Understanding the Visitor Experience. Results from a Pilot Visitor Satisfaction Survey. March 2011

Transcription

1 Understanding the Results from a Pilot Satisfaction Survey March 2011

2 The Context

3 Market Value Tourism Spend in England 2009 ( bn) Domestic Overnight Domestic Day Trips Inbound Source: UKTS 2009, IPS 2009, ELDVS 2005

4 Apr-06 Jun-06 Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08 Jun-08 Aug-08 Oct-08 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Trips (millions) Domestic Holiday Trends 55 UK Domestic Tourism Holiday Trips Rolling 12-month period ending. Source: UKTS

5 The Strategic Framework for Tourism The Role of Satisfaction To increase England s share of global visitor markets To offer compelling destinations of distinction Create an England satisfaction survey which provides a national benchmark and greater consistency of data at regional, destination and local levels To champion a successful, thriving tourism industry To facilitate greater engagement between the visitor and the experience

6 Our Approach Questions are included on the VE Brand & Communications Tracker Continuous online interviewing among those in the market for holidays (taken at least one holiday of 1+ nights in the past 12 months anywhere in the world, intend to do so in the next 12 months, non-rejectors of England) 5-minute satisfaction module, asked of all P12M England leisure break takers (79% of total sample) Over 3000 respondents have provided satisfaction data since the start of the survey Questions asked about most recently visited destination from a list of c.60 options (not about England ) Trip Profile: break length, accommodation type, destination type, activities undertaken 4 (TRI*M) Questions Evaluation of destination across 15 key attributes Satisfaction measured using TNS TRI*M method (widely used across many sectors)

7 How satisfied are domestic visitors?

8 How Satisfied Are Our s? Overall Performance 85% excellent/ very good TRI*M Index: Likelihood to Revisit 76% definitely/ probably 86% definitely/ probably Likelihood to Recommend % much/ slightly better Competitive Advantage

9 Slight improvement in scores over time though there may be a seasonal effect High Low 70 Overall Oct - Nov - Dec - Jan - Feb - Mar - Apr - May - Jun - Jul - Aug - Sep - Oct - Nov - Dec - Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

10 Who are our Most Satisfied s?

11 Highest scores among older visitors, families, and lower social grade (but differences are narrow) High Age Children Social Class Low 70 England Kids in h h No kids in h h ABC1 C2DE

12 Longer breaks / countryside destinations deliver the best-rated experience High Holiday Type Location Low England 1-3 night 4-7 night 8+ night Countryside Seaside City Touring short break mid-length hol longer holiday

13 Beyond the Indices: The four TRI*M Index questions are also analysed on two dimensions of satisfaction and loyalty: MEASURE DIMENSION Overall rating Recommendation SATISFACTION Revisit Advantage versus competitors LOYALTY These two dimensions can be plotted against each other to provide deeper understanding of the visitor experience

14 S A T I S F A C T I O N Understanding more of what the TRI*M score means can help us predict behaviours Map Holiday type and Location Countryside High It was great, I ve sent the cottage details to my friends 4-7 night holiday Touring Short break 8+ night holiday Seaside City break The kids love it, and we ll be back next year Low L O Y A L T Y

15 Non-serviced (self-catering) accommodation options outperform traditional options High Low England ALL HOTELS B&B / Caravan Camping Rented house Holiday Guesthouse /flat camp/village

16 There is a clear correlation between star rating and visitor experience High n/a 80 n/a 82 n/a 75 Low England 1* 2* 3* 4* 5* 1* 2* 3* 4* 5* HOTELS B&Bs/Guesthouses

17 S A T I S F A C T I O N Camping atracts the highest loyalty levels but self-catering delivers greater satisfaction High 4* B&B 4* hotel Holiday camp/village All Hotels Rented house/flat Camping 3* B&B Caravan All B&B/Guesthouse 2* hotel 5* hotel 3* hotel 2* B&B Low L O Y A L T Y

18 Taking part in activities leads to a more positive experience High Low England Outdoor Exploring Visited a Went to Visited a Explored a Went on a Went to a leisure the countryside museum or the beach garden small town guided zoo/aquarium pursuits art gallery / seaside tour /sea life centre

19 ...true for all activities except visiting friends and family! High Low England Watched a Visited a Went Attended Explored a Visited a Visited sporting castle/stately shopping cinema/concert large town theme park family / event home/historic site /theatre/musical /city /fun fair friends

