COPENHAGEN CARD ANALYSIS 2015 WONDERFUL COPENHAGEN RESEARCH TEAM COPENHAGEN CARD

Transcription

1 COPENHAGEN CARD ANALYSIS 2015 WONDERFUL COPENHAGEN RESEARCH TEAM COPENHAGEN CARD

2 Index 1 Introduction 6 Purchase and use of the Copenhagen Card 7 Use of public transport 2 Conclusion and Perspective 5 Tourism in Copenhagen 8 Interest in Greater Copenhagen 3 Satisfaction with the Copenhagen Card 4 Visitor profile COPENHAGEN CARD

3 Introduction The Copenhagen Card The Copenhagen Card is the official city card of the Capital Region. The Copenhagen Card is allinclusive, meaning that it comprises free public transport, free admission to a number of museums and tourist attractions in the entire region. Additionally, discounts are given on a variety of cafés/restaurants, as well as on Segway and bike rental and some attractions. Over the course of ten years, the Copenhagen Card has seen great success. Growth in both sold cards and number of visits has led to increase in business for the parties involved. In 2004, 31,000 cards were sold, creating 92,000 visits to museums and attractions. This number has increased to 105,000 cards and 550,000 visits in Over the past five years, the number of participating attractions has also increased. Currently, 74 museums and attractions all over the Capital Region make up the variety of possibilities for Copenhagen Card holders to choose from during their visit to Copenhagen. Purpose of Evaluation This evaluation seeks to cover the use of the Copenhagen Card, the satisfaction of respondents and other relevant information that can help improve the card. Data obtained on the use of the card, via the electronic system LPOS has been compared to the actual experience as expressed by the respondents in the online survey. This way, both the level of satisfaction with the card, as well as actual use of the card, can be compared in order to improve and further develop the card in the future. Additionally, in line with the development of cooperation within the Greater Copenhagen region, there is currently strong interest in expanding the area in which the card can be used to include the entire metropolitan region of Greater Copenhagen. An extra line of questions has been included in the questionnaire to further explore the potential and demand for such an expansion of the card. The 2012 evaluation In 2012, a similar Copenhagen Card evaluation was carried out. The purpose was similarly to cover the use of the card and the level of satisfaction with it. The overall satisfaction level was very high, and the evaluation provided a detailed overview of which attractions were the most visited, as well as those that proved to be the most positive experience for the respondents. COPENHAGEN CARD

4 Introduction - Methodology Data collection This visitor survey has been carried out among users of the Copenhagen Card as an online questionnaire survey. As a last step in the buying process, respondents had the option of taking part in an online survey that would be sent to them shortly after their visit to Copenhagen. Over a period of five months from May till October 2015, 5,718 addresses were compiled. Concurrently, over the five months, s were sent to respondents containing a link to the questionnaire. 2,546 respondents completed the questionnaire, resulting in a response rate of 45%. An additional 4% had begun completing of the survey, but failed to finalise it. The number of respondents is a positive increase compared to the last evaluation from 2012, where 320 replies were obtained. This is due to a different method of data collection, as well as a longer data collection period. In 2012, addresses were primarily collected from the Copenhagen Tourist Information Center. It was a significant improvement of the data collection process to be able to collect the addresses online. Almost no errors were found in the contact information provided and only a few s were returned, most likely due to a firewall or similar. Additionally, the number of cards sold has increased by 31,3%, since 2012 and therefore the population of users itself is much larger now. 25% of the Copenhagen Cards are sold online. The remaining 75% are purchased in Copenhagen either at train stations, the Tourist Information Centres, Copenhagen Airport or at a hotel or hostel. The respondents included in this survey are found only amongst those who purchased the Copenhagen Card online. Hence, the opinions and perceptions of the Copenhagen Card users who purchased the card in a physical shop location, are not represented in this survey. For this reason, the results may be slightly biased. However, where possible, results from the survey have been compared with results from LPOS, and these comparisons show that there are strong correlations between the results from the survey and the LPOS data. LPOS Since the Copenhagen Card was digitalised in April 2011, it has been possible to trace card numbers and their activities around the region. Via a chip in the card, background data about the Copenhagen Card holder is collected, but more importantly data about the individual use at attractions and the frequency of use is registered. The system used to gather the data is called LPOS. Where relevant, the data from LPOS have been used in combination with the data collected through the survey. LPOS contain data that have not been asked for in the survey and can therefore add new aspects to this evaluation. COPENHAGEN CARD

5 Introduction - Methodology Limitations to the study The collection of s took place only amongst those Copenhagen Card holders who purchased the Copenhagen Card online. This could entail a small bias in the sample, as the population that buy the card online may differ from the population that buy the card in the tourist information or in other physical locations. The respondents in this survey are a small sample of the overall Copenhagen Card holders. Their answers and the following results of this evaluation cannot be directly transferred to those of the entire population of card holders. Meanwhile, reliability has been found satisfactory, based on the size of the sample, as well as by the inclusion and comparison with data from LPOS. COPENHAGEN CARD

