northumberland visitor survey 2010 northumberland attractions association 24 th january 2011

NORTHUMBERLAND VISITOR SURVEY 2010

NORTHUMBERLAND ATTRACTIONS

ASSOCIATION

24th JANUARY 2011

AGENDA−METHODOLOGY

−VISITOR PROFILES

−ACCOMMODATION

−MOTIVATIONS AND INFLUENCES

−EXPENDITURE

−IMPORTANCE AND SATISFACTION

OBJECTIVES

−Inform development and investment decisions

−Understand visitor satisfaction – Where can we improve?

−Understand what draws visitors to the region

−Understand our visitor profiles – target market more effectively, tailor our products

−Understand where visitors are spending their money

METHODOLOGY− 3RD Region wide visitor survey

− 1600 core sample – 400 in each sub region

− 1st May and 19th September 2010

− Total completed surveys in Northumberland – 602Northumberland National Park and North Pennines AONB Booster samples

− Respondents qualified as touristsExcluding people on business, on regular shopping trip etc

− Quotas set for:50% overnight (achieved 47%)A maximum of 25% shoppers (achieved 9%)At least 25% from outside of the region (achieved 36%)

METHODOLOGYINTERVIEW LOCATIONS

Kielder (Leaplish waterside park) 30

Wooler 20

Alnwick Garden 60

Woodhorn Museum near Ashington 60

Lindisfarne Castle 30

Bamburgh Castle 20

The Chantry TIC Morpeth 30

Berwick TIC 30

Vindolanda 60

Seahouses 60

Rothbury Tourist Information centre 100

Allen Banks and Staward Gorge (AONB) 51

Blanchland (AONB) 51

  602

VISITOR PROFILES

DAY/OVERNIGHT

day37%overnight

63%

GROUP COMPOSITION

Group Composition

0

10

20

30

40

50

60

70

80

90

Partner/spouse Children (i.e.son/daughter) -

under 16

Other relatives(inc grown up

children)

Friends None of the above

%

2010 2008

AGE PROFILES

65+17%

16-249%

25-3413%

35-4417%45-54

18%

55-6426%

AGE COMPARISONS

Age Comparisons Day v Overnight

0%

5%

10%

15%

20%

25%

30%

35%

16-24 25-34 35-44 45-54 55-64 65+

Age

%

Day Overnight

ORIGIN OF VISITORS

Origin of visitors

0

5

10

15

20

25

30

35

Location

%

2010 2008

TRAVEL TO THE REGION

87%

4%3%

7%3%

1%

1%

2%2% 1% 1%

VISITOR SEGMENTS

Ark Leisure Comparisons

0

5

10

15

20

25

30

Segment

%

Northumberland North East

ADDITIONAL DATA

− 16% of visitors to Northumberland were new visitors – higher than all other sub regions

− 36% have been more than 20 times before

  UK OVERSEAS DAY OVERNIGHT

First visit in five years 9% 23% 4% 13%

2 - 3 times 24% 23% 15% 30%

4 - 6 times 12% 4% 8% 14%

7 - 8 times 3% 4% 2% 3%

9 - 10 times 4% 4% 3% 4%

11 - 20 times 4% 12% 5% 4%

More than 20 times 36% 27% 50% 25%

Don't know / can't remember 10% 4% 14% 7%

ACCOMMODATION

WHERE ARE VISITORS STAYING?.....Overnight visitors to Northumberland are most likely to be staying in………..

