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Visit SuffolkMarket Segmentation

Draft ReportJuly 2015

Visit Suffolk ‐Market Segmentation

Background 3Research objectives 4Methodology 5Respondent profile 6Findings 13

Awareness of Suffolk 13Typical visitors and visiting habits 16About your last visit to Suffolk… (visit logistics) 21Visitor behaviour and spending 31Describing Suffolk 37Perceptions and motivations to visit 42Overcoming barriers 50Comparative appeal 54Information sourcing and communication 58

Summary and interpretation of results 63SWOT analysis 68Area breakdown 73

Structure

Background


Visit Suffolk aims to develop the county as a year‐round holiday and short break destination for people of all ages and interests.

It plans to do this by increasing the amount of trips visitors make to Suffolk, particularly by those who live within two hours of the county, and the amount they spend.

To achieve these aims and ensure there is an excellent return on marketing investment, it is critical there is a clear understanding of the visitor market, which includes both visitors and non‐visitors.

Research Objectives


WHAT ARE THEY?

Primarily, to determine Suffolk’s tourism strengths, weaknesses, opportunities and threats, in order to provide segmentation data of the visitor market and benchmark the county against other ‘top of mind’ tourism counties.

A structured research programme was completed that was designed to cover the following points:

Understanding the visitor profile Understanding visitor behaviour Understanding visitor perceptions and motivations Understanding barriers to visiting Benchmarking against other UK destinations Understanding information sourcing and communication

Methodology


WHO?Quotas were implemented to provide a mix of different kinds of respondents, including different ages, social grades and locations across the UK, as well as the perceived drive time to Suffolk.

WHEN?Fieldwork was conducted during June 2015

WHERE?UK‐wide.

HOW MANY?A total of 2,263 respondents – the online consumer panel survey ran for three weeks until 24 June 2015.

HOW?An online self‐completion survey of visitors and non‐visitors was distributed via a national panel.


Respondent profile Used for quota controls and cross‐analysis

Respondent demographics

• More women than men took part in the survey • A representative range of age groups was achieved

Base: 2,263 – prompted


Family structure

• Around two‐fifths (42%) took holidays with children(No quotas were applied for this question)



42%

58%

Disposable income and social grade

• Social grades were fairly evenly spread

• Almost half (45%) of respondents had a monthly disposable income of £100 ‐ £799.



Location and drive‐time to Suffolk

The areas of East of England, the South East, Midlands and London accounted for 84% of all visitors



Perceived drive‐time (in hours)

Within 2 hours: 45%Two to three hours: 29%Three hours or more: 26%

Travel convenience = 3.6 out of 5

East of England 40%

South East 20%

East Midlands 9%

London 8%

West Midlands 7%

North West 4%

Yorkshire and Humber 4%

South West 3%

Wales 1%

North East 1%

Scotland 1%

Northern Ireland 1%

Most recent visitors to Suffolk

This sample included a mixture of recent and previous visitors, as well as non‐visitors



Recent visitors: 44%

Previous visitors: 41%

Non-visitors: 15%

When respondents last visited Suffolk for leisure

2

13

6

6

12

17

15

29

0 5 10 15 20 25 30 35

Can't remember

I've never visited Suffolk for leisure

Longer than ten years ago

Five to ten years ago

Two to five years ago

A year to two years ago

Six months to a year ago

Within the past six months

Visiting party

About half of all the visitors were couples and a further quarter family groups.

Family groups increased to 34% when intergenerational families (with grand parents) and extended families (with relatives) were included.

The majority of visiting couples were over 55‐years‐old and most family groups were in the 35‐44 age bracket.

Base: 2,042 (those who have ever visited Suffolk) Q: How would you describe your visiting party?


A couple49%

Family unit25%

Intergenerational family 4%

Extended family5%

Group of friends12%

Specialist / interest group2%

Other3%


Findings:Awareness of Suffolk

Do people know where Suffolk is?

Less than two‐thirds actually knew where Suffolk was when they were presented with a blank county map of the UK.

Base: 2,263 – unprompted, single response Q: Please click on the county of Suffolk on this map


Correct: 61%(73% within 2 hour drive-time)(75% visited in last 12 months)

Incorrect: 39%

Accuracy improved amongst those who lived close to the county – almost three quarters (73%) of those who lived within a two‐hour drive of Suffolk knew the county’s location

But surprisingly, only three‐quarters (75%) of recent visitors could identify Suffolk correctly!

Over three quarters (77%) of those who could not identify Suffolk had visited in the past.

Awareness of areas of Suffolk

The main coastal areas, particularly the heritage coast (Aldeburgh, Southwold, Thorpeness, Snape and Orford) were the best known. Over half of respondents were aware of (but had not visited) Felixstowe and Newmarket. More rural areas (The Brecks, South Broads, Waveney Valley) were less known.

Base: 2,263 – unprompted, single response Q: Which of these areas of Suffolk are you aware of? And which have you ever visited for leisure?


Incorrect: 39%

Percen

tage

4460

5059 59

72

42 47 4536 34 40

5339

34

39 3923

54 36 3940 42

42

3 116

2 2 5 417 16 24 24 18

0

25

50

75

100

Visited Aware of Not aware


Typical visitors and visitor habits

Hobbies and interests

The most common hobbies of visitors were those that involved being ‘outdoors’ and eating out, as well as history and high culture.

Base: 2,263 (all respondents) – prompted, multiple response Q: Which THREE of the following are you most interested in?


There were some notable differences between visitors and non‐visitors. For example, visits to the cinema were more popular with non‐visitors.

Conversely, walking / hiking were very popular with visitors.

Non‐visitors Visitors

Number of visits to Suffolk

As expected, over half (58%) of those who had visited Suffolk recently were also regular visitors to the county. Nonetheless, over half (54%) of those who had not been to Suffolk in the past ten years had visited more than once.

Base: 2,042 (those who have ever visited Suffolk) – prompted, single response Q: How many times have you visited Suffolk for leisure in the past?