6 CONCLUSION AND PERSPECTIVE Copenhagen Card Analysis 2015 COPENHAGEN CARD

7 Conclusion The Copenhagen Card is a very popular city card. When the previous evaluation was conducted in 2012, the results showed a very positive perception of the card. Respondents were very satisfied with especially the top attractions and museums included in the card. In the following section the main conclusions of the 2015 evaluation are highlighted, and the popularity of the Copenhagen Card as demonstrated in 2012 is again reflected in the 2015 study. In addition to the positive evaluation as seen in the current evaluation, the card also received a 9.3 score and the remark Excellent on TrustPilot. High satisfaction levels More than 75% of the respondents were very satisfied with the Copenhagen Card. 95% of the respondents are likely or very likely to recommend the Copenhagen Card to others. The 72 hour card is the most popular The 72 hour card is the most purchased Copenhagen Card amongst the respondents. 40% of the respondents chose this three day card, while 31% chose the longest version of the card (the 120 hour card version). The popularity of the 72 hour card is also confirmed by the LPOS data (from May October 2015), where 39% of the cards sold are 72 hour cards. Of the 74 museums and attractions included in the Copenhagen Card, Tivoli is the most visited attraction. 77% of the respondents visited the old amusement park. Appealing to 1 st time users 70% of the respondents from outside the Capital Region came to Copenhagen for the first time. The majority (77%) stayed three nights or more. Only 3% did not spend any nights at all. Hotels were the most popular choice of accommodation with 61% of the respondents staying at a hotel during their stay in Copenhagen. Airbnb was selected by 16%, the second largest group of respondents. Airbnb guests had a tendency to stay longer than e.g. hotel guests. Especially popular among British and American visitors Respondents represented most parts of the world, but Europeans made up the largest group of the respondents. The overall largest nationalities were British and American. Largest age groups were years (23%) and years (26%). 64% of the respondents travelled with one other adult, while only 23% travelled in the company of children. 68% visited attractions outside the city centre It would appear that respondents have been confused regarding the definition of inside and outside the city centre. 48% of the respondents claimed to have visited an attraction outside the city, but when matched with LPOS data the amount increases to 68% visiting attractions outside the city. Results from LPOS have been included when calculating use of transport to attractions outside the city. COPENHAGEN CARD

8 Conclusion Free public transport is vital 80% of the respondents found it very important that public transport was included, when deciding to purchase the Copenhagen Card. 97% stated to have made use of public transport. 4 single trips per day is the number of journeys that most respondents made, while 3.9 trips is the average. 46% would be interested in paying at least an additional 20 Euro for a Greater Copenhagen Card, of which 3% would pay up to 40 Euro more than the current price for the Copenhagen Card. 45% of the respondents prefer to spend no more than an hour on transport to visit an attraction. In general, the more the respondents are willing to pay for a Greater Copenhagen Card, the longer they are willing to travel to reach their destination. 11% stated to have made 7 trips or more. LPOS data regarding visits to attractions outside the city centre was used to calculate number of trips by public transport made by respondents. 29% of the respondents that visited attractions outside the city took 4 trips, which is the amount of trips most common among all respondents. Interest in Greater Copenhagen 25% of the respondents took the time to visit Sweden during their stay in Copenhagen. 76% were either somewhat or very interested in an expanded version of the Copenhagen Card as long as the set-up will remain the same as the current version of the card (free access to attractions and free public transport). 95% of the respondents found it somewhat or very important that free public transport is included. COPENHAGEN CARD

9 Perspectives Create an on-going user database For the first time, addresses from the Copenhagen Card web shop, where the Copenhagen Card can be purchased, were used to obtain data from the users of the Copenhagen Card. This allowed for a larger respondent group for the survey. This very simple procedure opens the possibility of continuing data collection on a more permanent basis. The ongoing collection and analysis of data, and the continuously growing respondent group, would improve validity of the survey, as well as provide updated knowledge of the card holders and their use of the card. To be able to track the behaviours of the Copenhagen Card holders on a more continuous basis would increase likelihood of always being able to adapt the card to the requirements of the users. Improve methods of calculating use of transport Free public transport is of high importance to the respondents and should therefore remain a part of the Copenhagen Card. It could be interesting to cover the means of transport for those who indicated not having used public transport while visiting Copenhagen. Especially those who are registered at attractions outside the city centre. As long as Copenhagen Card holders are not required to check in when using public transport, it is difficult to gain further insights into the card holders use of public transport. Public transport is a challenge in Greater Copenhagen Respondents indicated an interest in expanding the Copenhagen Card to the larger Greater Copenhagen geography, but were slightly more reluctant to spend more time on travelling to destinations. However, 26% of the respondents are willing to travel up to 1.5 hours, which would take them quite far within the metropolitan region. Most likely, it would only be relevant for those who have longer versions of the card (72 hours and 120 hours). Also, respondents were less interested in paying significantly more for the expanded version of the Copenhagen Card. But, it would be very difficult to add more options to the card without charging more for it, especially considering the price for public transport in Denmark in general. Another issue is whether it would be possible to include free public transport or public transport altogether to some of the more remotely located attractions in Region Zealand and Region Scania. Hence, there is a need to establish the current availability of public transport in the Greater Copenhagen Region and depending on the results hereof, the possibilities of including public transport in the card. COPENHAGEN CARD

10 Perspectives Airbnb guests who are they? Although this study did not demonstrate any significant correlation between choice of Airbnb as preferred accommodation and the size of travel group, there seems to be a tendency that Airbnb guests on average stay longer than e.g. hotels guests, which is the most preferred choice of accommodation in Copenhagen among the respondents. Respondents who chose Airbnb accommodation, visited attractions outside the city to a higher degree than respondents that used other forms of accommodation. It would be interesting to explore this group of Airbnb guests further. Does their choice of accommodation mean they stay longer? And does this have an influence on the future demand for a longer stay and perhaps a more flexible Copenhagen Card? The outcome would provide some very interesting knowledge and information that could possibly improve the business model of the Copenhagen Card. Why not buy a Copenhagen Card? The popularity of the Copenhagen Card is increasing. Every year, the card has increased its sales and the number of visits at museums and attractions. Nevertheless, there is a large number of tourists in Copenhagen who choose not to buy the city card. Why is that? Perhaps the Copenhagen Card could make a few simple corrections or additions to the current set-up and thereby improve the sales even more. It could make an interesting survey, to cover the reasons why tourists who are familiar with the Copenhagen Card, chose not to buy the card, when visiting the city. COPENHAGEN CARD

