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Understanding visitor profiles, perceptions and motivations with regards to visiting Norfolk Research findings for Visit Norfolk 9th September 2019 (v2)
Prepared by Will Herschel-Shorland & Hannah Edwards Insight Track Ltd. T: 01603 626800
E: hannah@insighttrack.co.uk
2 Structure
Background Research objectives Methodology Participant profile Findings
Awareness of Norfolk Previous visiting behaviour to Norfolk Likely future visiting behaviour Perceptions of, and motivations to visit, Norfolk Decision-making regards visiting Norfolk Leisure trip planning and considerations Overcoming barriers Comparative appeal Information sourcing and communication Future visits and recommendation
Summary Considerations
3 Background Introduction and aim: Tourism is the largest industry sector in Norfolk, worth £3.25bn pa to the economy and employs more
than 65,000 people. Visit Norfolk believes there is opportunity to increase this, and to develop the county as a year-round holiday and short-break destination, for people of all ages and interests. As such Visit Norfolk has ambition to increase visitor numbers, trips and spend in Norfolk, particularly from those within a three-hour travel time. To achieve this Norfolk tourism requires research data to better understand the visitor market, help develop future strategy, and ensure excellent return on marketing investment
Who is Visit Norfolk: Visit Norfolk is the strategic voice of tourism and official visitor website for the county. It works closely
with its tourism partners, including Visit North Norfolk Coast & Countryside, Great Yarmouth Tourist Association, Norfolk and Suffolk Tourist Attractions, Visit the Broads and West Norfolk Tourism. In the past 12 months, the Visit Norfolk website has had 2.5m viewers and over 7m page impressions, and has 33.5k Twitter followers and 13k Facebook followers
In recent years the There’s Nowhere Like Norfolk strapline has been used widely on collateral, whilst campaigns, such as the recent #SpringIntoNorfolk and #FallForNorfolk, have utilised Facebook ads, Instagram, Google remarketing and also ads on ITV Player and Sky AdSmart
The Research Programme: Currently Norfolk tourism operates with limited understanding of the visitor market, beyond the
anecdotal and ad-hoc independent research by tourism-related businesses as well as the annual ‘Volume and Value’ statistics. The last substantial Norfolk tourism-specific research was undertaken in 2014 – the Norfolk Perceptions survey undertaken by Insight Track
This research is intended to provide feedback on Norfolk tourism’s strengths, weaknesses, opportunities and threats, provide segmentation data of the visitor market, help Visit Norfolk to decide future strategy and benchmark Norfolk against ‘top of mind’ tourism counties. The data should also provide insight that can be used across the industry to develop the wider tourism offering
4 Research objectives
Overall objectives: To provide insight and understanding around Norfolk’s visitor market, and so to inform effective future strategy
development, and to optimise marketing efficiency for greatest return on investment To evaluate Norfolk tourism’s strengths, weaknesses, opportunities and threats, and provide segmentation data of
the visitor market; and to benchmark Norfolk against ‘top of mind’ tourism counties To provide market insight that can be used across Norfolk’s tourism industry to develop the wider tourism offering
Research objectives/scope:
1. Personal profiling as appropriate for analysis 2. Explore visitors’ trip habits 3. Perception of Norfolk as a visitor destination (including cost perceptions) 4. Reasons for visiting Norfolk 5. Where Norfolk’s visitors are coming from 6. Age profile of visitors 7. Demographics of the visitor market 8. How travelling to Norfolk (and with whom) 9. What would make day trippers become stay visitors 10. What deters people from visiting Norfolk 11. Provide comparative intelligence of Norfolk against other counties (How appealing is Norfolk against other UK
destinations) 12. How visitors find out about, and research, visiting Norfolk 13. What might motivate people to visit Norfolk
5 Methodology
How?
Who?
How many?
When?
Where?
Online self-completion survey distributed via a UK-wide consumer panel Nationally representative sample of UK adult population (including visitors and non-visitors to Norfolk), with participants at least partly responsible for household expenditure, such as on food, furnishings and holidays
A total of 4,000 participants, providing statistically robust findings overall, with robust analysis at some sub-group level (e.g. gender, age, social grade), with the data weighted to provide a nationally representative sample of participants by gender, age, social grade and region Fieldwork was conducted during June 2019
UK-wide
6
Participant profile
7
14% 5%
9% 8% 7% 9%
15% 7% 9%
5% 12%
Greater London Wales
West Midlands East Midlands
East of England South West
South East England Scotland
Yorkshire/Humberside North East
North West
49%
Participant profile (1) Weighted to be a nationally representative sample of the UK adult population
9%
18% 19% 18% 15%
21%
18-24 25-34 35-44 45-54 55-64 65+
Age* Gender*
Base: 4,000 – all participants; prompted * single code; ** multi-code
51%
Social grade*
22% 31%
21% 26%
AB C1 C2 DE
Home location*
NORTH
SOUTH
EAST
WEST
GREATER LONDON
All participants live in the UK, although were screened out if resident in Northern Ireland or Norfolk
8 Participant profile (2)
0%
12%
26%
62%
Prefer not to say
Divorced/separated/widower
Single
Married/ civil partnership/living with partner
Marital status*
9% 1%
9% 1%
17% 8%
2% 10%
16% 19%
64%
None of these Other
Unaccompanied/on own Children (under 16) of adult friends
Adult friends Other relative(s)
Grandparent(s) Parent(s)
Own children (age 16+) Own children (under 16)
Partner/spouse
Who holidaying with?**
Base: 4,000 – all participants; prompted * single code; ** multi-code
Gross annual HH income*
3%
6%
4%
12%
35%
23%
17%
Prefer not to say
Don't know
£75,000 +
£50,000 - £74,999
£25,000 - £49,999
£15,000 - £24,999
Under £15,000
9
Findings: Awareness of Norfolk
10 Awareness of the location of Norfolk
Overall, around half the sample (48%) were able to correctly identify where Norfolk is when presented with a blank county map of the UK
A third of non-visitors correctly identified Norfolk (32%), and, perhaps surprisingly, only 61% of visitors were able to do so
Even amongst very recent visitors (within past 2 years), correct identification was only at 60%
Other groups significantly more likely to be correct are: Males (59% vs 39% females) Older participants, aged 55+ (60% vs
33% 18-34s, 47% 35-54s) Residents of East of England and East
Midlands (N.B. Norfolk residents screened out of the research)
Base: 4,000 – all participants; unprompted, single code
Q: Please click on the county of Norfolk on this map
Identifying Norfolk on a blank UK county map
41%
42%
42%
44%
45%
45%
47%
47%
51%
62%
63%
Scotland
Wales
North West
Yorkshire/Humberside
South West
West Midlands
North East
Greater London
South East England
East Midlands
East of England
% CORRECT BY REGION
48% Correct 22% Don’t know 30% Incorrect
11
1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
2% 2% 2% 2%
4% 7%
9% 14%
22% 28%
42%
Wroxham The Wash Thetford
Swaffham Sheringham
Lowestoft Holt
Holkham Hemsby
The Fens Fakenham Dereham
Caister Blakeney
Wells-next-the-Sea Sandringham
Diss Ipswich
Hunstanton King's Lynn
Cromer Great Yarmouth
The Broads Norwich
Don't know/none
Awareness of areas within Norfolk
Base: 4,000 – all participants Q: What areas and locations in Norfolk can you think of? unprompted, multi-code Q: Which of these distinct areas of Norfolk are you aware of? prompted, multi-code
Unprompted awareness of areas/locations in Norfolk (key responses)
Unprompted, key areas of Norfolk recalled are typically cities/towns; Norwich most likely, with Great Yarmouth, Cromer, King’s Lynn and Hunstanton also notable mentions
The Broads is also frequently mentioned Noting that 2 in 5 are unable to spontaneously recall any
areas/locations in Norfolk (and Ipswich and Lowestoft are mis-attributed)
Prompted awareness of areas of Norfolk
The Broads 60%
Norwich 69%
North Norfolk 22%
The Brecks 8%
South Norfolk 14%
Waveney Valley 7%
King’s Lynn & West
Norfolk 51%
The Fens 36%
Great Yarmouth
74%
Thetford Forest 23%
Most are aware of at least one of the prompted areas of Norfolk (90%) Great Yarmouth most highly recalled (by 3/4s); closely followed by
Norwich (around 2/3s); and 3/5s have heard of The Broads By far lowest prompted recall is of The Brecks and Waveney Valley
(8% and 7% respectively) Older participants (55+) are significantly more likely aware of most
prompted areas of Norfolk than younger age groups
10% don’t know/ none
12 Perceived drive-time to Norfolk & convenience of travel
Perceived drive time (in hours)
Base: 4,000 – all participants; prompted, single code Q: Travelling by car (without stopping), approximately how long do you think it would take you to reach Norfolk from your home? Q: And how convenient do you find (or would you expect to find) travelling to Norfolk from your home by any preferred means?
2%
2%
1%
2%
3%
1%
4%
2%
17%
2%
1%
9%
3%
3%
3%
25%
10%
28%
10%
38%
8%
3%
29%
8%
11%
10%
46%
34%
43%
33%
33%
19%
4%
30%
21%
25%
17%
16%
29%
16%
31%
7%
65%
87%
27%
64%
55%
63%
6%
22%
6%
17%
1%
5%
4%
5%
4%
5%
5%
5%
4%
3%
6%
4%
Wales (N=200)
Scotland (N=280)
Yorks/Humbs (N=360)
North East (N=200)
North West (N=480)
South West (N=360)
Greater London (N=560)
South East (N=600)
E. Midlands (N=320)
W. Midlands (N=360)
East (N=292)
Within an hour Under 2 hours Under 3 hours Under 4 hours 4+ hours DK
Convenience of travel (% finding travelling to Norfolk quite or very convenient)
Scotland: 23%
North West: 30%
West Midlands:
38%
Wales: 27%
South West: 23%
North East: 33%
Yorkshire/ Humbs.:
36%
East Midlands:
54%
East of England:
68%
Greater London:
51%
South East: 42%
13
Previous visiting behaviour to Norfolk
14 Recency of visiting Norfolk
55% of the sample have ever visited Norfolk for leisure (demographics provided on following slide)
20% may be classified
as very recent visitors (within the past 2 years)
With 1 in 5 having visited Norfolk 10 or more years ago (classified as past visitors)
Whilst 2 in 5 (41%) have never visited Norfolk for leisure 4%
41%
19%
5%
10%
9%
6%
5%
Can't remember
Never visited Norfolk for leisure
10 or more years ago
6 to 9 years ago
3 to 5 years ago
1 to 2 years ago
6 to 12 months ago
Within last 6 months
When last visited Norfolk for leisure/as a tourist
Recent Visitor
Non-recent Visitor
Past Visitor
Non-visitor
Very Recent Visitor
Base: 4,000 – all participants; prompted, single code Q: When did you last visit Norfolk for leisure, or as a tourist?
VISI
TORS
= 5
5%
15
35% 30% 28%
65% 70% 72%
18-34 (N=1080) 35-54 (N=1480) 55+ (N=1440)
66% 53% 58% 46%
34% 47% 42% 54%
AB (N=880)
C1 (N=1240)
C2 (N=840)
DE (N=1040)
Who has visited Norfolk for leisure? By key demographics
Age (visited in past five years)
38%
Gender (ever visited)
62% 52%
48%
35%
44%
46%
46%
47%
54%
56%
57%
59%
76%
82%
65%
56%
54%
54%
53%
46%
44%
43%
41%
24%
18%
Scotland (N=280)
South West (N=360)
Wales (N=200)
North West (N=480)
North East (N=200)
Yorkshire/Humberside (N=360)
West Midlands (N=360)
South East England (N=600)
Greater London (N=560)
East Midlands (N=320)
East of England (N=280)
Home location (ever visited)
(N=1960) (N=2040)
Social grade (ever visited)
= visited
= not visited
Base: 4,000 – all participants; prompted, single code
16
0% 6% 7% 8% 9% 10% 11% 11% 11%
14% 15% 16% 18%
22% 22%
28% 28%
32% 33%
None of these Fine art and architecture
Celebrity gossip Sports (playing)
Theatre/opera/ballet Gaming
Literature Fashion/appearance
Arts and crafts Outdoor pursuits/activities
Fine dining Technology and gadgets Current affairs/politics
Sports (following/supporting) Gardening
Cinema/film Walking/hiking
Nature/wildlife watching History/heritage
Hobbies and Interests Whilst outdoor hobbies/interests are popular amongst both visitors and non-visitors (although slightly more so amongst
the former), popular culture and technology are significantly more likely enjoyed by non-visitors
Base: 4,000 - all participants; prompted, multi-code Q: Which THREE of the following are you most interested in?