46%

36%

16%

3%

12%

38%

38%

35%

10%

23%

6%

12%

21%

16%

17%

5%

4%

16%

13%

13%

5%

10%

12%

58%

35%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Previous visitor ‐ Five to ten years ago

Previous visitor ‐ A year ago to five years

Very recent visitor ‐ Within past year

Overall ‐ Ever visited

Only once Two to three times Four to five times Six to ten times More than ten times

Frequency of visits to Suffolk

Also, as might be expected, very recent visitors were the most frequent visitors – 60% had visited ‘several times a year’.

Interestingly, a small group who had last visited ten years ago or longer used to visit several times a year.

Base: 2,042 (those who had ever visited Suffolk) – prompted, single response. Q: On average, which of these words best describe how frequently you visit Suffolk for leisure?


3%

60%

36%

7%

15%

26%

20%

5%

33%

9%

16%

2%

35%

33%

4%

15%

90%

60%

17%

13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%






Several times a year Once a year Once every two years Once every 3 ‐ 5 years Less frequently

Visiting specific areas of Suffolk

Visitors’ attitudes towards returning to specific areas were generally quite similar, regardless of how recently they had been, although those who had visited in the past year appeared to be more open to trying new areas.

Base: 2,042 (those who had ever visited Suffolk) – prompted, single response. Q: Which of the following words best describe your behaviour regarding the areas that you typically visit in Suffolk?


12%

10%

9%

10%

10%

12%

27%

40%

57%

48%

52%

48%

45%

30%

37%

24%

16%

7%

3%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%






Always return to the same areas

Usually return to the same areas, but sometimes try others

Usually try different areas, but sometimes return to the same areas

Always visit different areas


Our last visit to Suffolk…

Length of visit

Base: 2,042 (those who had ever visited Suffolk) – prompted, single response Q: Which of these best describe how long you stayed for?


The most common length of visit was a short weekend break, especially for those who lived within a two‐hour drive (56%) and those aged 45‐54.

Weekend day trips were popular, especially amongst those who lived within an hour’s drive (41%) and those aged 35‐44

Long weekend breaks were particularly popular amongst respondents living between a two‐hour and four‐hour drive (66%). Those aged 65 and over were most likely to visit for a midweek break.

About a quarter of people who spent a week or longer in Suffolk were likely to travel at least four hours.

Length of visit

Overall, May was the most popular month for visiting Suffolk, for both day and longer stay trips.

Those who visit in October to May typically come for shorter visits. There was a notable uplift in ‘holidays’ (of one week +)between June and September.

January, February, March and November were particularly popular with weekend day trippers. Although the base was small, visitors in December were the most likely to stay for a long‐weekend break.

Base: 2,042 (those who have ever visited Suffolk) – prompted, single response Q: Which of these best describe how long you stayed for?


Time of the year

Suffolk’s key holiday season appears to be long, from April to September.

The peak times are May – June and August, particularly amongst those who take children on the trip (i.e. school summer holidays) and those who live within a one to three‐hour drive (57%). Couples were proportionally the most likely to visit in September.

A quarter (26%) of those living within a two‐hour drive visited Suffolk in the spring, whilst those extending the season to September were mainly aged 55+ (16%) and couples (12%).

Those aged 18‐34 were more likely than most to take a winter holiday in Suffolk.

Base: 2,042 (those who have ever visited Suffolk) – prompted, multiple response Q: What time of year was it?


Jan2% Feb

3%

Mar 6%

Apr 11%

May 20%

Jun 15%

Jul 12%

Aug 14%

Sep 9%

Oct 5%

Nov 1%

Dec Dec 2%

Time of the year

‐ Ipswich and Bury were popular urban winter destinations‐ Newmarket was particularly popular in the late summer ‐ June was a strong month for the Heritage Coast and Suffolk Broads‐ The Wool Towns and Felixstowe performed above average during May

Base: 2,042 (those who have ever visited Suffolk) – prompted, multiple response Q: What time of year was it?


(Percentages) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecNewmarket 2 3 6 11 19 13 14 16 10 5 1 2Bury St Edmunds 2 4 6 11 19 15 12 14 10 5 1 2Wool Towns 2 3 6 12 22 13 12 13 8 5 1 2Ipswich 2 4 7 12 20 14 12 16 7 5 2 2Lowestoft 2 3 6 12 19 15 11 16 10 4 1 2Heritage coastline 2 3 5 10 20 17 12 15 9 5 1 2South Coast 2 3 6 11 22 14 13 13 8 5 0 1Woodbridge 2 3 6 11 21 14 11 13 8 6 1 2Constable Country 2 3 7 11 21 15 11 13 8 5 1 2

The Brecks 3 4 6 11 19 14 12 14 9 4 1 2

Broads National Park 2 3 7 9 19 20 12 10 10 6 1 1Waveney Valley 1 3 6 12 19 15 11 14 10 5 1 3

Above average for that month Below average for that month

Accommodation

Self‐catering was the most utilised accommodation type, although 26% stayed in a hotel (when both independent hotels and chains were included).

Overall, a quarter (27%) had stayed at that particular accommodation / site previously (the proportions of light green indicate this per accommodation type, where relevant).

Loyalty to holiday parks and chain hotels was particularly high.

Base: 923 (those who have visited Suffolk before and stayed overnight on their last visit) – prompted, single response Q: What type of accommodation did you stay in?


112

667

91010

1316

20

0 5 10 15 20 25 30

GlampingBoat

OtherOwn / friend’s / family’s holiday home in Suffolk

Camping / touring caravanInns / pubs

Stayed with friends/relativesChain hotel

Holiday park / chalet / static caravanB&B / guesthouseIndependent hotel

Self‐catering cottages / apartments

3

22

Proportion of the total that stayed at that particular accommodation / site previously

Percen

tage

Accommodation used

2720

17111111

109

6

Base: 923 (those who had visited Suffolk before and stayed overnight on their last visit) – prompted, single response Q: What type of accommodation did you stay in?


