swansea visitor survey 2015 19 november 2015 prepared by: anthony lydall, laura nesbitt and dan...
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Swansea Visitor Survey 201519 November 2015
Prepared by: Anthony Lydall, Laura Nesbitt and Dan Thorley
Swansea Visitor Survey
Background
How has this research been conducted? The City and County of Swansea commissioned Strategic Marketing to conduct a face-to-face
quantitative survey with visitors to Swansea Bay, Mumbles and Gower
From March to September 2015, we completed 2,064 interviews
The main objectives of the research were to understand:
Visitor profile
Motivations for visiting
Satisfaction levels
Perceptions
Information sources
Spend
Swansea Visitor Survey
Background
Where has the research been conducted? The interviews have been conducted at seven different sampling sites across the county
Sampling pointNumber of interviews
City Centre 304
National Waterfront Museum 262
Verdis, Mumbles 351
Caswell Bay 240
Blackpill Lido 281
Worm’s Head 371
Port Eynon 255
Total 2,064
Swansea Visitor Survey
Profile of Visitors
Swansea Visitor Survey
Background
Marital status
Marital status % of interviews 2015 % of interviews 2012
Married or equivalent 75% 75%
Single, never married 15% 15%
Widowed / divorced / separated 9% 10%
Refused 1% 0%
Social class
Social class % of interviews 2015 % of interviews 2012
ABC1 69% 70%
C2 18% 17%
DE 12% 13%
Refused 1% 0%
Swansea Visitor Survey
Background
Gender
Age
Gender % of interviews 2015% of interviews
2012Male 50% 51%
Female 50% 49%
Age % of interviews 2015 % of interviews 2012
16-19 2% 3%20-24 5% 5%25-34 13% 14%35-44 19% 20%45-54 20% 20%55-64 19% 19%65-74 16% 16%75+ 5% 3%
Swansea Visitor Survey
Background
Residency
Ethnicity
Residency % of interviews 2015 % of interviews 2012
Wales 50% 42%
Rest of UK 41% 46%
Overseas 9% 12%
Ethnicity % of interviews 2015 % of interviews 2012
White 96% 96%
Asian or Asian British 1% 1%
Chinese or other ethnic group 1% 1%
Black or Black British 0% 1%
Mixed / other 1% 1%
Swansea Visitor Survey
Background
Welsh language
Illness and disability
Welsh Language % of interviews 2015 % of interviews 2012
Yes – fluently 5% 6%
Yes – not fluently 9% 9%
No 86% 85%
Long-standing illness/disability/infirmity
% of interviews 2015% of interviews
2012
Yes 9% 11%
No 91% 89%
Swansea Visitor Survey
Main ResearchFindings
Swansea Visitor Survey
Type of visit
Base: 59
40%
24%
17%
8%
5%
4%
1%
0% 20% 40% 60%
On a day trip from home
For a short break (1 to 3 nights)
For a holiday (4 to 7 nights)
On a day trip while staying in Wales
For a holiday (8+ nights)
Visiting friends and/or relatives - staying overnight
Visiting friends and/or relatives - day trip
Q3 "Which of these is the MAIN purpose of your visit to Swansea Bay today?"
More day visitors – 40% this year compared to 31% in 2012
Around one in five (22%) visitors are on a holiday of more than three nights, this is slightly lower than the 2012 proportion of 30%
In total, half (50%) of visitors in Swansea Bay stay overnight. This is slightly lower than the 56% who stayed at least one night in 2012
Visitors who live outside of Wales are more likely (77%) to stay overnight in the area compared to Welsh residents (22%)
Swansea Visitor Survey
First and Repeat Visitors
Only 6% of visiting Welsh residents are in Swansea Bay for the first time compared to 26% who live outside of Wales
For 7% of visitors to Swansea Bay, their trip is part of their first time in Wales
15%
85%
Q14 "Is this your first trip to Swansea Bay?"
