inbound consumer sentiment research - visitbritain · inbound consumer sentiment research...

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Inbound consumer sentiment research

VisitBritain

Research conducted in August 2016 – March 2019

Published in April 2019

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ContentsIntroduction

• Consumer sentiment – questions to answer

• Executive Summary

Welcome and perceptions of Britain

• Opinion of Britain

• Welcome

• Perceptions of Britain

Value perceptions

• Knowledge of the exchange rate

• Value for money

• Influence of value of GBP

Interest in and likelihood of visiting Britain

• Change in likelihood to visit Britain

• Interest in visiting Britain

• Influence on interest in visiting Britain in 2019

• Influence of Brexit on interest in visiting Britain

Interest in and likelihood of visiting Britain

(cont.)

• Timing of future visits to Britain

• Propensity to visit Britain’s nations and regions

• Respondent links to Britain

Impact of uncertainty

• Concern around uncertainty

• Uncertainty and likelihood to visit Britain in 2019

• Reasons for being less likely to visit in 2019

• Propensity to visit alternative countries in 2019

• Concern around potential policy changes

More sample information

• Age pattern

• Visitors since July 2016

• Access and border experience

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Introduction

Thursday, May 30, 2019

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Consumer sentiment – questions to answer1. What are perceptions of Britain’s welcome?

2. What are perceptions of Britain’s value for money and have these changed?

3. What is the effect on propensity to visit Britain?

Research details:

• Focus on understanding consumer sentiment

• 500 international travellers per market (defined as those who have taken a holiday abroad in the last three years)

• Online fieldwork conducted by ICM

• At the time of fieldwork and writing of this report the UK was scheduled to leave the EU on 29 March 2019, but the detailed

terms of the depature were subject to ongoing negotiations.

Germany France Italy Netherlands Poland Spain Sweden China USA

Wave 1 25th – 31st August 2016

Wave 2 13th – 20th February 2017 29th March – 5th April 2017

Wave 3 11th – 18th September 2017

Wave 4 9th – 16th March 2018

Wave 5 27th September – 4th October 2018

Wave 6 1st – 11th March 2019

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Executive Summary• Likelihood to visit: the balance of likelihood to visit has declined since the first wave in August 2016 and also in the March 2019 wave.

However, most respondents continue to state their likelihood to visit Britain has not been affected by the EU referendum decision.

• Opinion of Britain: Britain’s net reputation is, overall, below its level in 2016 and declined further in March 2019.

• Interest in visiting Britain eased slightly again March 2019 compared to autumn 2018, and is significantly lower than in 2016 having

shown a trend of decline over time. Nonetheless, globally, 67% stated in the latest wave that they are interested in visiting Britain.

• Concern around uncertainty: 44% of European respondents are concerned about the uncertainty around travel arrangements due to

ongoing negotiations although only 8% are very concerned and 49% are not concerned. Concern, however, has increased significantly from

the previous wave.

• Value: There has been no clear, consistent change in value for money perceptions since the previous wave of research in autumn 2018.

More than half of respondents felt either ‘fairly well’ or ‘very well informed’ about the current value of the pound against their own currency in

March 2019. Less than half agree that Britain offers good value for money, lower than in 2016 although consistent with agreement in 2017-

18. There continues to be widespread agreement that Britain is an expensive destination, although this sentiment declined in some markets

this wave. Most still agree the weak pound makes it a good time to visit although agreement eased slightly in March 2019.

• Welcome: Most respondents continue to see Britain as a destination which is welcoming to visitors and as open minded and tolerant, with

little overall change in these indicators over time.

• Safety/security: After previous declines following a number of terrorist attacks in 2017, perceptions of Britain being a safe and secure

destination have almost fully recovered on the overall level.

• Policy worries: on the European total level, there was a significant increase in concern about policies/practicalities compared to all the

previous waves of research (which had shown a stable level). Levels of concern strongly vary by market.

• Market differences: Perceptions vary greatly by market. Those from US and China generally show the most positive attitudes. In European

markets the picture is less clear-cut, but in general attitudes tend to be more upbeat among Italians and the French.

Please note that response patterns in international surveys tend to vary by market in general e.g. Chinese respondents can display above average levels of agreement.

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market.

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Welcome and perceptions of

Britain

7

Balance

August 2016 +5% -3% -11% +5% 0% -1% -9% -7% -1% +35% +34%

Feb-Apr 2017 -2% -13% -21% -5% -2% -9% -14% -27% -12% +42% +33%

September 2017 -3% -13% -18% -6% -10% -6% -17% -16% -19% +39% +23%

March 2018 +1% -9% -18% -1% -1% -9% -9% -15% -10% +43% +30%

Sep/Oct 2018 -2% -12% -18% -4% -5% -14% -10% -17% -17% +47% +24%

March 2019 -6% -15% -18% -7% -11% -13% -15% -21% -18% +36% +11%

Britain’s net reputation is negative in the international total and remains negative for Europe in the latest wave.Almost half (46%) of respondents said their opinion of Britain has remained unchanged since June 2016 while 23% of respondents said their opinion has

become more positive and 29% more negative. Sentiment at the total and European level has declined overall in the latest wave again. The net balance of

opinion of Britain remains lower than in August 2016, on average and for most markets. Spain, Germany and Sweden are the most negative on net balance. In

the US the shift in net balance is due to more respondents stating no change rather than hardening of negative sentiment.