− Berwick – 8%

− Seahouses – 6%

− Rothbury – 6%

− Wooler – 5%

− Bamburgh – 4%

− Alnwick – 4%

− Newcastle – 4%

− Durham – 3%

ACCOMMODATION USED

SFR9%

Self-catering 25%

Hotel/motel21%

Caravan/ camping26% Guest House/B&B

17%

Hostel1%

Other1%

Accommodation comparisons

0%

5%

10%

15%

20%

25%

30%

35%

40%

Hotel/motel GuestHouse/B&B

Self-catering Hostel Caravan/camping

SFR Other

Type

%

2010 2008

ACCOMMODATION USED

Accommodation comparisons

0%

5%

10%

15%

20%

25%

30%

35%

40%

Hotel/motel GuestHouse/B&B

Self-catering Hostel Caravan/camping

SFR Other

Type

%

2010 2008

ACCOMMODATION USED

AVERAGE LENGTH OF STAY

Average length of stay comparisons

0

1

2

3

4

5

6

7

8

North

Eas

t

North

umbe

rland

Self C

ater

ing

Servic

ed SFR UK

Ove

rseas Firs

t

Repea

t

Visitor

Nig

hts

LEAD TIMESAccommodation booking lead times

0

5

10

15

20

25

30

35

More than 6months ago

4 - 6 monthsago

1 - 3 monthsago

3 - 4 weeksago

1 - 2 weeksago

In the lastweek

Booked onarrival

Lead time

%

LEAD TIME COMPARISONS

Accommodation booking lead times

0

5

10

15

20

25

30

35

40

More than 6months ago

4 - 6 monthsago

1 - 3 monthsago

3 - 4 weeksago

1 - 2 weeksago

In the lastweek

Booked onarrival

Lead time

%

2010 2008

THE BOOKING PROCESS

How did you book your accommodation?

0

5

10

15

20

25

30

35

40

45

Direct

with

acc

omm

- via

Inte

rnet

Direct

with

acc

omm

-tele

phon

e

Org

anised

gro

up

Direct

with

acc

omm

- in

pers

on

Tour O

pera

tor

Trave

l Age

nt

Holida

y Gui

debo

oks

visitn

orth

umber

land

.com

www.visit

north

east

engl

and.

com

TIC -

local

to h

ome

Prom

o m

ater

ial

visitt

eesv

alley

.co.u

k

Oth

er in

tern

et

Oth

er

%

2010 2008

MOTIVATIONS AND INFLUENCES

MAIN REASON FOR VISIT

 What was your main reason for visiting? 2010 2008

General Sightseeing 23% 30%

Visiting heritage sites, castles, monuments, churches etc 12% 9%

Visit market town/ village 11% 4%

walking 2+ miles 9% 4%

VFR 8% 8%

Visiting artistic or heritage exhibits, museums galleries etc 7% 7%

walking <2 miles 3% 2%

Nature Reserve/ Wildlife 2% 1%

Eating out 2% 0%

Visiting beach 2% 3%

INFORMATION/INFLUENCE LEVELS

 2010

On/from a previous visit 64%

Advertising in newspaper/magazine 4%

Advice from friends/relatives 22%

www.visitnorthumberland.com 7%

Newspaper/magazine articles 2%

Travel agent/Tour Operator 1%

Internet 4%

www.visitnortheastengland.com 2%

Free tourist brochure 1%

Tourist Information Centre 2%

INFORMATION/INFLUENCE LEVELS

 2010 2008

On/from a previous visit 64% 47%

Advertising in newspaper/magazine 4% 2%

Advice from friends/relatives 22% 19%

www.visitnorthumberland.com 7% n/a

Newspaper/magazine articles 2%3%

Travel agent/Tour Operator 1% 3%

Internet 4% 5%

www.visitnortheastengland.com 2% 6%

Free tourist brochure 1% 0%

Tourist Information Centre 2% 0%

USE OF INFORMATION

Information while on visit

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

UK OVERSEAS DAY OVERNIGHT FIRST REPEAT

Type

%

Yes No

USE OF INFORMATION

Information while on visit

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

UK OVERSEAS DAY OVERNIGHT FIRST REPEAT

Type

%

Yes No

SOURCES OF INFORMATIONSources of Information comparisons

0

10

20

30

40

50

60

TIC Info at accomm Paid-for guidebooks

Free Touristbrochures

Attraction Internet (ow ncomputer)

computer ataccomm etc

Internet (mobilephone)