VISITORS (N=2200) NON-VISITORS (N=1800)
History/heritage 36% 29%
Nature/wildlife watching 32% 31%
Walking/hiking 30% 26%
Cinema/film 23% 34%
Gardening 24% 19%
Sports (following/supporting) 23% 20%
Current affairs/politics 19% 16%
Technology and gadgets 15% 17%
Fine dining 15% 15%
Outdoor pursuits/activities 14% 14%
Arts and crafts 11% 12%
Fashion/appearance 9% 13%
Literature 10% 11%
Gaming 9% 12%
Theatre/opera/ballet 9% 8%
Sports (playing) 8% 8%
Celebrity gossip 5% 8%
Fine art and architecture 6% 6%
Hobbies & Interests: TOTAL SAMPLE (Max 3 selected) And by visitor type …
The outdoors
High culture
Popular culture
Technology
Hands-on
Sports
Politics
History
17 Periods of time visited Norfolk
4%
1%
2%
2%
8%
3%
32%
13%
21%
24%
20%
13%
Can't remember
None applicable
Other period
Longer than two week holiday
Two week holiday
Ten night holiday
One week holiday
Mid-week break
Long weekend break (e.g. 3/4 nights)
Short weekend break (e.g. 1/2 nights)
Weekend day trip
Mid-week day trip
Periods of time have ever visited Norfolk for leisure
Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: For what periods of time have you ever visited Norfolk for leisure?
Amongst those who have ever visited Norfolk, 29% have been for a day-trip (mid-week/weekend) and 40% for a weekend break (short/long); with one-week holidays also popular
There are some significant differences in periods of time visited by age
In addition, C2DEs are significantly
more likely to have visited for a two week holiday
18-34 (N=475)
35-54 (N=792)
55+ (N=932)
Day trip (mid-week/weekend)
37% 33% 21%
Weekend break (short/long)
52% 42% 32%
Mid-week break 13% 10% 15%
One week holiday 22% 30% 40%
Two week holiday 4% 8% 10%
29%
40%
31%
18
Urban ‘hotspots’ (Norwich, Great Yarmouth) are most likely to have been visited; with The Broads also popular Those living in the East and Greater London (closer proximity) are likely to have visited three prompted areas of Norfolk on
average, whereas those from the North, South and West an average of two Those living in the North and West are significantly less likely to have visited Norwich Eastern residents, and ABC1s, are significantly more likely to have visited North Norfolk and Thetford Forest Great Yarmouth is significantly more likely to have attracted C2DEs
Areas of Norfolk visited for leisure
Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: Which of these distinct areas of Norfolk have you ever visited for leisure?
2%
4%
3%
5%
6%
11%
11%
16%
21%
28%
41%
48%
58%
None of these Can't remember
Other The Brecks (10)
Waveney Valley (9) South Norfolk (8)
The Fens (7) Thetford Forest (6)
North Norfolk (5) King's Lynn & West Norfolk (4)
The Broads (3) Norwich (2)
Great Yarmouth (1)
1 2
3 4
5
6
7 8
9
10
19 Number of visits to Norfolk for leisure
10% of leisure visitors to Norfolk have visited the county more than 10 times in the past for leisure With 3 in 10 having visited for leisure only once
Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, single code Q: How many times have you visited Norfolk for leisure in the past?
5% 29% 34% 14% 8% 10% OVERALL - ever visited (N=2,182)
Don't know Only once 2 - 3 times 4 - 5 times 6 - 10 times More than 10 times
Number of visits for leisure
Those who have visited only once are … Significantly more likely to live in the North West (44%) Significantly less likely to be in the higher gross annual household income bracket
(£75k+) (20%) than lower income brackets
Those who have visited more than 10 times are … Significantly more likely older, 55+ (11%) than younger, 18-34 (7%) Significantly more likely to live in the East (31%) and East Midlands (22%) than other areas
Looking by key demographics …
20 Number of visits to Norfolk for purposes other than leisure
Around a third of leisure visitors have also visited Norfolk for purposes other than leisure (e.g. business or other obligation)
The large majority of non-visitors for leisure have not visited Norfolk for reasons other than leisure either – with only 1 in 10 having done so
Base: 4,000 – all participants; prompted, single code Q: How many times have you visited Norfolk for purposes other than leisure (e.g. business or other obligation)?
80%
62%
7%
13%
2%
11%
1%
4% 2% 4%
10%
4%
Non-visitors (Leisure) (N=1800)
Visitors (Leisure) (N=2200)
Never Only once 2 - 3 times 4 - 5 times 6 - 10 times More than 10 times Don't know
Number of visits for purposes other than leisure (e.g. business or other obligation)
% Yes
34%
10%
21 Frequency of visiting Norfolk
Amongst those who have visited Norfolk for leisure more than once, around 1 in 10 visit the county several times a year
Whereas around a third visit less frequently than once every 5 years
Base: 1,456 – all those who have visited Norfolk for leisure more than once; prompted, single code Q: On average, which of these best describes how frequently you visit Norfolk for leisure?
2% 36% 17% 17% 16% 12% OVERALL - visited more than once (N=1,456)
Don't know Less frequently Once every 3-5 years Once every two years Once a year Several times a year
Frequency of visiting
Those who visit several times a year are significantly more likely to be … Female (14%) (than male 10%) Under the age of 55 (15% 18-34; 13% 35-54; 9% 55+) Holidaying with children (16%) In the higher gross annual household income bracket (£75k+) (20%) than lower Living in the East (25%)
Looking by key demographics …
22 Typical behaviour regarding visiting specific areas Around two thirds of those who have visited Norfolk for leisure more than once typically return to the
same areas Whereas a third usually/always try new areas – around 1 in 10 saying they always do so
Base: 1,456 – all those who have visited Norfolk for leisure more than once; prompted, single code Q: Which of the following best describes the pattern of your visits within Norfolk?
23% 45% 24% 8% OVERALL - visited more than once (N=1,456)
Always return to same areas Usually return to same areas Usually try different areas Always visit different areas
Typical behaviour regarding areas visited
Those who always visit new areas are … Significantly more likely to be aged 35+ (3% 18-34; 10% 35-54; 10% 55+ always visit new areas) Significantly more likely to be travelling without children (11% alone; 10% with adults only; 5%
with children)
Those who always return to the same areas are …
Significantly more likely to be DEs (31%)
Looking by key demographics …
23 Attractions ever visited in Norfolk
The natural environment appears to be the most ‘visited’ amenity in Norfolk with the coastal beaches and countryside the top two from the prompted list
Shopping is also a major draw (particularly so for women); with outdoor attractions and museums/ historic sites/ buildings also popular
Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: On any of your visits to Norfolk, which of the following have you gone to?
6%
7%
8%
12%
13%
16%
17%
22%
27%
35%
37%
39%
57%
66%
None of these
Circus/theatre/shows
Cinemas
Art galleries/craft centres
Events/festivals
Heritage railways
Indoor attractions
Amusement arcades/casinos/bingo
Food & drink attractions
Museums/historic sites/buildings
Outdoor attractions
Shopping
Countryside
Coast/beaches
Visiting attractions
59%
42%
18%
14%
24
25%
4%
3%
5%
5%
6%
6%
8%
8%
10%
12%
17%
19%
51%
None of these
Other
Paintballing
Horse riding
Golf
Luxury spa breaks
Water sports/open water swimming
Fishing
Cycling
Adventure activities
Indoor sports/swimming pools
Bird/wildlife watching
Boating/sailing
Walking
Taking part in activities As in previous research in 2014, activities in the ‘great outdoors’, such as walking and bird/wildlife watching, are popular activities in Norfolk
Water-based activities (boating, swimming) are also popular
Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: On any of your visits to Norfolk, which of the following activities have you done or been to?
Activities done/been to in Norfolk
25
Likely future visiting behaviour (all participants)
26 How likely to travel to Norfolk
Participants would be most likely to travel to Norfolk by car (around three quarters of the total sample) With previous visitors
significantly more likely to anticipate using a car than those yet-to-visit
And older participants aged 55+ (79%)
The train is also a notable mention by around a quarter; and significantly more so amongst those yet-to-visit and younger participants aged 18-34s (32%)
Around 1 in 10 non-visitors do not know the likely mode of transport they would adopt (more likely younger, aged 18-34)
11%
1%
0%
0%
1%
5%
30%
67%
2%
1%
2%
2%
3%
6%
19%
84%
6%
1%
1%
1%
2%
6%
24%
76%
Don't know
Other
Motorbike/scooter
Bicycle
Airplane
Bus
Train
Car
OVERALL (N=4,000)
Visitors (N=2,200)
Non-visitors (N=1,800)
Means of transport likely if travelling to Norfolk
Base: 4,000 – all participants; prompted, multi-code Q: If visiting for leisure, how do/would you be most likely to travel to Norfolk?
27 Who likely to travel to Norfolk with
The majority of participants are likely to travel to Norfolk with others, and most likely with their partner/spouse
Those travelling alone (10%) are significantly more likely to be male
29% of participants are likely to travel with children (significantly more likely past visitors)
8%
1%
1%
0%
6%
8%
10%
10%
17%
18%
61%
2%
1%
1%
2%
8%
11%
10%
16%
17%
18%
69%
4%
1%
1%
1%
7%
10%
10%
13%
17%
18%
66%
None of these
Other
Children <16 of adult friends
Grandparent(s)
Other relative(s)
Parent(s)
On my own
Own children 16+
Adult friends
Own children <16
Partner/spouse
OVERALL (N=4,000)
Visitors (N=2,200)
Non-visitors (N=1,800)
Who likely to travel to Norfolk with
Base: 4,000 – all participants; prompted, multi-code Q: If visiting Norfolk for leisure, who would you be most likely to visit with?
OVERALL (N=4,000)
Visitors (N=2,200)
Non-visitors (N=1,800)
29% 31% 26%
14%
Travel with children?
28 Whether would stay in single/multiple base(s) in Norfolk
Around three quarters of the sample say they would be likely to stay in a single base if staying in Norfolk for several nights for leisure Significantly more likely to
be those who live in the East (82%)
And 1 in 10 would stay in more
than one base Significantly more likely to
be male (13%) (vs female 9%) ABs (15%) And those with gross annual
household income of £50k+ (15%)
Likely to stay in single/multiple base(s)
Base: 4,000 – all participants; prompted, single code Q: If staying several nights in Norfolk for leisure, would you be likely to stay at a single base, or move between multiple bases?
Multiple bases
Single base
Don’t know
72%
11%
17%
OVERALL (N=4,000)
Visitors (N=2,200 )
Non-visitors (N=1,800)
76% 67%
13% 9%
11% 24%
29 Length of time likely to stay in Norfolk for
Weekend breaks are most popular periods of time likely to stay in Norfolk (around half the sample); and week-long holidays notable too
Only small numbers say they would stay for longer than a week
Previous visitors are significantly more likely to think they would stay for a week
Weekend day trips and short breaks are significantly more appealing to younger participants (18-34s) (25% and 38% respectively)
There is some indication that ABC1s are more likely to take weekend breaks (short and long)
And older participants (55+) mid-week breaks (24%) and one week holidays (31%) 16%
0%
2%
1%
17%
13%
28%
26%
13%
5%
5%
1%
4%
4%
28%
19%
29%
26%
16%
10%
10%
0%
3%
3%
23%
16%
28%
26%
15%
8%
Don't know
Longer than two week holiday
Two week holiday
Ten night holiday
One week holiday
Mid-week break
Long weekend break (e.g. 3/4 nights)
Short weekend break (e.g. 1/2 nights)
Weekend day trip
Mid-week day trip
OVERALL (N=4000)
Visitors (N=2200)
Non-visitors (N=1800)
Periods of time likely to stay in Norfolk for (leisure)
Base: 4,000 – all participants; prompted, multi-code Q: If you were to visit Norfolk for leisure, which of these best describes how long you would be most likely to stay for?
20% 22% 17%
49% 49% 49%
30 Time of year likely to visit Norfolk
Base: 4,000 – all participants; prompted, multi-code Q: What month(s) of the year would/might you be likely to visit Norfolk for leisure?
Jan: 1% Feb:
2%
Mar: 4%
Apr: 8%
May: 21%
June: 31%
July: 34%
Aug: 34%
Sep: 27%
Oct: 8%
Nov: 1%
Dec: 2%
Time of year likely
to visit Norfolk?
