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Bournemouth destination report

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VisitEngland Destination tracker:• Since April 2015, the national tourist boards of VisitEngland, VisitScotland and VisitWales have

been tracking visitor perceptions of holiday destinations across GB in a single research vehicle.

• Data in this report is from April 2015 – September 2016

• This study explores behavioural and experience measures such as, visitation, spend, stay length, satisfaction and advocacy within individual destinations. As well as the imagery perceptions of each destination.

• In the report there are 3 samples for comparison; those from whom this destination was the most recently visited, those who claim to visit a seaside destination at C52 and finally a GB average.

• All respondents are GB holiday takers, having taken a GB break in the past 12 months or are expecting to in the next 12 months. This accounts for approx. 49% of the population.

• Significant differences will be indicated by a black↑/orange↓ arrow against seaside destinations and a blue↑/red↓ against GB.

• This report provides a snapshot of:1. A demographic split of destination visitors2. The behaviours exhibited at the destination: How loyal are they to the destination and how satisfied were they

with their trip?3. How GB holiday makers perceive this destination and how does it compare with others?

• Finally there is a summary of findings.

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Who is visiting?

OVER HALF OF DOMESTIC HOLIDAY MAKERS HAVE VISITED BOURNEMOUTH, BUT MORE THAN HALF OF THOSE WHO DID SO, VISITED MORE THAN A YEAR AGO. THERE’S A MALE SKEW IN COMPARISON TO OTHER SEASIDE DESTINATIONS. BOURNEMOUTH ATTRACTS THE YOUNG (THERE ARE SIGNIFICANTLY HIGHER RATES OF VISITORS YOUNGER THAN 45) AND LONDONERS (A SIGNIFICANTLY LARGER PROPORTION OF VISITORS ARE FROM LONDON THAN CAN BE FOUND IN OTHER DESTINATIONS)

Base: Bournemouth reduced destination list n=372 Bournemouth last 3 years reduced destination list n=215 Seaside destination n= 1782 total base n=12771

19%

17%21%

43%Within 6 months

7 - 12 months

1 - 3 years

>3 years

Ever Visited Bournemouth :

*Please note respondents can have visited more than one destination in the last 3 years

Gender Bournemouth Seaside Great Britain

Male 53% 47% 49%

Female 47% 53% 51%

Region of origin

Bournemouth Seaside Great Britain

Wales 4% 6% 5%

Scotland 5%↓ 5% 9%

North East 1%↓ 3% 4%

North West 7% 11% 11%

Yorkshire/ Humberside 3%↓↓ 10% 9%

East Midlands 6% 8% 7%

West Midlands 14%↑ 13% 9%

East Anglia / East of England 10% 9% 10%

Greater London 20%↑↑ 11% 13%

South East 18% 15% 14%

South West 11% 9% 9%

Significant differences will be indicated by a black↑/orange↓ arrow against seaside destination and a blue↑/red↓ against GB

Visited destination in the last 3 years

Time since last visit

58%

Age Bournemouth Seaside Great Britain

18-24 14% 10% 14%

25-34 23%↑↑ 12% 16%

35-44 23% 19% 17%

45-54 14% 18% 18%

55-64 11%↓ 17% 15%

65+ 14%↓↓ 24% 20%

4

44%

19%

9%

2%

10%

Great Britain

37%

21%

5%

1%

10%

Seaside

Where are they staying? – among most recent visitors

Accommodation Quality Bournemouth Seaside Great Britain

1 star 1% 1% 1%

2 star 5% 7% 6%

3 star 40% 39% 36%

4 star 40%↑↑ 30% 33%

5 star 7% 5% 7%

Don’t know/ Can’t Remember

8%↓↓ 18% 17%

HOTEL USAGE IN BOURNEMOUTH IS SIGNIFICANTLY HIGHER THAN WE SEE ACROSS GREAT BRITAIN, IN CONTRAST TO MOST SEASIDE DESTINATIONS WHICH TYPICALLY HAVE LOWER HOTEL UTILISATION. ACCOMMODATION QUALITY IS ALSO HIGHER THAN SEASIDE RESORTS AND GREAT BRITAIN GENERALLY OVERALL, WITH SIGNIFICANTLY MORE VISITORS CLAIMING TO HAVE STAYED IN 4* ACCOMMODATION.

Base: Most recently visited destination n=201 Seaside destination n= 1782 base n=12179 Question name: In tables

Accommodation Quality Average (claimed)

3.5 Star

Seaside average: GB average:3.4 Star 3.5 Star

59%

20%

7%

3%

3%

Hotel

Bed and breakfast / guesthouse

Friends/relatives home

Camping

Self-catering in rentedhouse or flat

Bournemouth

Accommodation type (Top 5)

↑

Significant differences will be indicated by a black↑/orange↓ arrow against seaside destination and a blue↑/red↓ against GB

↑

↑

↑↑

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Consideration, satisfaction & intention to visit

BOURNEMOUTH HAS HIGHER LEVELS OF LOYALTY COMPARED TO OTHER SEASIDE DESTINATIONS AND GREAT BRITAIN GENERALLY. HOWEVER, SATISFACTION LEVELS ARE LOWER THAN THE NATIONAL AVERAGE, OFFERING SOME EXPLANATION FOR THE LOWER LEVELS OF LIKELIHOOD TO REVISIT.

Seaside destination average*Bournemouth

destination average

Loyal (I often/sometimes take holidays there and intended to in the

next year/couple of years)

19% 14% 17%

Considerers (I have been/never been to this destination before but would

like to in the future)

49% 48% 48%

Rejecters(I have been/never been to this destination before and am

not likely to do so in the future) 26% 28% 26%

Satisfaction 42% 50% 48%

Likelihood to revisit (C88) 8.0 8.6 8.4

Base n= 717/201 1782 12179

Great Britain destination average*

Base: In table Asked of all Bournemouth shown on rotation from reduced destination list / Most recently visited destinationQuestion name: In tables

Loyalty Ladder

* Averages taken manually from averaging each destination, not via nett.

