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Liverpool 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 city destinations 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 city 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?

ALMOST HALF OF DOMESTIC HOLIDAY MAKERS HAVE VISITED LIVERPOOL. THE CITY ATTRACTS A YOUNGER AUDIENCE IN COMPARISON TO THE GB AVERAGE AND WHEN COMPARED TO OTHER DESTINATIONS, A SIGNIFICANTLY HIGHER PROPORTION OF VISITORS ARE BETWEEN THE AGES OF 18 AND 34.

Base: Liverpool reduced destination list n=699 Liverpool last 3 years reduced destination list n=204 City destination n= 4115 total base n=12771

20%

23%

29%

28%Within 6 months

7 - 12 months

1 - 3 years

>3 years

Ever Visited Liverpool :

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

Gender Liverpool Cities Great Britain

Male 52% 51% 49%

Female 48% 49% 51%

Region of origin

Liverpool Cities Great Britain

Wales 6% 5% 5%

Scotland 10% 10% 9%

North East 3% 5% 4%

North West 16%↑ 12% 11%

Yorkshire/ Humberside 12%↑ 8% 9%

East Midlands 6% 7% 7%

West Midlands 9% 8% 9%

East Anglia / East of England 6% 10% 10%

Greater London 11% 13% 13%

South East 15% 12% 14%

South West 7% 9% 9%

Visited destination in the last 3 years

Time since last visit

48%

Age Liverpool Cities Great Britain

18-24 22%↑↑ 16% 14%

25-34 22%↑ 18% 16%

35-44 13% 17% 17%

45-54 21% 18% 18%

55-64 12% 15% 15%

65+ 9%↓↓ 16% 20%

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

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44%

9%

19%

1%

10%

Great Britain

66%

9%

16%

1%

2%

Cities

Where are they staying? – among most recent visitors

Accommodation Quality Liverpool Cities Great Britain

1 star 1% 1% 1%

2 star 8% 6% 6%

3 star 37% 36% 36%

4 star 39% 36% 33%

5 star 2%↓↓ 8% 7%

Don’t know/ Can’t Remember

13% 13% 17%

THREE-QUARTERS OF VISITORS TO LIVERPOOL STAY IN A HOTEL, SIGNIFICANTLY MORE THAN IN OTHER GB DESTINATIONS. MEANWHILE SIGNIFICANTLY FEWER STAY IN B&BS OR GUESTHOUSES. COMPARATIVELY FEW VISITORS TO LIVERPOOL CLAIM TO STAY IN 5 STAR ACCOMMODATION THAN IN OTHER GB DESTINATIONS

Base: Most recently visited destination n=129 City destination n= 4115 Total base n=12179Question name: In tables

Accommodation Quality Average (claimed)

3.4 Star

Cities average: GB average:3.5 Star 3.5 Star

75%

9%

9%

2%

2%

Hotel

Friends/relativeshome

Bed and breakfast /guest house

Someone else’s home on a commercial …

Self-catering inrented house or flat

Liverpool

Accommodation type (Top 5)

↑↑

↑ ↑

↑

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

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Consideration, satisfaction & intention to visit

LIVERPOOL COMMANDS A SLIGHTLY LOWER LEVEL OF LOYALTY AND CONSIDERATION THAN OTHER CITIES, WHILST HAVING A LARGER GROUP OF DOMESTIC HOLIDAY MAKERS WHO REJECT THE DESTINATION. DESPITE THIS, AMONG THOSE WHO VISITED, SATISFACTION LEVELS ARE MARGINALLY HIGHER THAN OTHER CITIES.

Cities destination average*Liverpooldestination average

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

next year/couple of years)

14% 17% 17%

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

like to in the future)

43% 49% 48%

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

not likely to do so in the future) 36% 24% 26%

Satisfaction 50% 46% 48%

Likelihood to revisit 8.5 8.6 8.4

Base n= 699/129 4115 12179

Great Britain destination average*

Base: In table Asked of all Liverpool 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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Cities GB