Yes No
Swansea Visitor Survey
Number of Previous Visits
The proportion of visitors who have been more than 20 times is slightly higher than the 45% in 2012
A larger proportion (63%) of day visitors have returned to Swansea more than 20 times in the last decade compared to a third (33%) of visitors staying overnight
6%
5%
14%
3%
5%
3%
2%
10%
50%
0% 10% 20% 30% 40% 50% 60%
Don't know
0
1
2-3
4-5
6
7-10
11-20
20+
Q15 "How many times have you visited Swansea Bay before this trip in the last ten years?"
Swansea Visitor Survey
Main Transport The majority (83%) of
visitors to Swansea Bay drive themselves to the destination in their private car or van, compared to 79% in 2012
Nearly all (91%) family groups drive in this way, compared to around half (53%) of people visiting by themselves
A larger proportion (87%) of repeat visitors get to Swansea Bay in their own car or van, compared to first time visitors (69%)
83%
5%
4%
3%
2%
1%
1%
1%
0% 50% 100%
Private car / van
Train
Public bus / coach
Hired car / van
Private bus / coach excursion / tour
Walk / on foot
Motorbike
Other
Q12 "What was the MAIN method of transport you used to reach Swansea Bay?"
Compared to other types of party, people visiting alone are more like to travel by public bus or coach (21%)
Swansea Visitor Survey
Length of Stay
The average length of stay for overnight visitors is 4.7 nights, compared to 4.8 nights in 2012
Visitors travelling alone stay an average of 6.5 nights (family only 5.2; couples 4.3; family and friends 4.1; friends only 3.9; other 3.6)
Welsh residents stay an average of 3.4 nights compared to 5.0 from outside Wales
12%
22%
20%
10%
6%
3%
17%
10%
0% 5% 10% 15% 20% 25%
1
2
3
4
5
6
7
More than 7
Q9 "How many nights are you staying in Swansea Bay?"
Swansea Visitor Survey
Where do Visitors Stay?
The proportion of visitors staying in Gower has risen from 46% in 2012
The proportion of visitors staying in Swansea has fallen from 41% three years ago, to 31%
However, three quarters (76%) of visitors staying in the area by themselves head to Swansea for their overnight accommodation
54%
31%
16%
1%
0% 10% 20% 30% 40% 50% 60%
Gower
Swansea
Mumbles
Don't know
Q10 "Which area are you staying in?"
Swansea Visitor Survey
Accommodation
Solo travellers are more likely to stay at a hotel (50%) compared to other visitor groups
The number of visitors staying at the homes of friends and family has dropped from 25% in 2012 to 19%
A significantly higher proportion (23%) of repeat visitors stay with friends and family compared to those enjoying their first stay in Swansea Bay (8%)
26%
19%
16%
11%
9%
8%
6%
2%
3%
0% 10% 20% 30%
Hotel / Lodge / Motel / Inn
Friends' or relatives' home
Rented self-catering / serviced apartment
Touring / motorised caravan
Camping
Guesthouse / Bed and Breakfast / Farm
Caravan - static owned
Caravan - static rented
Other
Q11 "Which of these is the MAIN type of accommodation you are using during your stay in this
area?"
Swansea Visitor Survey
Party Type
The average party size of visitors to Swansea Bay is made up of 2.7 adults and 2.3 children
2%
6%
7%
10%
35%
40%
0% 10% 20% 30% 40% 50%
With an organised group
With family and friends
Alone
With friends
With spouse / partner
With a family group only
Q16 "Who are you with on this visit?"