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Seaside GB*

66% 66%

77% 74%

70% 72%

69% 68%

71% 71%

69% 68%

70% 69%

66% 67%

66% 63%

65% 66%

74% 81%

69% 68%

61% 68%

64% 61%

59% 71%

Destination attribute satisfaction – among visitors to Bournemouth

82%

73%

71%

70%

69%

69%

69%

67%

67%

66%

66%

64%

61%

59%

49%

Having beautiful beaches

Being welcoming and friendly

The quality of food & drink

The availability of information about Bournemouth before you get there

The quality of accommodation options

The customer service given

The ease of getting around the destination

The range of attractions and things to do

Its overall value for money

The ease of getting to the destination

The quality of the natural environment

The availability of information about Bournemouth once you're there

Offering a distinctive, authentic experience

The availability of individual/independent local shops

Its history and heritage (famous buildings, castles, monuments)

Destination attributes difference analysis

Base: Bournemouth n=201, Seaside =1782 total n=12179 Question name: C90 Destination attributes

THE BEAUTIFUL BEACHES ARE RECOGNISED TO BE THE HIGHLIGHT OF BOURNEMOUTH, FAR MORE SO THAN IN OTHER SEASIDE DESTINATIONS. THERE IS SOME CONCERN ABOUT THE QUALITY OF THE NATURAL ENVIRONMENT WHEN COMPARED TO OTHER DESTINATIONS, THIS IS A WATCH OUT CONSIDERING THAT THIS PERCEPTION APPEARS TO BE IN CONFLICT WITH BEAUTIFUL BEACHES.

Significant differences will be indicated by a black↑/orange↓ arrow against seaside destination and a blue↑/red↓ against GB

↑ ↑

↑ ↑

↑ ↑

↑

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Great Britain*

30%

52%

40%

51%

39%

43%

35%

41%

35%

37%

45%

41%

40%

33%

Destination attribute perception - among GB holiday makers

Base: Bournemouth n=335, Total n =12179 Question name: C90 Destination attributes

AMONG HOLIDAY MAKERS IN GENERAL, BOURNEMOUTH IS PERCEIVED AS A SEASIDE CITY WITH A WIDE VARIETY OF QUALITY ACCOMMODATION AND A GOOD MIX OF ACTIVITIES. COMPARED TO THE GB AVERAGE, BOURNEMOUTH IS SEEN AS HAVING A DISTINCT IDENTITY, WHICH IS A HUGE POSITIVE THAT PROVIDES THE OPPORTUNITY TO BE LEVERAGED IN FUTURE COMMUNICATIONS.

68%

65%

62%

62%

59%

57%

50%

49%

49%

49%

49%

48%

39%

39%

37%

37%

34%

31%

27%

24%

Quality accommodation

Fun

Relaxing

Lots to see and do

Easy to get to

Welcoming

For all seasons

More for the old

Traditional

Distinct identity

Authentic

Value for money

Stylish

Beautiful

Exciting

More for the young

Upmarket

Romantic

Out of the ordinary

Breath taking

Perceptions of Destination Great Britain*

40%

61%

61%

54%

54%

66%

64%

50%

62%

36%

56%

42%

39%

57%

44%

60%

33%

48%

51%

46%

* Averages taken manually from summing each destination, not via nett.

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Significant differences will be indicated by a black↑/orange↓ arrow against seaside destination and a blue↑/red↓ against GB

75%

54%

53%

49%

42%

38%

36%

35%

27%

25%

23%

22%

17%

16%

Seaside

Friends

Coastal

Food & Drink

Shopping

Family

Festivals

Relax

Arts

Sports

Rural

Historic

Nature

Adventure Sports

Thematic images endorsement

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These questions ask how destinations are perceived generally, not how each was rated on a recent trip. The question is asked of visitors and non-visitors.

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The theme boardsAnd their “nicknames” used in analysis + plus the 20 words evaluated

Shopping

Seaside

Rural

Relax

Nature

Historic

Adventure Sports

Arts

Coastal

Family

Festivals

Food & drink

Friends

Word associations (E40/45)

• Beautiful• Breath-taking• Distinct culture• Traditional• Authentic• Relaxing• Quality accommodation• Fun• Friendly• Romantic• Surprising• Exciting• Out of the ordinary• Value for money• For all seasons• Stylish• More for the old• Easy to get to• Upmarket• More for the young

Image boards (E30/35)

Rural

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Summary: Bournemouth

• Over half of domestic holiday makers have visited Bournemouth. It is a fairly popular destination although 64% of those who did so visited more than a year ago.

• Bournemouth attracts the young (there are significantly higher rates of visitors younger than 45) and Londoners (a significantly larger proportion of visitors are from London than can be found in other destinations)

• Hotel usage in Bournemouth is significantly higher across Great Britain as is the claimed use of four star accommodation.

• In fact, Bournemouth is perceived as a seaside city with a wide variety of quality accommodation. On top of that holiday makers believe it to have a good mix of activities and a distinctive identity.

• According to its visitors, its highlight are the beaches which are rated significantly higher than other seaside destinations. Whereas the quality of the natural environment and its history and heritage is less recognised.

• Bournemouth has overall high levels of loyalty but satisfaction levels and likelihood to revisit are lower compared to other seaside destinations and Great Britain generally.

• A watch out: The lower score for the quality of the natural environment could be in conflict with beautiful beaches.

• Additionally Bournemouth is not seen as ‘for all seasons’ which means that in some parts of the year Bournemouth is not seen as a viable destination for holiday makers.