Opinion of Britain

“In 2016, the United Kingdom held a referendum on its membership of the European Union, and as a result the United Kingdom is currently scheduled to leave the European Union in March 2019. Following this

decision, how, if at all, would you say your view of Britain has changed?” (Please note that the question wording was changed to include the month of exit applicable at the time of fieldwork and writing of the report.)

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: ‘don’t know’ not displayed. “Balance” is calculated as “more positive” minus “more negative”.

March 2019 Results:

11% 9% 10% 9% 10% 8% 12% 7% 8%22% 17%

12% 10% 13% 8% 10% 11% 9% 11% 10%

24%8%

46% 45% 36% 57% 48% 47% 42% 42% 43%

44%58%

20% 23% 27%17% 21% 25%

19% 30% 25%

9% 11%9% 11% 14% 7% 10% 7% 17% 9% 10% 1% 3%

0%

20%

40%

60%

80%

100%

Total Europe Germany France Italy Neth. Poland Spain Sweden China USA

My view has become much morenegative

My view has become slightlymore negative

My view has not changed

My view has become slightlymore positive

My view has become much morepositive

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% Strongly or slightly agree Total Europe Germany France Italy Neth. Poland Spain Sweden China USA

Welcoming to

visitors

Aug 16 73% 69% 68% 71% 73% 70% 70% 63% 69% 88% 84%

Feb-Apr 17 70% 67% 67% 76% 69% 69% 67% 51% 68% 82% 84%

Sep 17 71% 67% 71% 75% 62% 70% 67% 54% 69% 85% 83%

Mar 18 71% 68% 68% 73% 71% 68% 73% 57% 66% 83% 81%

Sep/Oct 18 72% 68% 70% 73% 71% 67% 72% 53% 72% 81% 87%

Mar 19 71% 69% 69% 70% 70% 68% 78% 54% 72% 83% 75%

WelcomeMost respondents see Britain as a destination welcoming to visitors.

Most respondents see Britain as welcoming to visitors; there has been little change at the overall level since August 2016 and levels of agreement have

been fairly stable in most markets in the latest wave compared to autumn 2018. They have improved noticeably in Poland and dropped in the US, albeit still

at a high level. Welcome perceptions in Spain remain the lowest in the set, but more than half of Spanish respondents see Britain as welcoming to visitors.

“Thinking about Britain as a country, to what extent do you agree or disagree that it is….?”


9


Open minded

and tolerant

Aug 16 67% 63% 62% 73% 72% 49% 64% 64% 57% 86% 80%

Feb-Apr 17 65% 61% 62% 73% 70% 48% 65% 53% 55% 78% 78%

Sep 17 66% 62% 66% 75% 69% 50% 59% 60% 53% 82% 79%

Mar 18 67% 64% 63% 75% 73% 46% 70% 62% 56% 83% 76%

Sep/Oct 18 66% 62% 64% 73% 71% 45% 68% 54% 59% 82% 79%

Mar 19 66% 64% 63% 69% 75% 45% 72% 59% 63% 80% 68%

A safe and

secure

destination

Aug 16 73% 70% 72% 73% 65% 69% 69% 79% 65% 87% 81%

Feb-Apr 17 74% 72% 80% 82% 69% 71% 70% 73% 61% 81% 80%

Sep 17 63% 58% 65% 66% 46% 65% 51% 64% 51% 83% 75%

Mar 18 69% 66% 68% 75% 64% 65% 61% 72% 55% 82% 76%

Sep/Oct 18 71% 67% 73% 75% 64% 63% 65% 68% 59% 86% 82%

Mar 19 71% 68% 75% 70% 66% 67% 69% 68% 63% 85% 76%

Perceptions of Britain being a safe and secure destination showed signs of recovery in 2018 and 2019, after a decline in 2017

following a number of terrorist attacks.

Safety and security perceptions saw a notable decline from 74% in Feb-Apr 2017 to 63% in September 2017, following a number of terrorist attacks during

2017. Agreement started to recover in many markets in spring 2018 and this trend continued in autumn 2018 and remained stable in spring 2019, yet current

levels of agreement have still not fully caught up with those held in the earliest waves of the study. This is particularly applicable for Spain. In the US

perceptions have fallen back to levels seen in autumn 2017 and spring 2018 in the latest wave.

Two thirds agree that Britain is ‘open minded and tolerant’, almost unchanged since 2016. Highest levels of agreement with this statement came from

Chinese, Italian and Polish respondents, whilst Dutch and Spanish were least likely to agree. The widest shift in the latest wave happened in the US.

Perceptions of Britain



10

Value perceptions

11

% Very or Fairly well informed Total Europe Germany France Italy Neth. Poland Spain Sweden China USA

...about any changes

in the value of the

British pound since

the referendum

Aug 16 57% 52% 43% 40% 58% 57% 59% 57% 49% 81% 69%

Feb-Apr 17 51% 47% 38% 41% 54% 47% 54% 50% 45% 69% 63%

Sep 17 51% 47% 38% 40% 48% 47% 57% 53% 41% 71% 58%

Mar 18 49% 45% 35% 41% 48% 47% 55% 47% 39% 71% 61%

Sep/Oct 18 48% 44% 39% 38% 43% 48% 53% 46% 40% 70% 54%

...about the current

value of the British

pound in relation to

your currency

Mar 19 56% 53% 43% 36% 53% 49% 75% 50% 63% 84% 46%

Knowledge of the exchange rateMore than half of respondents state that they are ‘very well’ or ‘fairly well’ informed about the current value of the British pound in

relation to their home currency.