0 5 10 15 20 25 30

Glamping

Boat

Other

Own / friend’s / family’s holiday home

Camping / touring caravan

Inns / pubs

Stayed with friends/relatives

Chain hotel

Holiday park / chalet / static caravan

B&B / guesthouse

Independent hotel

Self‐catering cottages / apartmentsMostly:ABsUp to three hour’s drive awayRecent and previous visitorsOver‐55s

Mostly:AB, C1sOver two hour’s drive awayPrevious visitors (1 to 5 years) Families and 35‐54s

Mostly:C2, DEsUp to three hour’s drive awayRecent and previous visitorsFamilies and over‐55s

Mostly:C1, C2sUp to three hour’s drive awayRecent and previous visitorsFamilies and over‐55s

Accommodation ‐ segmentation

Self‐catering was the most utilised accommodation type, although 20% stayed in a hotel (or 31% when both independent hotels and chains were included).

Holiday parks and chain hotels achieved the highest level of repeat visits.– the proportion of green shows those that had previously stayed at the accommodation / site).

Mostly:AB, C1sUp to three hours’ drive awayRecent and previous visitorsOver‐55s

Mostly:AB, C1s, C2sUp to three hours’ drive awayRecent visitors (up to 2 years ago) Over 45s and young families

Planning accommodation: information sourcing

Base: 815 (those who had visited Suffolk before and stayed overnight in accommodation available to the public on their last visit) –prompted, multiple response Q: Where did you find information about your accommodation?


1%

1%

1%

1%

1%

2%

3%

3%

3%

6%

9%

10%

11%

16%

20%

20%

24%

25%

49%

Travel agent (in store)

Holiday apps for smartphones / tablets

Holiday and travel events and shows

Holiday TV programmes / channels

Holiday blogs

Travel agent’s website

Newspaper reviews / articles

Social media

e-newsletter

Newspapers / magazines

Other

Tourist Information Centres

Destination brochures

Personal memories of previous experiences

Word-of-mouth (friends, family, colleagues etc.)

Review websites (e.g. Trip Advisor)

Accommodation websites

Tourist websites (e.g. visitsuffolk.com)

General internet searchThe most popular method of obtaining information was to go online.

‐ This method was most frequently used by AB and C1s and 45+ (more than two thirds (69%) will go on to book online).

Those who used tourist websites, such as visitsuffolk.com, were more likely to be recent visitors (up to a year), stay in self‐catering accommodation and travel for longer distances.

Personal contacts (word‐of‐mouth and memories) were also important for those staying with friends or in relatives’ homes for midweek and weekend breaks in Suffolk.

Print sources were less used, but were still popular with those aged 55+, visitors staying in B&Bs / guesthouses and those visiting for long‐weekend breaks.

Where visitors found out about accommodation

Accommodation – booking patterns

Base: 923 (those who have ever visited Suffolk before and stayed overnight on their last visit) – prompted, single response Q: What type of accommodation did you stay in?


Over a quarter (28%) booked within a month of visiting.

Over 60% of those staying in independent hotels booked within a month of their visit.A quarter of those

living within an hour’s drive booked a fortnight before their visit.

The majority booked some time before their holiday –typically between one and six months before traveling (39%).

Three quarters (73%) of those staying in holiday parks booked several months in advance.

1

7

6

9

28

39

6

3

1

0 10 20 30 40 50

On the day

A few days before

A week before

A fortnight before

A month before

Several months before

Six months before

A year before

More than a year before

Accommodation – how it was booked

Over half said they booked online, making it the most popular way to book accommodation, particularly when they used the accommodation provider’s own website (37%).

Booking via the telephone was also popular. This was the most preferred option for the over‐55s (68%) and those not taking children (55%).

Base: 813 (those who have ever visited Suffolk before, stayed overnight and could remember how the accommodation was booked on their last visit) – prompted, single response Q: How did you book your accommodation?


Over the phone37%

Face‐to‐face5%

Other6% Provider's own site

37%

Third party booking site14%Other

1%

On the internet 52%

On the internet


Behaviour and visitor expenditure

Spending

The mean average spent on overnight trips was £172.24 per person and per trip. Day visitors spent an average of £41.26 per person and per trip.

Although overall expenditure increased with the length of the stay, spending per day actually decreased. Therefore, those staying for a short weekend potentially offered the best profit margins.

Visitors typically split their spend per day evenly between their accommodation and spending money, but the proportion spent on accommodation increased as the overall spending per trip increased (see dotted line in blue).

Base: 813 Q: Approximately how much did you spend on accommodation? and Q: Approximately how much did you spend on the trip?


60%

67%

54%

57%

56%

49%

41%

45%

43%

40%33%

46%43%

44%

51%

59%

55%

57%

£1,500+

£1,000 ‐ £1,249

£750 ‐ £999

£500 ‐ £749

£400 ‐ £499

£300 ‐ £399

£200 ‐ £299

£100 ‐ £199

up to £100

£180

£233

£233

£420

£640

Short weekend break

Long weekend break

Midweek break

One week holiday

Longer than a week

Accommodation Spending money

£110

£93

£93

£60

£43

Short weekend break

Long weekend break

Midweek break

One week holiday

Longer than a week

Spend per night

Spend per overnight trip

Visiting attractions

Suffolk’s natural environment appeared to be the most visited attraction, with the coastal beaches and countryside appearing at the top of the list, right across the board.

Over half of respondents (58%) visited museums, historic towns and buildings.

Shopping was also a major draw (53%), particularly amongst local residents and women from the East of England.

Base: 2,042 (those who have visited Suffolk before) – prompted, multiple response Q: Which of the following have you gone to during previous visits to Suffolk?


1

3

10

11

11

14

14

24

27

28

37

43

53

58

75

83

None of these

Other

Circus / theatre / shows

Spectator sports (e.g. day at the races)

Cinemas

Concerts

Amusement arcades

Family attractions

Events / festivals

Heritage trails

Art galleries / craft centres

Food and drink related attractions

Shopping

Museums / historic towns / buildings

Countryside

Coast / beaches

Visiting attractions…specific findings

Recent visitors (of up to a year ago) were more likely to visit the theatres, concerts and shows, or go to the cinema, events / festivals and visit family attractions.

Previous visitors (particularly those who had visited up to five years ago) went to art galleries, museums and heritage trails.

Both, ABs and the over‐55s were more likely to visit the countryside, heritage trails, food and drink facilities, art galleries, concerts, theatre and shows.

