the marches perception & awareness research january 2012 contacts: [email protected]

The Marches Perception & Awareness Research

January 2012

Contacts:[email protected]

mailto:[email protected]

© 2012 Arkenford Ltd

Introduction• The Marches Local Enterprise Partnership (MLEP) area covers

the local authority areas of Herefordshire Council, Shropshire Council and Telford and Wrekin Council.

• This research is being undertaken to inform the 3 component local authority areas about;– The profile (and relevance) of current visitors?– The types of trips taken– The emerging markets?– The markets that provide best ROI?– The types of message they will respond to?– How to package up the product for these markets?

• In short the research will :– Demonstrate clearly the profile of existing visitors to the region (and

specific local authority areas within it)– Provide the necessary strategic insight to identify types of potential

visitors that could be targeted for a future visit


Methodology

• Arkenford conducted an online survey using an online panel provider

• A total of 1502 interviews conducted• Quotas set on respondent origin

– 501 respondents living within 90 minute drive time from The Marches– 1001 respondents living further afield

• And past visit or future visit consideration– At least 500 consider Shropshire as ‘My Type of Place’– At least 500 consider Herefordshire as ‘My Type of Place’– At least 500 consider Ironbridge Gorge as ‘My Type of Place’

• This ensures that we can produce stand alone reports for each destinations as well as wider report for The Marches

• Fieldwork conducted in December 2011• A review of other existing insight helps add context to the

primary research


DESTINATION AWARENESS & APPEAL


Awareness of Destinations

• Awareness and appeal of areas within The Marches is greater than for the wider area itself

• Awareness and appeal of Herefordshire and Shropshire is on a par with each other

• Respondents are more likely to state that Ironbridge Gorge is ‘my type of place’ …… yet a higher % have never heard of the place


Index of Destination Appeal

• The segments that are more likely to perceive all the destinations as ‘My Type of Place’ are Cosmopolitans and Traditionals– Cosmopolitans are generally keen to

try new experiences / see new places and are generally very positive

– Traditionals are more risk averse, prefer more rural holidays, relaxation and history and heritage

• All the Marches destinations also appeal to Functionals– Functionals are a group who are

fiercely indepenent and budget orientated

• Ironbridge also appeals to Discoverers– This group like to learn … seek an

experience that educates them


Awareness: Local vs. Non-local

• There is not much difference in consideration and appeal of the destinations tested when comparing the local and non-local findings


VISIT HISTORY


Visit History

• More than two-thirds have never visited the Marches … or they don’t know they have ever visited!

• Respondents are more likely to have visited Herefordshire and/or Shropshire than they are Ironbridge Gorge

• % of sample who have visited is up on figures reported in 2008/9


Index of visit – Within past 2 years

• Cosmopolitans are most likely to have visited within the last 2 years – They are one of the most active

segments

• Only Herefordshire has attracted a greater than average share of Traditionals

• Shropshire has attracted mass market segment of Followers

• Ironbridge Gorge over indexes on Discoverers

• Visitors to Hereford & Shropshire tend to be older / empty nesters

• Ironbridge Gorge has attracted a higher % of families


Destination visit: Local vs. Non-local

• All the Marches destinations are more likely to have attracted a local market in the last 2 years as opposed to visitors from further afield


DESTINATION PERCEPTION


Type of holiday

• Herefordshire and Shropshire are predominantly perceived to be a place to visit as a couple / with other adults

• Respondents are as likely to see Ironbridge Gorge as a place to visit with children as they are a place to visit as a couple


Length of Trip

• Herefordshire and Shropshire are both predominantly viewed as place to visit as part of a short break

• Around a third of respondents perceive Ironbridge Gorge as a day visit destination, a quarter seeing it as a destination to visit if staying nearby


Period of holiday

• All destinations are considered to be suitable all year round • Interestingly, these destinations are more seen as places they

would visit in off peak period as opposed to peak period


Awareness of location

• The majority of people correctly placed Shropshire, Herefordshire and Ironbridge Gorge in the West Midlands– Is there really confusion around

Herefordshire and Hertfordshire?!!


First 3 things that come to mind - Herefordshire

• The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in relation to Herefordshire

• Top of mind comments provide a real ‘rural’ feel … and little of anything else related to tourism


First 3 things that come to mind - Shropshire

• The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in relation to Shropshire

• Again, top of mind is the countryside, but here we have more spontaneous mention of attractions and the type of experience visitors can expect


First 3 things that come to mind – Ironbridge Gorge

• The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in relation to Ironbridge Gorge

• Strong association with history and heritage, and mention of the surrounding area, countryside and rivers


PRODUCT PREFERENCES


Activities Enjoy

• Visiting local towns / villages / countryside, scenic areas and landscapes is the most appealing activity when on holiday