Visiting Norfolk is most likely to be from May to September, with a peak season of June to August
As might be expected, those typically holidaying with children are significantly more likely to visit in July and/or August
DEs and those aged 35-54 are also significantly more likely to visit in the Summer months (than other SEG/age groups)
Those living within an hour’s drive-time
are more flexible with their visiting, and are more likely to visit ‘out-of-season’
Visiting in the Winter is significantly more popular amongst younger participants (18-34s) and those living in Greater London
All equally
11%
31
6%
0%
1%
2%
4%
9%
13%
21%
30%
33%
35%
42%
2%
1%
2%
9%
8%
9%
17%
24%
31%
30%
30%
34%
4%
1%
1%
6%
7%
9%
15%
23%
30%
31%
32%
37%
Don't know
Other
Own/friend's/family's holiday home in Norfolk
Stay with friends/relatives
Boat
Camping/touring caravan
Inn/pub
Holiday park/chalet/static caravan
Self-catering cottage/flat/apartment
Independent hotel
Chain hotel
B&B/guesthouse
OVERALL (N=3178)
Visitors (N=1856)
Non-visitors (N=1321)
B&Bs/guesthouses are the most popular likely choice of accommodation when visiting Norfolk, although significantly more so amongst those who have never visited Norfolk for leisure
Hotels (chain, independent) are also notable mentions, with chain hotels also significantly more likely to be mentioned by non-visitors
Inns/pubs, boats and staying with friends/relatives or in holiday homes are significantly more popular amongst visitors
Holiday parks/chalets/static caravans are significantly more popular amongst DEs (30%)
Accommodation likely to stay in in Norfolk
Base: 3,178 – all those likely to stay overnight; prompted, multi-code Q: What type of accommodation would you be most likely to stay in?
Accommodation likely to stay in
35%
32
6%
0%
2%
9%
38%
27%
7%
7%
4%
1%
Don't know
Longer than a year before
A year before
Six months before
Several months before
A month before
A fortnight before
A week before
A few days before
On the day
Planning accommodation: how far likely to book ahead
The majority are likely to book accommodation some significant time before their stay, and typically at least a month before (76%)
Last minute bookers are significantly more likely to be: Male Younger (18-34) Living within an hour’s
drive of Norfolk
Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, single code Q: How far ahead would you be likely to plan your accommodation, if visiting Norfolk for leisure?
How far ahead likely to book accommodation
Last minute bookers: 12% (19%)
Cautiously spontaneous: 34% (32%)
Advanced planners: 11% (15%)
Future thinkers: 38% (35%)
2014 findings in brackets
33 Planning accommodation: information sourcing
Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, multi-code Q: Where would you be likely to turn to for information about accommodation in Norfolk?
2%
1%
3%
4%
5%
6%
4%
5%
5%
6%
9%
13%
17%
14%
1%
34%
37%
44%
60%
2%
1%
5%
4%
5%
5%
6%
7%
6%
9%
7%
15%
15%
17%
26%
31%
31%
44%
53%
2%
1%
4%
4%
5%
5%
5%
6%
6%
7%
8%
14%
16%
16%
16%
32%
33%
44%
56%
None of these Other
Newspapers/magazines Travel agent (in-store)
Holiday blogs Travel agent's website
Newspaper reviews/articles Holiday TV programmes/channels
Holiday & travel events/shows Holiday apps for smartphones/tablets
Social media Destination brochures
VISIT organisation (e.g. Visit Norfolk) Word-of-mouth (friends/family …)
Recall of own previous experiences Tourist information website
Review website (e.g. Trip Advisor) Accommodation provider websites
General internet search
OVERALL (N=2980) Visitors (N=1748) Non-visitors (N=1233)
Where likely to turn to for information about accommodation Online sources are, by far, the most likely used sources of information about accommodation in Norfolk (and significantly more so than in 2014); nearly all (91%) would use the internet in some way, compared to 55% in 2014
Personal contacts (word-of-mouth and memories) are also notable mentions (no change over time) And particularly so for
Eastern residents (40%)
Specifically, VISIT organisations would be used by around 1 in 6
Personal contacts/ memories 27% (27%)
Face-to-face 9% (N/A)
Internet 91% (55%)
Print 19% (19%)
2014 findings in brackets
34 Planning accommodation: how likely to make booking
The vast majority (9 out of 10 participants) are likely to book their accommodation online Online booking has increased
significantly since 2014 (49% having booked online for their ‘last visit to Norfolk’)
Significantly more likely to be ABC1s (93%) and younger participants, 18-34 (95%)
And around 1 in 4 use the telephone for booking Use of the phone has fallen
significantly since 2014 (from 40%)
C2DEs significantly more likely to do so (26%), and older participants, 55+ (30%)
Very small numbers book face-to-face (3% compared to 10% in 2014 on their last visit to Norfolk)
Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, multi-code Q: How would you be likely to book your accommodation?
1%
3%
12%
13%
16%
18%
38%
41%
Other
Face-to-face
Telephone call (from landline phone)
Telephone call (from mobile phone)
Online via tablet
Online via smartphone
Online via desktop PC
Online via laptop
How likely to book accommodation
90% use at least one of these online
means
23% use the telephone (mobile/ landline)
In 2014, 49% booked online on their last visit to
Norfolk
In 2014, 40% booked by phone on their last visit to
Norfolk
35
5%
5%
7%
7%
5%
10%
15%
21%
20%
4%
1%
Don't know
£250-£299
£200-£249
£150-£199
£125-£149
£100-£124
£75-£99
£50-£74
£25-£49
£1-£24
Nothing
Likely spend on accommodation RECENT VISITORS & OVERNIGHT STAYERS SPENDING <£300 PER ADULT PER NIGHT
Base: 434 – all recent visitors (within last 2 years) & overnight stayers & spending <£300 per adult per night; prompted, single code Q: If staying in Norfolk, approximately how much would you allow for spending on accommodation (per adult per night)?
Mean £99.67 per adult per night
Mode £50 – 74 per adult per night
Anticipated nightly spend per adult on accommodation in Norfolk is wide-ranging, with 41% saying £25-£74 per night; and 56% £25-£99 per night
The mean spend per adult per night is £99.67
36
16%
0%
0%
1%
1%
1%
7%
8%
21%
30%
13%
1%
Don't know
£300+
£250-£299
£200-£249
£150-£199
£125-£149
£100-£124
£75-£99
£50-£74
£25-£49
£1-£24
Nothing
Likely spending money allowance
Base: 4,000 - all participants; prompted, single code Q: If visiting Norfolk, approximately how much would you allow for spending money (e.g. on food, drink, entertainment, transport) per adult per day?
Mean £63.21 per adult per day
Mode £25 - 49 per adult per day
Anticipated spending money allowance per adult per day is most likely £25-£74 (51%) The mean spend per adult per day is £63.21
37
Perceptions of, and motivations to visit, Norfolk
38 Agreement with statements about Norfolk
Highest agreement is with the perception statement that ‘Norfolk offers unique experiences’ (amongst both visitors and non-visitors)
And lowest with ‘Norfolk is easy to get to’ - particularly amongst non-visitors
Base: 4,000 (2,200 visitors; 1,800 non-visitors) – all participants; prompted, single code Q: To what extent do you agree with the following statements about Norfolk?
Agreement with statements about Norfolk
23%
2%
52%
11%
50%
10%
41%
7%
11%
9%
1%
1%
21%
20%
2%
3%
3%
4%
3%
4%
24%
22%
25%
33%
26%
31%
25%
30%
17%
31%
17%
37%
18%
39%
24%
43%
4%
16%
4%
16%
3%
16%
6%
17%
Non-visitors
Visitors
Non-visitors
Visitors
Non-visitors
Visitors
Non-visitors
Visitors
Don't know Strongly disagree Disagree Middling Mildly agree Strongly agree
3.8
3.7
3.7
3.3
3.5
3.4
3.4
2.8 1
2
3
4
5
Norfolk offers unique
experiences
Norfolk is good value for money
Norfolk has great food
Norfolk is easy to get to
Visitors
Non-visitors
Ratings on a 5-point scale, where 1 = strongly disagree and 5 = strongly agree
60%
30%
55%
21%
53%
21%
47%
21%
Norfolk offers unique experiences
Norfolk offers good value for money
Norfolk has great food
Norfolk is easy to get to
% mildly/ strongly agree
39 Describing Norfolk in three words - VISITORS (Key responses)
Base: 2,200 - all participants; OPEN Q: If you could use just three individual words to describe Norfolk, what would they be?
Cheap
OK Cold
Far Wet
Boring Distant
Windy
Font size correlates to frequency of mentions For scale, Flat = 395 mentions; Scenery = 15 mentions Visitors are most likely to describe Norfolk as ‘flat’; or rural, peaceful, interesting, beautiful (or similar)
Whilst the descriptors tend to cluster reflecting:
o Aesthetic – pretty, quaint
o Ambience – quiet, calm
o Landscape – coast, country
o Location – East, remote
o Attitude – friendly, welcoming
o Dynamic – entertaining, exciting
o Interest – heritage, nature
o Evaluation – good, nice, great
Flat Safe
40 Describing Norfolk in three words - NON-VISITORS (Key responses)
Base: 1,800 – non-visitors; OPEN Q: If you could use just three individual words to describe Norfolk, what would they be?
For scale, Rural = 199 mentions; England = 15 mentions
Cold
Boring
Wet
Unknown
Non-visitors are also likely to describe Norfolk as being flat and rural
Whilst a similar range of descriptive clusters emerge, although with a slightly less expansive or positive language, tending to reflect :
o Aesthetic – pretty, beautiful
o Ambience – relaxing, calm
o Landscape – coastal, countryside
o Location – Broads, faraway, East
o Attitude – friendly,
o Dynamic – fun, interesting
o Interest – historical, nature
o Evaluation – boring, popular Flat
41 Performance of Norfolk against prompted attributes BY VISITOR TYPE - MEAN RATINGS
Base: 1,448 – all those who have visited Norfolk recently; prompted, single code Base: 2,551 – all those who have not recently visited Norfolk; prompted, single code Q: Please rate the performance of Norfolk against the following attributes in your experience?/ Q: From what you know of Norfolk, please rate how you would expect/presume the county to perform against the following attributes?
4.2 4.2
4.1
4.1
3.9
3.9
3.9
3.9
3.8 3.8
3.8
3.5
3.4
3.7
3.6
3.4
3.5
3.5 4 4
4
3.9
3.7
3.6
3.6
3.5 3.6
3.6 3.5
2.9
2.8 3.4
3.4
3.3 3.3
3.3
1
2
3
4
5 Seaside/coastal amenity
Countryside/rural amenity
Wildlife & natural amenity
Variety of landscapes/places
Quality of accommodation
Variety of things to do
Uniqueness & difference
Value for money (good)
Culture/heritage/arts opportunities
Choice of food & drink Multi-generational appeal
Easy to get to (convenient)
Travel time to Norfolk (quick)
Entertainment opportunities
Weather (likely fair)
Proximity to London
City/urban amenity
Public transport facilities
Recent visitors Non-recent & never visitors
Ratings on a 5-point scale, where 1 = very poor/low and 5 = very good/strong
Norfolk performs at least reasonably well against all prompted attributes amongst visitors; and for many prompted attributes amongst non-visitors
Norfolk is well-rated amongst both visitors and non-visitors for landscape and natural amenities, such as seaside/coastal, countryside/rural, wildlife & natural; and offering a variety of landscapes/places
Norfolk achieves lowest ratings for accessibility With non-visitors
significantly less positive about travel time, and ease of getting, to Norfolk
42 Performance of Norfolk against prompted attributes
Base: 1,448 – all those who have visited Norfolk recently; prompted, single code Base: 2,551 – all those who have not recently visited Norfolk; prompted, single code Q: Please rate the performance of Norfolk against the following attributes in your experience?/ Q: From what you know of Norfolk, please rate how you would expect/presume the county to perform against the following attributes?