In contrast, DEs were likely to visit family attractions, the circus, shows, amusement arcades, spectator sports and go shopping.

Those who lived within a one‐hour’s drive were particularly drawn to family attractions, theatres and shows, and those based up to two hours away also travelled to events, festivals and spectator sports.

Those travelling from further afield were more likely to visit museums, art galleries and heritage trails.

Base: 2,042 (those who had ever visited Suffolk before) – prompted, multiple response. Q: Which of the following have you gone to during your visits to Suffolk?


1

3

10

11

11

14

14

24

27

28

37

43

53

58

75

83

None of these

Other

Circus / theatre / shows

Spectator sports (e.g. day at the…

Cinemas

Concerts

Amusement arcades

Family attractions

Events / festivals

Heritage trails

Art galleries / craft centres

Food and drink related attractions

Shopping

Museums / historic towns / buildings

Countryside

Coast / beaches

Taking part in activities

The survey showed that activities in the ‘great outdoors,’ such as walking and bird / wildlife watching, were amongst the most popular in Suffolk.

Water activities (like boating and open water swimming) were also popular. A third theme is outdoor activities, especially cycling, but also fishing, golf and horse riding

Couples, particularly the over‐55s, were keen on walking and bird / wildlife watching. Families are more inclined to practice water and outdoor activities.

Groups often took part in golf and cycling‐related activities.

Base: 2,042 (those who have visited Suffolk before) – prompted, multiple response. Q: Which of the following activities have you done or been to during any of your visits to Suffolk?


18

3

4

5

5

5

5

6

10

10

13

13

16

28

69

None ‐ I have not done any activities inSuffolk

Horse riding

Other

Courses (e.g. arts and crafts,etc)

Water sports / open water swimming

Adventure activities

Fishing

Golf

Horse racing tours (e.g. Newmarket)

Luxury spa breaks

Cycling

Indoor sports / swimming pools

Boating / sailing

Bird / wildlife watching

Walking

Segmentation ‐ emerging groups

When we looked in more detail at the profiles and behaviour patterns of those visiting Suffolk, two visiting groups emerged. These are:

Base: 2,042 (those who have visited Suffolk before) – prompted, multiple response Q: Which of the following activities have you done or been to during any of your previous visits to Suffolk?


Discerning couples(primary cluster of visitors)

Discerning couples(primary cluster of visitors)

Mature – typically, but not exclusively, aged 55+ from the AB social grades

Typically adult only visitors

More likely to use independent hotels and self‐catering cottages (when traveling longer

distance)

Interested in walking, nature watching, culture and heritage

Outdoor families(secondary cluster of visitors)

Outdoor families(secondary cluster of visitors)

These are younger – typically families with adults aged 35‐54, with fewer AB social

grades

Interest in cycling, boating and sailing, indoor and water sports

Likely to visit family attractions, amusement arcades, spectator sports and go shopping

Showed a preference for holiday parks and chain hotels


Describing Suffolk

Describing Suffolk in three words (all responses)

Base: all respondents ‐ unprompted, open response Q: If you could use just three individual words to describe Suffolk, what would they be?


Describing Suffolk in three words (top 10 responses)

Base: all respondents – unprompted, open response Q: If you could use just three individual words to describe Suffolk, what would they be?


Describing Suffolk in three words (Top themes)

Base: all respondents – unprompted, open response Q: If you could use just three individual words to describe Suffolk, what would they be?


Suffolk associations

Overall associations of Suffolk were positive. The strongest associations were of a practical nature (e.g. it’s easy to get to, particularly for the more local East of England residents, and offers value for money). The county is also perceived as a place that offers unique experiences, both beautiful and traditional.

Base: all respondents – unprompted, open response Q: Consider the following pairs of words or phrases. Please indicate which of them you think most applies to Suffolk, and how strong this association is.


Wholesome

Genuine

Unique

Characterful

Eco‐friendly tourism

Lots to do

Easy to get around

Great local produce

Interesting

Welcoming

Fashionable

Sophisticated

Sparsely populated

Traditional

Beautiful

Offers unique experiences

Good value for money

Easy to get to Hard to get to Poor value for moneyExperiences similar to elsewhereUnattractiveModernDensely populatedBasicDatedUnwelcomingBoringPoor local produceHard to get aroundNot much to doMass tourismMainstreamCommonplaceFakeUnhealthy

Strongly Mildly Neutral Mildly Strongly


Perceptions and motivations to visit

Appeal of Suffolk as a leisure destination

Visitors typically found Suffolk to be appealing, but there was a notable drop off amongst non‐visitors and those who had last been there more than ten years ago.

There was also some correlation with proximity – 87% of those who lived within 2 hours found the county appealing, compared to 81% overall.

The other groups that Suffolk most appealed to were those aged 45‐54 (90%) and those aged 35 and under (85%)

Base: all respondents – unprompted, open response. Q: How appealing do you find Suffolk as a leisure destination?


All visitors Very recent visitor

Past visitors Non‐visitors / visited 10+ years ago

% who said it was ‘quite’ or ‘very’ appealing

81% 93% 83% 56%

Mean average 4.0 4.6 4.2 3.5

The best thing about Suffolk is…

Suffolk appears to be valued, both for its coast and rural appeal. The towns, villages, scenery and friendly people are also strong assets.

Base: all respondents – unprompted, open response Q: Please complete the following phrase: the best thing about Suffolk is…


The worst thing about Suffolk is…

The main weaknesses appear to be the poor road network into Suffolk, and the roads and traffic found within Suffolk, as well as the weather and people’s perception that the county is far away.

Base: all respondents – unprompted, open response Q: Please complete the following phrase: the worse thing about Suffolk is…


Stand out (visited) towns and villages in Suffolk

A wide variety of town and villages in coastal, rural and urban areas were named a few times.

Southwold and Aldeburgh were said to be the most appealing costal destinations. Moving inland, Lavenham, Woodbridge and Bury St Edmunds particularly stood out from the rest.

Base: 2,042 (those who had visited Suffolk before) – unprompted, open response. Q: Is there a specific town or village in Suffolk that stood out as being particularly appealing to you during your visit?