From 2016 to 2018, a decline in the knowledge about the changes in the value of the British pound since the referendum suggested that the exchange rate

became less top of mind. Changing the question wording in 2019 to refer to the current value of the pound in relation to the respondents’ home currency

showed higher levels of awareness in most cases (with the exception of the US and France). Knowledge is highest in the Chinese and Polish markets.

Knowledge of the exchange rate is linked with increased likelihood to visit Britain. 53% of those who are very well informed about the exchange rate say they

are at least slightly more likely to visit Britain following the referendum. The same applies to 28% of those who are fairly well informed; 9% of those who are

not very well informed and just 3% of those who are not informed at all about exchange rates.

“How well informed, if at all, would you say you are about the current value of the British pound (£GBP) in relation to your currency?, (Please note the wording has been changed in the most recent wave),

Following the referendum decision, would you say you are more likely to visit Britain in the future, less likely, or does it make no difference?”


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Good value for

money

Aug 16 51% 44% 34% 44% 41% 46% 50% 45% 48% 83% 71%

Feb-Apr 17 44% 36% 30% 40% 30% 38% 46% 34% 36% 80% 66%

Sep 17 44% 36% 31% 39% 30% 39% 44% 38% 34% 83% 61%

Mar 18 45% 38% 28% 40% 34% 40% 47% 38% 38% 77% 61%

Sep/Oct 18 45% 38% 33% 39% 32% 37% 47% 38% 39% 79% 60%

Mar 19 45% 39% 30% 41% 33% 44% 47% 38% 39% 76% 53%

Value for money (1/2)Value for money perceptions remain a challenge in all markets but China.

Value for money perceptions decreased overall after the first wave, although have been stable since, falling from 51% in August 2016 to 44%/45% in the

five following waves of research. However, in all markets the proportion of respondents agreeing that Britain offers good value for money is lower in March

2019 than in August 2016, most notably in US, Sweden, Italy, Spain and China (albeit the latter remains at the highest level out of the set).



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The weak pound

makes it a good time

to visit Britain

Aug 16 70% 67% 62% 69% 73% 63% 67% 70% 61% 85% 78%

Feb-Apr 17 71% 68% 62% 74% 75% 67% 68% 67% 61% 81% 81%

Sep 17 70% 67% 60% 72% 75% 64% 66% 71% 61% 84% 79%

Mar 18 69% 66% 61% 70% 74% 66% 69% 65% 61% 80% 76%

Sep/Oct 18 69% 66% 56% 69% 75% 65% 70% 65% 59% 79% 79%

Mar 19 65% 63% 53% 62% 70% 65% 67% 65% 62% 74% 67%

Britain is still an expensive

destination

Aug 16 60% 60% 62% 60% 65% 50% 68% 67% 46% 64% 63%

Feb-Apr 17 63% 63% 62% 62% 73% 53% 69% 74% 50% 63% 65%

Sep 17 64% 64% 64% 61% 71% 55% 69% 75% 48% 63% 65%

Mar 18 64% 63% 60% 68% 69% 51% 68% 76% 52% 62% 67%

Sep/Oct 18 66% 65% 61% 63% 72% 54% 73% 72% 56% 68% 71%

Mar 19 62% 62% 55% 52% 71% 53% 72% 72% 57% 66% 61%

The fall in the pound makes

it more likely that I will

personally visit Britain

Aug 16 56% 50% 44% 58% 54% 41% 52% 56% 44% 88% 68%

Feb-Apr 17 55% 49% 40% 58% 56% 42% 52% 55% 39% 85% 68%

Sep 17 53% 48% 38% 56% 56% 38% 51% 57% 39% 84% 63%

Mar 18 53% 47% 41% 55% 56% 37% 53% 49% 38% 82% 62%

Sep/Oct 18 52% 46% 35% 51% 54% 39% 52% 53% 39% 81% 61%

Mar 19 50% 45% 33% 45% 51% 38% 54% 55% 41% 81% 49%

Most agree the weak pound makes it a good time to visit although the likelihood for them to personally visit has slightly declined

over time and there continues to be widespread agreement that Britain is an expensive destination.

Value for money (2/2)

“Thinking about your own travel plans, how much do you agree or disagree with each of the following statements?”


1421%

18%

24%

20%

12%

16%

23%

18%

13%

25%

34%

34%

30%

31%

30%

30%

33%

29%

29%

30%

58%

18%

42%

48%

42%

49%

54%

47%

41%

50%

52%

17%

45%

Total

Europe

Germany

France

Italy

Neth.

Poland

Spain

Sweden

China

US

Strongly influenced

Slightly influenced

Did not influence decision

Influence of value of GBPJust over half of respondents who have visited since July 2016 said the value of GBP influenced their decision to travel to Britain to

some extent.

Amongst those who have visited Britain since July 2016, 21% said that the weak pound strongly influenced their visit, and 34% were slightly influenced; more

than two in five said they were not influenced by the low value of the pound.

There were some marked differences between markets, with non-Europeans more likely to say that the low value of the pound had influenced their decision.

34% of US visitors since July 2016 stated that the exchange rate strongly influenced their decision, followed by 25% of Chinese visitors. Italian, Swedish and

Dutch respondents who had visited since July 2016 were least likely to have been strongly influenced by the value of GBP.