23%
7%
12%
2%
8%
1%
1%
8%
3%
6%
2%
2%
2%
5%
1%
2%
2%
1%
1%
1%
4%
1%
1%
7%
5%
1%
1%
1%
1%
1%
7%
7%
9%
3%
4%
14%
13%
4%
2%
3%
2%
4%
2%
2%
2%
2%
2%
2%
32%
38%
35%
41%
35%
30%
27%
29%
30%
30%
28%
26%
26%
23%
18%
18%
16%
15%
25%
34%
27%
39%
36%
31%
35%
38%
44%
40%
47%
45%
45%
46%
43%
43%
43%
41%
12%
13%
14%
14%
16%
18%
19%
20%
20%
21%
21%
23%
23%
23%
34%
34%
37%
41%
Public transport facilities
City/urban amenity
Proximity to London
Weather (likely fair)
Entertainment opportunities
Travel time to Norfolk (quick)
Easy to get to (convenient)
Multi-generational appeal
Choice of food & drink
Culture/heritage/arts opportunities
Value for money (good)
Uniqueness & difference
Variety of things to do
Quality of accommodation
Variety of landscapes/places
Wildlife & natural amenity
Countryside/rural amenity
Seaside/coastal amenity
Don't know Very poor/low Quite poor/low Average Quite good/strong Very good/strong
Recently visited Norfolk
35%
24%
25%
18%
26%
17%
17%
27%
23%
23%
23%
20%
22%
25%
17%
19%
17%
18%
1%
1%
4%
1%
1%
12%
10%
1%
1%
1%
1%
1%
1%
1%
6%
9%
8%
5%
6%
22%
18%
4%
2%
4%
3%
4%
3%
1%
3%
1% 1%
2%
35%
39%
33%
45%
38%
27%
29%
33%
34%
31%
37%
31%
32%
29%
22%
21%
19%
19%
18%
23%
25%
25%
24%
16%
19%
26%
31%
31%
28%
33%
33%
35%
39%
37%
41%
38%
4%
5%
7%
6%
6%
5%
6%
9%
10%
10%
8%
11%
10%
9%
19%
22%
21%
23%
Public transport facilities
City/urban amenity
Proximity to London
Weather (likely fair)
Entertainment opportunities
Travel time to Norfolk (quick)
Easy to get to (convenient)
Multi-generational appeal
Choice of food & drink
Culture/heritage/arts opportunities
Value for money (good)
Uniqueness & difference
Variety of things to do
Quality of accommodation
Variety of landscapes/places
Wildlife & natural amenity
Countryside/rural amenity
Seaside/coastal amenity
Don't know Very poor/low Quite poor/low Average Quite good/strong Very good/strong
Not recently visited Norfolk (incl. those who have never visited)
43 Norfolk associations/perceptions
Base: 4,000 - all participants - prompted, single code per pair Q: Considering the following pairs of words or phrases, please indicate which you think most applies to the Norfolk, and how strong this association is:
15%
17%
20%
29%
28%
28%
29%
29%
32%
33%
34%
37%
32%
5%
5%
10%
8%
10%
12%
12%
13%
17%
20%
20%
19%
28%
0% 20% 40% 60% 80% 100%
Neither
Mildly
Strongly
23%
22%
22%
11%
9%
13%
13%
12%
8%
11%
8%
9%
8%
4%
4%
12%
2%
2%
3%
3%
2%
2%
3%
3%
3%
3%
0% 20% 40% 60% 80% 100%
Neither
Mildly
Strongly
Unattractive
Modern
Unwelcoming
Boring
Poor local produce
Not much to do
Experiences similar to elsewhere
Hard to get around
Poor value for money
Densely populated
Hard to get to
Basic
Unfashionable
60% Beautiful
56% Traditional
54% Welcoming
53% Interesting
49% Great local produce
42% Lots to do
41% Unique
40% Easy to get around
38% Good value for money
37% Sparsely populated
30% Easy to get to
22% Sophisticated
20% Fashionable
44%
51%
37%
33%
44%
50%
44%
54%
54%
42%
% s
tron
gly/
mil
dly
agre
e
36%
34%
29%
44 Appeal of Norfolk as a leisure destination Visitors typically find Norfolk appealing overall (73% quite/very), with appeal falling as recency of visiting
lengthens (no notable change since 2014) There is a notable drop in appeal amongst non-visitors, albeit with marked improvement since 2014 There is also some correlation to proximity, with 78% of those within an hour’s drive-time finding the
county appealing; and 70% of those within two hour’s drive-time
Base: 4,000 - all participants; prompted, single code Q: How appealing do you find Norfolk as a leisure destination?
3.8
55%
4.2
84%
4.0
80%
3.9
73%
3.8
59%
Audience>
Overall evaluation>
Mean 2019 >
% saying ‘quite’ or ‘very’ appealing>
3.8 4.1 Mean 2014 > 3.9 3.8 3.7
3.5
32%
3.1
73%
4.0 4.0
OVERALL (N=4,000)
Visited in last 2-years
(N=817)
Visited 3-5 years ago
(N=414)
Visited 6-9 years ago
(N=217)
Visited 10+ years ago
(N=751)
NON-VISITORS (N=1,800)
ALL VISITORS (N=2,200)
45
49% 52% 63%
18-34 (N=1080)
35-54 (N=1480)
55+ (N=1440)
63% 52% 59%
48%
AB (N=880)
C1 (N=1240)
C2 (N=840)
DE (N=1040)
% rating Norfolk quite/very appealing By key demographics
Age
Gender
44%
47%
50%
52%
53%
54%
55%
55%
58%
67%
68%
South West (N=360)
Scotland (N=280)
North East (N=200)
North West (N=480)
West Midlands (N=360)
South East England (N=600)
Yorkshire/Humberside (N=360)
Wales (N=200)
Greater London (N=560)
East of England (N=280)
East Midlands (N=320)
Home location Social grade
Base: 4,000 - all participants; prompted, single code Q: How appealing do you find Norfolk as a leisure destination?
58% 52%
Male (N=1960)
Female (N=2040)
47% 56% 62%
Holiday on own (N=346)
Holiday with adults only (N=2121)
Holiday with children (N=1283)
Who typically holiday with
46 Appeal of Norfolk as a leisure destination (prompted)
Prompted, Norfolk’s physical landscape, such as beaches and coastlines, countryside and rurality garner highest appeal overall; and for visitors and non-visitors
Base: 4,000 – all participants; prompted, multi-code Q: What is it about Norfolk that does, or might, appeal to you as a leisure destination?
28%
1%
2%
4%
4%
5%
5%
10%
10%
12%
10%
11%
13%
15%
17%
26%
25%
23%
30%
32%
35%
6%
3%
5%
6%
7%
7%
14%
11%
14%
15%
17%
17%
22%
23%
28%
32%
34%
37%
38%
48%
55%
16%
2%
4%
5%
5%
6%
10%
11%
12%
13%
13%
14%
18%
19%
23%
29%
30%
31%
34%
41%
46%
Don't know Other
Multi-generation suitability Proximity to London
Prevailing weather Arts & culture
Range of accommodation Shopping
Entertainment & attractions Regional food & drink
Uniqueness & difference Outdoor activities/pursuits
Value for money (good) Variety of things to do
Towns & Cities Heritage & history
Variety of landscapes/places Villages & rural life
Wildlife & nature Countryside & rurality
Beaches & coastline
OVERALL (N=4000) Visitors (N=2200) Non-visitors (N=1800)
What appeals/might appeal about Norfolk?
47 The best thing about Norfolk is… (Key themes)
Base: 4,000 - all participants; OPEN Q: Please complete the following phrase: the best thing about Norfolk is…
…the beaches and coastline (16%) …the beautiful countryside (10%) …the scenery/landscape (9%) …the Broads/waterways/boating (8%) …it’s quiet, peaceful and relaxing (4%) …the wildlife, nature and bird watching (4%) …the people (friendly) (3%) …the variety of things to see and do (3%) …the towns/cities - Norwich and Great Yarmouth (2%) …the towns and villages (1%) …the food, pubs and beer (1%) …the history (1%) …its uniqueness (1%) …the weather (1%)
48
…it’s too far away/the distance to travel (13%) …the wet, windy, cold weather (8%)
…difficult to get to/to access (4%)
…the poor road network to and within (2%)
…the flat landscape (2%)
…it’s expensive (2%)
…the amount of traffic within (1%)
…the lack of public transport (1%)
…it’s boring (1%)
…it’s busy/overcrowded (1%)
…the locals (1%)
…Great Yarmouth (1%)
The worst thing about Norfolk is… (Key themes)
Base: 4,000 - all participants; OPEN Q: Please complete the following phrase: the worst thing about Norfolk is…
49 Specific area prompted descriptors
Norwich Historic city with a flourishing arts, music and cultural scene, superb independent as well as High Street shopping, lively restaurants, bars and nightlife
Great Yarmouth Seaside town with a rich maritime heritage and bursting with arcades, rides and attractions and a huge expanse of pristine beach
South Norfolk Scenic and peaceful countryside, with winding lanes, thatched cottages, welcoming pubs and picturesque villages and market towns
North Norfolk Spectacular coastline, fantastic wildlife, miles of glorious beaches, seaside communities and a beautiful hinterland of rolling countryside and picturesque villages and market towns
Thetford Forest The largest lowland pine forest in the UK boasts its own unique microclimate, with miles of trails which are great for walkers and cyclists and for picnics
King’s Lynn & West Norfolk Glorious coastline of sandy beaches and wildlife reserves and rolling countryside rich in historic houses and buildings, with historic King’s Lynn at its heart
The Broads Navigable lock-free waterways and large lakes set in beautiful countryside with many charming and quaint towns and villages
The Brecks Unique landscape of classic historic heathland and rugged countryside, boasting UK’s best overall climate with low rainfall and hot summers
The Fens A fascinating landscape of reclaimed marshland and wetland, with endless fields of rich soil, drainage canals and rivers
Waveney Valley Taking in picturesque market towns and villages, gently rolling countryside and the Southern Broads
Participants were given the following descriptors for each area (No images were provided in the survey)
50 Ranking specific areas of Norfolk
Base: 4,000 - all participants; prompted, single code per rank Q: Considering these distinct areas of Norfolk, please would you choose <your top two in terms of their appeal to you as leisure destinations>/<the least appealing> either from experience or based on these descriptions?
2%
2%
2%
4%
4%
7%
9%
12%
16%
18%
3%
4%
4%
5%
6%
11%
10%
11%
11%
11%
Waveney Valley
The Fens
The Brecks
Thetford Forest
South Norfolk
King's Lynn & West Norfolk
Norwich
North Norfolk
Great Yarmouth
The Broads
Most appealing 2nd most appealing
Most appealing areas (first & second)
2%
3%
4%
4%
6%
6%
8%
10%
17%
17%
North Norfolk
South Norfolk
Waveney Valley
King's Lynn & West Norfolk
The Brecks
The Broads
Thetford Forest
Norwich
Great Yarmouth
The Fens
Least appealing
Least appealing area
5%
19%
All equally unappealing
All equally appealing 24%
Not applicable (all equally appealing/unappealing)
51 Ranking most/least appealing areas of Norfolk
Base: 4,000 - all participants; prompted, single code per rank Q: Considering these distinct areas of Norfolk, please would you choose <your top two in terms of their appeal to you as leisure destinations>/<the least appealing> either from experience or based on these descriptions?
16 17 9 10
18 6
4 3
2 4
2 6
4 8
7 4
2 17
Proportion rating ‘most appealing’
Proportion rating ‘least appealing’
Scale consistent throughout for comparative purposes 12 2
52
The appeal of the Broads is widely attributed to liking boating/water, coupled with appreciation of being beautiful/pretty, and offering something different/unique
Conversely, for some, these same waterway amenities and boating are reasons not to find the area appealing (owing to contrary personal preferences)
Reasons for rankings: The Broads (Key themes, unprompted)
Base: 708 (those ranking ‘most’), 184 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
The Broads: Navigable lock-free waterways and large lakes set in beautiful countryside with many charming and quaint towns and villages
2%
2%
4%
5%
5%
5%
6%
11%
22%
Weather
Access inadequate (e.g. disabled)
Landscape (too flat)
Boring
Too busy/crowded
Not enough to do (esp family)
Not interested/interesting
Boats (don't like)
Waterways/canals (don't like)
1% 1%
1% 1% 2% 2% 2% 2% 2% 2%
3% 3% 3%
4% 4%
5% 8%
9% 14%
Walking Freedom
Sounds "appealing" Heard of / familiar
Countryside Fun / enjoyable
Interesting Fishing
Wildlife Nature
Relaxing Thinkgs to do (lots and variety)
Scenery/Landscape Peace & Quiet
Previous good experience Water/waterways Different / unique
Beautiful/pretty Boating
Ranked ‘most
appealing’ overall by
18%
Ranked ‘least
appealing’ overall by
6%
Ranked as
1st most appealing
53
Great Yarmouth is appealing to many on account of there being lots/variety of things to do, alongside the liking of beach/seaside amenity, and being family friendly
Conversely, where unappealing, this is commonly attributed to its being too busy/crowded, “tacky”, “rundown” and/or simply not liking seaside resorts
Reasons for rankings: Great Yarmouth (Key themes, unprompted)
Base: 622 (those ranking ‘most’), 633 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
1% 1% 1% 1% 1% 1% 1% 1% 2%
3% 3%
3% 3%
5% 5% 5%
6% 10%
11% 13%
14%
Family ties/links History
Weather (Fair) Recommendation
Shopping Friendly/welcoming Beautiful (scenery)
"Nice" sounding Fun
Heard of (positive) Busy, lively ambience
Traditional experience Coast / coastline
Previous visit/familiar (positive) Town/resort
Entertainment (inc arcades & nightlife) Childhood memories (happy)
Family friendly Sea and seaside
Beaches Things to do (lots & variety)
1%
1%
1%
2%
5%
6%
8%
11%
11%
12%
14%
Undifferentiated/"just same as..."