11 Perspectives Recommendations from respondents In the last part of the questionnaire, respondents were asked if they had any recommendations to the development of a Greater Copenhagen Card. The recommendations are both positive suggestions as well as statements about lack of interest in such a card. The most frequently mentioned comment concerns public transport. Respondents that are most interested in the Greater Copenhagen Card, mention that free public transport is decisive to their willingness to buy a Greater Copenhagen Card. It would be an improvement, for some respondents, if the card could either have a longer duration of time or if it offered the option that the days of the card could be spread out and used over a longer period of time. Respondents worry that their visits to Copenhagen are too short to be able to include visits to attractions and regions outside Copenhagen. Therefore, they would not be interested in buying a more expensive card, since they would not be able to make the most of it. They would instead be inclined to buy separate tickets to the attractions they wanted to visit, and then avoid buying the Copenhagen Card. Respondents note that the interest for a Greater Copenhagen Card would require a longer stay in Copenhagen. It is therefore also suggested that the Greater Copenhagen Card could be created as a supplement to the longer versions of the Copenhagen Card. The Copenhagen Card, in its current setup, enables respondents to include short visits to attractions that they may not have visited otherwise, as well as those attractions that are the primary motivation for buying the card in the first place. There is a general concern that a Greater Copenhagen Card would be too expensive, and as some respondents noticed, some museums in Copenhagen are free, even without the Copenhagen Card, and therefore there is a risk that an increased price of the card would discourage respondents from buying a Greater Copenhagen Card. Overall, the recommendations of respondents provide an ambiguous idea of the respondents demand for a Greater Copenhagen card. COPENHAGEN CARD

12 SATISFACTION WITH THE COPENHAGEN CARD Copenhagen Card analysis 2015 COPENHAGEN CARD

13 Satisfaction The level of satisfaction with the Copenhagen Card among users is absolutely vital to the card s continuous existence. If users are not satisfied they will not buy the card again and more importantly they will not recommend it to others. The level of satisfaction with the Copenhagen Card cannot be found in the LPOS data, hence the need to carry out a survey as well. The following section looks at the satisfaction levels of the users of the Copenhagen Card. Great satisfaction with the Copenhagen Card More than 76% of the respondents were very satisfied with the Copenhagen Card, while just 10% were partly satisfied. This is a very positive result for the Copenhagen Card. In the evaluation conducted in 2012, it was similarly 85% of the respondents who stated to be partly or very satisfied with the Copenhagen Card. A small increase from 94% in 2012 to 95% in the 2015 evaluation is found in the respondents that are either likely or very likely to recommend the card to others. Also, regarding the likelihood to buy the Copenhagen Card again in the future, there has been an increase in what can be perceived as satisfied consumers. In 2012 it was 87% who were willing to buy the card again, while it now amounts to 90%. Trustpilot review: Excellent! Reviews from the online review community, Trustpilot, also find a very satisfied group of Copenhagen Card users. The ratings on Trustpilot go from 1 to 5 stars with the Copenhagen Card scoring 5 stars based on the reviews submitted. The TrustScore* for the Copenhagen Card is 9.2 (on a scale from 0-10) resulting in the designation Excellent. In comparison, the sister city card, the London pass, scores 4 stars, and a TrustScore of 8.4 with the designation Great. Satisfied/Very satisfied with the Copenhagen Card Likely/Very likely to recommend to others Likely/Very likely to buy the Copenhagen Card again in the future n= *The TrustScore is the measure used by TrustPilot, and is an instant measure of customer satisfaction based on the reviews collected. The TrustScore is calculated by using the principles of Bayesian average. 85% 86% 87% 90% 94% 95% COPENHAGEN CARD

14 Satisfaction Card duration has a small influence on card holders satisfaction When looking at the satisfaction levels across different types of cards, the overall number of satisfied customers are very similar regardless of card type. There is a small tendency towards an increase in the number of satisfied customers, the longer the duration of the card. This means that the respondents holding the 120 hour card are more likely to be very satisfied with the card or to be very likely to recommend or buy the card again in the future, than the respondents holding a 24 hour card. But, when the two satisfied categories, Partly satisfied and Very satisfied are combined, the satisfaction level across all respondent groups, regardless of card type, reaches the same positive outcome, with about 86% being satisfied with the Copenhagen Card. 24 hour card 48 hour card H O W S A T I S F I E D H A V E Y O U O V E R A L L B E E N W I T H Y O U R C O P E N H A G E N C A R D? 17% 14% 69% 70% 72 hour card 10% 76% 120 hour card 6% 80% n=2546 COPENHAGEN CARD

15 VISITOR PROFILE Copenhagen Card Analysis 2015 COPENHAGEN CARD

16 Visitor Profile The following section looks at the demographic profile of the Copenhagen Card users. To cover the user profiles, respondents were inquired about their nationality and age. Aspects like educational background and sex of respondents were not included, as the previous 2012 study showed no real influence of these aspects in the respondents behaviour. CONTINENT OF RESIDENCE Europeans constitute the largest group of respondents 73% of the respondents are from Europe (Denmark included). Of these, 56% live in Northern Europe, of which 32% are Danish residents. The Danes make up 13% of all the respondents. On an overall list of nationalities, Danes are the third most common, only surpassed by the Americans (13%) and the British who make up almost every fifth Copenhagen Card user in this evaluation (18% each). 73% 17% 7% 0% 3% n=2546 Europe North+South America Asia Oceania Africa COPENHAGEN CARD