20 Our most active visitors are our most satisfied visitors High Low England 1 Activity 2-3 Actiivities 4-5 Activities More than 5 undertaken undetaken undertaken undertaken 5 Don t know responses. No respondents had undertaken 0 activities

21 Variations in Satisfaction Across England

22 Northumberland 100 The visitor experience varies widely by destination even within those offering a similar break type Cornwall 108 Other Devon 97 Lake District Lancashire Coast 89 Somerset 86 Torquay Manchester Cheshire North Yorkshire 105 Yorkshire Dales 106 Gloucs & the Cotswolds Bristol & Bath Other Dorset Bournemouth & Weymouth Peak District 105 York Isle of Wight Yorkshire Coast Birmingham Hampshire 89 London 95 Kent Brighton Norfolk 94 Suffolk 91

23 S A T I S F A C T I O N Greater understanding can be gained by analysing satsifaction and loyalty ratings separately Map Destination High Yorkshire Dales Peak Bristol District Cheshire & Bath Cornwall N Yorks York Lake District Gloucs/Cotswolds Yorkshire Coast Northumberland Suffolk Other Devon Somerset Isle of Wight Brighton London Birmingham Kent Norfolk Hants Bournemouth Other Dorset Torquay Lancashire Coast Manchester Low L O Y A L T Y

24 Dimensions of Satisfaction

25 High satisfaction with accommodation but value, transport and customer service remain as areas to address Key Dimensions of Satisfaction Good quality accommodation Interesting cities & towns to visit Unspoilt countryside A place where I feel safe and secure Interesting villages to visit Good quality food and dining Welcoming and friendly people Good range of local food & produce Opportunities to see famous buildings and monuments A clean and tidy environment Opportunities to visit museums & galleries Good value for money Easily accessible public transport High levels of customer service Availability of festivals, music, sporting and cultural events Agree Strongly 47% 46% 46% 45% 44% 43% 43% 42% 40% 39% 38% 34% 33% 29% 27% Agree Slightly 47% 47% 37% 46% 41% 49% 47% 47% 46% 50% 45% 50% 45% 58% 49%

26 National averages will allow us to track trends but we need to dig deeper to really understand the visitor experience Key Dimensions of Satisfaction by Destination Type % Strongly Agree with statement England City Seaside Countryside Good quality accommodation 47% 45% 46% 53% A place where I feel safe and secure 45% 30% 51% 56% Good quality food and dining 43% 42% 43% 47% Welcoming and friendly people 43% 32% 47% 51% Good range of local food & produce 42% 33% 44% 50% A clean and tidy environment 39% 25% 44% 50% Opportunities to visit museums & galleries 38% 56% 28% 32% Good value for money 34% 25% 41% 37% Easily accessible public transport 33% 46% 34% 22% High levels of customer service 29% 23% 32% 33% Availability of festivals, music, sporting & cultural events 27% 40% 23% 20%

27 Ultimately, we aim to benchmark all key destinations to understand relative strengths and weaknesses - a comparison of 3 destinations with similar overall scores shows very different priorities for improvement Destination Indices vs National Average (% Strongly Agree) Brighton London York TRI*M SCORE Good quality accommodation A place where I feel safe and secure Good quality food and dining Welcoming and friendly people Good range of local food & produce A clean and tidy environment Opportunities to visit museums & galleries Good value for money Easily accessible public transport High levels of customer service Availability of festivals, music, sporting &cultural events

28 Key Findings About Satisfaction in England Satisfaction seems to be improving though we need to understand the impact of seasonality Older groups, C2DE s and families are a little more satisfied than others Longer breaks, countryside destinations, self-catering options and lots of activities make for the most positive experience The destinations delivering the most positive experience are Cornwall, the Lake District, North Yorkshire / the Yorkshire Dales and the Peak District This study helps us understand the relative strengths and weaknesses of different destinations and also the role they can play in driving future growth

29 Plans for the Future Understanding which attributes matter most to people adding a how important is this attribute question to our questionnaire Reviewing the attribute list to allow us to measure success in achieving strategic framework objectives Reviewing the destination list against the emerging tourism landscape Understanding Day Visit Satisfaction - TRI*M Module will be added to National Day Survey, reporting early 2012

30 Understanding the Results from a Pilot Satisfaction Survey