• Outdoor activity appears at the bottom of the list


Market Map; Segments preferred activities


Herefordshire Associations

• The strongest Herefordshire associations are the market towns/ villages/ scenic countryside and landscapes

• Herefordshire is the least associated with shopping and cultural exhibitions, events and festivals


Herefordshire Associations

• Little difference between age / gender or origin in terms of associations• Those more likely to make stronger associations across different product offers are:

– Cosmopolitans and Traditionals– Families– Current and lapsed visitors


Shropshire Associations

• Similarly to Herefordshire, the strongest Shropshire association is the market towns/ villages/ scenic countryside and landscapes

• Shropshire is the least associated with shopping and cultural exhibitions, events and festivals


Shropshire Associations

• A very similar story to Herefordshire with little difference between age / gender or origin in terms of associations• Those more likely to make stronger associations across different product offers are:

– Cosmopolitans and Traditionals– Families– Current and lapsed visitor


Ironbridge Gorge Associations

• Ironbridge Gorge is strongly associated with historic sites

• The least strong associations are shopping and food and drink


Ironbridge Gorge Associations

• Those more likely to make stronger associations across different product offers are:– Locals– Younger consumers and families (especially for retail and food and drink) – Cosmopolitans and Traditionals– Big difference between associations of current and lapsed visitors indicating big changes


Types of Outdoor Activities People Enjoy

• The more gentle the outdoor activity, the more people will enjoy!– River walks, forest

trails and gentle strolls are the most appealing outdoor activities;

– Extreme sports appeal to far fewer consumers

– Golf & Angling have least appeal indicating what a niche activity they are


Who enjoys different activities?

• Gentle exercise has appeal to wide cross section, especially older audience, and Traditional and Functional ArkLeisure segments• More physical activity (canoeing, cycle trails, etc. appeals to a younger, more leading edge segment groups• Families also enjoy this (supervised) offer


Destinations Offering Outdoor Activities

• Herefordshire is perceived to be the destination that offers the outdoor activity that people enjoy by the largest percentage of people


Types of Food & Drink

• Traditional pubs and tea rooms are amongst the most popular food and drink offer

• What we also record is a huge increase in consumer interest and enjoyment of locally sourced produce, farmers markets and shops

• Some interest in ‘learning’ about food

• Less interest in the ‘top end’ food and drink offer indicating niche appeal


Who enjoys different food & drink?

• Widespread appeal for traditional pubs and tea room• Style Hounds and Cosmopolitans (leading edge segments) will got for top end product• Cosmopolitans, Discoverers and Traditionals are segments likely to enjoy locally sources products and farm shops


Destinations Offering Food & Drink

• Herefordshire and Shropshire are considered to be the destinations that offer the food and drink product consumers enjoy by the largest percentage of people


Types of History & Heritage

• History and heritage is of interest to a large proportion of consumers

• Most popular are areas of natural beauty and historic towns

• Other ‘man made’ options such as monuments, castles and houses are as popular

• Industrial heritage is one of the less enjoyed product offers


Who prefers different History & Heritage?

• Because of the high % of interest, history and heritage appeals to a wide cross section of the population• Younger audiences / families are more likely to want guided tours (bring the product alive)• Most engaged Arkleisure groups are Cosmopolitan and Traditionals


Destinations Offering History & Heritage

• Despite lower interest in Industrial Heritage, Ironbridge Gorge is seen by most people as the destination offering the history and heritage they enjoy

• Part of this will be the power of being a ‘brand’ as well as the delivery of the product (living history)


Types of Places to Visit when Exploring

• Outdoor space is a popular as towns and villages when it comes to enjoyment of exploration

• Viewpoints, rivers, canals and waterways, and national parks all have great appeal

• Cathedral cities have more appeal than larger cities

• AONB sites are more appealing than WHS appear at the top of the list of the of the places people enjoy to visit when exploring a place


Who enjoys different places to explore?

• Exploring outdoor areas has widespread appeal across all types of consumer– This is especially the case for Traditional & Functional segments

• Younger, more leading edge segments are more likely to want to explore major cities


Destinations Offering Places to Sightsee

• Herefordshire & Shropshire are seen by most people as destinations that offer the places to sightsee and explore that they enjoy


Types of Cultural Events & Festivals

• Country fairs and food and drink events and festivals are the most appealing types of events and festivals

• The most interesting art festivals are craft orientated

• Theatre and art exhibitions also have some appeal


Who prefers different events & festivals?

• Events and festivals are particularly appealing for younger consumers and families• Country fairs and food and drink events have widest interest• Younger audiences / families / leading edge segments more likely to enjoy sporting and music events• Traditionals and Cosmopolitans more likely to enjoy arts events


Destinations Offering Cultural Events & Festivals

• Herefordshire is seen by most people as the destination offering cultural events and festivals that they enjoy


Types of Shopping

• Towns with quirky / unique / independent retailers are enjoyed most

• Consumers also have a passion for markets, both specialist and more general

• Preference for high street offer over more up-market boutiques


Who prefers different types of shopping?