17 Visitor Profile The British users constitute the largest group of respondents The largest group of foreign tourists in Copenhagen are Swedes. Tourists in Copenhagen are measured in number of bed nights, of which the Swedes make up 13%*. In this survey, however, they only represent 1.5% of the respondents. The LPOS system does not provide an overview of nationality of the Copenhagen Card holders, and therefore this analysis cannot conclude whether it is this sample of respondents that has a small representation of the Swedes or whether the Copenhagen Card is not very popular with the Swedish visitors. The second largest group of foreign tourists in Copenhagen is from Norway (10% of all foreign tourists), but the Norwegians are also represented by a limited number of respondents in the survey. The British are the third largest group of foreign tourists (10%), and are the largest group of respondents in this survey. Top 15 European Countries 1. United Kingdom (18.4%) 2. Denmark (13%) 3. Italy (7%) 4. Germany (6.3%) 5. Switzerland (2.4%) 6. Spain (2.4%) 7. France (2.3%) 8. The Netherlands (2.3%) 9. Ireland (2.2%) 10. Belgium (1.7%) 11. Finland (1.7%) 12. Norway (1.6%) 13. Poland (1.5%) 14. Sweden (1.5%) 15. Austria (1%) *Data is from Statistics Denmark ( from the same time period as when survey data were collected. COPENHAGEN CARD

18 Visitor Profile The three regions in Jutland have the highest Danish representation The domestic spread of Copenhagen Card purchases shows that visitors from the Central Denmark Region have the highest representation among Danish respondents with a Copenhagen Card. In fact, all three regions in Jutland make up more than 90% of the Danish respondents in this evaluation. Card users are years old Just above 70% of all card holders in this evaluation are between the age of The largest category is years, while the two outer categories under 18 and over 76, are almost non-existing among respondents. I N W H I C H R E G I O N O F D E N M A R K I S Y O U R P E R M A N E N T R E S I D E N C E? Under 18 years 0% W H A T I S Y O U R A G E? Capital Region of Denmark (ex. Bornholm) 5% years 11% Regional Municipality of Bornholm 1% years 23% Central Denmark Region 45% years 26% North Denmark Region 18% years 21% Region Zealand 3% years 13% Region of Southern Denmark 28% n= years 5% Over 76 years 1% n=2546 COPENHAGEN CARD

19 Visitor Profile Travel Groups of Two A travel group is defined as the group of people in the company of which a respondent has spent his or her time in Copenhagen. In this evaluation, the vast majority (64%) travelled together with one other adult, while 17% travelled alone. Very few travelled in a company of 5, 6, 7, 8, 9 or 10 adults, and therefore these categories have been combined into one single group of 5 adults or more. How many adults (over 18 years) were in your travel group (including yourself) when visiting Copenhagen? 3 Adults; 8% Few children under the age of 10 In the Copenhagen Card two children under the age of 10 can travel free of charge with one adult. Meanwhile, 77% did not travel with a child under the age of 10 years. 12% brought along one child, while the remaining 11% brought two children. When looking at travel groups, the highest number of children under the age of 10 is seen in groups of two adults. In total, 25 per cent of those who travelled with another adult brought along at least one child. Overall, most of the respondents travelled with one other adult and no children under the age of 10. How many children under the age of 10 did you bring along on your Copenhagen card? 4 Adults; 6% 5 Adults or more 87% 8% 5% 2 Adults 64% 5 or more Adults; 5% 4 Adults 3 Adults 81% 81% 7% 10% 12% 9% 2 Adults 75% 13% 12% 1 Adult (I was the only adult); 17%; 1 Adult 81% 13% 6% n=2546 n=2546 I did not bring along any children One child Two Children COPENHAGEN CARD

20 TOURISM IN COPENHAGEN Copenhagen Card Analysis 2015 COPENHAGEN CARD

21 Visitors in Copenhagen The following section looks specifically at the visitors primarily their length of stay and choice of accommodation while in Copenhagen. The 5% of the respondents who live in the Capital Region are excluded of this section, as the main interest here will be the visitors from outside the city. In all other questions related to the city card the respondents from Copenhagen Capital region will be included. H O W M A N Y N I G H T S I N T O T A L D I D Y O U S T A Y O V E R N I G H T D U R I N G Y O U R V I S I T T O C O P E N H A G E N? No nights - I did not stay overnight in Copenhagen 3% Three nights in Copenhagen is the chosen length of stay Most respondents spent three nights in Copenhagen in relation to the use of the card, with an overall average of 3.7 nights in the city per visitor. One night Two nights 4% 16% 27% of those who did not stay overnight are from regions in Denmark outside of the Capital Region. When looking at nights spent in Copenhagen across all card types, respondents with a 24 hour card had a higher representation in the groups of respondents that either stayed no nights or one night, while the 120 hour card holders had the highest representation in the group that stayed a week or more. Three nights Four nights 21% 29% Five nights 11% Six nights 8% n=2529 Seven nights or more 8% COPENHAGEN CARD

