visitengland/visitbritain engagement session welcome presentation e 220317... · • visitbritain...
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VisitEngland/VisitBritain Engagement SessionWelcome
Mercure Salisbury White Hart HotelTuesday 21 March 2017
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Update
• Our response to Brexit and Post-Brexit landscape
• Our marketing activity
• VE Business Support
Footer Wednesday, March 22, 2017
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Our New Chairs
Denis WormwellChairman of the VisitEngland
Advisory Board
Steve Ridgway CBE Chairman of the British
Tourist Authority
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A positive story for 2016 – but too early to draw conclusions
• In 2016 there were a record number of inbound visits to the UK, up 3% on 2015.
• Forecast for 2017 to see a further increase in visits to 38.1m.• Forward Keys flight booking data:
• Next 3 months looking positive with Feb-April up 16% - long haulSource: International Passenger Survey, Q1-4 provisional data
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Brexit – What we have seen so far…• Too early to spot trends.
• But anecdotal evidence that the sentiment in Europe is changing
• Research being refreshed
• Interest from longhaul markets in Britain is strong, esp. in the USA and China
• Britain is the best value it has been in a decade.
• We don’t need Trade Deals. Tourism can thrive regardless of any new Trade Deals.
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Brexit – Making our Priorities known•Continued visa free travel
• 2/3 inbound visitors came from EU countries in 2015• 44% of spend in 2015 came from EU countries
•Air Service Agreements to be renegotiated quickly particularly with the US/EU
• 73% of international visitors arrive by air
•An opportunity to revisit regulation• Opportunity to design a better system of regulation to
protects consumers & allow businesses to offer the products customers want
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Industrial Strategy• The Government has launched a long-term strategy to back
winning industries and help boost long-term growth.
• Industries have been asked to work together to come up with a plan setting out future potential and key policy needs.
• VisitBritain is working with the sector to form a Tourism Sector Deal.
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Discover England Fund welcome campaign• Emphasising value and our welcome
• Tactical campaigns in Europe with Easyjet and in the US with American Airlines
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England’s Year of Literary Heroes• Launched on World Book Day – 2nd March• 2017 is a year of major literary anniversaries:
• 200th Anniversary of Jane Austen’s Death • 20th Anniversary of Harry Potter and the Philosopher’s
Stone• 125th Anniversary of the first Sherlock Holmes publication
• See some of the literary links we are promoting at: https://www.visitengland.com/things-to-do/literary-inspired-weekend
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Looking ahead - Domestic GREAT campaign • Two major switches – audience and seasonality:
a) Target “lost generation” of younger demographic who no longer travel domestically
b) Target shoulder season to generate additional impact• Greater support for coastal & rural areas• Timing: late April/May
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Understanding our international audience• Research about our audiences and the customer journey• Markets:
– US, France, Germany, GCC, China, India, Australia• International segments:
– Active buzz seekers/ Devoted Discoverers/ Value seeking families/ Cultural Adventurers
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International campaign planning• Right product to the right audience at the right time
• Compelling stories
• Centred around two core pillars – Cool cities and Living Countryside (incl. coastal)
• Provide integrated platforms to promote and support Discover England Fund initiatives
• Tailor media strategies to each market’s customer journey
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2017-18 partnerships• Commercial partner programme with focus on reach and
relevance
(Expedia, regional gateways, BA/AA, Trainline)
• Large scale media partnerships to distribute rich relevant curated content to our target audiences
• Tech partnerships (Facebook, Snap) to build advocacy programme for ‘word of mouth’
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VisitEngland Business Advice Hub
• Resources to help tourism businesses succeed and grow
• Free to use tools open to all businesses
• Sign-posting to quality external resources
• VE guides and case studies
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Business Support Review• Strategic review of VE’s
Business Support function
• VE’s role and the activities it delivers in support of micro, small and medium sized businesses will be reviewed in response to Government priorities
• Report by TEAM Tourism Consulting end April 2017
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Quality Assessment Schemes• VisitEngland accommodation assessment schemes
successfully run under licence since 2012.• Current tender finishes end of March 2017• New tender looks for innovation, marketing capability and
scheme growth• VisitEngland has appointed the AA as new licence-holder to
run all VisitEngland schemes (subject to contract)• AA follow the same common standards as all national tourist
boards • VisitEngland scheme will continue to be run as separate to
that of the AA• Finalising contract, working together to ensure a smooth
transition at the end of the month
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Visit Britain – Business Support• Flagship event ExploreGB just held in Brighton
- 450 international buyers- 450 suppliers from across the UK- 41,000 meetings- FAM trips across the UK including the South/South-West- Next year Newcastle
• Missions across the Globe – SE Asia in May, Americas in September, China in Nov ( Korea possible?)