A higher proportion (41%) of couples are in Swansea for the first time compared to those returning to the area (34%)
Swansea Visitor Survey
Average spend per party - by category
Overnight spend equates to £39 per person per day
Day spend equates to £22 per person
Spend category Overnight visitors Day visitors All visitors
Accommodation £236 n/a £99
Food & drink £152 £27 £90
Entertainment / entry into attractions
£39 £5 £24
Shopping (excl. groceries)
£44 £22 £33
Travel paid for in the region
£30 £6 £18
Total £500 £60 £264
Swansea Visitor Survey
Average spend per party – by visitor type
Overnight visitors from outside Wales (£556 av. spend) spend much more than overnight Welsh residents (£299 av. spend), especially on accommodation and entertainment
This is partly explained by longer average stay - 5.0 nights from outside Wales; 3.4 nights for Welsh residents
First time visitors staying overnight (£580) spend more than repeat overnight visitors (£467), especially on accommodation, food & drink and entertainment – however average length of stay hardly varies between the two types of visitor
In our experience of destination visitor surveys, it is typical for first time visitors and visitors coming from further afield to spend more per day on average
Visitor type Overnight visitors Day visitors All visitors
Outside Wales £556 £87 £436
Welsh resident £299 £52 £102
First time £580 £70 £397
Repeat £467 £58 £228
Overall £500 £60 £264
Swansea Visitor Survey
Influences
Two in five (40%) visitors from outside Wales and 44% of first time visitors say the coast and beaches influenced their visit, along with 39% of those staying overnight
Scenery and landscape includes 39% of first time visitors, 36% of those living outside of Wales and 34% of visitors staying at least one night
Overnight visitors are more likely (25%) to cite friends and family as an influence
A recommendation from others has more of an influence on new visitors (23%) compared to repeat visitors (3%)
Other factors include weather, weddings, part of a tour, to get some fresh air, lots for children to do, holiday home
32%
27%
24%
17%
11%
8%
8%
7%
6%
6%
5%
3%
1%
1%
16%
0% 10% 20% 30% 40%
The coast / beaches
Scenery / landscape
Previous visit to Swansea Bay
Visiting family and friends
It's easy / quick to get to
Good range of shops / shopping
Word of mouth / recommendation
Walking
To attend or participate in a sporting show / event
Attraction
Countryside
To take part in other outdoor activities
Dylan Thomas
Don't know
Other
Q19a "Which of these, if any, influenced your decision to visit Swansea Bay today?"
Swansea Visitor Survey
Main Reason for Visiting The coast and beaches are most often
cited by first time visitors (28%) compared to those who return to Swansea Bay (18%)
Scenery and landscape includes 20% of visitors from outside Wales, 21% of first time visitors and 21% of couples travelling to the area
One in five (20%) overnight visitors are mainly in Swansea to see friends and family
10%
1%
3%
3%
5%
5%
5%
6%
7%
9%
14%
15%
20%
0% 10% 20% 30%
Other
Countryside
Walking
To take part in other outdoor activities
Attraction
It's easy / quick to get to
Word of mouth / recommendation
Good range of shops / shopping
To attend or participate in a sporting show / event
Previous visit to Swansea Bay
Visiting family and friends
Scenery / landscape
The coast / beaches
Q19b "And which one was your MAIN reason for visiting Swansea Bay today?"
We go to the Gower quite often - love the scenery
and coastline
Swansea Visitor Survey
Attractions
Other attractions include:
Swansea Castle
Blackpill Lido
The pier
Arcades
57%
16%
13%
11%
4%
3%
1%
1%
2%
17%
0% 20% 40% 60%
National Waterfront Museum
Gower Heritage Centre
LC Leisure Complex
Swansea Museum
Dylan Thomas Centre
Clyne Gardens
Singleton Botanical Gardens
Plantasia
Don't know
Other
Q22 "Which specific attraction influenced your decision to visit Swansea Bay?"
Swansea Visitor Survey
Activities
Higher proportion plan no activities compared to 2012 (32%)
Half (49%) of overnight visitors take part in low level walking
While only 25% of day visitors day they will take part in outdoor activities during their trip, 61% of overnight visitors plan to get active outside
33%
6%
4%
4%
4%
1%
1%
3%
57%
0% 20% 40% 60%
Walking - low level
Take part in outdoor activities
Cycling
Watersports
Walking - hill walking
Fishing
Golf
Other
None
Q23 "Have you taken part, or do you intend to take part, in any of the following activities during your visit to this
area?"
