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NWDA Staying Visitors Survey Results

November 2008 Iain Gibson 


© 2008 Arkenford Ltd

Annual volume of person trips • 17m people take a holiday or short break to the Northwest  annually • Cumbria and Lancashire account for 61% of the volume – Blackpool alone = 15% of volume – Lake District = 24% of volume 28%

33%

Cumbria Gtr Manchester Merseyside Cheshire

11%

Lancashire 14% 14%


© 2008 Arkenford Ltd

Day trips from a holiday base outside region In addition • • •

3.6m person trips are made to the Northwest from a holiday base outside  the region Merseyside attracts the smallest proportion of day visitors from a holiday  base outside the region Approx a third of these day trips  are to Cumbria 15%

32% Cumbria Gtr Manchester Merseyside

22%

Cheshire Lancashire

11%

21%


© 2008 Arkenford Ltd

Value of staying visitors • Annual value of £3.8bn – £1.1bn on activities – £2.7bn on accommodation

• Cumbria and Lancashire account for 2/3rd of the value

31%

34%

Cumbria Gtr Manchester Merseyside Cheshire Lancashire

9% 11%

15%


© 2008 Arkenford Ltd

Visitor dispersal • Majority of day trips on  holiday happen within  the sub region – Particularly Cumbria and  Lancashire

100% 95%

– Proximity to other major  conurbations and  attractions

tb d a m n rsio xcu fe %

• Cheshire and Gtr  Manchester have the  largest leakage out of  the region

90% 85% Outside NW

80%

Other NW regions Unknown

75%

Within own region 70% 65% 60% Cheshire

Cumbria

Gtr Lancashire Merseyside Manchester


© 2008 Arkenford Ltd

The UK Domestic Marketplace Innovators

Cosmopolitans

Style Hounds

Mass Market

High Street

Discoverers

Follow ers Traditionals

Functionals

Habituals

Sustainers

Independent Market 

Source: ArkLeisureTM Marketing Segmentation


© 2008 Arkenford Ltd

The segments in greater detail Innovators

STYLE HOUNDS ‘Young Free Single’, impulsive Fashion counts Brand counts Looking for fun with friends Most not seriously sporty

Mass Market

COSMOPOLITANS Strong, active, confident Style & brand important, but as an expression of their self  made identity. High spenders especially on innovation and technology Looking for new challenges, new experiences,  Globetrotters

HIGH STREET Main stream early adopters Followers of high street fashion Care what others think  Happy to buy packaged options

• • • •

FOLLOWERS Strongly influenced by what others will think Don’t want to be seen as old fashioned Less active  Slow to adopt Avoid risk

HABITUALS

Largely inactive, low spending group Very traditional, strongly  resistant to change Risk adverse Value relaxation, peace and quiet

Sustainers

• • • •

• • • •

FUNCTIONALS

DISCOVERERS

I ndependent in mind and action Little influenced by style or brand but interested  in new options Buy on function and value to them Looking for new and educational experiences

TRADITIONALS Self reliant internally referenced Slow to adopt new options  Strong orientation towards traditional values Value individual attention & service

Self reliant Price driven Value function over style e  Traditional values, but interested in  new experiences, not risk advers

I ndependent Market 


© 2008 Arkenford Ltd

Magazine preferences • Style Hounds are only interested in lifestyle and gossip mags • More general and functional titles attract more conventional  segments

Mens Lifestyle Womens Lifestyle Celebrity/ Gossip Magazines Music & Film Computer, Console & Games Specialist Sports Motor Special interest TV & Radio Listings General I nterest

Style Hounds

215 180 215 59 44 79 76 48 65 47

Cosmopolitans

122 138 92 140 84 70 85 92 56 105

High Street

112 136 141 139 99 85 67 74 54 81

Discoverers

Followers

Traditionals

Habituals

Functionals

136 101 38 109 111 121 112 103 55 68

82 125 202 62 121 92 101 73 77 47

45 25 33 95 169 112 85 118 102 190

47 0 73 24 90 51 232 128 168 250

20 50 30 104 51 173 113 181 310 72


© 2008 Arkenford Ltd

Number of individuals staying in NW Volume % of  pop’n GB adult pop’n

48.3m

100%

Visited NW in past  year

12.6m

26%

Style Hound

1.3m

29%

Cosmopolitan

3.1m

34%

High St

2.1m

23%

Discoverer

1.6m

26%

Follower

1.4m

22%

Traditional

1.5m

28%

Functional

1.0m

22%

Habitual

0.7m

19%

12.6m individuals made at least  one staying visit to NW – This does not take into account  any frequency