“To what extent, if at all, would you say your decision to visit Britain since the referendum was influenced by the low value of the pound? Those who visited since EU referendum” (n=1367)

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: ‘don’t know’ (3% of responses) not displayed.

March 2019 Results:

15

Interest in and likelihood of

visiting Britain

16

Balance

August 2016 +16% +8% +6% +14% +17% +9% 0% +3% +8% +49% +43%

Feb-Apr 2017 +12% +1% -4% +7% +14% -1% -2% -7% 0% +50% +40%

September 2017 +10% +2% 0% +9% +7% +1% -3% 0% -3% +50% +28%

March 2018 +13% +4% +4% +11% +13% +3% +3% -2% -3% +54% +36%

Sep/Oct 2018 +11% +2% +2% +5% +10% -2% +4% -1% -3% +56% +29%

March 2019 +6% -2% -2% +1% +5% -6% -3% -5% -2% +48% +15%

10% 8% 9% 6% 11% 6% 10% 8% 6%22% 15%

12% 10% 10% 9% 10% 10% 10% 10% 10%

31%

6%

59% 61% 59% 67% 63%60% 55% 58% 64%

41%

66%

12% 15% 14%10% 13% 16% 17% 18% 14% 5% 5%

4% 5% 7% 4% 3% 6% 7% 5% 4% 1% 2%

0%

20%

40%

60%

80%

100%


Much less likely to visit Britain

Slightly less likely to visit Britain

Makes no difference to me

Slightly more likely to visit Britain

Much more likely to visit Britain

Most respondents state their likelihood to visit Britain has not been affected by the EU referendum decision. In the latest wave, about three fifths (59%) said there had been no impact on their likelihood to visit Britain. The balance of likelihood to visit Britain following

the referendum is positive in four markets but is negative on the European total level for the first time, and in the Netherlands, Spain, Poland, Sweden and

Germany. The latest wave shows wave-on-wave declines in all markets but Sweden; the strongest ones noticeable in US (a shift from more likely to no

impact), China and Poland. The balance of likelihood to visit is lower in spring 2019 than in August 2016 in all markets.

March 2019 Results:

Change in likelihood to visit Britain

“Following the referendum decision, would you say you are more likely to visit Britain in the future, less likely, or does it make no difference?”

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: ‘don’t know’ not displayed. “Balance” is calculated as “more likely” minus “less likely”.

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Balance

August 2016 +71% +67% +56% +64% +85% +54% +60% +83% +65% +90% +85%

Feb-Apr 2017 +67% +62% +57% +65% +80% +42% +54% +74% +61% +88% +84%

September 2017 +66% +61% +55% +60% +77% +49% +53% +76% +59% +89% +77%

March 2018 +67% +63% +54% +63% +80% +51% +60% +75% +56% +87% +80%

Sep/Oct 2018 +63% +57% +49% +51% +78% +48% +55% +66% +52% +89% +76%

March 2019 +60% +56% +40% +50% +74% +45% +55% +72% +57% +88% +60%

Interest in visiting Britain is much lower in spring 2019 than in August 2016 on the total level, easing slightly again in the latest wave.Overall, the net balance dropped between the first two waves, remained broadly stable in subsequent waves, but then declined further in autumn 2018. In the

most recent wave, net interest in visiting Britain overall eased slightly again in March 2019. 67% of respondents are interested in visiting Britain in the future,

with the highest levels of interest from China (88%), Italy (76%) and Spain (76%). Interest to visit is the lowest in the Netherlands and Germany.

March 2019 Results:

67% 64% 55% 58%76%

54%64%

76%65%

88%70%

24% 27%27% 30%

21%

35%26%

20%27%

11%

19%

7% 8% 15% 9% 2% 9% 9% 4% 8% 1% 10%

0%

20%

40%

60%

80%

100%


Not interested

Neutral

Interested

Interest in visiting Britain

“On a scale of 1 to 10, how interested would you be in visiting Britain in the future?” 1 is not at all interested and 10 is very interested

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: ‘don’t know’ not displayed, interested (8-10), neutral (5-7), not interested (1-4).

“Balance” is calculated as “interested” minus “not interested”.

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Interest in visiting Britain is much lower in spring 2019 than in August 2016 on the total level, easing slightly again in the latest wave.At the total level 67% of respondents stated, in the latest wave, that they are interested in visiting Britain. Recent changes on the total and European level

show a slight easing between autumn 2018 and spring 2019, but differences vary by market. While in some markets like China interest in visiting Britain has

remained broadly stable across waves, we see a decline in levels of interest to visit Britain in most markets compared to 2016. The most significant differences

between August 2016 and spring 2019 are seen in the US, German, French and Italian markets. Highest levels of interest are among Chinese, Italians and the

Spanish.

% of those who stated that they are interested in visiting Britain across waves

76%72%

67%69%

87%

60%

68%

85%

71%

92%

85%

67%64%

55%58%

76%

54%

64%

76%

65%

88%

70%


wave 1 wave 2 wave 3 wave 4 wave 5 wave 6

Interest in visiting Britain

“On a scale of 1 to 10, how interested would you be in visiting Britain in the future?” 1 is not at all interested and 10 is very interested”

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: only interested (8-10) displayed

19

Influence on interest in visiting Britain in 2019

8%

10%

14%

15%

18%

23%

23%

19%

23%

23%

24%

28%

34%

34%

41%

42%

12%

20%

29%

31%

37%

35%

39%

44%

41%

44%

43%

48%

43%

46%

41%

42%

48%

41%

31%

34%

37%

27%

29%

29%

28%

28%

26%

19%

16%

15%

13%

13%

17%

24%

21%

15%

3%

10%

5%

5%

3%

3%

4%

2%

3%

2%

3%

1%

10%

4%

4%

4%

1%

3%

1%

1%

1%

1%

1%

1%

1%

1%

1%

Britain’s exit from the EU

Weather

Prices in the destination

Food

Events (sport, festivals, exhibitions, etc.)