• Working with DIT around the world • B2B teams in all markets working with the Trade to get new
products and itineraries into brochures/websites• Partnerships with key players – airlines, airports, ferries to
drive growth
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DEF Round 1 – Successful Projects• 21 projects
• Impact of bids will be felt across all regions, in addition a number of nationally-focused bids looking at transport solutions.
• A number of projects have particularly local and regional focus:
• Friendly Invasion• English Heritage Cities• Great West Way• Discover the Mighty Rivers and
Majestic Canals of England –Marketing Birmingham
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Year 2/3
Option 1: 2 year large-scale collaborative projects
• The major bulk of investment in Years 2-3 (£13m) will support a limited number of 2 year projects
• Minimum value of £1m
• 40% match funded – half cash and half in-kind
• To deliver a step-change in English bookable tourism product and joined-up collaborative delivery
• NOW CLOSED FOR EOIs
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Round 2 EOIs• 14 invited to submit a full business case by 12th April
2017 – decisions on successful projects in June 2017.
• A good range of product themes and geographical spread represented e.g. heritage, coast, countryside, culture, routes and gateways, gardens, food and drink
• Wide range of support and expertise available: VE/VB teams (distribution/marketing) Mangrove on product innovation SQW on evaluation
• All applicants currently firming up product propositions and reviewing evidence to support the business case
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Timetable for Round 2, option 1 By 28th October 2016 Logging of Expression of Interest
During December 2016 Determine whether to take EOI forward to full application
Midday 12th April 2017 Deadline for Full Application
May – June 2017 Applicants notified of Awards Panel’s decision
June – July 2017 Grant offer process & project set-up
July 2017 – March 2019 Project delivery (dependent on the set-up process above)
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And also…
Option 2: 1 year projects & pilots
£2.1m is available in Year 2 to support:
• A limited number of new 1 year projects (opened 20th
February; applications deadline 13th April)• Continuation funds of up to £125k for a limited number
of Round 1 projects where early successes can be demonstrated
• Further details on www.discoverenglandfund.org
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Food Hubs – Developing England’s Product• Food Hubs provide an exciting opportunity for
growing rural/coastal tourism and extending the season.
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Food Hubs – Developing England’s Product
• VisitBritain and DEFRA have identified four food hubs to help refine our food tourism offer
• Showcasing British food as heritage, modern and innovative – pulls for international markets
• Food Hubs to be targeted to key GREAT markets of Germany, USA and China
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Rail – Developing England’s Product• Developing best practice solutions to
the final mile issue
• DEF funding helping produce an m-ticket for the England BritRail pass
• Working with DFT and RSSB to feed tourism data into future rail franchise decisions
• Creating itineraries and tours to experience the UK by rail
• Collating content and imagery of English rail journeys for future campaigns
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For further information:
www.visitbritain.orgwww.discoverenglandfund.orgwww.englishtourismweek.org
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Developing the programmeProject Status
Feedback from DEF consultation (March 2016)
Commissioned- Re-analysis of IPS- Re-analysis of other surveys- Best practice case studies- Innovation guidance
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Developing the programmeProject Status
Feedback from DEF consultation (March 2016)
Commissioned- Re-analysis of IPS- Re-analysis of other surveys- Best practice case studies- Innovation guidance
Call out for research requirements (June – July 2016)
37 project requests received
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Developing the programmeProject Status
Feedback from DEF consultation (March 2016)