Cosmopolitans, Style Hounds  and Traditionals have the highest  propensity to visit the NW – Each group is looking for different  things  – So this highlights the need for   destinations to develop distinctive  offers and  – Target their message and  marketing to specific groups


© 2008 Arkenford Ltd

Reason for visit % stating strong influence for visiting

North West NW

All respondents who have taken a UK holiday in last year For the scenery Because of specific sights I wanted to see Because the event/ occasion was there It is a familiar location to me It is a good place for a specific activity I wanted to do Because it feels away from it all To see friends / relatives It was easy to get to from home It was a new location I hadnt been to before Someone else chose the location Because it had a specific hotel/ accommodation I wanted to stay in For the shopping For the nightlife (clubbing & social drinking) For the evening entertainment like a show or cinema I was attracted by a promotional offer For the food

5931 32% 25% 24% 24% 23% 21% 17% 16% 13% 12% 8% 7% 6% 5% 5% 5%

5 sub regions of the NW Greater Cheshire Cumbria Manchester 637 16% 19% 23% 20% 16% 15% 23% 14% 17% 11% 4% 13% 3% 1% 5% 5%

2604 57% 28% 15% 22% 23% 34% 12% 14% 15% 11% 10% 3% 1% 1% 4% 3%

592 4% 16% 52% 24% 27% 4% 34% 17% 7% 10% 7% 21% 14% 17% 4% 9%

Lancashire

Merseyside

1696 13% 28% 28% 28% 24% 14% 14% 20% 11% 14% 8% 6% 11% 8% 7% 6%

401 7% 22% 35% 25% 21% 5% 36% 15% 14% 11% 5% 10% 10% 5% 3% 5%


© 2008 Arkenford Ltd

Staying visitor duration Total

• Average duration in NW is 2.7  nights

Cheshire

– Modal (most common) answer is  2 nights

0%

10%

20%

30%

40%

• Most sub regions peak at 1 or  2 nights

Cumbria

Greater Manchester

• Cumbria peaks at 4­7 nights

Lancashire

– S/C accommodation more suited  to week long durations

Merseyside

1 night

2 nights

3 nights

4 to 7 nights

8 nights or More


© 2008 Arkenford Ltd

Group composition 100% 90%

2% 26%

80% 70% 60%

1%

2%

22%

24% 36%

3% 7%

13%

6% 14%

15%

40%

3%

2%

25%

28%

10% 4% 11%

50%

30%

2%

45%

32%

Average group size for NW  staying trips = 2.9 people

Larger group sizes more likely  in Lancashire and Cumbria

3% 14%

18%

46% 40%

35% 35%

20% 10%

11%

14%

NW

Cheshire

0%

9% Cumbria

Alone Immediate household family group Wider friends/ family group without kids

15% Greater Manchester

9% Lancashire

Couple Wider friends/ family group with kids Tour group

– Family/ group offering

18% Merseyside

Couple parties more likely in  Cheshire and Cumbria – More likely to travel as couple  in the older age groups


© 2008 Arkenford Ltd

Age profile of staying visitors • Different sub regional  products attract  different age groups – Rural destinations  attracting older age  groups – Cities/ urban  destinations attracting  younger ages

0%

5%

10%

15%

20%

NW

Cheshire

Cumbria

Greater Manchester

Lancashire

Merseyside

16-24 45-54

25-34 55-64

35-44 65+

25%

30%


© 2008 Arkenford Ltd

Accommodation used North West

NW Total B&B/ Guest house Friends / relatives house 1-3 Star or Lodge Hotel/Motel Other 1-3 Star Independent Hotel Self-catering flat / cottage 4-5 Star Chain hotel Camping / touring caravan Holiday Centre / static caravan 4/5 Star Independent hotel Hostel Farmhouse self-catering Own static caravan University/Group accommodation 2nd Home

5,800 20% 16% 12% 10% 10% 8% 7% 5% 4% 4% 2% 1% 1% 1% 1%

5 sub regions of the NW Greater Cheshire Cumbria Manchester 632 12% 26% 17% 13% 10% 2% 10% 3% 1% 3% 0% 1% 1% 0% 0%

2,561 20% 10% 9% 10% 11% 13% 3% 8% 4% 4% 3% 2% 1% 1% 1%

574 8% 31% 21% 5% 8% 1% 21% 0% 0% 3% 1% 0% 0% 0% 0%

Lancashire

Merseyside

1,647 30% 11% 11% 10% 11% 5% 8% 3% 6% 3% 1% 0% 0% 0% 1%

387 9% 33% 22% 12% 6% 1% 11% 1% 0% 2% 1% 1% 0% 1% 0%

• Accommodation used is somewhat  dictated by what is  available – More self catering  and camping in  rural areas – 4­5 star chain  hotels in cities – VFR in urban areas