My English language ability

Coast/seaside

People

Countryside

Contemporary culture (music, film, etc.)

Access from country

Other cities in Britain (outside London)

Experience of previous visit(s) to Britain

History & heritage

London

The idea of visiting a new country

Very positive Quite positive No influence Quite negative Very negative

“What influence do the following factors have on your level of interest in visiting Britain in 2019?” – Influence levels vary by market.

The idea of visiting a new country and experience of a previous visit to Britain were only answered by those to whom it was applicable (n=1462 and n=3024 respectively)


Going to a new country, London, history & heritage and the experience of previous visits have the most positive influence.

Whilst almost half of respondents said there was no influence, Britain’s exit from the EU produces the only net negative influence in the set.

20

Taking a closer look at the influence of Britain’s exit on interest to visit Britain in 2019, almost half of respondents stated that it had no

influence; the net balance, however, suggests a net negative impact among Europeans.

Influence of Brexit on interest in visiting Britain

8%

7%

7%

11%

5%

7%

7%

11%

9%

8%

8%

9%

7%

13%

11%

10%

12%

13%

15%

22%

11%

12%

45%

51%

38%

37%

48%

49%

51%

56%

58%

46%

48%

18%

19%

22%

19%

19%

20%

17%

10%

8%

19%

17%

16%

13%

15%

17%

10%

9%

8%

3%

2%

12%

10%

Germany

Sweden

Poland

Spain

Netherlands

Italy

France

USA

China

Europe

Total

Very positive Quite positive No influence Quite negative Very negative

“What influence do the following factors have on your level of interest in visiting Britain in 2019?” Britain’s exit from the EU.

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. “Balance” is calculated as “positive” minus “negative”.

Balance

-7%

-13%

+20%

+13%

-4%

-10%

-14%

-15%

-16%

-17%

-17%

21

Timing of future visits to BritainRespondents who are interested in visiting Britain in the future are most likely to consider the peak summer months.

Those who are interested in visiting are most likely to consider visiting during the peak summer season in the third quarter of 2019. Chinese respondents

interested in visiting showed the highest propensity to visit in the second quarter of 2019. A large share of Swedish and US respondents were likely to wait

until 2020 or later with their visit and almost a third of Dutch respondents stated they did not know when they would be likely to visit Britain.

17% 19% 15%23%

8%

31%

16% 15%22%

2%

22%

26% 27%21%

29%

28%

21%

24% 29%

37%

11%

35%

14% 13%

13%

13%

13%

15%

11%

16%

12%

16%

14%

28% 28%36%

20%

34%

22%

35%28%

19%

41%

18%

13% 11% 12% 13% 15%8%

11% 11% 9%

26%

8%

2% 2% 1% 1% 2% 1% 4% 1% 1% 4% 3%


In March 2019

In April-June 2019

In July-September 2019

In October-December2019

Later(in 2020 or later)

Don't know

“When do you think you would be likely to visit Britain?” (Amongst those who are interested in visiting Britain, n=4124)


March 2019 Results:

22

73%69%

66% 64%

76%

60%

67%72% 74%

91%

80%

52% 50% 51%47%

55%

42%45%

61%

44%

60%

57%

37%33%

36%

29%

23%

42%36%

22%

40%

52%51%

27%25% 24% 24% 23%

26%28% 29%

20%

34%

39%

4% 4%2%

6%2% 6% 3% 3% 5%

1%4%


London Scotland Elsewhere in England Wales Don't know

Among those who are interested in visiting Britain the propensity to visit was highest for London and Scotland.

Those who are interested in visiting Britain showed highest levels of likelihood to visit London (73%), followed by Scotland (52%); “elsewhere in England”

(37%) was ahead of Wales (27%).

This preference order was repeated in all markets except for: Italy, where “elsewhere in England” and Wales are on par; the Netherlands, where interest in

visiting Scotland and ‘elsewhere in England’ are level; and Spain, where interest in visiting Wales is higher than “elsewhere in England”.

March 2019 Results:

Propensity to visit Britain’s nations and regions

“If you were to visit Britain, which regions would you be likely to visit? (Amongst those who are interested in visiting Britain, multiple answers per respondent allowed, n=4124)”


23

More than three in five respondents have some sort of link to Britain. The most commonly stated were having friends from their

home country who live in Britain, having studied on an English language course or having British friends in their home country. Respondents with links to Britain often show, on net balance, higher levels of interest in visiting Britain and likelihood to visit Britain despite the current

uncertainty. They also have a tendency to show more positive views towards Britain on many attributes including welcome.

Respondent links to Britain

“Which, if any, of the following apply to you?” (Please note that the base for individual answer options on market level may be small.)