• Independent segments are more likely to want to shop in towns that are unique• Younger audiences / mass market segments are more likely to enjoy the high street shopping option


Destinations Offering Shopping

• Herefordshire and Shropshire are seen by most people as the destinations offering the types of shopping they enjoy


DESTINATION CONSIDERATION


Value Associations

• Herefordshire, compared to the other 2 destinations, is seen as the most:– Luxurious– Fresh– Vibrant

• Shropshire is mostly seen as:– Vibrant– Fresh

• Ironbridge Gorge represent the most nostalgic destination


Destination Perceptions

• The collective area is seen:– As a place to explore the

surrounding area– Is Safe– Offer lots to do– Has a range of quality

accommodation– A year round destination

• Region is not see as expensive or particularly touristy


Destinations consideration

• Top 3 “My type of place” for a visit:– Shrewsbury– Hereford– Shropshire Hills

• Smaller towns that have appeal include:– Ross on Wye– Hay on Wye– Ludlow


Attractions consideration

• Ironbridge, Hampton Court Castle and Grounds and Severn Valley Railway are the top 3 place that are considered to be “My type of place”

• Some attractions have very low levels of awareness, yet could fit the bill in term of history and heritage offer, e.g. Eastnor & Goodrich Castle


Accommodation – Most likely to choose

• Most are likely to choose an independent hotel (3-5 stars) or B&B / guest house if staying in the area

• Self catering option is as popular as budget chain

• 1 in 5 will look for a camping option


Accommodation preferences

• Functionals are more likely to look for cheaper accommodation options• Style Hounds and Cosmopolitans will look for the most expensive / luxury• Self catering sought be families / Discoverers• Camping popular for younger people, families and the Discoverer segment


Accommodation – Factors influence choice

• The factors with the strongest influence on the choice of accommodation are:– Word of mouth / previous

experience– Accommodation website

or brochure– Late rooms / special

offers


Accommodation Influences

• TripAdvisor and Late Rooms / offers is the domain of the younger audiences, families and leading-edge segments, especially those in the mass market

• Older families, Cosmopolitans and Traditionals will be influenced by a Tourist Board Website


INFORMATION GATHERING


Information Gathering – Before Trip

• Internet search and recommendations/ word of mouth are the most popular ways people look for information about things to do in a specific area

• Consumers are as likely to look at holiday booking sites as they are an official tourist site

• Consumers are more likely to get information from an accommodation website than they are a destination brochure

• Increasingly people search for information on mobile devices


Information Gathering – During Trip

• Leaflets from tourist information centres and hotels is used most as a source of information during the trip

• Consumers are as likely to visit tourist board website during trip as they are to read the tourist board brochure

• Around a quarter look for information rom their mobile


Conclusions

• Individually, consumers are more aware of and interested in visiting Herefordshire, Shropshire and Ironbridge Gorge than they are The Marches

• Segments that show greatest consideration are all independently minded;– Cosmopolitans, Traditionals, Functionals and Discoverers

• % of visitors is up since 2008/9• Are destinations attracting the right sort of visitor?• Seemingly, only Herefordshire attracts more than fair

share of Traditionals, only Ironbridge Gorge attracts more Discoverers

• Visitors tend to remain older age groups travelling as couples


Conclusions

• Perception of all the area is that it is a destination for couples on a short break for both locals and non locals

• Encouragingly, seen as a year round offer, with plenty to do, and one that is not too touristy or expensive

• However, spontaneous top of mind thoughts in relation to individual areas are not tourism or leisure related … i.e. do not necessarily give a reason for people to visit

• When prompted destinations are generally seen to offer the type of product people enjoy … but destination are not top of mind / best in class so consumers do not necessarily visit to undertake these activities

• Data will help destinations to steer and develop their product offer, targeting it at the right sort of visitor

• Must target day visitors as well as staying visitors as there is real potential to grow this market


Conclusions

• Internet is key• Over 90% seek information over the internet, using

Tourist Board and non tourist board sites• Need to work with partners to ensure information

you want to show is on as many sites as possible• Ensure that all online information is accessible via

mobile • Printed information is more valuable when people

are visiting


Next Steps

• Working on individual destination reports – Similar to this report– Greater insight and profiling of current and potential

visitors

• Delivery ArkLeisure Licence information to destinations– Insight about media habits, holiday portfolio, etc.

• Destinations need to use this combined insight to consider who they need to target to grow volume & value of visitors


Sample Profile


ArkLeisure Segmentation

the marches perception & awareness research january 2012 contacts: [email protected]

Documents

place slide

visit history slide

marches destinations

future visit slide

methodology arkenford

type of place

appeal of areas

appeal of herefordshire