Commissioned- Re-analysis of IPS- Re-analysis of other surveys- Best practice case studies- Innovation guidance
Call out for research requirements (June – July 2016)
37 project requests received
Identification of 5 thematic areas- Activities & Themes- Destination Types- BV&E- Travel Trade- Future Trends
Research currently underway
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Analysing the Role of England’s Gateways
• Around 40,000 interviews are conducted each year with overseas visitors as part of the International Passenger Survey
• Interviewing takes place at gateways all around the country – air, sea and rail
• This means that for every respondent, we know where they left the country (in most – but not all – cases, the same place they entered)
• To support the DEF, we have commissioned a detailed analysis of this data
• We can look at results by region, mode of transport, and individual gateway
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Gateway analysis underlines the weight of inbound traffic via London (and the South East)
Gateways – Share of overseas visit volumesCombined 2013 - 2015
1. Gateway RegionAll UK
VisitorsUK Holiday
Visitors
London 63% 66%
South East 16% 18%
North West 6% 3%
West Midlands 3% 1%
South West 2% 1%
North East 1% 2%
East 1% 1%
East Midlands 1% <0.5%
Yorkshire 1% <0.5%
Scotland 5% 6%
Wales 2% 2%
2. Gateway ModeAll UK
VisitorsUK Holiday
Visitors
London airport 55% 54%
England regional airport 13% 6%
England seaport 12% 14%
Rail 13% 18%
3. Individual GatewayAll UK
VisitorsUK Holiday
Visitors
Heathrow Airport 26% 23%
Gatwick Airport 12% 13%
Stansted Airport 11% 14%
Eurostar 8% 12%
Manchester Airport 5% 2%
Luton Airport 4% 2%
Birmingham Airport 3% 1%
Liverpool Airport 1% 1%
Newcastle Airport 1% <0.5%
Bristol Airport 1% 1%
East Midlands Airport 1% <0.5%
Leeds/Bradford Airport 1% <0.5%
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Less than 1 in 5 passengers through England’s regional airports travel for holiday purposes - a very different profile to the overall market
Source: IPS 2013, 2014, 2015
39% 39%
18%
45%52%
28% 29%
45%
16%
19%
25% 23%26% 34%
23%
7% 7% 8% 4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total England London airport England regional airport England seaport Rail
Holiday VFR Business Study Misc other
% of VISITS (2013-2015) – BY TRIP PURPOSE
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Within London’s gateways, profiles differ widely
35%
44%48%
27%
57%
18% 15%
27% 29%24%
25%
32%33%
52%
20%
40%38%
50%41% 53%
31%
13%9% 12% 18%
26%41%
10% 24%17%
2% 2%1% 2%
1%
2% 2%8% 8% 7% 7%3%
13%4%
13%4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
Holiday Visit friends/relatives Business Study Miscellaneous other
% of VISITS (2013-2015) – BY TRIP PURPOSE
Source: IPS 2013, 2014, 2015
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…and there are also differences in profile outside the capital
35%
44%48%
27%
57%
18% 15%
27% 29%24%
25%
32%33%
52%
20%
40%38%
50%41% 53%
31%
13%9% 12% 18%
26%41%
10% 24%17%
2% 2%1% 2%
1%
2% 2%8% 8% 7% 7%3%
13%4%
13%4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
Holiday Visit friends/relatives Business Study Miscellaneous other
% of VISITS (2013-2015) – BY TRIP PURPOSE
Source: IPS 2013, 2014, 2015
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Gateway and region visited aren’t always precisely aligned
94
37
64
2516
5 3 713
6 3
0
20
40
60
80
100
EnglandLondon Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
All REGIONAL ENGLAND gateways
10 7 71 2 1 1 1 2 3 2
0
20
40
60
80
100
England London Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
All SCOTLAND gateways
78
30
64
16 19
6 414
21
6 20
20
40
60
80
100
EnglandLondon Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
All WALES gateways
9989
188 4 4 1 1 2 1 1
0
20
40
60
80
100
England London Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
All LONDON gateways
Source: IPS 2013, 2014, 2015
Region Visited for Holiday Trips
50
There are differences in spread across the London airports
99
87
23
10 7 3 1 2 4 3 10
20
40
60
80
100
EnglandLondon Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
HEATHROW AIRPORT99
87
1711
4 1 1 1 2 1 10
20
40
60
80
100
EnglandLondon Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
GATWICK AIRPORT
99
88
15
4 27
1 1 1 1 10
20
40
60
80
100
EnglandLondon Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
STANSTED AIRPORT 99
84
21
6 38
2 3 2 2 10
20
40
60
80
100
EnglandLondon Reg.Eng.