Respondent links to Britain Total Europe Germany France Italy Neth. Poland Spain Sweden China USA

I have family living in Britain. 9% 11% 5% 6% 11% 8% 27% 8% 10% 3% 7%

I have family from Britain 4% 5% 2% 3% 3% 6% 11% 5% 4% 1% 6%

I have friends in my country of residence who are from

Britain.16% 14% 12% 11% 11% 12% 17% 16% 18% 23% 23%

I have friends from my country of residence who live in Britain 22% 23% 10% 9% 31% 12% 51% 27% 18% 29% 12%

I have other friends who live in Britain 14% 14% 12% 10% 14% 14% 23% 9% 18% 7% 16%

I have studied in Britain 3% 3% 1% 4% 4% 2% 1% 6% 6% 3% 4%

I have studied on an English language course 20% 18% 15% 19% 19% 10% 18% 20% 26% 41% 7%

I have studied on a course related to British culture (e.g.

English literature)6% 5% 3% 5% 5% 4% 2% 6% 8% 19% 7%

I have lived in Britain. 4% 4% 4% 4% 3% 4% 7% 5% 5% 4% 5%

I have worked with a British company/branch/colleagues. 6% 5% 5% 6% 4% 5% 7% 5% 4% 13% 5%

I have taken part in an exchange to Britain (e.g. school, work,

secondment).6% 6% 7% 13% 5% 5% 2% 5% 3% 14% 3%

Other link to Britain 2% 2% 2% 1% 2% 4% 1% 2% 2% 0% 2%

Some sort of link to Britain 62% 62% 51% 53% 64% 48% 88% 64% 63% 77% 50%

None of the above 38% 38% 49% 47% 36% 52% 12% 36% 37% 23% 50%

24

Impact of uncertainty


25

Balance

Sep/Oct 2018 - +18% +15% +27% +22% +23% -22% +1% +58% - -

March 2019 -1% +6% +9% +19% +9% +1% -31% -6% +38% -65% +20%

11% 11% 13% 15% 11% 11% 5% 7%18% 1% 18%

36% 38% 38%40%

42% 35%27%

38%

47%

17%

37%

37% 35% 34% 29% 37% 37%48%

41%

22%

59%

26%

10% 8% 8% 7% 6% 8% 15% 11% 4% 23% 9%

0%

20%

40%

60%

80%

100%


Very concerned

Fairly concerned

Not very concerned

Not at all concerned

While 44% of European respondents are concerned about the uncertainty around travel arrangements due to ongoing negotiations

(an increase on autumn 2018), only 11% are very concerned. Chinese respondents show the highest levels of concern.

In March 2019, 46% of all respondents said that they are not very or not at all concerned about a potential impact of the uncertainty regarding travel

arrangements as negotiations between the UK and the EU are ongoing. While a majority in most markets are not concerned, most notably in Sweden, more

than four-in-five of Chinese respondents, 62% of Polish and just over half of Spanish are fairly or very concerned.

Levels of concern have increased in European markets, to varying degrees, across the board between autumn 2018 and spring 2019.

March 2019 Results:

Concern around uncertainty

“Negotiations between the United Kingdom and the European Union are ongoing, so there remains uncertainty about arrangements which could impact travel to the United Kingdom after it leaves the European

Union on 29 March 2019. How concerned, if at all, are you about this uncertainty and the potential impact it could have on your travel to Britain?”, asked to all (in autumn 2018 to Europeans only)

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: ‘don’t know’ and ‘not applicable’ not displayed

26

Balance:

Sep/Oct 2018 - -2% -2% +7% +6% -7% -4% -9% -6% - -

March 2019 0% -6% -4% -1% -1% -11% -10% -10% -9% +38% +7%

% share of those saying I was not planning on visiting in 2019:

March 2019 11% 11% 11% 15% 5% 13% 7% 7% 20% 3% 22%

8% 6% 6% 7% 7% 4% 7% 7% 3%20% 10%

12%10% 10% 8%

14%9% 11% 11% 8%

29%

9%

46% 47% 48% 49% 50%48% 43% 47% 46%

38%

42%

14% 15% 12% 13% 16% 15% 18% 19% 15%

10% 10%

6% 7% 8% 4% 6% 8% 10% 8% 4% 1% 3%

0%

20%

40%

60%

80%

100%


A lot less likely to visit Britain inthe next year

A little less likely to visit Britain inthe next year

Does not affect likelihood to visitBritain in the next year

Slightly more likely to visit Britainin the next year

A lot more likely to visit Britain inthe next year

Almost half of all respondents state their likelihood to visit Britain is not affected by uncertainty around travel arrangements due to

the ongoing negotiations between the UK and the EU; however, the net balance suggests a slightly negative impact among

EuropeansThe net balance is neutral on the total level and negative on the overall European level; it also is negative across all European markets, albeit to varying

degrees – and below autumn 2019. Among Chinese and US respondents the net balance remains positive. Looking at the net balance for respondents who

had previously visited Britain and/or had links to Britain it was positive, suggesting less impact than for non-visitors and/or those without links to Britain.

(Those stating that they are more likely to visit Britain in the next year are likely to be expressing their intent to travel to Britain despite the uncertainty.)

March 2019 Results:

Uncertainty and likelihood to visit Britain in 2019

“Does this uncertainty and the possible impact it could have on your travel to Britain affect your likelihood to visit to Britain in 2019?”, asked to all (in autumn 2018 to Europeans only)

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: ‘don’t know’ not displayed, the balance does not include those who are not planning a visit in 2019

27

Asking respondents who said they would be less likely to visit Britain in 2019, Britain’s exit from the EU, uncertainty and potential

perceived problems causing inconvenience and difficulty for travellers were among the most mentioned barriers.