22 Visitors in Copenhagen First time visitors Almost 70% of the respondents are first time visitors to Copenhagen, while the second largest group of respondents have visited five times or more. There is no correlation between number of visits to Copenhagen and nights spent on this particular journey. The respondents that are new to Copenhagen spent the same number of nights in the city, as those who had been to Copenhagen before. H O W M A N Y T I M E S H A V E Y O U V I S I T E D C O P E N H A G E N I N T O T A L A S A T O U R I S T? Five times or more 12% Hotels are the most popular choice The private housing type, Airbnb, was the second most common choice of accommodation among respondents. The only option more popular than Airbnb was hotel, where 61% of the respondents were accommodated. In general, Airbnb has seen a great growth in the last years. In Denmark, there has been a twofold increase since 2009*. Looking more closely at the figures, this study does not show any significant correlation between a specific travel group (size / with or without children) as perhaps anticipated. 61% W H I C H T Y P E O F A C C O M M O D A T I O N D I D Y O U U S E O N Y O U R L A S T V I S I T T O C O P E N H A G E N? Four times 3% 8% 3% 16% 5% 1% 7% 2% Three times 6% Twice 11% n=2529 Once - that was my first time 68% n=2458 *The numbers are Airbnb s own numbers, and not part of official bed night statistics ( COPENHAGEN CARD

23 Accommodation type Variety in accommodation and length of stay LENGTH OF STAY AND ACCOMMODATION Just over half of the respondents who stayed at a hotel, stayed between one and three nights while respondents in a holiday cottage/apartment were more likely to stay longer with 82% staying four days or more. Hotel 4% 20% 33% 44% The respondents that selected Airbnb, as well as the few who stayed at a camping site, were also inclined to stay for four days or more. Youth Hostel 5% 19% 36% 40% Overall, the most frequent accommodation type and length of stay was three nights at a hotel, the choice of 20% of all respondents. B&B/Private Rooms 2% 21% 27% 49% Airbnb 1% 11% 21% 67% Holiday Cottage 4% 14% 82% Camping site 4% 20% 76% Family/Friends 3% 10% 26% 61% Other 31% 18% 10% 41% n= night 2 nights 3 nights 4 nights or more COPENHAGEN CARD

24 PURCHASE AND USE OF THE COPENHAGEN CARD Copenhagen Card analysis 2015 COPENHAGEN CARD

25 Purchase of the Copenhagen Card In 2015, approximately Copenhagen Cards were activated. The following describes the distribution of types of cards sold, use of the cards, the attractions most visited as well the users motivation for purchasing a Copenhagen Card. Respondents prefer the 72 hours card. Amongst the respondents in this survey the most popular type of Copenhagen Card is the 72 hour card. More than 40% prefer this type of card, closely followed by 32% that chose the longest version of the card, 120 hours/five days. The 24 hour card is the one least purchased among respondents, while one in five selected the 48 hour card. In the evaluation from 2012, the 72 hour card was also the most purchased card, while the 24 hour card was the second most purchased. The 48 hour card did not exist at that time, but was introduced in The rather small representation of respondents with a 24 hour card, could explain the small number of Swedish respondents in this survey. From a study, carried out by VisitDenmark*, Swedish tourists were found to have the shortest stays in Copenhagen among the various nationalities included in the study. With shorter stays, they may have a preference to purchase the 24 hour card, if any card at all. But, as this survey has a lower representativity of the 24 hour card holders, when compared to LPOS data of all activated cards, it may explain the number of Swedish respondents in this survey. 120 hour cards 72 hour cards 48 hour cards 24 hour cards DISTRIBUTION OF COPENHAGEN CARDS SOLD 6% 11% 17% 20% LPOS 26% Survey 31% 42% 45% n=2546 * COPENHAGEN CARD

26 Purchase of the Copenhagen Card Connection to LPOS For data found in LPOS, covering the exact same period of time, as the data collection for this survey (1 st May 15 th October 2015), the 72 hour card is also the most sold Copenhagen Card. For the remaining three type of cards, there is a greater difference in amount of cards sold. The overview of all cards sold, show that the 24 hour card was sold in 17% of all sales, while only 6% of the respondents in this survey, held this short version of the Copenhagen card. 28% of the respondents from the survey held the 48 hour card, whereas 20% of the total population from LPOS held the card. Card types across groups Across the different travel groups, no significant difference is found. This means that both larger and smaller travel groups purchased the same type of cards and that both groups are equally prone to staying the same period of time in Copenhagen. There is equally no difference across age groups or card holders who travel with children. This indicates that the Copenhagen Card, in its current existence, is an attractive option for all types of tourists, but preferred for longer stays. The largest difference is found within the 120 hour card holders. Only, 16 % of the total population, as found in LPOS, purchased the 120 hour card, whereas 31% of the respondents in this survey bought the longest version of the Copenhagen Card. Overall, the survey results with regards to most popular type of card purchased match the results of the LPOS data. COPENHAGEN CARD