Previous poor experience
Hard to get to
Blackpool (negative comparison)
Too "touristy"
Too commercial
Don't like the arcades, attractions and entertainments
Don't like seaside towns/resorts
Rundown/dirty/dated
"Tacky"
Too busy/crowded
Great Yarmouth: Seaside town with a rich maritime heritage and bursting with arcades, rides and attractions and a huge expanse of pristine beach
Ranked as
2nd most appealing
Ranked ‘most
appealing’ overall by
16%
Ranked ‘least
appealing’ overall by
17%
54
When rated as ‘most appealing’ this is most likely attributed to the beaches, coastline and sea; or being quaint/pretty/beautiful
North Norfolk is ranked least appealing to some on account of perception that there is not much to do, being hard to get to, or simply not liking beaches/seaside
Reasons for rankings: North Norfolk (Key themes, unprompted)
Base: 480 (those ranking ‘most’), 62 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
North Norfolk: Spectacular coastline, fantastic wildlife, miles of glorious beaches, seaside communities and a beautiful hinterland of rolling countryside and picturesque villages and market towns
1%
1%
1%
1%
1%
1%
1%
1%
2%
3%
4%
5%
5%
5%
6%
8%
28%
Unspoilt
Family friendly
Food (crabs)
History
Nature/environment
Familiarity or prior visit
Few people
Interest / interesting
Easy to get to
Peace & Quiet
Stuff to do
Towns & Villages
Wildlife
Scenery and Landscape
Countryside
Beauty, quaint, pretty
Beaches, coast & sea
3%
10%
10%
11%
11%
Boring
Crowds/busy
Beaches/coast
Hard to get to
Not much to do
Ranked as
3rd most appealing
Ranked ‘most
appealing’ overall by
12%
Ranked ‘least
appealing’ overall by
2%
55
When Norwich is rated as most appealing, this is frequently attributed to the history/heritage, and there being lots to do
And if rated ‘least appealing’ this is most likely due to a general disinterest in cities as a leisure destination; or being too busy/crowded
Reasons for rankings: Norwich (Key themes, unprompted)
Base: 378 (those ranking ‘most’), 356 (those ranking ‘least) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
Norwich: Historic city with a flourishing arts, music and cultural scene, superb independent as well as High Street shopping, lively restaurants, bars and nightlife
1%
2%
2%
3%
3%
3%
6%
13%
20%
No beach/seaside (preference)
Not easy to get to/travelling
Lack of appealing things to do
Too urban/built-up
Boring
Prefer countryside and/or peace&quiet
"Just another city..." (undifferentiated)
Too busy/crowded
Don't like cities (for a break)
1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 2% 2%
2% 4%
4% 4% 5%
5% 11%
15%
Busy & lively Easy to get to
Previous positive experience Easy to get around
Family/friends connections Size (not too big)
Entertainment Architecture Coast access
Food, drink and dining Football (NCFC)
Interesting The 'mix'
Culture (inc Arts, Music) Cathedral
Beautiful/pretty/attractive Liking cities (in general)
Shops and shopping Things to do (lots and variety)
History and heritage
Ranked ‘most
appealing’ overall by
9%
Ranked ‘least
appealing’ overall by
10%
Ranked as
4th most appealing
56
West Norfolk is (most) appealing on account of its beach/coast and there being lots to do (alongside a mix of related or less-specific attributes)
The area is rated ‘least appealing’ by many on account of being perceived boring/not-interesting (often non-specific or presumed so if not having visited)
Reasons for rankings: Kings Lynn & West Norfolk (Key themes, unprompted)
Base: 287 (those ranking first), 120 (those ranking last) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
King’s Lynn and West Norfolk: Glorious coastline of sandy beaches and wildlife reserves and rolling countryside rich in historic houses and buildings, with historic King’s Lynn at its heart)
3%
4%
4%
5%
7%
13%
Not different/distinctive enough
Run-down
Too busy
Poor previous experience
Too urban
Boring/not-interesting
1% 1% 1% 1% 1% 1% 1%
2% 2% 2% 2% 3%
3% 5% 5% 5% 5%
6% 6%
6% 8% 8%
10%
Weather (fair) Easy to get to Architecture
Friendly Peace & quiet
Queen and Royalty Shops
Nature Beautiful
Previous visit (liked) Wildlife
Family ties Scenery/lanscape
Sea & seaside Town (historic) "Nice" sounding
Countryside Heard of/familiar
Interesting History/heritage
Things to do (lots or variety) Coast Beach
Ranked ‘most
appealing’ overall by
7%
Ranked ‘least
appealing’ overall by
4%
Ranked as
5th most appealing
57
Thetford Forest is most likely rated ‘most appealing’ on account of liking the activities on offer, or the forest/trees and nature
Conversely some specifically do not like the notion of forests/trees; or find nothing of intrinsic appeal to them in that environment or related activities
Reasons for rankings: Thetford Forest (Key themes, unprompted)
Base: 157 (those ranking first), 275 (those ranking last) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
Thetford Forest: The largest lowland pine forest in the UK boasts its own unique microclimate, with miles of trails which are great for walkers and cyclists and for picnics)
3%
4%
4%
8%
10%
12%
17%
Not family-friendly
Lack of things to do
Access considerations inadequate
Boring (sounding)
Don't like cycling/walking/activities
Not appealing/interesting (in general)
Forest/trees (not liking)
2%
3%
3%
3%
4%
4%
7%
10%
17%
18%
Interesting (sounds)
CentreParcs
Countryside
Wildlife
Scenery/landscape
Beauty
Peace & quiet
Nature
Forest/trees
Activities (walking/cycling)
Ranked ‘most
appealing’ overall by
4%
Ranked ‘least
appealing’ overall by
8%
Ranked as
6th= most appealing
58
When South Norfolk is rated ‘most appealing’ this is on a number of accounts including its countryside, beauty, villages/towns and peace&quiet
However there is some presumption that it would be dull/boring, or not enough to do (or not knowing enough about it to spark an interest)
Reasons for rankings: South Norfolk (Key themes, unprompted)
Base: 154 (those ranking ‘most’), 86 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
South Norfolk: Scenic and peaceful countryside, with winding lanes, thatched cottages, welcoming pubs and picturesque villages and market towns
5%
5%
6%
10%
12%
17%
Seaside preference
Hard to reach/access
Expensive
Not enough to do
Don't know enough about it
Dull/boring/uninteresting
2%
2%
2%
3%
3%
4%
4%
5%
5%
5%
6%
7%
10%
10%
Coast and Beaches
Walks and walking
Broads
History and heritage
Pubs
Nature & Wildlife
Easy to get to
Variety of thigs to do
Peace & Quiet
Scenery/landscape
Villages & Towns
Sounding "nice"
Beautiful, pretty, picturesque
Countryside
Ranked ‘most
appealing’ overall by
4%
Ranked ‘least
appealing’ overall by
3%
Ranked as
6th= most appealing
59
Where ranked most appealing, this is likely due to the wildlife or beauty of the Fens, or appreciating the food and/or landscape
However, the many who rank The Fens as least appealing tend to presume is to be boring; or not to find the landscape appealing
Reasons for rankings: The Fens (Key themes, unprompted)
Base: 99 (those ranking first), 631 (those ranking last) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
The Fens: A fascinating landscape of reclaimed marshland and wetland, with endless fields of rich soil, drainage canals and rivers
1%
4%
7%
9%
14%
14%
Not interested in nature
Landscape (too flat)
Not enough to do
Not appealing (in general)
Landscape (marshlands/wetlands/water)
Boring (in general and/or landscape)
1%
1%
1%
1%
2%
2%
3%
5%
5%
6%
6%
8%
9%
10%
13%
Fishing
Not busy / few people
Walking
Different / unique
History
Interesting
Waterways
Countryside
Peace & Quiet
Nature
Sounds "appealing"
Scenery & Landscape
Food
Beauty
Wildlife
Ranked ‘most
appealing’ overall by
2%
Ranked ‘least
appealing’ overall by
17%
Ranked as
8th= most appealing
60
The Brecks is most likely rated most appealing on account of the scenery/landscape being appealing or perceived beautiful, along with appreciation of the peace and quiet, and wildlife/nature
However, those rating it least appealing do so for a ‘lack of familiarity’ or general lack of appeal
Reasons for rankings: The Brecks (Key themes, unprompted)
Base: 89 (those ranking ‘most’), 197 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
The Brecks: Unique landscape of classic historic heathland and rugged countryside, boasting UK’s best overall climate with low rainfall and hot summers
1%
1%
5%
9%
9%
11%
Access considerations (ability/disability)
Unappealing landscape
Not enough to do
Not appealing (general)
Boring
Lack of familiarity
2%
3%
3%
6%
6%
7%
8%
11%
History
Interesting
Weather
Countryside & outdoors
Wildlife / nature
Peace & Quiet
Beauty
Scenery / landscape
Ranked ‘most
appealing’ overall by
2%
Ranked ‘least
appealing’ overall by
6%
Ranked as
8th= most appealing
61
The scenery/landscape, things-to-do, towns/villages and countryside in some combination make the Waveney Valley ‘most appealing’ for some
However it is presumed boring, unappealing or too rural for those rating it the least appealing
Reasons for rankings: Waveney Valley (Key themes, unprompted)
Base: 69 (those ranking ‘most’), 136 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing?
Aspects making “least appealing” Aspects making “most appealing”
Waveney Valley: Taking in picturesque market towns and villages, gently rolling countryside and the Southern Broads)
2%
6%
7%
10%
Not enough to do
Too rural/countryside/landscape
Not appealing/interesting (in general)
Boring (sounding)
1%
1%
1%
1%
1%
3%
4%
4%
4%
6%
6%
7%
7%
9%
Not busy / Few people
Culture
Pubs
Different/unique
Fun
The ''mix"
Beauty
Peace & Quiet
Activities (outdoors/walking)
Countryside
Towns/villages
Sounds "appealing"
Things to do (lots and variety)
Scenery / Landscape
Ranked ‘most
appealing’ overall by
2%
Ranked ‘least
appealing’ overall by
4%
Ranked as
8th= most appealing
62
Decision-making regards visiting Norfolk
63
Why never considered? (unprompted, key responses) Around a quarter of those who have never visited Norfolk for leisure say they have considered doing so (meaning that three quarters have not)
Base: 1,659 – all those who have never visited Norfolk for leisure Q: Have you ever considered visiting Norfolk for leisure? prompted, single code Q: Why have you never considered visiting Norfolk? OPEN (Base: 1,283) Q: Why have you considered visiting Norfolk, but then not chosen to do so? OPEN (Base: 376)
Consideration of visiting Norfolk for leisure (Those who have never visited for leisure)
Yes, 23%
No, 77%
Have you ever considered visiting Norfolk for leisure?
Why considered, but never visited? (unprompted, key responses)
No, N=1,283
Yes, N=376
1% 1% 1%
2% 3% 3%
4% 4%
6% 6% 6%
8% 18%
20% 21%
Don't drive Weather (cold)
Too flat Boring/not much to do
Don't go on holiday/travel Can't afford to/expensive
Prefer abroad Difficult to get to
Unappealing No reason
Prefer elsewhere Don't know
Lack of awareness (about Norfolk/attractions) Distance/too far
Not front-of-mind as holiday destination/never thought to
1% 1% 1% 1% 1% 1%
2% 3%
5% 5%
10% 16%
18% 23%
Not much to do No car
Chose abroad instead Don't know enough about area
Weather (bad) Difficult to get to
Health reasons Others in party didn't want to
No reason Don't know
Chose somewhere else (priority) Cost/fcan't afford to
Distance/far to travel No time/opportunity to yet
64
Leisure trip planning and considerations
65 Considerations when planning/booking leisure trips TOTAL SAMPLE
As might be expected, price is most influential when planning/ booking leisure trips – although good value for money slightly more so than low price
Most of the prompted considerations are influential to the majority
Base: 4,000 – all participants; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking?