© 2008 Arkenford Ltd

Activity profile

Eating out at restaurants General exploration touring soaking up atmosphere Walking Shopping Visiting Historical Heritage attractions Visiting other attractions Visiting clubs bars Attending a show specific event Spending times at friends familys house Visiting artistic cultural attractions Visiting Theme Parks Pool or beach Wildlife & for bird watching Extreme adventure

Cheshire 53% 41% 34% 47% 44% 22% 15% 11% 20% 22% 2% 3% 5% 1%

Cumbria 47% 55% 57% 33% 36% 27% 16% 6% 12% 18% 2% 7% 14% 4%

Gtr Manchester 58% 34% 23% 58% 24% 25% 45% 38% 32% 22% 3% 4% 1% 0%

Lancashire Merseyside 52% 51% 46% 32% 37% 30% 45% 45% 18% 31% 39% 22% 32% 33% 27% 30% 14% 39% 10% 28% 35% 2% 23% 5% 5% 5% 2% 2%


© 2008 Arkenford Ltd

ArkLeisure profile of NW staying trips 35% 30% 25% 20% 15% 10% 5% 0% NW

Cheshire

Cumbria

Greater Manchester

Lancashire

Style Hounds

Cosmopolitans

High Street

Discoverers

Followers

Traditionals

Functionals

Habituals

Merseyside

• Cosmopolitans more active in travel market • High Street favour Lancashire (Blackpool) • Style Hounds favour the cities


© 2008 Arkenford Ltd

Spend per person at destination on day out Habituals

• Somewhat dictated by types  of activities undertaken

£5.84

Functionals

£19.28

Traditionals

£19.00

Followers

– Style Hounds & Cosmopolitans  enjoy urban activities;  shopping, dining,  entertainment, etc

£13.20

Discoverers

• Habituals enjoy the coastal  scenery

£14.64

High Street

£12.85

Cosmopolitans

– Scenery is free £20.72

Style Hounds

£21.89 £-

£5.00 £10.00 £15.00 £20.00 £25.00

• Traditionals will pay for  service


© 2008 Arkenford Ltd

What are they spending on? 100% 90% 80% Accommodation

• Accommodation accounts  for majority of staying  visitor spend

70% 71% 60%

Other

50%

Shopping

40%

Recreation

30% 20% 10%

4% 10% 3% 12%

0%

Food & Drink

• Food and drink and retail  offering important  contributors to the tourism  economy – Universal appeal across  most trip types


© 2008 Arkenford Ltd

Awareness of regional make­up Lancashire Cumbria Greater Manchester Merseyside Cheshire N Yorkshire Scotland S Yorkshire Northumberland Durham Wales Derbyshire Sample

% 81% 75% 55% 49% 40% 16% 12% 12% 11% 11% 9% 8% 10,524

• Lancashire and Cumbria by nature of geography seen as  part of NW • Implications for marketing at the regional level – Sub regions at the southern end could be adversely affected


© 2008 Arkenford Ltd

Destination consideration 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Visited in past 2 years

Personally consider a visit

• Regions attack brands evident among strong  UK competition


© 2008 Arkenford Ltd

Destination positioning • UK holiday  offering can be  simplified into  4 offerings • NW has a  presence in  each • Don’t be all  things to all  men


© 2008 Arkenford Ltd

Motivations •

Appeal to individuals  motivations

Cities should sell on  their products •

Especially for Style  Hounds

Habituals need the  reassurance of a tried  and tested destination  they are happy with

More rural  destinations can sell  of exploration and  rejuvenation  as well  as the attractive  setting


© 2008 Arkenford Ltd

Activities undertaken •

Core activities in the  centre that universal  to holidays • • •

Shopping Walking Eating

Different segments  have different  interests when on  holiday •

Independent minded people  happy to explore  and experience  culture Externally  referenced people  prefer laid on fun  and entertainment


© 2008 Arkenford Ltd

UK perceived strengths UK

family / me time

Overseas

long holiday

party time

two weeks finding the place

fun time

short break

play time

UK weekend break

Overseas

discovery time 50

75

100

125

150

0

50

Index

• Short durations • Attractions, discovery and leisure activities

100

150

Index

200

250


For more information please contact: Iain Gibson at Arkenford Ltd Mount Manor House 16 The Mount Guildford Surrey GU2 4HS O1483 510 310 www.arkenford.co.uk

/Staying%20Visitors%20Workshop  

http://www.nwda.co.uk/docs/Staying%20Visitors%20Workshop.ppt

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