27 Use of the Copenhagen Card Making the most of it with Copenhagen Card Statements concerning the use of the card and the respondents degree of agreement with the statements are shown in the graph to the right. The majority of respondents partly agreed or totally agreed with the statements. 92% of respondents partly or totally agreed that they used the Copenhagen Card to visit their selection of top attractions and museums. Almost 70% partly agreed or totally agreed to have obtained value for money by visiting as many attractions as possible with the Copenhagen Card. Only a small number of respondents indicated that they had selected places specifically for children. This is perhaps nor surprising as most respondents travel without children. Nevertheless, the responses of survey respondents with children did not differ significantly from respondents travelling with children, hence the availability of children friendly attractions does not seem a significant motivational factor when using a Copenhagen Card. TO WHICH EXTENT DO YOU AGREE WITH THE STATEMENTS BELOW, I.E. HOW WELL THEY ARE CONSISTENT WITH YOUR USE OF THE CARD? Selected top-attractions and museums Discover unknown treasures Value for money/many attractions Used the Guidebook for inspiration 31% 36% 32% 42% 27% 37% 61% 36% The least positive perception is noted on the Copenhagen Card app. It has an almost equal amount of respondents in all four categories ( Partly agree, totally agree, partly disagree and totally disagree), while the other statements show a more positive perception. 30% of the respondents answered either Don t know or Neither/nor, when asked to evaluate the app, which most likely is because they did not download the app, and therefore did not use it, or have good knowledge of the app. *Child friendly attractions Good knowledge of the app 29% 22% Partly agree 21% Totally agree 60% n = 578 *Only includes data from those who brought children along on their Copenhagen card COPENHAGEN CARD

28 App and Guidebook Positive perception of the app and guidebook The app is a new feature of the Copenhagen Card. It is free of charge and is the official guide to the Copenhagen Card. In 2014, the app was downloaded 15,650 times. The amount of downloads increased to 28,360 in Assuming that the 135,800 activated Copenhagen Cards are held by people that all have a smart phone, then the app was downloaded by every fifth person with an activated card in The 43% of respondents that (totally or partly) agreed to have good knowledge of the app in the previous question, were presented with four additional statements on their experience with the app. The majority of respondents submitted a positive response, either partly agreeing or totally agreeing on every statement. With the guidebook, all respondents completing the questionnaire, were asked their opinion on the same four aspects as with the app. Also, the replies show that the respondents were mostly positive in their evaluation of the guidebook. W H A T D O Y O U T H I N K O F T H E C O P E N H A G E N C A R D A P P? Info on transport/travel is sufficient Maps easy to use Info on attractions is sufficient Generally easy to use Partly agree 32% 30% 34% 28% Totally agree 36% 42% 46% 56% W H A T D O Y O U T H I N K O F T H E C O P E N H A G E N C A R D G U I D E B O O K? Info on transport/travel is sufficient Maps are easy to use 35% 28% 37% 51% n=1080 Info on attractions is sufficient Generally easy to use 37% 27% 46% 59% Partly agree Totally agree n=2546 COPENHAGEN CARD

29 Popular Attractions Attractions and museums The Copenhagen Card includes free entrance to 74 museums and attractions. The respondents of the survey visited a variety of 58 different attractions. Tivoli Survey* LPOS* Attraction Visits % of visits % of respondents Visits % of visits 2,652 17% 77% 93,119 17% On average, respondents visited 6.4 attractions. The highest average was among the 120 hour card holders that on average visited eight attractions, while the 24 hour card holders visited three attractions on average. Tivoli most visited attraction The table to the right shows the top 10 attraction most frequently visited with a Copenhagen Card. The table shows both data from the survey as well as data from LPOS. The results show that the data from the respondent group have strong resemblance to the overall population of Copenhagen Card holders and emphasize the representativeness of the sample and the validity of survey data. Tivoli was by far the most visited attraction with 77% of respondents having visited at least once. 21% of the respondents visited Tivoli more than once, while 5% of these visited four or five times. In total, 2,652 visits were paid to Tivoli. The second most visited attraction was the Canal Tours of Copenhagen, where 61% of the respondents checked in. 2% took more than one trip around the canals of Copenhagen, while 1,631 trips were taken in total. Canal Tours of Copenhagen Rundetaarn (The Round Tower) The Blue Planet Rosenborg Castle Amalienborg Copenhagen Zoo Christiansborg. The Royal Reception Rooms Kronborg Castle Visit Carlsberg 1,631 10% 61% 56,515 10% 1,231 7% 48% 40,638 7% 1,131 7% 44% 40,167 7% 1,104 6% 42% 36,440 7% 648 4% 25% 23,311 4% 582 4% 23% 20,102 3% 582 4% 23% 18,736 3% 551 4% 21% 17,733 4% 532 3% 21% 17,696 3% *All numbers are from the same period of time; 1st May 15th October 2015 COPENHAGEN CARD

30 Visiting attractions About every fifth of the respondents made it as far as Helsinore to visit Kronborg during their stay in Copenhagen. When looking across the different types of cards the 120 hour card holders have the largest share of respondents that visited Kronborg, with 33% of the overall population amongst this type of card. They naturally also have the longest stays in Copenhagen and therefore have more time to visit attractions outside the city. W H Y D I D Y O U N O T V I S I T A T T R A C T I O N S / M U S E U M S O U T S I D E C O P E N H A G E N? Visit too short 80% Prefer to stay in Copenhagen City Transport time too long 26% 44% of the respondents have stated that they took time to visit attractions outside of Copenhagen city, while 56% did not. Of those who did not go outside the city, the main reason stated (by 80% of the respondents), was lack of time. 26% mention that transportation time would be too long, and so they preferred to stay in the city. Another 20% either did not know any attractions outside the city or knew that they were included in the Copenhagen card. Can't find right transport mode Unsure of quality vs transport time Do not want to go outside city 13% 12% 10% Do not know any attractions outside city 10% Not aware that attractions outside city were included in Copenhagen Card 9% n=1417 COPENHAGEN CARD