Ranking specific areas of Suffolk

Respondents were provided with the following descriptors of each area. (No images were provided in the survey)

Base: 2,263 (all respondents) – prompted, single response per rank. Q: Please rank these distinct areas of Suffolk in terms of their appeal to you as leisure destinations, either from your own experience or based on these descriptions.


Ipswich – County town known for its offbeat performance arts. It is also East Anglia’s waterfront town with sailing facilities on the banks of the River Orwell. Provides a huge range of family days out and a blend of national retailers and independent boutiques, eateries and restaurants, bars and nightlife.Lowestoft – Seaside town with a rich maritime heritage, full of arcades, rides and attractions, as well as a huge expanse of pristine beach.Constable Country – Set within an Area of Outstanding Natural Beauty, the scenery of this quintessentially rural landscape inspired Constable andGainsborough, two of the greatest painters that the world has ever seen.Newmarket – Famous throughout the world as the home of horse racing, this town and its surrounding areas offers tours around the horse racing fraternity, and boasts a wide range of attractions, including art collections, independent eateries and top of the range spa and beauty salons.Bury St Edmunds – Home to the Greene King brewers, this important market town is a dazzling historic gem with a richly fascinating heritage and provides a striking combination of medieval architecture, elegant Georgian squares, a glorious cathedral and Abbey Gardens.Heritage coastline – Largely undisturbed, this is an Area of Outstanding Natural Beauty. Suffolk’s chain of seaside towns provide fun and frolics for families and a playground for cyclists, while shoppers and foodies are bountifully served by the historic market towns.Wool Towns – In the heart of the Suffolk countryside, you’ll find the ‘Wool Towns’ of Lavenham, Long Merlford, Kersey and Clare. These are frequent contenders for the most picturesque villages in England and some were made famous by TV programmes and films, including ‘Lovejoy’ and ‘Harry Potter’. The South Broads – These navigable lock‐free waterways and large lakes are set in beautiful countryside with many charming and quaint towns and villages.The Brecks – This unique landscape of classic historic heathland and rugged countryside boasts the UK’s best overall climate with low rainfall and hot summers. Has an impressive Anglo‐Saxon heritage and is home to the West Stow Anglo‐Saxon Village.Felixstowe – Everybody loves a great day by the sea and Felixstowe provides great days for everyone. A charming seaside town with a vibrant town centre and a wonderful mix of attractions, including wetland habitats and a bird‐watching paradise.Landguard Peninsula – Discover the rich military and maritime heritage of Landguard Fort, one of England’s best‐preserved coastal defences, with a history that spans almost 450 years. Now a family visitor attraction. Waveney Valley – Takes in picturesque market towns and villages, gently rolling countryside and the Southern Broads.Woodbridge – A riverside market town with one of the oldest working Tide Mills in the country, the Anglo‐Saxon royal burial site at Sutton Hoo and with many independent boutique stores, bakeries and delicatessens. Never far from the coastline, surrounding towns, popular tourist attractions and historic sites.


Larger towns were typically the least appealing and countryside and coastal areas (as opposed to seaside resorts) the most. Bury St Edmunds stood out as the most appealing urban area.

Base: 2,263 (all respondents) – prompted, single response per rank Q: Please rank these distinct areas of Suffolk in terms of their appeal to you as leisure destinations, either from your own experience or based on these descriptions?


Lowestoft

Felixstowe

Newmarket

Ipswich

Landguard Peninsula

The Brecks

Waveney Valley

The South Broads

Wool Towns

Bury St Edmunds

Woodbridge

Constable Country

Heritage coastline


(sample of those ranking destination as most appealing / least appealing)

Base: 2,263 (all respondents) – prompted, single response per rank Q: Please rank these distinct areas of Suffolk in terms of their appeal to you as leisure destinations, either from your own experience or based on these descriptions?


Ipswich (34/288)• Waterfront• Shops• Lots to do

• Too busy• Unappealing• Similar to other

towns

Constable County (181/29)• Countryside• Scenery• Beautiful

• Not much to do• Boring• Not of interest

Newmarket (27/146)• Horse racing• Scenery• Music events

• Towns (busy)• Unappealing• Not of interest

(horses)

Bury St Edmunds (83/16)• History• Shops / market• Abbey Gardens

• Not of interest• Not much to do • Similar to other

market towns

Heritage Coast (479/14)• Beautiful coast• Unspoilt • Coastal walks

• Boring• Not of interest

Wool towns (75/31)• Buildings• Architecture• History

• Not much to do• Boring• Not of interest

South Broads (16/19)• Boating• Scenery• Walks / exploring

• Don’t like boats / water• Not my type of holiday

The Brecks (44/17)• interesting• Beautiful• Countryside

• Less appealing • Not known• Dull

Felixstowe (20/105)• Friendly• Appealing • Places to eat

• Busy port• Industrial• Unappealing

Landguard (1/51)• Unique

• Not of interest(Military history)

• Unappealing

Waveney Valley (30/8)• Market towns• Scenery • Friendly people

• Not of interest

Woodbridge (63/11)• Shops• Nice (quaint) town • River area

• Unappealing• Not much to do

Lowestoft (25/262)• Arcade • Seaside town• Traditional fishing port

• Too busy• Not of interest (attractions)• Run down (some areas)


Overcoming barriers

Reasons for not visiting Suffolk

Getting to Suffolk was found to be the main deterrent that stopped people from visiting, both because of the perceived distance and poor transport links.

Preferences for other destinations (both in the UK and abroad) also played a role, especially for those that had already visited and wanted to try new places.

Nonetheless, just over half (51%) of all the reasons were quite neutral and typically reflected individual attitudes towards holidays in general, rather than specifically Suffolk.

Base: 259 (all respondents who have not visited Suffolk) – prompted, multiple response Q: Which, if any, of these reasons have put you off visiting Suffolk or stop you from visiting more frequently?