6% 7% 8% 7% 6% 5% 5% 5% 6% 6% 5% 5% 4% 5% 4% 5% 5% 5% 4% 5% 4% 4%
42% 10%
13% 16%
16% 7% 7% 6% 3%
12% 4% 5%
4% 3% 3% 2% 2% 3%
2% 2%
2% 1%
27% 32% 27%
28% 29%
24% 23%
21% 15%
20% 14% 14%
14% 12%
11% 9% 9% 12%
9% 6% 7%
4%
16% 38%
39% 33%
30% 42%
42% 46%
52% 37%
46% 44%
45% 47%
46% 49% 48% 43%
47% 47%
42% 37%
9% 13% 14%
16% 19%
21% 22% 23%
25% 26%
32% 33% 33% 34% 35% 35% 37% 38% 38%
40% 45%
53%
Near to London City/urban amenity
Peer recommendation Multi-generation appeal
Public transport facilities Regional food & drink
Entertainment opportunities Culture/heritage/arts opportunities
Unique & different Accessibility (personal mobility)
Wildlife & natural amenity Distance to travel (short)
Travel time (quick to get to) Countryside/rural amenity
Weather (fair) Variety of landscapes/places
Variety of things to do Seaside/coastal amenity
Easy to get to (convenient) Nature of accommodation
Price (low) Value for money (good)
Don't know Not at all influential Not very influential Quite influential Very influential
Considerations when planning/booking leisure trips
90%
87%
87%
85%
81%
85%
84%
81%
81%
78%
77%
78%
63%
77%
69%
64%
63%
49%
49%
53%
51%
25%
66 Considerations when planning/booking leisure trips BY VISITOR TYPE - MEAN RATINGS
3.5
3.3 3.3
3.2 3.3
3.2
3.3
3.2
3.3 3.1
3
3.2 2.8
3 2.9
2.8
2.8
2.5
2.6 2.5
2.6
1.9
3.5 3.4
3.3 3.3
3.1 3.3
3.2 3.2
3.1
3.2
3.2
3.1 2.8 3.1
2.9 2.9
2.8
2.6 2.5
2.6
2.6 1.9
1
2
3
4 Value for money (good)
Price (low)
Nature of accommodation
Easy to get to (convenient)
Seaside/coastal amenity
Variety of things to do
Variety of landscapes/places
Weather (fair)
Countryside/rural amenity
Travel time (quick to get to)
Distance to travel (short) Wildlife & natural amenity
Accessibility (personal mobility)
Unique & different
Culture/heritage/arts opportunities
Entertainment opportunities
Regional food & drink
Public transport facilities
Multi-generation appeal
Peer recommendation
City/urban amenity
Near to London
Visitors Non-visitors
Ratings on a 4-point scale, where 1 = not at all influential and 4 = very influential
Whilst there are not substantial differences between the considerations of those who have, and have not visited Norfolk, there are some subtle differences
It might be noted that visitors are slightly more likely to consider seaside and rural/countryside amenities, multi-generation appeal, wildlife/natural amenity and landscape variety
Non-visitors may be more inclined to be considering price (low), easy to get to, variety of things to do, travel/distance, entertainment and peer recommendation
Base: 2,200 visitors; 1,800 non-visitors; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking?
67 Considerations when planning/booking leisure trips BY WHO TYPICALLY HOLIDAY WITH - MEAN RATINGS
1
2
3
4 Value for money (good)
Price (low)
Nature of accommodation
Easy to get to (convenient)
Seaside/coastal amenity
Variety of things to do
Variety of landscapes/places
Weather (fair)
Countryside/rural amenity
Travel time (quick to get to)
Distance to travel (short) Wildlife & natural amenity
Accessibility (personal mobility)
Unique & different
Culture/heritage/arts opportunities
Entertainment opportunities
Regional food & drink
Public transport facilities
Multi-generation appeal
Peer recommendation
City/urban amenity
Near to London
Alone With adults only With children
Ratings on a 4-point scale, where 1 = not at all influential and 4 = very influential
There are some subtle variations in planning considerations between those travelling alone, with adults and with children
Those travelling with children are more likely to consider accommodation, easy-to-get-to, seaside, variety of things to do, entertainment and multi-generation appeal
Conversely, those travelling alone are least likely to consider accommodation, seaside amenity, entertainment, multi-generation appeal, peer recommendation and uniqueness
Base: 346 holiday alone; 2121 holiday with adults only; 1283 holiday with children; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking?
68 UK leisure trip planning behaviours
When planning a UK leisure trip, over half say the decision on where to holiday is heavily influenced by favourable weather (no significant difference by visitors vs non-visitors)
A similar number plan what they do on holiday in advance (56%); this is reflected in the reaction to the statement about whether they make the destination decision at the last minute (58% disagreeing)
Choice between holidaying in the UK or abroad is more likely to be influenced by safety abroad than the exchange rate Although visitors are more likely
to agree with the latter than non-visitors
Base: 4,000 – all participants; prompted, single code Q: When planning a leisure trip/holiday in the UK, as opposed to abroad, to what extent do you agree with the following?
4%
6%
6%
4%
4%
29%
28%
20%
5%
6%
29%
24%
21%
12%
9%
19%
20%
20%
23%
24%
13%
14%
20%
35%
32%
6%
8%
14%
21%
25%
I make the destination decision at the last minute
My choice between holidaying in the UK or abroad is heavily
influenced by the exchange rate
My choice between holidaying in the UK or abroad is heavily influenced by safety abroad
I plan what to do on a holiday/visit in advance
My decision on where to holiday/visit is heavily influenced
by favourable weather
Don't know Strongly disagree Mildly disagree Middling Mildly agree Strongly agree
UK leisure trip/holiday planning
57%
56%
34%
22%
19%
% mildly/ strongly agree
69 Who is involved in leisure trip planning decisions
8 out of 10 participants say that leisure trip planning/ booking is a joint decision; and most likely with partners/ spouses are involved
Hence, 2 in 10 are making the decision alone; and are significantly more likely to be … Male Older, aged 55+
Children have a say in some
households
Base: 4,000 – all participants; prompted, multi-code Q: Who tends to be involved in leisure trip planning/booking for your household?
21%
1%
9%
12%
13%
62%
No-one else but self
Other
Wider family
Friends
Children in household
Partner/spouse
Who is involved in leisure trip planning/booking decisions?
70 Impact of influences on leisure trip planning decisions
Overall, family and friends are key influencers when it comes to leisure trip planning or booking decisions; two thirds saying they are quite or very impactful (and more likely females)
Followed closely by Trip Advisor reviews; again, impactful to around two thirds
There is some indication that traditional media (e.g. newspapers) and Tourist Board advertising are more impactful amongst visitors (and males)
And online content/videos amongst non-visitors
Females are typically more likely influenced by social media than males
Base: 4,000 – all participants; prompted, single code Q: How impactful are the following influences on your leisure trip planning/booking decisions?
Influences upon leisure trip planning
% quite/very impactful
5%
5%
4%
4%
5%
4%
4%
4%
55%
48%
26%
41%
18%
23%
16%
10%
23%
29%
36%
28%
31%
28%
19%
19%
12%
13%
27%
19%
37%
34%
41%
45%
5%
5%
7%
8%
9%
10%
21%
23%
Instagrammers
Bloggers (online)
Traditional media (e.g. newspapers)
Social media networks
Tourist Board advertising
Online content/videos
Trip Advisor reviews
Family and friends
Don't know Not at all impactful Not very impactful Quite impactful Very impactful
68%
62%
44%
46%
27%
34%
18%
17%
71
Overcoming barriers
72
1%
1%
2%
2%
4%
6%
6%
1%
10%
18%
7%
8%
12%
13%
20%
31%
28%
1%
2%
3%
4%
5%
5%
6%
10%
5%
2%
11%
12%
11%
13%
9%
27%
34%
1%
2%
2%
3%
4%
6%
6%
6%
7%
9%
9%
10%
12%
13%
14%
29%
31%
Poor online reviews (e.g. Trip Advisor)
Heard bad things about it
Boring scenery/unattractive area
Other reason
Not enough to see and do
It's too expensive
Been too busy to travel anywhere
Already been and like to try new places
Just doesn't appeal to me
Not really aware of Norfolk before this survey
Poor transport links
Poor weather
Prefer other UK destinations
Prefer to go abroad
Just haven't got round to it
Too far/takes too long to get there
No particular reason
OVERALL (N=4000)
Visitors (N=2200)
Non-visitors (N=1800)
What might be off-putting to visit Norfolk
Base: 4,000 - all participants; prompted, multi-code Q: Which, if any, of these reasons have ever put you off visiting Norfolk?
What might put off visiting Norfolk Prompted, around a third of the sample can think of ‘no particular reason’ that might put them off visiting Norfolk
The ‘friction of distance’ is a key deterrent to visiting Norfolk, with 46% of those living 4+ hours drive-time away saying it’s too far
A notable number simply haven’t got round to visiting; lack of awareness and/or appeal of Norfolk also key mentions for those who have never visited
1 in 10 visitors say they might be put off visiting again as they like to try new places
73
10%
5% 5%
4%
3% 3%
Better roads/access Better public transport
More affordable (in general)
Good/better weather
Affordable accommodation
More things to do
Making Norfolk more appealing to visit (Key themes)
The main suggestions as to what would make visiting Norfolk more appealing cluster as below:
Base: 4,000 - all participants; OPEN Q: What, if anything, might make visiting Norfolk more appealing for you?
74
Events (e.g. food/drink festivals) (2%)
What might encourage visit for longer than day trip (Key themes)
Advertising what is on offer in the county is a key theme emerging about how to encourage longer than day-trip visits; good value and good quality accommodation are also a notable mentions
Base: 630 - all day trip visitors to Norfolk; OPEN Q: What do you think might encourage people to visit Norfolk for longer than a day trip?
Better public transport (2%)
Good food (2%)
Good accommodation (quality) (4%)
Good weather (4%)
Better transport links/roads/access (5%)
Price (cheaper/value for money) (5%)
Cheaper/good value accommodation
(6%)
Lots to see/do (7%)
Advertise/more information about what is on offer (9%)
75
Comparative appeal
76
Kent
Scottish Highlands
Appeal of Norfolk compared to other UK destinations
11% 33% 37%
37% 25% 19%
Dorset
Base: 4,000 - all participants; prompted, single code per area Q: Compared to the following UK areas, how appealing to you find Norfolk as a holiday destination?
Suffolk
Yorkshire
Cornwall
Devon
Cotswolds
Peak District
Lake District
Lincolnshire
28% 39% 17%
7% 42% 25%
8% 34% 34%
25% 39% 21% 43% 30% 14%
28% 35% 18%
24% 38% 18%
39% 33% 14%
42% 32% 14%
Norfolk is less
appealing than...
Norfolk is equally
appealing as...
Norfolk is more
appealing than...
Note: ‘Don’t knows’ removed
77 Appeal of Norfolk compared to other UK destinations
Base: 4,000 - all participants; prompted, single code per area Q: Compared to the following UK areas, how appealing to you find Norfolk as a holiday destination?
13%
13%
17%
19%
12%
19%
16%
19%
27%
24%
19%
17%
12%
8%
7%
16%
8%
8%
17%
2%
2%
3%
26%
27%
20%
17%
26%
20%
17%
20%
5%
6%
8%
30%
33%
39%
38%
32%
35%
39%
25%
42%
34%
33%
9%
9%
12%
13%
8%
12%
14%
11%
17%
23%
24%
5%
5%
5%
5%
6%
6%
7%
8%
8%
11%
13%
Lake District
Devon
Dorset
Cotswolds
Cornwall
Peak District
Yorkshire
Scottish Highlands
Suffolk
Lincolnshire
Kent
Don't know … a lot less appealing than … …a little less appealing than … … equally appealing as … … a little more appealing than … … a lot more appealing than …
Norfolk is …
11% 37% 3.4
8% 34% 3.5
7% 25% 3.3
37% 19% 2.7
25% 21% 2.9
28% 18% 2.8
42% 14% 2.6
24% 18% 2.9
28% 17% 2.8
39% 14% 2.6
43% 14% 2.5
Mean rating
% more appealing
% less appealing
78 Where visited in the last 5-years for leisure (prompted)
Three quarters of the sample have visited at least one of the prompted areas for leisure in the last 5-years
Overall, participants have visited an average of two of the locations
Those who have ever visited Norfolk are more likely to have visited the prompted locations than non-visitors
Base: 4,000 - all participants; prompted, multi-code Q: Which of the following have you visited on a leisure trip or holiday destination in the last 5-years?
Cornwall 26%
Yorkshire 25% Lake District 26%
Dorset 17%
Scottish Highlands 15%
Peak District 15%
Cotswolds 14%
Kent 11%
Lincolnshire 10%
Suffolk 6%
Devon 26% None of these 25%
Mean no. of locations
OVERALL 1.9
Norfolk visitors 2.4
Non-visitors 1.4
79
Information sourcing and communication
80
11% 21%
2% 2% 3% 3% 3% 3% 3% 4% 5% 5% 5% 6% 6% 6% 8%
12% 39%
Other None of these
Travel agent (in-store) Business, or other non-leisure, trip
VISIT organisation (e.g. Visit England) Travel agent (website)
Holiday blogs Holiday apps for smartphones/tablets
Holiday & travel events/shows Newspaper reviews/articles
Social media Newspapers/magazines
Accommodation websites Review websites (e.g. Trip Advisor)
Holiday TV programmes/channels Destination brochures
Tourist Information General internet search
Word of mouth (e.g. friends, family)
How first found out about Norfolk as leisure destination
Visitors to Norfolk are, by far, most likely to have first found out about the county as a leisure destination through word of mouth (over a third)
And a quarter through the internet in some way (e.g. general search, websites, social media …) And significantly more likely
amongst younger participants 18-34 (46%)
A small number (3%) cite a VISIT
organisation as being the initial source of information about Norfolk
Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code
Q: How did you first find out, or hear, about Norfolk as a leisure destination?