31 Visiting attractions Attractions outside the city Matching with LPOS It was not clearly described in the survey what is considered inside Copenhagen city centre and what is considered outside the city centre. Respondents were left to make their own definitions. The guidebook contains a fold-out map with the city centre on one side and the region on the other with all attractions marked by a number. It is, however, unlikely that respondents checked this map when filling out the questionnaire. When matching results from the online survey with the actual data from LPOS, the number of respondents who actually visited attractions outside the city centre increases substantially. In the survey, 48% said to have left the city to visit an attraction, but in LPOS data show that 68% of the respondents actually visited an attraction outside the city centre, while 32% did not. This is very likely to be due to the fact that respondents were unaware of the city centre definition. COPENHAGEN CARD

32 USE OF PUBLIC TRANSPORT Copenhagen Card Analysis 2015 COPENHAGEN CARD

33 Public transport Free public transport around the city and to all attractions is included in the Copenhagen Card. The card can be used in both the Metro, S-trains, busses and harbour busses. This is an important benefit to the respondent when buying the city card. The following section focuses on the use of public transport by Copenhagen Card holders. Use of Public transport is very popular In the survey, almost 80% of all respondents mentioned that free public transport was very important when deciding to purchase the card. Meanwhile, there is a big difference in the number of journeys taken by respondents. To cover the use of public transport among respondents they were asked two different questions: Overall, 97% of respondents stated to have used the Copenhagen Card in connection with travelling by public transport (Q1). Of these, the vast majority (68%), took between one and four single trips, with four being the most travelled number of trips (29%). There is a risk that some respondents have overlooked or disregarded that the question concerned daily activity and not the total number of trips taken during their stay. Therefore, all values above six times have been combined into one single category 7 times or more. The 11% of respondents falling within this category have,however, been included in the analysis, as there is no way of knowing for certain whether respondents have misunderstood or not. U S E O F P U B L I C T R A N S P O R T Q1 How many times did you use the Copenhagen Card in connection with traveling on public transport? (Forth and back equal two trips) Please state the number of trips per day. 1 time 2 times 3 times 7% 12% 20% Q2 How many times did you use the Copenhagen Card in connection with traveling on public transport, to a destination outside of Copenhagen? (Forth and back equal two trips) Please state the number of trips: 4 times 5 times 6 times 7 times or more 8% 11% 13% 29% n=2464 COPENHAGEN CARD

34 Public Transport Trips outside Copenhagen City 43% of all respondents submitted a number of trips taken by public transport outside the city (Q2). 41% of these travelled twice indicating that they had one journey outside of Copenhagen, going back and forth. Respondents here are not asked about trips per day, but rather the total number of trips. The results suggest there could be a bias in the data as 11% stated they only had one trip outside Copenhagen. As back and forth equals two trips this suggests that respondents either misunderstood the question and regarded one trip as being back and forth, or they walk, bicycled or other one way (either to or returning from the attraction). 41% P U B L I C T R A N S P O R T O U T S I D E C P H 22% 11% 8% 3% 8% 8% 1 time 2 times 3 times 4 times 5 times 6 times 7 times or more n=1010 COPENHAGEN CARD

35 Transportion outside the city Use of transportation and LPOS data Results from the questionnaire showed that 48% of the respondents had left the city to visit an attraction/museum. Meanwhile, when data were matched with data from LPOS the number of respondents registered at attractions outside the city centre increased to 68%. As mentioned, this difference is probably the result of uncertainty among respondents regarding the definition of city centre. Therefore, data from LPOS (68%) is used, when calculating use of public transport outside city centre, as this is more accurate. Additionally, instead of using the answers submitted regarding use of public transport outside the city (Q2), only the answers found in the first question that regards public transport overall (Q1) will be used. This question is asked all respondents, whereas the second is only asked those who indicated to have visited attractions outside the city centre. Uncertainty about transportation It is assumed that respondents have used public transport to visit attractions if 1) survey data indicate that the respondent have travelled by public transport (yes, in Q1) and 2) if card holders via LPOS are registered at attractions outside the city centre. However, whether they did in fact use public transport to visit an attraction or not, cannot be verified. Copenhagen Card holders do not register their card when using public transport. It is not possible to double check the information obtained in the questionnaire with the actual use of the card in public transport. There is some uncertainty when calculating the use of public transport, but the answers still provide an overview on the use of public transport by the respondents. Public Transport Overall Matching LPOS data with the answers from Q1, show that 97% of all respondents registered at an attraction outside the city indicated to have used public transport to reach their destination. The most common number of trips taken increases from two trips in total, to four per day. Almost every third respondent travelled with public transport four times a day, indicating that this was the means used to reach their destination, both inside the city as well as outside. The remaining 3% who had visited attractions outside of Copenhagen, used other means of transport. Those are not dealt with in this evaluation, but could include biking or driving by car. 1 trip 2 trips 3 trips 4 trips 5 trips 6 trips 7 trips or more U S E O F P U B L I C T R A N S P O R T O U T S I D E T H E C I T Y 5% 9% 11% 13% 14% 19% n= % COPENHAGEN CARD

36 Type of card and transportation Four times is the most common number of trips TRIPS /DAY In general, four trips (likely to be two return trips, back and forth), is the amount of trips that most respondents took per day. When looking at number of trips taken per day on the different types of cards (24 hours, 48 hours, 72 hours and 120 hours), four trips is the number most often travelled. About 30% of respondents in each card category replied to have travelled four times a day. 120 hours 7% 24% 13% 28% 7% 12% 8% 24 hour card holders take more trips 72 hours 8% 19% 12% 29% 8% 14% 11% Respondents with a 24 hour card have a greater variety in their use of the card, when looking at number of trips taken. Four trips is still the most frequently mentioned, but the 24 hour card holder group also holds the highest number of respondents that travelled more than five times a day. In total, 43% of the 24 hour card holders travelled more than five times/day. 48 hours 6% 16% 11% 30% 10% 13% 14% The respondents with a 120 hour card also had the largest representation in the group that travelled four times a day. Meanwhile, it is the group with the largest number of respondents that travelled less than three times a day. In the end, the 120 hour card holders take more trips in total, due to the length of their stay. 24 hours 6% 18% 11% 23% 12% 18% 13% 1 trip 2 trips 3 trips 4 trips 5 trips 6 trips 7 trips or more n=2455 COPENHAGEN CARD