Swansea Visitor Survey
Information Needs
Swansea Visitor Survey
Pre-Visit Information
The internet is a very important tool for visitors who need information – especially those who have not been to Swansea before, of which 60% say they go online for information to help plan their trip
While first time visitors plan ahead more (28%) , 61% of repeat visitors say that they did not get any information
32%
9%
6%
2%
1%
1%
1%
1%
54%
0% 20% 40% 60%
Internet
Previous visit to Swansea Bay
Word of mouth / recommendations
Leaflet / brochure
Guidebook
Tourist information centre
Don't know
Other
Did not obtain any information
Q24 "BEFORE this visit to Swansea Bay where, in anywhere, did you consult for information on the area
to help plan your trip?"
Swansea Visitor Survey
Pre-Visit Information - Unprompted
69%
14%
13%
3%
18%
0% 20% 40% 60% 80%
visitswanseabay.com
Trip Advisor
Other
Q25 "What websites did you visit for information on Swansea Bay BEFORE your visit?"
Swansea Visitor Survey
Pre-Visit Information
66%
29%
4%
1%
0% 20% 40% 60% 80%
Before my visit only
Both before and during my visit
During my visit only
Don't know
Q26 "When did you visit the 'visitswanseabay.com' website for information?"
Asked to people who answered ‘www.visitswanseabay.com’ at Q25
Swansea Visitor Survey
Pre-Visit Information - Prompted
57%
26%
3%
3%
11%
0% 10% 20% 30% 40% 50% 60%
No
Yes - before my visit only
Yes - both before and during my visit
Yes - during my visit only
Don't know
Q27 "Did you log on and use the website 'visitswanseabay.com' for information?"
Asked to people who answered ‘internet’ at Q25
In total, 38% of those who used the internet to plan their trip visited ‘visitswanseaybay.com’
Swansea Visitor Survey
Perceptions and Experience
Swansea Visitor Survey
Expectations
A third (33%) of visitors from outside Wales say that Swansea is much better than they thought it would be, as do 31% of those staying overnight
40%
21%
23%
13%
28%
62%
5%
0% 20% 40% 60% 80% 100%
First time
Repeat
Q30 "How has your trip to Swansea Bay compared with your expectations?"
Much better than expected A little better than expectedThe same as expected A little worse than expectedA lot worse than expected Didn't know what to expectDon't know
The whole trip was better than we thought
Swansea Visitor Survey
Ratings
70%
70%
76%
73%
86%
75%
89%
79%
89%
82%
20%
21%
14%
18%
10%
15%
7%
15%
8%
14%
10%
10%
10%
9%
4%
9%
4%
6%
3%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2015
2012
2015
2012
2015
2012
2015
2012
2015
2012
Q31 "How do you rate the following aspects of your visit to this particular place today?"
Good/excellent Average Poor/very poor
Cleanliness of public toilets
Availability of public toilets
Standard of tourist signposting (road signs)
Standard of tourist signposting (pedestrian signs)
Cleanliness of streets
Swansea Visitor Survey
Ratings
In regards to the cleanliness of the streets, I didn't have to raise my eyebrow, everything
is kept really clean
All the signposting was fine no issues with that at all
The standard of all of the signposting was excellent, it was very clear and easy to
read
The cleanliness of public toilets were good and
there were plenty available
in the area
I found the streets were
very clean and tidy
There were plenty of
public toilets available
which is good
The facilities are always great, there were plenty of
toilets and were all very clean
I found the toilets were not up to scratch and there weren't very many
around
The toilets could do with being looked
after better, they need some TLC
The tourist signposting on the road should be better, a
couple of times we missed a turn off as a sign was hidden
or hard to spot or not there at all
We founds lots of public
toilets
Swansea Visitor Survey
Ratings
94%
92%
95%
92%
99%
99%
5%
8%
5%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2015
2012
2015
2012
2015
2012
Q31 "How do you rate the following aspects of your visit to this particular place today?"
