedral
Ripon Spa Park
Ripon - Newby Hall & Gardens
Ripon - Fountains Abbey
Lightwater Valley
Ripley Show
Masham Steam Rally
Ripon Races
Craven
Craven - Overall Totals
Skipton Totals
Bolton Abbey
Skipton - Coach Street Car Park
Skipton Castle
Skipton Centre/Market Place
Skipton Music Fayre
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 86
Grassington Totals
Grassington - Market Place
Grassington - National Park Car Park
Grassington TIC
Settle Totals
Malham Tarn TIC / Centre
Settle - Ashfield Car Park
Settle - Dalesbridge Campsite
Settle Centre/Market Place
Settle Railway Station
Settle- Whitefriars Car Park
Settle TIC
Richmondshire
Richmond - Overall Totals
Richmond Totals
Richmond - Market Place
Richmond Castle
Richmond TIC
Hawes Totals
Hawes - Market Place
Hawes - National Park Centre
Hawes - Wensleydale Creamery
Hawes - Dales Countryside Museum
Leyburn Totals
Leyburn - Market Place
Leyburn TIC
Aysgarth Falls - National Park Centre
Middleham Castle
Middleham - town centre
Reeth Totals
Reeth - centre/TIC
Reeth Show
Other Totals
Muker Show
Moors and Coast Tourism Partnership
Hambleton
Hambleton - Overall Totals
Bedale Totals
Bedale - Market Place
Thorpe Perrow
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 87
Big Sheep Little Cow Farm
Thirsk Totals
The Falconry Centre
Thirsk - Market Place
Thirsk - Racecourse / Race day
Thirsk - World of James Herriot Museum
Other Totals
Beningborough Hall
Captain Cook Monument
Great Ayton - High Green Car Park
Mount Grace Priory
Osmotherley
Osmotherley Campsite
Roseberry Topping
Galtres/Country Music Event
Ryedale
Ryedale - Totals
Malton Totals
Castle Howard
Eden Camp
Helmsley Totals
Helmsley Marketplace
Helmsley town centre
Helmsley (Rievaulx Abbey)
Helsmley - Duncombe Park
Pickering Totals
Pickering - North York Moors Railway
Pickering - Tourist Information Centre / town centre
Tour of Britain at Dalby Forest
Go ape
Dalby Forest
Other Totals
Hutton le Hole - Ryedale Folk Museum
Sutton Bank - Visitor Centre
Goathland
Scarborough
Scarborough - Overall Totals
Scarborough Totals
Scarborough Sea Front
Scarborough Sea Life Centre
Scarborough TIC / town centre
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 88
Sea Fest
Filey Totals
Filey town centre/TIC
Primrose Valley
Whitby Totals
Whitby Abbey
Whitby TIC
Danby Moors Centre
Robin Hoods Bay
Whitby Goth Fest
Other 4
Other 5
Other 6
Other 7
Other 8
Other 9
Other 10
South Yorkshire Tourism Partnership
Barnsley
Barnsley - Totals
Cannon Hall Museum Park and Gardens.