• Britain’s exit from the EU and related

uncertainty were among the top reasons

for a lower likelihood to visit Britain in

2019 in all nine markets.

• Despite recent assurances made with

regards to travel in any of the possible

Brexit scenarios discussed in ongoing

negotiations, a large proportion of those

saying they would be less likely to visit in

2019 stated potential problems and

hassle arising from uncertainty (e.g. price

and exchange rate fluctuation and

problems on entry to Britain).

• Primarily among Europeans there seems

to be a perception of less ease when

travelling to a third country rather than

within the European Union (e.g. belief of

need for visa and/or passport).

Reasons for being less likely to visit in 2019

“What makes you less likely to visit Britain in 2019?”, asked to all those who said that they would be less likely to visit Britain in 2019, based on 896 comments coded in themes


Waiting for

certainty

Problems on entry

Instability

Visa Uncertainty

Currency BrexitSafety/

security

Queues

Passport

Welcome HasslePrice/costs

Alternative destinations

None of

these

28

38% 38%

30% 29%25%

23%20%

10%

5%

All markets

Spain Italy France Scandinavia Germany Ireland Netherlands Other European destination Other long-haul destination

Asking those who said they would be less likely to visit Britain as a result of the uncertainty in 2019 where else they would visit

instead, Spain and Italy appear to be the favourite alternative destinations followed by France and Scandinavia (Denmark, Norway,

Sweden). One in four also consider Germany followed by Ireland as places to visit instead.

Propensity to visit alternative countries in 2019

“Where might you be likely to visit instead?”, asked to all those who said that they would be less likely to visit Britain in 2019 (n=897)


March 2019 Results:

Alternative destinations:

29

% Very or Fairly concerned Europe Germany France Italy Neth. Poland Spain Sweden

People from my country

might require a visa to

travel to Britain

Aug 16 39% 37% 42% 43% 28% 61% 43% 20%

Feb-Apr 17 36% 32% 44% 38% 22% 59% 43% 15%

Sep 17 38% 36% 43% 42% 28% 60% 42% 19%

Mar 18 37% 37% 40% 37% 28% 57% 44% 16%

Sep/Oct 18 39% 33% 41% 41% 31% 61% 47% 21%

Mar 19 48% 41% 45% 53% 48% 70% 52% 30%

It will be more difficult to

access healthcare in Britain

Aug 16 40% 37% 39% 47% 25% 58% 52% 25%

Feb-Apr 17 38% 32% 38% 42% 21% 59% 55% 20%

Sep 17 41% 37% 40% 48% 27% 58% 53% 26%

Mar 18 39% 37% 36% 43% 25% 55% 56% 24%

Sep/Oct 18 41% 34% 36% 46% 29% 59% 54% 27%

Mar 19 48% 36% 40% 53% 41% 69% 62% 37%

Travel insurance for visitors

to Britain will be more

expensive

Aug 16 36% 33% 34% 40% 29% 55% 42% 19%

Feb-Apr 17 34% 29% 34% 38% 21% 58% 46% 16%

Sep 17 36% 32% 33% 40% 27% 54% 44% 19%

Mar 18 37% 34% 36% 38% 30% 55% 46% 17%

Sep/Oct 18 38% 35% 32% 41% 31% 57% 46% 23%

Mar 19 45% 37% 34% 49% 41% 68% 52% 31%

Concern around potential policy changes (1/3)

“At the moment, nothing has changed for tourists travelling to Britain. Thinking about the possibility of visiting Britain in future, to what extent, if at all, are you personally concerned about the following?

(Please note the question wording was slightly adapted in the March 2019 wave.)


In the most recent wave levels of concern about practicalities of visiting Britain have increased notably.Just under half of European respondents expressed concern about each of these practicalities but 76% are very/fairly concerned about at least one of them.

Levels of concern vary: Polish and Spanish respondents showed overall highest levels of concern, Swedish the lowest.

30

% Very or Fairly concerned Europe Germany France Italy Neth. Poland Spain Sweden

There will be fewer connections

between my country and Britain

Aug 16 28% 23% 27% 27% 20% 45% 37% 17%

Feb-Apr 17 25% 21% 26% 25% 15% 45% 32% 11%

Sep 17 27% 23% 27% 29% 21% 47% 30% 13%

Mar 18 28% 25% 30% 25% 22% 46% 32% 14%

Sep/Oct 18 30% 23% 28% 24% 26% 53% 35% 17%

Mar 19 38% 32% 31% 36% 39% 58% 46% 24%

It will be more difficult to claim

compensation if travel

arrangements are cancelled

Aug 16 32% 33% 29% 31% 23% 50% 39% 16%

Feb-Apr 17 30% 29% 28% 33% 20% 51% 37% 14%

Sep 17 33% 35% 33% 35% 25% 49% 36% 17%

Mar 18 32% 34% 31% 28% 26% 47% 41% 15%

Sep/Oct 18 34% 33% 35% 34% 29% 54% 40% 17%

Mar 19 42% 38% 36% 43% 40% 63% 49% 26%

It might become more

expensive to use mobile data

(on phone or mobile device)

while in Britain

Mar 19 51% 46% 41% 59% 48% 67% 59% 39%

In the most recent wave levels of concern about practicalities of visiting Britain have increased notably. Mobile data charges

generated the most concern. Just under half of European respondents expressed concern about each of these practicalities but 76% are very/fairly concerned about at least one of them.