How first found out about Norfolk as leisure destination
- Holidayed there as a child - Family/friends live there - Used to live there
Internet 25%
81 Trust in visitor information sources
Base: 4,000 - all participants; prompted, single code Q: To what extent do you trust the following visitor information sources to provide you with accurate, relevant and useful information?
20%
20%
15%
19%
20%
19%
14%
13%
13%
11%
11%
17%
10%
25%
21%
20%
12%
5%
5%
5%
5%
3%
4%
2%
2%
2%
29%
29%
30%
25%
22%
21%
22%
21%
13%
12%
8%
7%
8%
20%
25%
28%
35%
45%
47%
49%
51%
55%
47%
54%
48%
53%
6%
6%
7%
9%
9%
9%
10%
11%
17%
25%
25%
26%
27%
Instagrammers
Bloggers (online)
Social media (online)
YouTube content/videos
Transport advertising (e.g. bus)
Radio advertising
Newspaper & magazine advertising
TV advertising
Tourism business websites (e.g. hotels, venues)
Trip Advisor
Tourism organisation websites
VISIT organisation (e.g. Visit England, Visit Norfolk …
Tourist boards/organisations
Don't know Not at all trustworthy Not very trustworthy Quite trustworthy Very trustworthy
80% 3.2
74% 3.2
79% 3.1
72% 3.1
72% 3.0
62% 2.8
59% 2.7
56% 2.7
54% 2.7
44% 2.5
35% 2.3
31% 2.2
26% 2.1
% quite/very trustworthy
Mean rating (1 to 4)
Extent to which trust visitor information sources
82
10%
7%
3%
4%
3%
3%
3%
6%
4%
9%
3%
8%
8%
12%
35%
16%
29%
24%
33%
10%
8%
4%
4%
5%
4%
5%
5%
7%
6%
3%
12%
10%
21%
9%
21%
27%
36%
38%
8%
8%
4%
4%
4%
5%
6%
6%
7%
8%
10%
12%
13%
20%
22%
25%
33%
36%
40%
Don't know
None of these
Newspapers/magazines
Holiday apps for smartphones/tablets
Holiday and travel events/shows
Newspaper reviews/articles
Holiday TV programmes/channels
Travel agent (in-store)
Social media
Travel agent (website)
Holiday blogs
Destination brochures
Personal recall of previous experiences
VISIT organisation (e.g. Visit England)
Accommodation websites
Word of mouth (e.g. friends, family)
Review websites (e.g. Trip Advisor)
Tourist Information (website)
General internet search
Norfolk (in general)
What to do in Norfolk
Accommodation in Norfolk
Holiday information sourcing
As might be expected, the internet is the most likely ‘go-to’ information source if planning a holiday in, or day-trip to, Norfolk
Word of mouth is a notable mention
VISIT organisations are most likely to be used for information about Norfolk in general and what to do in Norfolk, and less likely for accommodation information
Base: 4,000 – all participants; prompted, multi-code Q: If you were planning a holiday or day trip to Norfolk, which of these sources would you be likely to turn to for information about … a) … Norfolk (in general)? b) … what to do in Norfolk? c) … accommodation in Norfolk?
Information sources when planning holiday in/day trip to Norfolk
Internet In general 74% What to do 72% Accommodation 75%
83 Holiday information sourcing: tourist information sites
From a prompted list of websites, Trip Advisor is most likely (to be) used for information about holidays in Norfolk (and by around half the sample)
With Visit Norfolk likely to be used by around a third And significantly more
so by ABs (42%) and older participants 55+ (45%)
Base: 4,000 - all participants; prompted, multi-code Q: Which tourist information websites have you used/might you use when looking for information about Norfolk as a leisure destination?
Websites used/might use for information about Norfolk holidays
Used/might use: 35%
Used/might use: 53%
Used/might use: 26%
Used/might use: 11%
Participant age group
% used/might use Visit Norfolk website
18-34 (N=1055) 25%
35-54 (N=1457) 34%
55+ (N=1488) 45%
84
Future visits and recommendations
85 Likelihood of visiting Norfolk in the future
Around half of the total sample say they are quite or very likely to visit Norfolk in future The more recent a participant last visited Norfolk, the more likely they are to visit in future; so, the
majority of those who visited in the past 2 years (very recent visitors) are likely to do so again (83%) Around a third of those who have never visited Norfolk say they are likely to do so
Base: 4,000 - all participants; prompted, single code Q: How likely are you to consider visiting Norfolk in the future?
OVERALL (N=4,000)
3.4
48%
Visited in last 2-years
(N=817)
4.2
83%
Visited 3-5 years ago
(N=414)
3.8
68%
Visited 6-9 years ago
(N=217)
3.6
56%
Visited 10+ years ago
(N=751)
3.2
38%
Audience>
Overall evaluation>
Mean 2019>
% saying ‘quite’ or ‘very’ likely>
3.6 4.2 Mean 2014 > 3.7 3.4 3.1
NON-VISITORS (N=1,800)
3.0
32%
2.9
ALL VISITORS (N=2,200)
62%
3.7 3.8
86
54% 48% 44%
18-34 (N=1080)
35-54 (N=1480)
55+ (N=1440)
53% 48% 56%
39%
AB (N=880)
C1 (N=1240)
C2 (N=840)
DE (N=1040)
% quite/very likely to visit Norfolk in future By key demographics
Age
Gender
33%
35%
41%
42%
45%
45%
48%
49%
55%
65%
68%
South West (N=360)
Scotland (N=280)
North East (N=200)
Wales (N=200)
Yorkshire/Humberside (N=360)
West Midlands (N=360)
North West (N=480)
South East England (N=600)
Greater London (N=560)
East Midlands (N=320)
East of England (N=280)
Home location Social grade
49% 47%
Male (N=1960)
Female (N=2040)
42% 49%
58%
Holiday on own (N=346)
Holiday with adults only (N=2121)
Holiday with children (N=1283)
Who typically holiday with
Base: 4,000 - all participants; prompted, single code Q: How likely are you to consider visiting Norfolk in the future?
87 % quite/very likely to visit Norfolk in future By areas of Norfolk visited for leisure
Those visiting the lesser known/visited areas are the most likely to visit Norfolk in the future Conversely, those visiting the ‘honeypot’ destinations are less likely to visit again – although two thirds
or more are likely to visit again
65%
66%
70%
75%
78%
78%
79%
83%
83%
87%
Great Yarmouth (N=1281)
The Broads (N=912)
Norwich (N=1052)
King's Lynn & West Norfolk (N=613)
North Norfolk (N=466)
The Fens (N=252)
Thetford Forest (N=347)
The Brecks (N=104)
South Norfolk (N=240)
Waveney Valley (N=123)
Base: 2,200 - all those who have ever visited Norfolk for leisure; prompted, single code Q: How likely are you to consider visiting Norfolk in the future?
88 Why unlikely to visit Norfolk in future? (Key responses)
Base: 706 - all those unlikely to visit Norfolk in future; OPEN Q: Why are you not likely to visit Norfolk in the foreseeable future?
Already been there and prefer other parts of the UK Reasons why unlikely to visit Norfolk in future
(key responses, unprompted)
1%
1%
1%
2%
2%
2%
3%
3%
4%
4%
7%
10%
14%
15%
29%
Not front-of-mind
Poor public transport links
Bad weather
No access to transport
Boring/nothing to do there
Don't know enough about Norfolk
Difficult to get to
Already been
No reason/need to go
No money/can't afford to
Prefer to go abroad
Don't travel/go on holiday
No interest in going
Prefer other places
Too far away
It's no where near where I live so isn't easy to get to
Because I just don't fancy it as much as other places
Because I was forced to go there so often as a kid and
travel ages with nothing to do so I’m just not interested in it
as a place
Because it would be more convenient to go abroad and
there is nothing in Norfolk that sounds unique or worth the travel time and cost to go
Family grown up, prefer exciting busy cities
I don't know of anything there that I couldn't go to elsewhere closer to home. Unless there was something significant happening near the area
such as a concert or other event, I don't have any reason to go
I don't tend to holiday in the UK and don't know of anything very worthwhile visiting whilst
there
Last time we went it poured with rain, the accommodation
and food was poor and expensive and there was
nothing to do
More appealing destinations closer to home with less
travelling time and better transport links
Nothing drawing me to it
89 Net Promoter Score (NPS)
The overall Net Promoter Score (likelihood of recommending) amongst visitors is positive, albeit marginally so; the score is more positive amongst very recent visitors (within past 2 years)
Base: 1,448 - those who have visited Norfolk within last 10 years; prompted, single code Q: How likely is it that you would recommend a visit to Norfolk to a friend on a scale of 0 – 10, where 0 = not at all likely and 10 = extremely likely?
Would you recommend a visit to Norfolk to a friend?
Net Promoter Score: VISITED IN LAST 2-Yrs Minimum possible = -100 / Maximum possible - 100
+15 Detractors (28%) Promoters (31%) Passives (41%)
Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round. The NPS Calculation Calculated based on the rating to a ‘standard’ question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?
Participants are grouped as follows: • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth. • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of +100 (if every customer is a Promoter).
Net Promoter Score: EVER VISITED Minimum possible = -100 / Maximum possible - 100
+3
Ever
vis
ited
90 Encouragement to visit Norfolk (Key responses)
Base: 1,448 - those who have visited Norfolk within last 10 years; OPEN Q: If you were encouraging a friend to visit Norfolk, what aspects of Norfolk would you tell them about?
