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The evidence for coastal wellness tourism Destination Feelgood, Max Clapham, BDRC Continental


Developing coastal wellness tourism

Some reasons why • • • • •

Community benefits A sizable sector A premium opportunity Uplift to other holidays An off-season market

Some opportunities how • • • •

A partnership approach The coastal advantage Connect brand to trip drivers ‘Self-development’ the visitor experience

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Why

It’s a sizable sector… 1 in 5 of us take at least one dedicated wellness break a year where the primary purpose is to take part in activities and/or use facilities that enhance health and wellbeing.

• •

34% ever taken a wellness break 66% never taken a wellness break

Life stage 25 23 15 19

18 15

14

Column1

% taking wellness breaks at least once a year

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Why

‌.already a significant niche for coastal destinations 45

33

Nearly 1 in 10 overnight trips to coastal destinations are wellness focused breaks.

8%

67

Wellness

They are more skewed toward short-breaks than other holiday types.

Standard

42

Projected to grow worldwide nearly 50% faster than overall global tourism. (SRI international) 58

57% 55

Hedonistic

36%

Short-break (1-3 nights) Longer breaks (4+nights)

Holiday purpose of most recent coastal trip 4


Why

A premium opportunity attracting a higher spend with some acceptance of that premium Wellness tourism injects a significant like for like £premium into coastal economies compared to other holiday types. MEAN SPEND PER VISITING PARTY IN DESTINATION (exc. travel)

£

ALL: £534 Short Break: £366 Long Break: £726

Mean holiday spend

£617

I would pay for more for a wellness holiday than other types of holiday of similar duration

43 22

% disagree

% agree

More acceptance of premium from family life stage. Accommodation expected to stay in on a wellness holiday compared to other holiday types

31 Holiday trends report

36%

24%

37

4 Mean holiday spend

£542

Mean holiday spend £518

Really no trading down for wellness.

% more premium

% more budget

40 31%

Holiday trends report

6%

5


Why

Developing a wellness proposition enhances a destinations proposition for all visitors Wellness tourists do more on holiday but wellness activities are not the preserve of wellness tourists. 75 71 67 63

65 65 64

62

62 54

Example: Learning & development Based on circa 14 million annual domestic trips: • 400K wellness • 500K standard

60

53 45

44

42

44 35 29

8 Net: Shopping /retail

6

7

5

10

Net: Eating/ drinking

Net: Activities done on holiday

6

Physically active

Cultural

Active Outdoors

Spa & Beauty

Spiritual

6


Why

An off-peak season market Strong shoulder season opportunities with a third of holiday makers consider a wellness break in Spring & Autumn.

%

38

37

35

28 19

19

Jan-Feb Mar-April May-June July-Aug Sep-Oct Nov-Dec Net: Likely

Very Likely

Fairly Likely

Likelihood to go on a wellness holiday in ..

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How

Play to the coastal advantage for wellness Majority instinctively equate wellness tourism to a coastal location.

Holliday Trends survey

59

Coast

Being by the sea makes you feel like you’re totally somewhere else (Prefamily)

When I need peace I always picture the sea, just the sea moving around, it’s so beautiful. Peace… the sound of the sea (Family)

You’ve got the dramatic scenery, the noise of waves crashing and cliffs, that’s exciting (Empty nester)

37

Inland Rural

Inland Town

4

59

31

11 Wellness location instinctively preferred 8


How

Better connect coastal brands to wellness Perceived Top 10

Perceived Top 10

Overall

Coastal St. Ives

Lake District 55

Bath 44 Peak District

22

Torquay 39

Cotswolds

36

St. Ives

33

Isle of Wight

Buxton

31

Whitby

39

Yorkshire Dales

Harrogate

33

Isle of Wight

31 28 26

North York Moors

24

Norfolk Broads

24

21

Bournemouth Brighton Padstow Weymouth

16 16 16

Bude

15

Scarborough

15 14

% saying YES, a good wellness destination 9


How

By focusing marketing to the attributes wellness tourists consider most important when choosing their destination 29

22.522.4

PRIMARY

TERTIARY

SECONDARY

15 12.8

12 10.2 8.9 6.8 6.5

7.2

8.2

7.9 6.2

6.8

7.3

6.6

6.3

5.8 5.5

5.3

6.4 6

5.9 3.6

Natural setting of the place

Quality spa facilities

Quality local food/dining

Premium accommod ation

Healthy food

Vibrant cultural offer

6.7

Authentic local experiences

Attribute importance on wellness break consideration

Mind & body classes

3.1 Soft adventure activities

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How

Giving visitors the opportunity for ‘Self-development’ is critical to achieving long term success as a wellness destination Wellness delivery & self development rated lower by coastal visitors than other factors.

IMPROVE: PRIORITY

MAINTAIN: PRIORITY Self development

Help visitors connect with, reinvent themselves , gain a sense of achievement & enrich the mind

Rest & relaxation Natural environment

Facilities delivery

Importance to coastal experience

Wellness delivery

IMPROVE: SECONDARY

MAINTAIN: SECONDARY Rating of Coastal Experience for factor

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How

Consider how well your destination enables self-development for each target audience you seek to attract

Top activities connected with selfdevelopment 1st

1st •

Aerial-based based adventure activities

Aerial-based adventure activities

Eat at fine dining restaurants

2nd •

Nature activities

3rd •

Swimming

1st •

2nd •

2nd • •

Visit markets for local souvenirs/ goods 3rd

Seek places for solitude and contemplation

Yoga/ mediation, tai chi

Botanical gardens

Cycling Nature activities

Nature activities

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Wellness tourism is for all And there is a wellness tourist inside everyone

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BDRC, the evidence for coastal wellness  

Max Clapham presenting at the Destination Feel Good Celebration in London, Portland Place. 24th September 2015

BDRC, the evidence for coastal wellness  

Max Clapham presenting at the Destination Feel Good Celebration in London, Portland Place. 24th September 2015

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