Levels of concern vary: Polish and Spanish respondents showed overall highest levels of concern, Swedish the lowest.


“At the moment, nothing has changed for tourists travelling to Britain. Thinking about the possibility of visiting Britain in future, to what extent, if at all, are you personally concerned about the following?”

(Please note the question wording was slightly adapted in the March 2019 wave.)


31

% Very or Fairly concerned Total Europe Germany France Italy Neth. Poland Spain Sweden China USA

There might be longer queues

on entry to Britain

Sep/Oct 18 - 38% 36% 33% 38% 41% 53% 41% 25% - -

Mar 19 47% 45% 41% 42% 41% 54% 63% 46% 30% 70% 34%

Including Britain on the

itinerary of a multi-country trip

around Europe might become

more difficult*

Mar 19 54% - - - - - - - - 73% 35%

On the European total level, levels of concern about longer queues on entry have increased notably to just under half. Levels of

concern of a potential impact of policy changes are very high among Chinese respondents; about one in three US respondents

stated concerns.


“At the moment, nothing has changed for tourists travelling to Britain. Thinking about the possibility of visiting Britain in future, to what extent, if at all, are you personally concerned about the following?”

(Please note the question wording was slightly adapted in the March 2019 wave.), *only asked to Chinese and US respondents.


32

More sample information


33

In the international total for all age groups, the majority say there has been no difference in likelihood to visit Britain.

Respondents aged 45+ have a higher propensity to say that there has been no difference in their likelihood to visit.

Age pattern

11% 16% 12% 8% 8% 4%

15% 17% 16%9% 8%

3%

52%52% 56%

65% 63%69%

18% 11% 10% 12% 13% 14%

2% 3% 3% 5% 6% 6%

0%

20%

40%

60%

80%

100%

18-24 25-34 35-44 45-54 55-64 65+

Much less likely to visit Britain

Slightly less likely to visit Britain

Makes no difference to me

Slightly more likely to visit Britain

Much more likely to visit Britain

“Following the referendum decision, would you say you are more likely to visit Britain in the future, less likely, or does it make no difference?”

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: ‘don’t know’ not displayed. “Balance” is calculated as “more likely” minus “less likely”.

March 2019 Results:

Balance:

March 2019 +5% +19% +15% 0% -3% -14%

34

32% 31%36% 31% 34%

20%

37% 33%26% 29%

47%

12% 13%13% 20%

8%

16%

6%8% 20%

1%

13%

7% 8%6%

9%

9%

9%5% 8%

10%

2%

5%

11% 12%11%

10%

15%

13% 11%14%

9%

8%

8%3% 3% 4%

3%2%

4% 3%3% 3%

6%

2%

5% 5%5%

5%6%

6%4%

6% 6%

8%

4%12% 12% 11% 9% 13%12%

14%

14% 12%

15%

8%

13% 12% 11% 11% 8%14% 18%

9% 11%

25%

6%

3% 2% 1% 1% 3% 3% 1% 2% 2% 3% 5%


This year (2019)

In 2018

In 2017

Second half of 2016(July – December)

First half of 2016(January – June)

Within the last 4-5 years

Within the last 6-10 years

More than 10 years ago

Not visited

Most respondents have been to Britain, almost a third since July 2016.

The US, Poland, Germany and Italy have the highest level of respondents who have never visited Britain before.

March 2019 Results:

Visitors since July 2016

“Have you ever previously visited Britain?”, Among those who visited Britain previously: “When was your most recent visit to Britain?” (n=3024)

Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. ‘Don’t know’ and ‘can’t remember’ not displayed.

35

Balance

+48% +50% +57%

24% 25% 27%

37% 38% 41%

24% 25% 21%9% 7% 7%

4% 4% 4%

0%

20%

40%

60%

80%

100%

Waiting timeat the border

Welcome atthe border

Overallexperience at

the border

Very satisfied Quite satisfied

Neither Quite dissatisfied

Very dissatisfied

Most of the respondents who had visited since the referendum, accessed the UK via air. Almost three out of five state that they

were, on net balance, either ‘quite’ or ‘very satisfied’ with the overall border experience. Only just above one in ten stated

dissatisfaction to some degree.

Access and border experience

“How did you arrive in Britain?”, asked to those who have visited since the referendum; “Which airport did you arrive at when you visited Britain?”, asked to those who arrived by air (the high %-share for London City

might include some respondents who simply wanted to indicate they travelled to a London airport); “On a scale from 1 to 5, how satisfied or dissatisfied were you with the following when you arrived in Britain on your

last visit?”, asked to those who have visited since the referendum; Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market.

81%

14%

5%

Access to the UK

Via air Via ferry Via Channel Tunnel 0% 10% 20% 30%

Don’t know

East Midlands

Leeds/Bradford

London Southend

Cardiff

Liverpool John Lennon

Glasgow International

Manchester International

Bristol

Edinburgh

London - Luton

Birmingham International

London - Stansted

London - Gatwick

London City

London - Heathrow

% of those arriving by airSatisfaction with border experience

36

VisitBritain

Research conducted in August 2016 – March 2019

Published in April 2019

Inbound consumer sentiment research


inbound consumer sentiment research - visitbritain · inbound consumer sentiment research...

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