37 INTEREST IN GREATER COPENHAGEN Copenhagen Card Analysis 2015 COPENHAGEN CARD

38 Visits to Sweden In the context of strengthened cooperation within the metropolitan region of Greater Copenhagen, there is an expressed interest in expanding the area in which the Copenhagen Card can be used, so that it includes the entire Greater Copenhagen region. An expansion of the geographical use of the card is regarded as positive for both the integration across the Oresund Region, as well as encouraging more tourists to discover a larger part of Greater Copenhagen. The following sections describe the current Copenhagen Card users interest in a expanded Greater Copenhagen Card. 25% visited Sweden To establish whether there could be motivation to broaden collaboration to include southern Sweden and the rest of Zealand (as highlighted in green on the map to the right), respondents were asked about their interest in a possible Greater Copenhagen Card and also if they visited Sweden during their current trip. Of the 2,546 respondents who completed the survey almost 25% took the time to visit Sweden during their stay in Copenhagen. As seen in the graph below, the longer the duration of the Copenhagen Card, the more likely it is that the respondent also visited Sweden. 37% of those who took the trip across Oresund had a 120 hour Copenhagen Card. There is no benefit in having a Copenhagen Card when travelling to Sweden. No discount can be obtained with the card on transport or entrance fees at attractions in Sweden. DID YOU VISIT SWEDEN DURING YOUR TRIP TO COPENHAGEN? Yes 7% 23% 33% 37% 24hour card holder 48hour card holder 72hour card holder 120hour card holder n=621 COPENHAGEN CARD

39 Greater Copenhagen Card Great interest in a Greater Copenhagen Card Although, 25% of the respondents visited Sweden during their stay in Copenhagen, 38% would have been very interested in buying a Greater Copenhagen Card, had it been available. Respondents were asked not to take into consideration a possible increase in price in order to establish if there is a general interest in a Greater Copenhagen Card. Very interested Somewhat interested Neither / nor Not very interested Not interested at all Don not know W O U L D Y O U H A V E B E E N I N T E R E S T E D I N B U Y I N G A ' G R E A T E R C O P E N H A G E N C A R D '? 5% 5% 5% 10% Another 38% would have been somewhat interested, while only 4% would not be interested at all. The 15% that either answered that they were not interested at all or not very interested were then asked a separate line of questions. 38% 38% n=2546 Lack of time as the main obstacle The majority (73%)* of the 15% that were not interested in a Greater Copenhagen Card pointed to lack of time to go outside Copenhagen as primary reason. Y O U H A V E S T A T E D T H A T Y O U W O U L D N O T H A V E B E E N I N T E R E S T E D I N B U Y I N G A G R E A T E R C O P E N H A G E N C A R D, I F I T H A D E X I S T E D, W H Y? Visit too short Card would be too expensive Transport time too long Don't want to go out of town on city break Unsure of quality vs transport time Lack of info on attr outside CPH Unsure of transport mode 7% 34% fear that a Greater Copenhagen Card would be too expensive and therefore replied that they would not be interested in buying it. Another 24% stated that they expected transportation time to attractions outside of Copenhagen would be too long. 19% did not wish to leave the town on a city break. The last two answers could relate to the length of stay in Copenhagen. 19% 17% 16% 24% 34% n=363 *Respondents could mark more than one reply, which is why the total amount, is above 100% 73% COPENHAGEN CARD

40 Greater Copenhagen Card H O W M U C H E X T R A, B E Y O N D W H A T Y O U P A I D F O R Y O U R C O P E N H A G E N C A R D, W O U L D Y O U B E P R E P A R E D T O P A Y F O R A G R E A T E R C O P E N H A G E N C A R D ( I N C L U D I N G P U B L I C T R A N S P O R T )? Do not know / cannot judge Up to 40 Euro (300 DKK) more 3% 20% 46% are willing to pay additional 20 Euro for an expanded card In total, 76% of the respondents expressed an interest to some degree in a Greater Copenhagen Card. Such a card should, apart from transportation around the region, also include free entrance to more attractions. Meanwhile, identifying the right price while maintaining willingness to buy can prove difficult. When asked, 46% of the respondents who expressed an interest, are willing to pay an additional 20 Euro or more than they already paid for the Copenhagen Card in its current setup. 3% would be willing to pay as much as 40 Euro more. Up to 30 Euro (225 DKK more 11% Public transport should be included Up to 20 Euro (150 DKK) more 32% An issue that is important to respondents, as highlighted throughout this evaluation, is the issue of public transport. Up to 10 Euro (75 DKK) more No more than i paid for the Copenhagen Card 11% 23% n=2183 Not surprisingly, 84% of the respondents said that (regardless of price) it would be very important that public transport was included in the Greater Copenhagen Card. Only 1% found it to be not very important or not important at all, while the remaining 15% either were in doubt, did not know or found it somewhat important. This could pose a serious challenge to the further development of a Greater Copenhagen Card, as the inclusion of new transport means, or the ability to use transport further out in the region, might be costly. COPENHAGEN CARD