22

0

0

1

2

2

3

4

4

4

8

9

9

9

10

13

No particular reason

Heard bad things about it

Boring scenery / it's an unattractive area

Just doesn't appeal to me

Not enough to see and do

Not really aware of Suffolk before this survey

It’s too expensive

Prefer other UK destinations

Prefer to go abroad

Other reason

Poor transport links

Poor weather

Been too busy to travel anywhere

Already been and like to try new places

Too far / takes too long to get there

Just haven't got round to it

Reason type %

No particular reason 51

Deterrent 32

Prefer somewhere else 17

Making Suffolk more appealing to visit

When respondents were asked how Suffolk could be made a more appealing place to visit, improving transport (to and within) the county was the primary suggestion, particularly better transport links. This included more frequent bus and trains going to and from a wider variety of destinations, especially the West and the Midlands.

Other suggestions included improved accommodation, with better quality establishments and lower prices (including more offers and discounts).

Base: 2,263 – unprompted, open response Q: What, if anything, might make visiting Suffolk more appealing to you?


Staying longer than a day trip

Respondents made a wide range of suggestions – the key themes were once again quality and affordable accommodation and cheaper, better public transport.

Many also suggested increasing the amount of advertising publicity, to tell people about what there is to do in the county.

Base: 2,263 – unprompted, open response Q: What do you think might encourage people to come to Suffolk for longer than a day trip?



Comparative appeal

Counties most similar to Suffolk

These were typically either neighbouring counties or on the South coast.

When Norfolk, Devon and Essex were looked at in more detail, the main similarities between them and Suffolk were related to the scenery, including comparable coastlines and countryside areas.

People who thought Suffolk was similar to Devon also highlighted similarities between the towns and villages, as well as various historic aspects.

.

Base: 2,263 – unprompted, open response Q: Which county would you say was most like Suffolk? Prompted, single response. Q: … and why? Unprompted, open response


3%

7%

4%

3%

61%

8%

4%

Norfolk 61%

Essex 8%

Dorset 7%

Cotswolds 4%

Kent 4%

Cornwall 3%

Devon 3%

Yorkshire 2%

Peak District 1%

Lake District 1%

Scottish Highlands 1%

Other 5%

Suffolk’s appeal compared to other UK destinations

Suffolk appears to be as appealing as the Peak District, Yorkshire, Devon and Dorset. It was seen as a little more appealing than Norfolk and the Lake District and a lot more appealing than Kent and Essex. However, the Scottish Highlands, Cotswolds and Cornwall all appear to be more appealing than Suffolk.

Base: 2,263 – unprompted, open response Q: How appealing do you find Suffolk as a holiday destination, compared to the following areas in the UK?


Consideration and choice of other destinations

During their last visit, over half (54%) of the respondent were only considering Suffolk as a destination.

The majority of the other areas considered were in the UK –mainly Norfolk (53%) and Cornwall (34%).

Just over half live in the east of England, a further third (32%) are based in the South East (17%), East Midlands (8%) and London (7%).

Considered Suffolk but went elsewhere:

Around two thirds (63%) of non‐visitors had considered visiting Suffolk.

Of these:

‐ About a third (32%) had decided not to go anywhere

‐ Just under half (48%) chose other UK destinations (primarily Cornwall, Devon, Norfolk and Dorset)

‐ A fifth (20%) preferred locations abroad

Base: 1,424. Q: The last time you decided to visit Suffolk for leisure, did you also consider other destinations? Base: 259 (those who have not visited Suffolk, but have considered it) – prompted, single response. Q: Did you choose another UK destination over Suffolk? Q: Which UK counties did you consider / choose instead?


Stay at home (32%)

Other UK (48%)

Overseas (20%)

Origin of visitors

East of England 53%

South East 17%

East Midlands 8%

London 7%

West Midlands 4%

South West 3%

Yorkshire and Humber 3%

North West 2%

North East 1%

Scotland 1%

Wales 1%

Northern Ireland 0%


Information sourcing and communication

Holiday information sourcing

It was found that people typically source more general information about the UK (and Suffolk) holidays online by using general internet searches, as they do when choosing their accommodation. They also rely on tourist information websites, such as visitsuffolk.com and review sites (e.g. TripAdvisor).

When it came to searching for information about Suffolk, those who lived within a two‐hour drive were significantly more likely to have used review sites (9% difference) and social media (6%) than those who lived further away.

Base: 2,263 / 1,943 – prompted, multiple response. Q: Which of these sources might you turn to for information when you think about planning a holiday / break / day trip to any area of the UK? Q: Which of these sources did you actually turn to for information when you previously planned a holiday / break / day trip to Suffolk?


1

2

2

2

2

3

12

12

9

18

21

37

33

38

38

35

70

3

4

4

6

6

13

16

23

24

29

36

49

51

55

57

60

87

Travel agent (in store)

Travel agent’s website

Holiday apps for smartphones /…

Holiday and travel events and shows

Holiday blogs

Holiday TV programmes / channels

Social media

Newspapers / magazines

Newspaper reviews / articles

Destination brochures

Tourist Information Centres

Accommodation websites

Personal memories previous visits

Word‐of‐mouth (friends, family,…

Review websites (e.g. Trip Advisor)

Tourist information websites

General internet search

Might use for any area of the UK

Used previously for Suffolk

Holiday information sourcing: tourist information sites

Base: 2,263 Q: Which tourist information websites have you used / might you use in future when looking for information about Suffolk as a leisure destination? Q: How likely is it that you might use a destination brochure? Q: Have you come across the following social media?


Visitsuffolk.com was the most prominent website chosen from a prompted selection. Both, Visitengland.com and thesuffolkcoast.co.uk also scored highly.

Relatively large numbers of people were likely to use a destination brochure if it was available, with half saying they were likely to do so and only a quarter saying it was unlikely.

Just under a fifth (19%) had come across Visit Suffolk’s Twitter feed (@visit_Suffolk) and almost half (45%) had visited the dedicated Facebook page. A higher proportion of social media users were also very regular visitors.

2

8

4

11

15

23

27

40

47

83

None of these

Other website

discovernewmarket.co.uk

allaboutipswich.com

visit‐burystedmunds.co.uk

heartofsuffolk.co.uk

visitbritain.com

thesuffolkcoast.co.uk

visitengland.com

visitsuffolk.com

19% 45%

Visit Suffolk’s Twitter feed @visit_suffolk

Have you come across..