Good/excellent Average Poor/very poor
The quality of Gower's landscape
Feeling of welcome
Feeling of safety and security from crime
Swansea Visitor Survey
Ratings
Being made to feel so welcome by the locals -
everywhere we went everyone was so friendly and
welcomingIt is beautiful, it is one of the best natural beauties in the
world, it is brilliant
Gower Peninsula is so nice, it's absolutely gorgeous, the
whole area is delightful
It really does feel like a safe and friendly place to visit
Everyone in the area was so friendly and welcoming
It feels really safe in the area
The scenery and the beaches are so
beautiful
We were made to feel so welcome by
everyone, they were so friendly
We go to Gower a few times a year, we love
it there. It has spectacular views and lovely beaches around
The Gower landscape is just beautiful, we just love the scenery and the beaches. Everything is just
so clean there
The whole area is beautiful, the scenery is what stands out
from our visit
It’s such a wonderful
sight
Swansea Visitor Survey
Ratings
90%
89%
91%
90%
90%
88%
92%
89%
76%
78%
9%
10%
8%
8%
7%
7%
7%
9%
18%
16%
4%
5%
6%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
20152012
20152012
20152012
20152012
20152012
Q31 "How do you rate the following aspects of your visit to this particular place today?"
Good/excellent Average Poor/very poor
The range of shops
The range of places to eat and drink
The quality of accommodation
The quality of attractions and places to visit / things to do
The range of attractions and places to visit / things to do
Swansea Visitor Survey
RatingsAll lovely there, lots to do, lots of outdoor activities.
They had little paddling pools and some inflatables as well
Compared to everywhere else the range of shops is very good, there is a good spread of shops around the centre and the Mall
There are a good range of restaurants that are all lovely
I thought the quality of the
attractions and the places visit
were really good, we had a great day out
The accommodation we stayed in was excellent, the
people were super. My husband has mobility issues
and the staff were just so accommodating it was great
We’re in lovely accommodation, it was lovely - the staff couldn't do enough for
us
There are also plenty of places to see and visit no matter what the weather
is like
The quality of the
accommodation we stayed in was excellent, it was second to none
We love it, it has everything, there is a wide range of
things to do and see, it's just great
I thought the range of shops were quite poor, there just
wasn't enough variety
They have enough to do for young children
and adults, plenty of places
and things to see like castles, it's
lovely
There was a good range of shops
Swansea Visitor Survey
Swansea Visitor Survey
Swansea Visitor Survey
How Enjoyable is the Trip
73%
57%
26%
39%
0% 20% 40% 60% 80% 100%
Overnight
Day
Q33 "How enjoyable are your finding this visit to Swansea Bay?"
Very enjoyable EnjoyableNot particularly enjoyable Not at all enjoyableDon't know
Around three quarters (73%) of overnight visitors rate their experience in the area as very enjoyable, compared to 57% of people in Swansea for the day
Just over half (55%) of visitors travelling to Swansea Bay by themselves say they are finding the trip very enjoyable, while three quarters (76%) of groups made up of family and friends give the same rating
The Gower landscape is just amazing. We
love the area and will go back again and
again
It was just such a beautiful place, the
scenery was amazing and the people are just so welcoming
Swansea Visitor Survey
Statements about Swansea
52%
35%
48%
52%
28%
22%
40%
39%
7%
5% 8%
32%
0% 20% 40% 60% 80% 100%
I am aware of Dylan Thomas' connections to
Swansea
The promotion of Swansea City FC into the
Premier League has raised the profile of the area
I get a strong sense of being in Wales
The area appeals to all ages
Q34 "Could you tell me whether you agree, disagree or neither that:"
Strongly agree Agree Neither / nor
Disagree Disagree strongly Don't know
The majority of visitors either agree (40%) or strongly agree (48%) that they get a strong sense of being in Wales during their trip
Solo travellers are more likely (65%) to see the positive impact Swansea City FC’s promotion has had compared to groups travelling with friends and family (55%)
There is a much higher familiarity of Dylan Thomas connections among Welsh residents (91% agree/strongly agree) compared to visitors from outside Wales (70%)
Swansea Visitor Survey
Internet
57% 6% 35%
0% 20% 40% 60% 80% 100%
Q34 "The internet played a key role in planning my holiday or short break" (First time visitors only)
Agree/agree strongly Neither/norDisagree/disagree strongly Don't know
Three in ten (31%) first time visitors STRONGLY agree that the internet was an important tool when planning their break
Swansea Visitor Survey
Recommending to others
97%
1%
2%
0% 20% 40% 60% 80% 100%
Yes
No
Don't know / not sure
Q35 "Would you recommend a visit to Swansea Bay to someone else?"
