Insight Department. Coach Tourism in Scotland

Transcription

1 Insight Department Coach Tourism in Scotland January 215

2 Overview Key Insights The following summary uses statistics from GBTS (Great Britain Tourism Survey) for Scottish, English and Welsh visitors to Scotland who used an Organised Coach Tour as part of their mode of transport, whilst holidaying in Scotland between 29 and 213. This does not include Regular Bus/Coach travel, and is based on all forms of trips to Scotland. Please note that no statistics are available for Northern Ireland, which is a sizeable portion of the domestic tour market. Annual average total annual trips 332, Annual average total annual spend 9m Average spend per trip 273 Average spend per night 6 Average length of stay 4.6 nights Most popular Quarter for travel Q3 (July -Sep) Most popular form of accommodation used Hotel/Motel/Guest House Key age profile of consumer 65+ Most prominent Social class (MRS Social Grading) C1 (lower middle class)/ C2 (skilled manual labour) Most popular regions of residence England North East North West/Mersey Yorkshire/Humberside Most popular Region visited Western Scotland 1

3 Domestic Market Domestic Market Average Market Size Trips ('s) Nights ('s) Spend ( m) The domestic coach tourism market generated an average of 332, trips, 1.5 million nights, and 9 million in expenditure per annum between 29 and Average Year Trips (s) Spend ( m) Linear Trend (Total visits (s)) Linear (Spend ( m)) Figures indicate that the annual number of trips taken by domestic organised coach tour consumers to Scotland has declined in recent years, with spend also declining, however less drastically. This may be attributed to the fluctuation of prices within crude oil over the last five years, which has seen barrel prices increase 73% over the five year period. This in conjunction with rising UK inflation rates may have deterred consumer s decision making process when booking and researching holiday options. As overall domestic trips have largely performed well during this period, it is likely that the pressures of increased operating costs placed on coach tour operators may have been a deterrent for domestic consumers. All Domestic Tourism Performance (29-213) Economic Performance Average Domestic Trips ('s) Domestic Spend ( m) 2,559 2,517 3,18 2,891 2,889 2,775 UK Inflation (%) Crude Oil Price ($) /HM Treasury Average stay and spend, 5 year average figures (29-213) Average Spend Average All Trip Average comparison Spend per Trip ( ) Spend per Night ( ) Length of Stay (nights)

4 On average, the domestic coach tourism market spent 273 per trip, 6 per night, and stay for an average of 4.6 nights in Scotland. Figures indicate that Organised Coach Tour consumers outspend the average domestic consumer on a trip to Scotland by 51, which can be attributed to the extended length of trip taken by Organised Coach Tour consumers on average Average Year Spend per trip ( ) Spend per night ( ) Length of stay (night) Linear (Spend per trip ( )) Linear (Spend per night ( )) Figures indicate that spend by domestic Organised Coach Tour consumers to Scotland has fluctuated, but remained stable throughout the 5 year period between 29 and 213. However, the average spend per night has decreased as the length of stay has increased. This may indicate that Organised Coach Tour consumers are searching for value for money with their trip by extending their breaks for minimal hidden or extra cost. Again, the impact of increased inflation and austerity measures during this period may have also influenced expenditure behaviour by consumers. Quarter of Trip, 5 year average figures (29-213) Quarter of Trip - Trips ('s) Average Q Q Q Q Historically, Quarter 3 has on average the greatest number of trips by domestic consumers using Organised Coach Tours, generating an average of 11, trips per year Quarter of Trips ('s) 5 year Average Q1 Q2 Q3 Q4 3

5 Form of Accommodation Used Hotel/Motel/Guest House is the most popular form of accommodation used by domestic Organised Coach Tour consumers to Scotland, generating around 72million per annum, and 277 per trip. Self-catering consumers generate the highest average spend per trip with 35 and stay for the longest period, along with VFR consumers of Organised Coach Tours. Accommodation used 5 year average (29-213) Trips ('s) Nights ('s) Spend ( m) Average Spend per Trip ( ) Average Length of Stay Hotel/Motel/Guest House B&B Self-catering Hostel VFR Age of Consumer The age profile for Organised Coach Tour consumers in Scotland remains a popular activity for 65+ age demographic, which held an average of 4% of all consumer activity between 29 and 213. Recent figures also indicate that the age profile of Organised Coach Tour consumers has become more diverse, with an increase in younger demographics (16-24). This may be attributed to more families using Coach Tours as a means of a family holiday, and the rise of niche tour operators, targeting the backpacker market and providing a more personal experience. Consumer Profile Recent years has seen a rise in popularity with the and demographics using Organised Coach Tours, accounting for a quarter of all trip activity between 29 and 213. This could be due to current attitudes of UK consumers towards Organised Coach Tours. Research by Mintel found that attitudes towards coach holidays are positive, with value for money, relaxation and stress avoidance as some of the main reasons why consumers have chosen to use the service. In the years of austerity throughout this period, Organised Coach Tour holidays may have become more attractive to wider audiences looking to holiday domestically. Age of Consumer - Trips (%) Average % 14% 15% 7% 13% 11% % 3% 2% 1% 14% 7% % 8% 13% 3% 22% 11% % 6% 8% 2% 22% 14% % 12% 13% 2% 11% 17% % 58% 48% 4% 19% 4% 4

6 Social Class MRS social groups C1 and C2 are the most prominent users of Organised Coach Tours in Scotland, accounting for an average of 5% of all trips between 29 and 213. In recent years, trips by MRS social group B have increased during the austerity period to an average of 19%. This may also indicate stress avoidance holidays or short breaks as well as value for money travel options. Social Class of Household Trips (%) Average A 8% 1% 2% % 3% 5% B 15% 16% 22% 26% 18% 19% C1 34% 24% 28% 23% 26% 27% C2 14% 25% 3% 22% 24% 23% D 19% 16% 14% 16% 14% 16% E 1% 9% 5% 13% 14% 1% Region of Residence Visitors from England remain the key domestic market for Scottish Organised Coach Tours, with an average of 23, trips per year, 69% of the total average trips taken between 29 and 213 in Scotland. Visitors from Scotland represent 28% of the total average trips taken between 29 and 213, totalling 98, per year, whilst visitors from Wales generate 8, trips (2%). The key markets within England remains the northern regions such as North East, North West/Mersey and Yorkshire/Humberside, which account for nearly half of the overall consumer base to Scotland (47%). Region of Residence - Trips ('s) Average Scotland 93 Wales 8 England 23 North East 28 NW/Mersey 43 Yorks/H'side 37 East Midlands 18 West Midlands 17 East of England 25 London 9 South East 21 South West 33 5

7 Region Visited The key regions visited by domestic consumers are the North and West of Scotland. From 29 to 213, 41% of the overall trips by Organised Coach Tours to Scotland were taken to these regions. Figures also suggest that Organised Coach Tours over recent years have increased in the South of Scotland, with nights and spend increasing during the 5 year period Region Visited Trips ( s) - 5 year Average (29-213) North West East South Edinburgh Glasgow Reference Mintel Coach Holidays UK March Contact us Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH T: research@visitscotland.com January 215 Disclaimer: VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. Images: VisitScotland/Scottish Viewpoint and Thinkstock 6