Encouragement to visit Norfolk (key responses, unprompted)
1%
1%
2%
2%
2%
3%
3%
4%
4%
4%
4%
5%
6%
7%
8%
10%
13%
32%
North Norfolk
Good weather
Shopping
Different/diverse/unique
Cromer
Good walks
Landscape
Peaceful/quiet/relaxing
History/historical
Great Yarmouth
Good food/restaurants
Friendly (people/locals)
Wildlife/nature/birds
Norwich
Scenery/views
Countryside/rurality
The Broads
Beaches/coast/sea
Beautiful beaches, lots of fields and open land, fresh
air, relaxing
Coastline walks, good food, the landscape variety
The variety of destinations and the unspoilt areas
The city centre in Norwich is a really great place to shop, eat,
visit cultural places like the castle and the people are so
friendly
The Broads and visit to Norwich, take a boat on the Broads, visit Norwich for shopping, visit some of the coastal towns and villages
The beautiful coastline and the usual glorious weather
Boating on the Broads and some of the lovely beaches
There is something for everybody, it is a beautiful place, there is nothing to
dislike, I would love to return
The tranquillity and countryside. Possibly throw in a decent night
out in Great Yarmouth, and a day at the races
The beaches, the great food and seafood. The countryside,
walks. Great for kids
The big sky landscapes; the friendly locals; peace and
tranquillity
All the interesting and historic places to visit, choice
of places to visit
91
Summary
92 SWOT in brief
STRENGTHS 1. Rich endowment with coastal, countryside and waterway amenity 2. Rich endowment with history, heritage and ‘high’ cultural amenity 3. Rich endowment with aesthetic amenity (beautiful, pretty and quaint) 4. Rich endowment with tranquil amenity (rural, peaceful and quiet) 5. Many and varied things to do in Norfolk 6. Unique and different proposition(s) for visitors to Norfolk 7. Previous visitors are generally positive and inclined to recommend
8. Norwich, Gt Yarmouth and The Broads are relatively well known
WEAKNESSES 9. Norfolk has to be visited to be appreciated 10. Norfolk is widely perceived as not being easy to get to 11. Many don’t know where Norfolk is 12. There is a very low awareness of component parts (Brecks, Waveney,
South Norfolk, Thetford Forest) 13. Being ‘flat’ is widely and ambivalently pervasive 14. Visiting is strongly skewed to summer season (and shoulders of)
OPPORTUNITIES 24. Leveraging respective ‘strength’ amenities 25. Leveraging outdoor assets (nature, landscape, activities) 26. Leveraging variety, difference and uniqueness 27. Dial-up ‘popular culture’ and ‘technophile’ propositions 28. Raising awareness of lesser known areas (e.g. Waveney) 29. Harnessing word-of-mouth and online marketing channels 30. Aligning proposition to eco-conscious and staycation tourism 31. Cross-sell to business/non-leisure visitors 32. Extending beyond summer season shoulders 33. Work around the ‘friction of distance’ 34. Attracting visitors from ‘hinterland counties’ and to pop-over-the-border
THREATS 15. Domination of Norwich, Gt Yarmouth and The Broads 16. Greater appeal of Devon, Cornwall, Lake District and Scotland 17. Gap between perception (assuming) and reality (experiencing) 18. Perceived lack of differentiation for Norfolk’s attributes/amenities 19. Perceived lack of things to do and/or being “boring” 20. Persistent view that Norfolk is not easy to get to 21. Risks of negative word-of-mouth and low online profile 22. ‘Habitual’ visiting patterns 23. Lack of ‘consideration’ of Norfolk (as a precursor to visiting)
93
Awareness of Norfolk 1. Only half of all participants (48%) are able to correctly identify Norfolk when presented with a county map of the UK; correct identification is
relatively low even amongst those who have ever visited Norfolk for leisure (61%); with only 32% of those who have never visited for leisure accurately identifying the county
2. Unprompted recall of areas/locations in Norfolk most likely focuses on cities/towns, such as Norwich (28%), Great Yarmouth (14%), Cromer (9%), King’s Lynn (7%), Hunstanton (4%); The Broads also a key mention (22%); 2 in 5 unable to cite any specific areas/locations
3. Prompted, the large majority are aware of at least one of a list of distinct areas of Norfolk (90%) and most likely Great Yarmouth (74%), Norwich (69%) and The Broads (60%); by far lowest prompted recall of The Brecks and Waveney Valley (8% and 7% respectively)
4. As might be expected, perceived convenience of travel to Norfolk correlates with which region a participant resides - those in Scotland, Wales and South West finding travel least convenient
Previous visiting behaviour to Norfolk 5. 55% of participants have ever visited Norfolk for leisure; with 20% having visited very recently (within the past 2 years)
a. Those who have done so more likely to reside in the East/East Midlands; males; ABs 6. 29% of visitors have been to Norfolk on a day-trip and 40% for a weekend break; with one-week holidays also popular (32%); only 1 in 10 have
visited for two weeks or longer 7. Prompted, visitors are most likely to have visited Great Yarmouth (58%), Norwich (48%) (urban ‘hotspots’) for leisure; The Broads (41%) also
popular; least likely visited are Waveney Valley (6%) and The Brecks (5%) (lowest awareness for these areas) 8. 1 in 10 leisure visitors to Norfolk have visited more than 10 times; with 3 in 10 having visited only once for leisure; there is a correlation with
where participants reside in the country (closer = higher number of visits); and income (lower income = more likely only visited once) 9. 34% of those who have visited Norfolk for leisure have also visited for purposes other than leisure (e.g. business or other obligation); whereas only
1 in 10 non-visitors for leisure have visited for other purposes 10. 1 in 10 of those who have visited Norfolk for leisure more than once visit the county several times a year; conversely, a third (36%) visit less
frequently than once every 5 years 11. Two thirds of those who have visited more than once typically return to the same areas (always/usually); hence, a third usually/always try new
areas (1 in 10 always do so) 12. Prompted, attractions are most likely visited in Norfolk are generic beaches/coast and countryside (natural environment); with more specific
shopping, outdoors attractions and museums/historic sites/buildings also popular 13. Outdoor pursuits are most popular in terms of activities undertaken in Norfolk (walking; bird/wildlife watching); water-based activities also well-
liked (boating/sailing; swimming)
Summary (1)
94
Likely future visiting behaviour (All participants) 14. Participants are significantly most likely to travel to Norfolk by car (76% overall) - past visitors significantly more likely to travel this way than non-
visitors; the train is a notable mention (24% overall), with non-visitors significantly more likely to think they will use this mode of transport than past visitors; a notable proportion of non-visitors (11%) do not know how they would travel to Norfolk
15. Participants are most likely to travel to Norfolk with others; and most likely with their partner/spouse; 10% would travel alone; and 29% with children
16. 72% of all participants would stay in a single base in Norfolk (if staying for several nights for leisure) and 11% would stay in more than one base (multiple base staying closely linked to income; higher income = more likely more than one base)
17. Around half the sample (49%) are likely to stay in Norfolk for a weekend break (short/long); with week-long holidays also popular (23%) 18. Visiting Norfolk is most likely to be May-September, with peak season June-August 19. B&Bs/guesthouses are most popular accommodation type (37% overall), and chain and independent hotels too (32% and 31% respectively); B&Bs
and chain hotels more popular amongst non-visitors; inns/pubs, boats, staying with relatives/friends or in holiday homes more popular amongst past visitors
20. The majority (76%) are likely to book accommodation at least a month before their stay 21. Online sources (general internet search, accommodation provider websites, Tourist Information websites, review websites e.g. Trip Advisor), are
likely to be used by the majority (91% using at least one online source) when looking for information about accommodation in Norfolk; VISIT organisations likely used by 16%
22. 90% would book their accommodation online; and most likely via laptop or desktop PC; with 23% saying they would use the phone (use of online for booking has increased significantly since 2014 research – from 49%; with phone use having fallen from 40%)
23. Anticipated spend on accommodation per adult per night is £99.67 on average; mode £50-£74 (56% likely £25-£99) 24. Anticipated spending money allowance per adult per day is £63.21 on average; mode £25-£49 (51% likely £25-£74)
Perceptions of, and motivations to visit, Norfolk
25. Highest agreement with the statement that ‘Norfolk offers unique experiences’; and lowest with ‘Norwich is easy to get to’. Many non-visitors unable to give a view for most statements
26. Norfolk is most likely to be described as ‘Flat’ (neither evidently positive nor negative) and ‘Rural’ by both visitors and non-visitors 27. Norfolk performs at least reasonably well against all prompted attributes amongst visitors, and for many amongst non-visitors; and most highly for
seaside/coastal, countryside/rural and wildlife & natural amenities, as well as variety of landscapes/places; and least highly for accessibility - particularly travel time and ease of getting to Norfolk amongst non-visitors
28. Norfolk is most likely associated with being ‘Beautiful’, ‘Traditional’, ‘Welcoming’ and ‘Interesting’, but also ‘Hard to get to’, ‘Basic’ and ‘Unfashionable’
Summary (2)
95
Leisure trip planning and considerations 35. 57% say the decision on where to holiday/visit is heavily influenced by the weather (no difference by visitor type) 36. Over half (56%) plan what they do on holiday in advance; reflecting the 58% who do not make the destination decision until the last minute 37. Choice between holidaying in the UK and abroad is more likely influenced by safety abroad, rather than exchange rate; although visitors more
likely influenced by the latter than non-visitors 38. 8 out of 10 say the leisure trip planning is a joint one, typically involving partners/spouses; hence 2 in 10 are sole decision-makers 39. Prompted, family and friends are most likely influencers on leisure trip planning decisions (68% quite/very influential), closely followed by Trip
Advisor reviews (62% quite/very influential); visitors are more likely influenced by traditional media than non-visitors (e.g. newspapers, Tourist Board advertising); females are more likely influenced by social media than males
Summary (3)
Perceptions of, and motivations to visit, Norfolk continued … 29. 73% of past visitors rate Norfolk as quite or very appealing (no notable change since 2014); and 32% of non-visitors (improvement since 2014)
a. Those in the East/E. Midlands (closer proximity), males, ABs, older aged 55+, and typically holidaying with children more likely to find Norfolk appealing
30. Prompted, Norfolk’s physical landscape (beaches/coast, countryside/rurality) is most appealing as a leisure destination for visitors and non-visitors
31. Unprompted, the beach/coast, beautiful countryside/landscape and the Broads are ‘the best things’ about Norfolk 32. The ‘worst things’ being the distance to travel (long); and inclement weather 33. The Broads is most likely ranked as most appealing of prompted areas in Norfolk; followed by Great Yarmouth and North Norfolk; of least appeal
are The Fens and Great Yarmouth in equal measure 34. 23% of those who have never visited Norfolk have considered doing so, meaning that around three quarters haven’t; barriers to visiting are lack of
awareness/knowledge of Norfolk as a holiday destination and being too far to travel amongst those who have never considered; and lack of time, too far to travel and cost prohibitions amongst those who have considered, but never visited
Overcoming barriers 40. Prompted, a third of all participants can’t think of any particular reason that might put someone off visiting Norfolk; taking too long to get there
(29%) is a key deterrent; not having got round to it and lack of awareness of Norfolk are key deterrents amongst non-visitors 41. Better roads and access would make Norfolk more appealing to visit; and visiting longer than a day trip would most likely be encouraged by more
effective advertising of what’s on offer in Norfolk (unprompted)
96 Summary (4)
Comparative appeal 42. When comparing Norfolk with other prompted UK destinations, it is most likely considered more appealing than Kent and Lincolnshire; and less
appealing than the Lake District, Devon, Scottish Highlands and Cornwall 43. Prompted, most visited UK destinations are Devon (26%), Cornwall (26%), Lake District (26%) and Yorkshire (25%); and least is Suffolk (6%); on
average, participants have visited 2 of the 11 destinations
Information sourcing and communication 44. Word-of-mouth (friends/family) is the key means of having first found out about Norfolk as a leisure destination (39% of visitors); the internet is
also a notable mention (25%); with 3% citing a VISIT organisation 45. There is a high level of trust in VISIT organisations as an information source (comparable with Tourist boards/organisations) 46. If planning a holiday/day trip to Norfolk, the internet is the most likely ‘go-to’ information source; word-of-mouth also notable; VISIT organisation
more likely to be used for general information about Norfolk (20%) and what to do in Norfolk (21%), and less likely for accommodation (12%) 47. Prompted, Trip Advisor would be most likely used tourist information website if planning a visit to Norfolk (53%); followed by Visit Norfolk (35%);
Visit England (26%); Visit Britain (11%); Visit Norfolk more likely to be used by ABs and older participants (55+)
Future visits and recommendation 48. Overall, 48% of participants are quite/very likely to visit Norfolk in future; by visitor type; 62% of visitors and 32% of non-visitors; and some
indication that those in close proximity (East/E. Midlands); younger (18-34) and those with children more likely to do so 49. There is some indication that those who have visited lesser known areas of Norfolk (Waveney Valley; South Norfolk; The Brecks) are more likely to
be enticed back to Norfolk 50. The overall NPS is positive (+3), and higher than in 2014 (negative score); amongst very recent visitors (within past 2 years), the score rises to +15 51. Norfolk’s beaches/coastline are the biggest motivator to visit Norfolk (32%); followed by The Broads (13%) and countryside/rurality (10%)
97
Considerations
98 Considerations (1)
Notwithstanding the context of organisational priorities and additional/alternative management information sources, Visit Norfolk may wish to consider the following themes in light of these findings: 1. Consider some fundamental questions:
a. Who to target 1. To seek ‘more of the same’ by attracting a higher frequency of short visits from current/potential
visitors in hinterland 2. To target ‘some of the new’ by attracting a lower frequency of longer visits from the farther parts of
UK b. What proposition to present
1. To make a virtue of the present realities, both strong and weak (e.g. low awareness = uncrowded; flat = spectacular views)
2. To craft a new reality (e.g. boost entertainment, challenge ‘boring’)
2. Challenging and addressing ‘barrier’ perceptions and clichés of flat/boring/little-to-do/hard-to-reach (“explode the myths about Norfolk” and making a virtue of “flat”!
3. Raising awareness of the lesser known components of Norfolk (e.g. Brecks, Waveney), as discrete sub-brands
4. What is the inter-relationship between the sub-brands and the Norfolk master-brand (are they more compelling than the master brand: Broads vs Norfolk / Norwich vs Norfolk)
5. Convey the variety, diversity and uniqueness of ‘the parts that make the whole’ of Norfolk
99 Considerations (2)
6. Encourage taster, trial and discovery (it’s worth the effort and it keeps on giving)
7. Encouraging multi-base holidays (relatively low current take-up)
8. Convert day-trippers to stay-trippers (“there’s far too much to do in a day”)
9. Choose peer group reference frame within which Norfolk has stand-out appeal (e.g. Kent, Suffolk , Lincolnshire)
10. Target ‘low-hanging fruit’ in the Norfolk outer-hinterlands of Yorkshire, Midlands and South East
11. Develop season-extending proposition(s)
12. Develop ‘popular culture’, ‘entertainment’ and ‘technophile’ proposition(s) to plug the gaps
13. Encouraging positive word-of-mouth from visitors (Sharing the secret about the hidden gems of Norfolk)
14. Cross-sell non-leisure visitors to become leisure visitors
15. Cross-sell between regions of Norfolk but, respect that each has unique appeal to discrete audience profiles
16. Cross-sell with neighbouring counties to encourage ‘pop-over-the-border’ discovery visits
17. Capitalise on the emerging eco-conscious and staycation trends that play to Norfolk’s strength
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Understanding visitor profiles, perceptions and motivations with regards to visiting Norfolk Research findings for Visit Norfolk 9th September 2019 (v2)
Prepared by Will Herschel-Shorland & Hannah Edwards Insight Track Ltd. T: 01603 626800
E: hannah@insighttrack.co.uk
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