Cannon Hall Open Farm
Elsecar heritage Centre
Wentworth Castle
Stainborough Park
Doncaster
Doncaster - Totals
Brodsworth Hall and Gardens
Conisbrough Castle
Cusworth Hall
Doncaster Dome
Doncaster Market
Yorkshire Wildlife Park
Lakeside Retail Outlet Village
Doncaster Races
Antiques fair (Racecourse)
French Gate Centre
Rotherham
Rotherham - Totals
Butterfly World
Magna Science and Adventure Centre
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 89
Rother Valley Country Park
Wentworth Village
Rotherham Show
Sheffield Overall Totals
Sheffield
Sheffield - Totals
Botanical Gardens
City Hall/John Lewis/City Centre/TIC
Western Park
Winter Garden/Fargate or bottom entrance on Arundel gate
Millenium Galleries
Norfolk Heritage Park
Longshaw Estate
Sheffield Arena
Don Valley Stadium
Events Totals
Sheffield Farmers Market
Great Yorkshire Run
Showcomotion
Cliffhanger Event - Millhouses Park
The Moor Motorbike Event (Graves Park)
University Championships
World Snooker Champs
Diving Competition - Pond's Forge
Table Tennis Champs. - EIS
Sheffield Xmas market
West Yorkshire Tourism Partnerships
Calderdale
Calderdale - Overall Totals
Halifax Totals
Halifax - Dean Clough (art gallery)
Halifax - Piece Hall
Halifax - Eureka
Hebden Bridge Totals
Hebden Bridge Town Centre
Hebden Bridge Canal Centre/Path
Todmorden Totals
Todmorden Agricultural Show
Bradford Bradford - Overall Totals
Bradford Totals
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 90
Bradford (National Media Museum)
Bradford Art Gallery
Bradford - Centenary Square
Bronte Parsonage Museum (Haworth)
Saltaire World Heritage Village
Cartwright Hall Art Gallery
Bradford Mela
Keighley Totals
Haworth Marketplace
Haworth Train Station
Haworth TIC
Worth Valley Railway
Riddlesdon Hall Keighley
Keighley Steam Gala event
Ilkley Totals
Ilkley Market Place
Ilkley TIC
Kirklees
Kirkless - Totals
Holmfirth Totals
Holmfirth Centre/TIC
Holmfirth arts festival
Holmfirth festival of folk
Holmfirth Food and Drink Festival
Huddersfield Totals
Huddersfield TIC
Huddersfield Town Centre
Kirklees Light Railway
Huddersfield Literary Festival
Huddersfield Duck Race
Other Totals
Marsden - Standedge Tunnel
Marsden Moor / Cuckoo Fest
Marsden Centre
Honley Show
Leeds
Leeds -Overall Totals
Leeds Totals
Armley Mills
Briggate and outside Victoria Quarter
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 91
Leeds TIC
Leeds City Centre
Harewood House
Inside Victoria Quarter
Leeds Art Gallery
Leeds City Museum
Thackray Medical Musuem
Leeds, Royal Armouries
Kirkstall Abbey
Wetherby
Leeds Events
Leeds Christmas Market
Wetherby Racecourse
Leeds Beer festival (Pudsey Civic Hall)
Eurogamer Event (Royal Armouries)
Headingley Cricket Ground
Wakefield
Wakefield - Totals
Junction 32 Shopping complex
National Coal Mining Museum
SNOzone!
Xscape
Yorkshire Sculpture Park
Nostell Priory
Sandal Castle
Liqourice Festival
Food Festival
Visit Hull and East Yorkshire Partnership
East Riding of Yorkshire
East Riding - Overall Totals
Bridlington Totals
Bridlington TIC and Harbour area
Bridlington Promenade
Sewerby Hall
Beverley Totals
Beverley Minster
Beverley TIC / Town Centre
Beverley Races
Beverley Folk Festival
Other Totals
Burton Agnes
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 92
Cruckley Animal Farm (Foston on the Wolds)
Flamborough head
Bempton Cliffs
Kingston Upon Hull
Hull - Overall Totals
Hull Totals
City Hall / T.I.C.
Hull City Centre
Ferens Art Gallery
Hull and East Riding Museum
Maritime Museum
Queens Gardens
Streetlife Museum of Transport
The Deep
Hull Event Totals
Tour of Britain - Hull Centre
Hull Docks/ Quay
Freedom Festival
Hull Comedy Awards / Humber Bridge xmas fayre
Humber Bridge
Clipper Yacht Race
Hull Fair
North East/ North Lincolnshire
North Lincolnshire
North Lincolnshire Totals
Alkborough Flats
Barton St peter's church
Barton -Wilderspin National School
Brigg TIC
Far Ings Nature Reserve
Normanby Hall
Thornton Abbey
Waters Edge Country park
Pink Pig
Farmer's Market Brigg
North/East Lincolnshire
North/East Lincolnshire - Totals
Cleethorpes Light railway
Cleethorpes TIC
Cleethorpes Discovery Centre
Grimsby TIC
National fishing heritage centre
Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011
Page 93
Waltham Windmill
Cleethorpes Sea Front
Cleethorpes Town Centre
Grimsby Town Centre
Cleethorpes - Leisure Centre
Lakeside