Visit Suffolk’s Facebook page

9

15

2629

21

Not at alllikely

Not verylikely

Middling Quite likely Very likely

Likelihood of using a destination printed brochure

Websites used to find out about Suffolk

Internet search terms

Base: 2,263 Q: What internet search terms have you used when looking for information about Suffolk as a leisure destination? Q: Are you able to specify the name of the booking site that you used?


Search terms typically consisted of a theme, such as attractions, accommodation or tourism in general, followed by ‘in Suffolk’ or occasionally a more specific location, such as ‘in Southwold’ or ‘in Aldeburgh’, etc.

Other generic searches included ‘things to do in…’ and ‘what’s on in…’

Internet search terms used when looking for information about Suffolk included a combination of booking agents, official tourist organisations and the websites of accommodation providers.

The likelihood of visiting Suffolk in the future

Base: 2,263 – all respondents – prompted, single response Q: How likely are you to consider visiting Suffolk in the future? Base: 2,042 (those ever visited Suffolk) – prompted, single response. Q: How likely are you to recommend to friends a visit to Suffolk?


Unsurprisingly, there was a strong correlation between the amount of time it took to drive to Suffolk (shorter driving times equated to a higher likelihood of repeat visits).

A similar relationship exists between previous visiting habits and the likelihood of people making future visits (e.g. regular visitors were more likely to visit again).

Recent visitors Past visitors Non‐visitors

94% 81% 69%

Recent visitors to Suffolk (up to as a year ago) are more likely to visit again than past visitors and non‐visitors.

73%82%

93%

99%

95%

0%

20%

40%

60%

80%

100%

Visited oncebefore

Two to threetimes

Four to fivetimes

Six to tentimes

More thanten times

Likelihood of visiting in future by previous visits

97%

93%85% 81%

76%

0%

20%

40%

60%

80%

100%

Within anhour

One to twohours

Two to threehours

Three to fourhours

Four hoursor longer

Likelihood if visiting in future by drive time

The likelihood of recommending

Base: 2,263 – all respondents – prompted, single response Q: How likely are you to consider visiting Suffolk in the future? Base: 2,042 (those ever visited Suffolk) – prompted, single response. Q: How likely are you to recommend to friends a visit to Suffolk?


Net Promoter Score system provides a score, based on the classification that respondents fall into—Detractors, Passives or Promoters.

Respondents were asked to rate their likelihood of recommending Suffolk to a friend or colleague by using a 0‐10 point scale. Their responses were then classified into one of the categories: “Detractors” (scores 0‐6), “Passives” (scores 7‐8) and “Promoters” (scores 9‐10).

The Net Promoter Score was calculated by subtracting the percentage total of Detractors (16% or all responses) from the percentage total of Promoters (53% of responses).

Suffolk has a higher NPS than Hotels.com but lower than Trip Advisor(1).

Suffolk NPS: 37

Trip Advisor NPS 46

Hotels.com NPS 36

(1)Source: http://www.npsbenchmarks.com/

Likelihood of recommending Suffolk

0 ‐ Not likely at all 1%1 0%2 1%3 1%4 2%5 5%6 6%7 11%8 20%9 12%10 ‐ Extremely likely 41%

Detractors(16%)

Passives (31%)

Promoters(53%)

NPS = (53%-16%) = 37%


Summary and interpretation of results



Spontaneous recollection of Suffolk was limited Around two‐fifths of all respondents and a quarter of those who had visited within the last 12 months could not accurately place Suffolk on a map. The main coastal areas were best known, particularly the heritage coast, but more rural areas, like The Brecks, South Broads and Waveney Valley, were less so.

Perceptions about the county were positiveRelaxing, beautiful and peaceful, friendly and interesting are just some of the words that were used to describe Suffolk. The county’s unspoilt scenery was also highly valued.

Being a coastal county is one of Suffolk’s biggest assetsThe coastline / beaches are Suffolk’s most visited attractions and the most frequently mentioned ‘best thing’ about the county. They also play an important role in people choosing Suffolk over other holiday locations, especially those in the South West.

But the countryside is equally important The rural scenery, landscape and quaint villages were also mentioned. People often said they were the best thing about Suffolk and one of the reasons for choosing to visit there, instead of going somewhere else. Constable Country and the Wool Towns are highly regarded assets in that sense.



The ‘great outdoors’ is also key to Suffolk’s appeal Activities, such as walking, boating and bird watching, are popular – reflecting the fact that being ‘outdoorsy’ was the most common characteristic of visitors to Suffolk. Moreover, the scenery of the countryside had an influence on choosing Suffolk over other UK destinations.

Poor transport links are the main barrier to visitingPoor road networks were the most frequently mentioned ‘worst thing’ about Suffolk, especially travelling on the A12 / A14. Better public transport and improved roads appeared at the top of the list of ways that the county could be made more appealing to visit.

Suffolk is similar to neighbouring countiesSuffolk is perceived as being similar to its neighbouring counties, but more appealing than the rest of them as a tourist destination, especially Essex. The main similarities related to the scenery and the coastlines and countryside areas being comparable. Some areas of the South West were also deemed to be similar, including Dorset’s towns and village, with similar historical aspects. Dorset also appears to be a direct competitor and is perceived as being a little more appealing than Suffolk.

Visits are typically quite shortA (short or long) weekend break and day trips at the weekend were the most common types of visit. Taking a week’s holiday was less common and staying over a week was relatively rare.



Extended holiday seasonSuffolk benefits from a long holiday season, with the period between April and September attracting 80% of all trips. The periods of May – June and August are the key peaks, but May and September are also popular, extending the season from spring to autumn.

The internet is key for planning visitsGoing online is the most common way of both sourcing information and booking accommodation. The primary search terms for information were ‘things to do’ and ‘what’s on’. Social media was popular with repeat visitors.

Popular websitesTourist websites, such as visitsuffolk.com and thesuffolkcoast.co.uk, were often used to find out about general holiday information. When looking for somewhere to stay, the accommodation providers’ own pages were used frequently and booking agents were also popular (mainly booking.com, hotels.com and Suffolk secrets).

Daily spend was the highest on short breaksOverall spending increased with the length of stay, but the amount spent per day actually decreased. Therefore, those staying for a short weekend potentially offer the best profit margins.