71% 71%

73% 73%

73% 67%

75% 71%

69% 74%

73% 71%

73% 69%

72% 66%

73% 69%

74% 72%

70% 68%

70% 68%

66% 68%

59% 63%

61% 61%

Destination attribute satisfaction – among visitors to Liverpool

84%

83%

82%

80%

80%

80%

78%

77%

76%

76%

76%

75%

71%

68%

58%

The shopping opportunities

The opportunities for cultural activities (museums, galleries, arts, andother)

The range of attractions and things to do

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

Being welcoming and friendly

The quality of accommodation options

The availability of information about Liverpool before you get there

The ease of getting to the destination

The ease of getting around the destination

The quality of food & drink

The availability of information about Liverpool once you're there

Offering a distinctive, authentic experience

The customer service given

Its overall value for money

The availability of individual/independent local shops

Destination attributes difference analysis

Base: Liverpool n=129, Cities =4115 total n=12179 Question name: C90 Destination attributes

FOR VISITORS, LIVERPOOL PERFORMS BETTER THAN THE AVERAGE OF OTHER CITIES FOR BEING WELCOMING, FRIENDLY AND PROVIDING GOOD VALUE FOR MONEY. THE CITY IS FURTHER DIFFERENTIATED AGAINST OTHERS BY EXCELLING IN THE RANGE OF ACTIVITIES AND THINGS FOR VISITORS TO DO - NOTABLY THE OPPORTUNITIES FOR CULTURAL ACTIVITIES AND SHOPPING.

↑ ↑

↑ ↑

↑ ↑

↑

↑

↑

↑

↑

↑

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

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Great Britain*

39%

51%

52%

35%

35%

41%

43%

37%

41%

33%

45%

30%

40%

40%

Destination attribute perception - among GB holiday makers

71%

51%

46%

35%

34%

23%

19%

16%

14%

13%

12%

12%

10%

10%

Shopping

Food & Drink

Friends

Festivals

Arts

Relax

Family

Sports

Historic

Adventure sport

Rural

Seaside

Coastal

Nature

Thematic images endorsement

Family

Festivals

ArtSportsRural

History

Nature

Base: Liverpool n=295, Total n=12179Question name: E35/E45

LIVERPOOL IS PERCEIVED TO BE AN EXCITING AND YOUTHFUL DESTINATION WITH A GOOD RANGE OF THINGS TO DO. THE CITY IS SEEN AS STYLISH, WITH GOOD SHOPPING OPPORTUNITIES AND AS A DESTINATION THAT CAN BE VISITED ALL YEAR ROUND., LIVERPOOL IS SEEN AS LESS HISTORIC AND TRADITIONAL THAN OTHER GB DESTINATIONS.

65%

61%

61%

60%

58%

58%

56%

53%

53%

50%

48%

47%

35%

34%

31%

29%

24%

22%

21%

19%

Lots to see and do

Fun

For all seasons

Easy to get to

Distinct identity

Quality accommodation

Welcoming

Exciting

More for the young

Value for money

Authentic

Stylish

Traditional

Relaxing

Out of the ordinary

Upmarket

Romantic

More for the old

Beautiful

Breath taking

Perceptions of Destination Great Britain*

66%

56%

54%

50%

62%

64%

61%

46%

33%

51%

61%

40%

54%

60%

42%

36%

44%

39%

57%

48%

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

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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.

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

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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: Liverpool• Almost half of domestic holiday makers have visited Liverpool. The city attracts a younger

demographic than other destinations across Great Britain.

• Liverpool is also perceived as being a destination ‘more for the young’ among domestic holiday makers.

• Hotel stays make up the vast majority of overnight visits with significantly more visitors to Liverpool staying in hotels than visitors to other destinations.

• Perceptions on Liverpool are split, with relatively low levels of loyalty and consideration but strong levels of satisfaction among visitors.

• For visitors, Liverpool is different to other cities as it appears to be more welcoming and provide better value for money. The variety of activities in Liverpool is also a noted as a strength with the quality of shopping strongly recognised.

• Among domestic holiday makers generally Liverpool is not viewed as positively as among visitors. Liverpool is seen as being good for style, quality of shopping and being accessible all year round; but the perceptions of the city are less differentiated against other destinations than the satisfaction profile would suggest.

• A watch out: Liverpool has a high level of rejecters but also had a relatively high level of satisfaction among visitors. This dynamic suggests that the positive experiences of visitors are not being communicated to non-visitors.