SE SW East E.Mids W.Mids NW Yorks NE
LUTON AIRPORT
Source: IPS 2013, 2014, 2015
Region Visited for Holiday Trips
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…and across other gateways
100 94
10 4 2 2 1 1 2 1 10
20
40
60
80
100
England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE
EUROSTAR
97
11
96
2 4 2 5 6
75
203
0
20
40
60
80
100
England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE
MANCHESTER AIRPORT 94
11
92
8 102
12
70
3 2 10
20
40
60
80
100
England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE
BIRMINGHAM AIRPORT
93
5
93
0 2 1 0 1 5 5
87
0
20
40
60
80
100
England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE
NEWCASTLE AIRPORT 87
7
86
5
82
1 1 3 1 1 10
20
40
60
80
100
England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE
BRISTOL AIRPORT
Source: IPS 2013, 2014, 2015
Region Visited for Holiday Trips
97
4855
34
166 2 4 3 3 1
0
20
40
60
80
100
England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE
All SOUTH EAST GATEWAYS
53
38%
83%
95%
82%
56%
65%
78%
90%
80%
90%23%
7%
2%
5%
17%
11%
6%
3%
4%
3%
39%
10%3%
14%
26% 23%16%
7%
17%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
Europe North America Rest of the World
% of HOLIDAY VISITS (2013-2015) – BY SOURCE MARKET
Source: IPS 2013, 2014, 2015
While source markets by gateway largely reflect the origin / destination of carriers, there are exceptions
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Outside London, Manchester serves the greatest proportion of long haul travellers
38%
83%
95%
82%
56%
65%
78%
90%
80%
90%23%
7%
2%
5%
17%
11%
6%
3%
4%
3%
39%
10%3%
14%
26% 23%16%
7%
17%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
Europe North America Rest of the World
% of HOLIDAY VISITS (2013-2015) – BY SOURCE MARKET
Source: IPS 2013, 2014, 2015
55
Trip length unsurprisingly linked to short / long haul profile
29%
42% 45%38%
57%
30%
42%
55%
41%33%
39%
45%46%
45%
34%
32%
31%
29%
29%37%
21%
9%6%
11%
6%
24%
17%
11%
21% 20%
11%4% 3% 6% 3%
14%10%
6% 9% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
1-3 nights 4-7 nights 8-14 nights 15 or more nights
% of HOLIDAY VISITS (2013-2015) – BY TRIP LENGTH
Source: IPS 2013, 2014, 2015
56
Over half of Eurostar travellers stay 3 nights or less
29%
42% 45%38%
57%
30%
42%
55%
41%33%
39%
45%46%
45%
34%
32%
31%
29%
29%37%
21%
9%6%
11%
6%
24%
17%
11%
21% 20%
11%4% 3% 6% 3%
14%10%
6% 9% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
1-3 nights 4-7 nights 8-14 nights 15 or more nights
% of HOLIDAY VISITS (2013-2015) – BY TRIP LENGTH
Source: IPS 2013, 2014, 2015
57
Longer trip duration through both Manchester and Bristol
29%
42% 45%38%
57%
30%
42%
55%
41%33%
39%
45%46%
45%
34%
32%
31%
29%
29%37%
21%
9%6%
11%
6%
24%
17%
11%
21% 20%
11%4% 3% 6% 3%
14%10%
6% 9% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
1-3 nights 4-7 nights 8-14 nights 15 or more nights
% of HOLIDAY VISITS (2013-2015) – BY TRIP LENGTH
Source: IPS 2013, 2014, 2015
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There are differences by demographic as well as by trip type
33%40%
51%56%
38% 41%37%
47% 47%
36%
46%
46%
38%33%
48%36%
38%
41%34%
41%
20%14% 11% 11% 14%
23% 25%
13%19% 22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HeathrowAirport
GatwickAirport
StanstedAirport
Luton Airport Eurostar ManchesterAirport
BirminghamAirport
LiverpoolAirport
NewcastleAirport
Bristol Airport
Aged 16-34 years Aged 35-54 years Aged 55 years or over
% of HOLIDAY VISITS (2013-2015) – BY AGE
Source: IPS 2013, 2014, 2015
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3 Points to Ponder
1. Airports both within London, and across England’s regions, have very different trip purpose profiles
2. There is a relationship between gateways and where people subsequently stay – but the two aren’t identical
3. There are substantial differences in holiday traveller types / demographics across England’s gateways.
Great British Boating
Holidays on the Warwickshire Ring
and Stratford-upon-Avon Canal
Tim Manson, Director, Marketing Birmingham
Great British Boating DEF project
Bookable product
Enhancing the booking process
Greater availability of information
Promoting the waterways of Birmingham on the Warwickshire Ring, and the Stratford-upon-Avon canal
Great British Boating - purpose
Make it easier to book canal holidays in the Midlands
region
Inspire audience to consider this type of holiday
Gather and curate information that supports the
audiences’ decision making
Better understanding what a great option this is for a
holiday in the UK
Great British Boating - audience
Easy outdoor adventurers
Couples, small groups, empty nesters
Interest in culture, countryside, looking for something unique
Return visitors to the UK
Great British Boating - making it work
We are working with VB to deliver some press and PR work to
target markets
English is not a barrier to our target markets, but we have
translated the Boaters’ Handbook for safety and advice
information in print and DVD
There is a welcome page in the native language
Booking is via the Drifters’ existing availability and booking
platform
Great British Boating
Thank you!