Market Intelligence - Walking Holidays at the Seaside

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Walking Holidays at the Seaside

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WALKING AS A LEISURE ACTIVITY Walking is one of the most popular leisure activities. According to a recent survey 53.8% of the English population (23.3 million people) took part in recreational walking on a regular basis. Such is its popularity that many people now build walking into their holidays (whether as the central activity of a holiday or just one among a number of activities undertaken).

Within domestic holidays in Britain, 24.1 million trips included a short walk (less than 2 miles) and 14.1 million trips included a longer walk (more than 2 miles), representing (21% and 12% of trips respectively. Walking is the third most popular activity undertaken on a domestic holiday (after relaxing and sightseeing) and is also the sixth most popular activity undertaken on day trips.

The seaside is traditionally a popular place for walking, among both staying visitors and day trippers. In 2012, 30% of staying visits and 17% of day visits to the seaside included a short walk, while 20% of staying visits and 12% of day visits included a longer walk or ramble.

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MARKET CHARACTERISTICS Walkers vary in the importance they attach to walking during their holiday. For some, walking is the principle activity undertaken and this group often seek challenging or demanding walks. For others, walking may be an important part of their holiday but is combined with a range of other activities (such as sightseeing and visiting attractions). Many walkers organise their holidays independently and plan their own programmes of walks.

Others join group walking holidays which are becoming increasingly popular.

from their hotel or B&B. Younger walkers insist on WiFi in their accommodation. Empty nesters will prioritise comfort and will seek out good quality places to stay where they can relax at the end of the day. Similarly retirees value comfort over fashionable design and welcome accommodation which provides personalised service and is able to cater for special dietary needs.

Walkers also value opportunities for socialising and good eating and drinking in the evenings (and they often have a particular interest in local/regional food and drink specialities).

While walking is enjoyed by all age groups it is particularly popular among younger people in the pre-family group who relish outdoor activity and adventure. However, walking is also popular among empty nesters (who enjoy countryside and nature) and among retirees who wish to remain active. As one of the most environmentallyfriendly activities, walking is particularly popular among those with a concern for the environment who wish to take a responsible and sustainable holiday. Walking is also popular among those who enjoy ‘slow’ tourism.

WHAT ARE THE OPPORTUNITIES? Every seaside town is potentially a base for walking holidays, since the government is committed to creating a continuous footpath around the English coast (the Scottish and Welsh coastal footpaths are already complete). Every coastal town can exploit and promote its location on the coastal path.

WHAT DO WALKERS WANT?

The market for walking holidays is likely to expand in future years. As the population ages, there will be increasing numbers of empty nesters and active retirees who enjoy walking and will chose to make it part of their holiday. Walkers tend to take repeated short break holidays and are always interested in exploring new destinations. The age groups which most enjoy walking – pre-nesters and empty nesters – are not tied to the school holidays which is an opportunity to generate additional out-of-season business.

Walkers have a number of basic requirements from a walking holiday. They will expect their destination to offer a network of clearly signposted and well-maintained footpaths. They will also seek clear information about what walks are available and appropriate supporting materials (such as guides and leaflets). Walkers will often use public transport to take them to the starting/ finishing point of their walk and so will look for a good local public transport network.

There is untapped potential for staging walking festivals at the coast. Such festivals include a full programme of guided walks of different lengths and difficulties intended for people of all abilities. They can include themed walks, special interest walks, or walks intended for specific groups of people.

Walkers will also look for ‘walker-friendly’ accommodation that offers facilities to clean and store muddy boots and drying rooms for wet clothing. Some walkers also welcome the opportunity to purchase a packed lunch 2

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Sector Guide: Families

Ways it can make a difference to your business........................

1. C AN YOUR B&B OR HOTEL OFFER FACILITIES FOR WALKERS TO CLEAN THEIR MUDDY BOOTS? All you may need to do is put a boot scraper outside your entrance doors.

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CAN YOUR ACCOMMODATION OFFER A DRYING ROOM FOR WALKERS? They’ll appreciate not having to leave dirty or wet clothes in their bedrooms.

3. C OULD YOUR B&B OR HOTEL OFFER PACKED LUNCHES FOR WALKERS? Providing packed lunches (or facilities for walkers to make their own) is a sure way to be walker-friendly 4.

COULD YOU KEEP A STOCK OF LOCAL MAPS FOR WALKERS TO HIRE, BORROW OR BUY? Walkers still use maps (even in the days of Satnavs) and sometimes forget to bring them with them. They’ll appreciate you having a stock for their use.

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COULD YOU OFFER TO TRANSPORT WALKERS’ LUGGAGE TO THEIR NEXT DESTINATION? A good way to be walker-friendly is to take walkers’ luggage to their next destination (and offer safe storage for any luggage sent ahead from their previous stopover point).

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C OULD YOUR CAFÉ, RESTAURANT OR PUB BE MORE WALKERFRIENDLY? All you need to do is offer a boot-scraper, shoe lockers, or a dedicated area where it won’t matter if the floor gets muddy.

7. I S YOUR DESTINATION MAKING THE MOST OF WHAT IT CAN OFFER TO WALKERS? You can take advantage of the long-distance coastal footpath to promote your town as a destination for walking breaks?

8. C OULD YOUR DESTINATION DO MORE TO PROMOTE WALKING ROUTES AND TRAILS? Can you develop and promote clearly marked trails in your town and the surrounding countryside. You could develop a range of trails to cater for different abilities as well as themed trails for special interests.

9. I S PUBLIC TRANSPORT IN YOUR DESTINATION INTEGRATED WITH LOCAL WALKING ROUTES? Walkers often use public transport to get to/from the start or finish the end point of their walk. Does the local bus/ train network enable them to do this?

10. C OULD YOUR DESTINATION DO MORE TO PROMOTE WALKING FESTIVALS AND EVENTS? These are poorly developed at the coast – they could add another dimension to your town’s event programme.

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Sector Guide: Walking Holidays at the Seaside

CASE STUDIES OF GOOD PRACTICE The Beverleigh Guest House in Minehead www.beverleigh.co.uk/ A walker-friendly B&B which goes the extra mile to recognise and meet the needs of its walking guests. Reviewers praised the B&B for its welcome, cleanliness and excellent food.

WHERE TO GET HELP AND FURTHER INFORMATION •

See VisitEngland’s ‘Walker’s Welcome’ scheme

www.qualityintourism.com/quality-schemes/welcome-schemes

See the National Coastal Tourism Academy website _ www.coastaltourismacademy.co.uk For a wide range of further information and resources

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