Turning day trippers into overnight visitorsImproving the accommodation that is offered, with better quality establishments and lower costs (including more offers and discounts) is one practical change that would encourage day trippers to turn their visit into a short break.

Two key visiting groups cohabiting A primary cluster of visitors includes affluent couples (often in their fifties or older) who are likely to use independent hotels and are particularly interested in walking, nature watching, culture and heritage. Younger families (in their thirties to early fifties) are likely to visit family attractions, amusement arcades. They show an interest in cycling, water‐based sports and are likely to stay in self catering units, holiday parks or chain hotels.


SWOT analysis

SWOT Analysis: Strengths


Most visitors who lived within a 2‐hour drive time of Suffolk visited the county frequently, which shows its strong appeal to local audiences

A high proportion of those living within a 2‐hour drive visited for more lucrative short breaks

The coastline, beaches and the countryside were popular attractions and played a key role in people choosing Suffolk over other UK destinations

The Heritage Coast is well known, well visited and appeals to many

The Wool Towns and Constable Country are both key draws, with a very distinct character linked to heritage, history and art

Walking and water‐related activities were key activities – the landscape is ideal for ‘outdoorsy’ visitors

The Visit Suffolk website was well used as a portal for people seeking ideas about things to do in Suffolk and places to go. Destination sites (e.g. thesuffolkcoast.co.uk) were also well known and relied on by the respondents.

SWOT Analysis: Weaknesses


People were only reasonably aware at best of the county’s location, even those who had recently visited Suffolk

Some rural areas (such as The Brecks, The Broads or the Waveney Valley) were less well known and less appealing

Poor transport links and accessibility, both into and around the county, proved key barriers to people visiting Suffolk more frequently, or even visiting it at all

Suffolk was likened to other coastal counties by the respondents, but was rated as less appealing than many other popular UK tourism locations, such as Cornwall and Dorset

Taking a week’s holiday was found to be less common and staying over a week was relatively rare

Despite being a well‐known destination, a low proportion of people spontaneously associated The Broads as being (partly) in Suffolk

SWOT Analysis: Opportunities


To convert regional day trippers into longer stay visitors by encouraging accommodation providers to offer discounts and other promotions

To focus promotional efforts on the period from autumn to spring to maximise the county’s out‐of‐season potential

To ensure press releases are topical, relevant and different, so that they have the highest traction with publishers

To consider how to improve perceptions of travelling within the county by improving links with public transport operators

To promote true points of differentiation (such as the county’s heritage and history, arts and crafts)

SWOT Analysis: Threats


Although Suffolk’s countryside is a key attraction, some of it is not well known and appears to be too similar to other counties. This has resulted in competition from destinations with a more district rural brand.

At first glance, Suffolk doesn’t currently appear to have a clear USP – its attractions, such as the ‘coast’ or ‘countryside’, are similar to other counties

The coastline and scenery are popular assets, but they may hinder people’s recognition of other areas in West Suffolk – this is needed to potentially spread visitors more evenly and help to extend the season

Suffolk is not seen as being particularly accessible, even by people in nearby counties –campaigns regarding A12/A14 need to focus on changing existing pre‐conceptions

Promoting new and improved transport links will only prove successful if they do indeed improve accessibility into, and around, the county


Area breakdown


AREA Social Grade Drive‐time Ages When (*)Newmarket AB / C1 Up to two hours 45‐54 Jul‐Sep

Bury St Edmunds AB / C1 / C2 / DE Within an hour 45+ Jul‐Aug

Wool Towns AB / C1 Within an hour 55+ MayIpswich C1 / C2 / DE Up to two hours 25‐54 Feb‐Mar / AugLowestoft C2 / DE Two to four hours 45‐54 Aug ‐ SepHeritage coastline AB / C1 Two to four hours 55+ Jun / AugFelixstowe C1 / C2 / DE One to two hours 55+ MayWoodbridge AB / C1 One to two hours 45+ MayConstable Country AB / C1 Up to two hours 55+ Mar / MayThe Brecks C1 / C2 Within an hour 25‐64 Jun‐Aug

Broads National Park C1 Three hours and over 55+ Apr‐Sep

Waveney Valley C1 Two to four hours 55+ Apr‐SepScenarios are not exclusive and designed for marketing purposes(*) Assumes Jun‐Sep as peak season for all


AREA Main type trip (**) Secondary type trip AccommodationNewmarket Short weekend break One week holiday Independent hotelBury St Edmunds Weekend day trip Short weekend break Independent hotelWool Towns Mid‐week day trip Weekend day trip Independent hotelIpswich Weekend day trip Short weekend break Chain hotelLowestoft One week holiday Weekend day trip Holiday park.. Heritage coastline Long weekend break One week holiday Independent hotelFelixstowe Mid‐week day trip Weekend day trip Ind. Hotel / Holiday park.. Woodbridge Long weekend break Weekend day trip Self‐catering Constable Country Mid‐week day trip Weekend day trip Inns / pubsThe Brecks Weekend day trip Short weekend break Self‐catering Broads National Park Weekend day trip Long weekend break Holiday park.. Waveney Valley Weekend day trip Long weekend break Self‐catering / Holiday park.. Scenarios are not exclusive and designed for marketing purposes(**) Above average for that type of trip


AREA Children Composition Composition (secondary)Newmarket Most likley Family unit Groups of friendsBury St Edmunds Quite likely A couple Family unitWool Towns Less likely A couple Groups of friendsIpswich Quite likely A couple Family unitLowestoft Most likely Family unit A coupleHeritage coastline Less likely A couple Groups of friendsFelixstowe Quite likely Family unit Specialist / interest groupWoodbridge Quite likely A couple Extended family (+ relatives)Constable Country Less likely A couple Family unitThe Brecks Quite likely Family unit A coupleBroads National Park Quite likely A couple Groups of friendsWaveney Valley Less likely A couple Family unitScenarios are not exclusive and designed for marketing purposes

Produced by:Sergi JarquesDirectorDestination Research Ltd

Tel: 01206 392528info@destinationresearch.co.ukwww.destinationresearch.co.uk

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