The city centre is very run down and impoverished.
Needs major investment and would put visitors off
I would recommend a visit to Swansea as its such a beautiful part
of the country, the coastline is superb, it's stunning
Not enough to do in wet weather
I would recommend a visit to Swansea Bay, there’s lots of interesting things, museum, hotels are excellent, close to the sea and eating out was
very good
It's really friendly, a mixture of both country and seaside and also the busy hustle and bustle side as
well, generally an all rounder
We have already recommended it to our
friends who are coming to stay with us in a cottage for Christmas and we are also coming back in the Easter
time
Swansea Visitor Survey
Conclusions and Implications
Swansea Visitor Survey
Swansea Bay’s strengths The quality of Gower’s landscape – 99%
Feeling of safety and security from crime – 95%
Feeling of welcome – 94%
Range of places to eat and drink – 92%
The range and quality of attractions and things to see and do – 90% / 91%
Quality of accommodation – 90%
Who does it attract? Married or equivalent – 75%
ABC1 – 69%
Family group 40% and with spouse / partner 35%
50/50 split between Welsh residents and those coming from outside Wales
Swansea Visitor Survey
Great response from visitors A trip to Swansea Bay is enjoyable for 97% of visitors
91% say it would appeal to all ages
Some small fluctuations in ratings, but improvements in:
Standard of signposting
Cleanliness of streets
Recommendations:
97% would recommend
Better than expected for:
63% first time visitors
34% repeat visitors
Room for improvement Cleanliness and availability of public toilets remain a priority
Although availability slightly improved
Swansea Visitor Survey
Focus on visitors from outside Wales Focus on visitors from outside Wales. They stay longer and spend more in Swansea Bay, but the
proportion of non-Welsh residents has dropped from 58% to 50% in the last three years
Once here, 98% find the trip enjoyable/very enjoyable
This is important as word-of-mouth influences 23% of all first time visitors
What encourages visitors from outside Wales?
Beaches and coastline
Landscape and scenery
Perceptions research with non-visitors found that people do not often associate Swansea Bay with the stunning beaches that draw people to the area
Encourage overnight stays There has been an increase in day visitors (31% in 2012 to 40% in 2015)
But those who stay overnight spend more, take part in more activities and report higher enjoyment during their stay
Swansea Visitor Survey
The importance of the internet The internet is the most-used tool for visitors looking for information pre-trip – the proportion using the
web has increased year-on-year
60% of first time visitors go online before their trip
Backed up by detailed Information Needs research undertaken for Visit Wales
Get people active There has been a drop in the number of people taking part in activities (32% did not take part in any
activities in 2012 and 57% 2015)
Swansea Bay has lots of activities on offer – but many visitors do not make the most of this
Swansea Visitor Survey
Q&A and discussion – Thank you for your time
Anthony Lydall DirectorT: 029 2025 2132E: [email protected]: www.strategic-marketing.co.uk
Anthony Lydall DirectorT: 029 2025 2132E: [email protected]: www.strategic-marketing.co.uk
Laura Nesbitt Research ExecutiveT: 029 2030 3211E: [email protected]: www.strategic-marketing.co.uk
Laura Nesbitt Research ExecutiveT: 029 2030 3211E: [email protected]: www.strategic-marketing.co.uk