Source

%

2010 2008

USE OF GUIDES – DURING VISIT

11%6%

Most used of all sub regional/ local guides

EXPENDITURE

ALL VISITOR EXPENDITURE

  2010 2008 2005/06

Accommodation 25.17 26.81 29.01

Non-routine shopping 4.62 3.67 2.68

Food and drink 12.24 8.86 10.63

Transport 6.51 4.27 5.21

Entertainment 3.72 3.60 4.46

Grocery shopping 4.13 3.26 4.16

Miscellaneous 2.13 0.52 2.05

total 58.52 50.99 58.20

IMPORTANCE AND SATISFACTION

IMPORTANCE

 Very Unimportant Unimportant Neither Important

Very important

Attractions 2 4 8 44 42

Retail 13 19 26 31 11

Information 4 7 15 48 27

Accommodation 15 3 4 36 42

Eating establishments 2 4 7 53 34

Ease of Parking 2 2 4 50 42

Transport 12 7 21 36 25

Signage 2 4 11 49 35

Nightlife 45 10 26 14 5

Car Parking 3 3 6 46 43

Cleanliness 0 1 1 45 53

SATISFACTION

% Very poor Poor Neither Good Very Good

Visitor Attractions 0 1 2 35 62

Shopping 0 2 16 59 23

Visitor Information 0 1 3 47 49

Accommodation 1 1 4 39 56

Eating 0 0 5 56 39

Ease of Parking 1 2 4 50 44

Transport 0 1 4 45 50

Signage 0 1 4 60 35

Nightlife 1 11 59 26 0

Car Parking 0 2 3 53 42

Cleanliness 0 1 2 41 57

SATISFACTION COMPARISONS

Very GoodNorth East Tees Valley Northumberland

County Durham

Tyne and Wear

Visitor Attractions 49% 33% 62% 49% 47%

Shopping 23% 18% 23% 24% 24%

Visitor Information 40% 28% 49% 37% 41%

Accommodation 53% 44% 56% 54% 56%

Eating 35% 26% 38% 33% 37%

Ease of Parking 40% 34% 44% 37% 43%

Transport 53% 48% 50% 49% 60%

Signage 34% 35% 35% 35% 33%

Nightlife 30% 18% 26% 33% 39%

Car Parking 40% 39% 42% 41% 39%

Cleanliness 52% 42% 57% 55% 51%

CUSTOMER SERVICE

35 55 10

49 47 4

44 49 6

52 38 9

23 61 15

42 51 6

0% 20% 40% 60% 80% 100%

Food/drink

Attractions

TIC

Accomm

Retail

Overall

Bu

sin

es

s T

yp

e

Customer service ratings

Very Good Good Neither Poor Very Poor

PERCEPTION OF THE REGION

Perceptions of the North East as a holiday destination

0

10

20

30

40

50

60

70

80

90

Friendlyand

welcoming

Rich inheritage

Changingfor thebetter

Place youneverforget

Greatplace forholiday

Greatplace for

short break

Greatplace to

live

Lacking inculture

Isolated

Statement

%

Strongly disagree Disagree Neither Tend to agree Strongly agree No opinion

COMPARISON TO DESTINATIONS

− Q. Thinking of short break/holidays you have taken in the last two years, where did you visit most recently?

BLACKPOOL CORNWALL COTSWOLDS CUMBRIA DERBY

DEVON EDINBURGH EASTBOURNE FRANCE GLASGOW

GREAT YARMOUTH ISLE OF WIGHT ITALY LAKE DISTRICT

LIVERPOOL LONDON NORFOLK NEW YORK NORTH YORKS

SPAIN WALES

COMPARISON TO DESTINATIONS

 Northumberland is………. Better Similar Worse

Attractions 76 15 9

Shopping 65 27 8

Visitor Information 45 49 6

Accommodation 40 56 4

Eating Establishments 75 16 8

Nightlife 20 78 2

Cleanliness 85 6 8

RECOMMENDING NORTHUMBERLAND

− 98% of people would recommend Northumberland to friends

− 94% would recommend other parts of the North East

− 97% of overseas visitors would recommend Northumberland

− 96% of first time visitors would recommend Northumberland

SUMMARY− Almost 2/3rds of visitors to Northumberland stay overnight

− Less than 1/5th have children in their party

− 1 in 5 are on their first visit – 1/3rd have been more than 20 times

− Growth in overnight staying in serviced accommodation, 1-3 months being the most common booking lead time, growth in shorter lead times

− Growth in online bookings as well as people using the internet to find information while in Northumberland

− 1/5th use free tourist brochure for information

− More people are visiting market towns and looking for long walks

SUMMARY−Overseas and new first visitors are most in need of visitor information

−Overall expenditure per person per day up £7, food and drink growth is strong

−Satisfaction levels are good but could be better – although attractions, car parking and accommodation fared well

−Customer service is good but not excellent

−98% would recommend Northumberland to their friends and relatives

IAN THOMAS/TRACEY BAKER

Tel: 0191 2296843/6844

Ian.thomas@onenortheast.co.uk

www.tourismnortheast.co.uk