/Staying%20Visitors%20Workshop by Northwest Regional Development Agency

NWDA Staying Visitors Survey Results

November 2008 Iain Gibson

Annual volume of person trips • 17m people take a holiday or short break to the Northwest annually • Cumbria and Lancashire account for 61% of the volume – Blackpool alone = 15% of volume – Lake District = 24% of volume 28%

33%

Cumbria Gtr Manchester Merseyside Cheshire

11%

Lancashire 14% 14%

Day trips from a holiday base outside region In addition • • •

3.6m person trips are made to the Northwest from a holiday base outside the region Merseyside attracts the smallest proportion of day visitors from a holiday base outside the region Approx a third of these day trips are to Cumbria 15%

32% Cumbria Gtr Manchester Merseyside

22%

Cheshire Lancashire

11%

21%

Value of staying visitors • Annual value of £3.8bn – £1.1bn on activities – £2.7bn on accommodation

• Cumbria and Lancashire account for 2/3rd of the value

31%

34%

Cumbria Gtr Manchester Merseyside Cheshire Lancashire

9% 11%

15%

Visitor dispersal • Majority of day trips on holiday happen within the sub region – Particularly Cumbria and Lancashire

100% 95%

– Proximity to other major conurbations and attractions

tb d a m n rsio xcu fe %

• Cheshire and Gtr Manchester have the largest leakage out of the region

90% 85% Outside NW

80%

Other NW regions Unknown

75%

Within own region 70% 65% 60% Cheshire

Cumbria

Gtr Lancashire Merseyside Manchester

The UK Domestic Marketplace Innovators

Cosmopolitans

Style Hounds

Mass Market

High Street

Discoverers

Follow ers Traditionals

Functionals

Habituals

Sustainers

Independent Market

Source: ArkLeisureTM Marketing Segmentation

The segments in greater detail Innovators

STYLE HOUNDS ‘Young Free Single’, impulsive Fashion counts Brand counts Looking for fun with friends Most not seriously sporty

Mass Market

COSMOPOLITANS Strong, active, confident Style & brand important, but as an expression of their self made identity. High spenders especially on innovation and technology Looking for new challenges, new experiences, Globetrotters

HIGH STREET Main stream early adopters Followers of high street fashion Care what others think Happy to buy packaged options

• • • •

FOLLOWERS Strongly influenced by what others will think Don’t want to be seen as old fashioned Less active Slow to adopt Avoid risk

HABITUALS

Largely inactive, low spending group Very traditional, strongly resistant to change Risk adverse Value relaxation, peace and quiet

Sustainers

• • • •

FUNCTIONALS

DISCOVERERS

I ndependent in mind and action Little influenced by style or brand but interested in new options Buy on function and value to them Looking for new and educational experiences

TRADITIONALS Self reliant internally referenced Slow to adopt new options Strong orientation towards traditional values Value individual attention & service

Self reliant Price driven Value function over style e Traditional values, but interested in new experiences, not risk advers

I ndependent Market

Magazine preferences • Style Hounds are only interested in lifestyle and gossip mags • More general and functional titles attract more conventional segments

Mens Lifestyle Womens Lifestyle Celebrity/ Gossip Magazines Music & Film Computer, Console & Games Specialist Sports Motor Special interest TV & Radio Listings General I nterest

Style Hounds

215 180 215 59 44 79 76 48 65 47

Cosmopolitans

122 138 92 140 84 70 85 92 56 105

High Street

112 136 141 139 99 85 67 74 54 81

Discoverers

Followers

Traditionals

Habituals

Functionals

136 101 38 109 111 121 112 103 55 68

82 125 202 62 121 92 101 73 77 47

45 25 33 95 169 112 85 118 102 190

47 0 73 24 90 51 232 128 168 250

20 50 30 104 51 173 113 181 310 72

Number of individuals staying in NW Volume % of pop’n GB adult pop’n

48.3m

100%

Visited NW in past year

12.6m

26%

Style Hound

1.3m

29%

Cosmopolitan

3.1m

34%

High St

2.1m

23%

Discoverer

1.6m

26%

Follower

1.4m

22%

Traditional

1.5m

28%

Functional

1.0m

22%

Habitual

0.7m

19%

•

12.6m individuals made at least one staying visit to NW – This does not take into account any frequency

•

Cosmopolitans, Style Hounds and Traditionals have the highest propensity to visit the NW – Each group is looking for different things – So this highlights the need for destinations to develop distinctive offers and – Target their message and marketing to specific groups

Reason for visit % stating strong influence for visiting

North West NW

All respondents who have taken a UK holiday in last year For the scenery Because of specific sights I wanted to see Because the event/ occasion was there It is a familiar location to me It is a good place for a specific activity I wanted to do Because it feels away from it all To see friends / relatives It was easy to get to from home It was a new location I hadnt been to before Someone else chose the location Because it had a specific hotel/ accommodation I wanted to stay in For the shopping For the nightlife (clubbing & social drinking) For the evening entertainment like a show or cinema I was attracted by a promotional offer For the food

5931 32% 25% 24% 24% 23% 21% 17% 16% 13% 12% 8% 7% 6% 5% 5% 5%

5 sub regions of the NW Greater Cheshire Cumbria Manchester 637 16% 19% 23% 20% 16% 15% 23% 14% 17% 11% 4% 13% 3% 1% 5% 5%

2604 57% 28% 15% 22% 23% 34% 12% 14% 15% 11% 10% 3% 1% 1% 4% 3%

592 4% 16% 52% 24% 27% 4% 34% 17% 7% 10% 7% 21% 14% 17% 4% 9%

Lancashire

Merseyside

1696 13% 28% 28% 28% 24% 14% 14% 20% 11% 14% 8% 6% 11% 8% 7% 6%

401 7% 22% 35% 25% 21% 5% 36% 15% 14% 11% 5% 10% 10% 5% 3% 5%

Staying visitor duration Total

• Average duration in NW is 2.7 nights

Cheshire

– Modal (most common) answer is 2 nights

10%

20%

30%

40%

• Most sub regions peak at 1 or 2 nights

Cumbria

Greater Manchester

• Cumbria peaks at 47 nights

Lancashire

– S/C accommodation more suited to week long durations

Merseyside

1 night

2 nights

3 nights

4 to 7 nights

8 nights or More

Group composition 100% 90%

2% 26%

80% 70% 60%

22%

24% 36%

3% 7%

13%

6% 14%

15%

40%

25%

28%

10% 4% 11%

50%

30%

45%

32%

Average group size for NW staying trips = 2.9 people

•

Larger group sizes more likely in Lancashire and Cumbria

3% 14%

18%

46% 40%

•

35% 35%

20% 10%

11%

14%

Cheshire

9% Cumbria

Alone Immediate household family group Wider friends/ family group without kids

15% Greater Manchester

9% Lancashire

Couple Wider friends/ family group with kids Tour group

– Family/ group offering

18% Merseyside

•

Couple parties more likely in Cheshire and Cumbria – More likely to travel as couple in the older age groups

Age profile of staying visitors • Different sub regional products attract different age groups – Rural destinations attracting older age groups – Cities/ urban destinations attracting younger ages

10%

15%

20%

Cheshire

Cumbria

Greater Manchester

Lancashire

Merseyside

16-24 45-54

25-34 55-64

35-44 65+

25%

30%

Accommodation used North West

NW Total B&B/ Guest house Friends / relatives house 1-3 Star or Lodge Hotel/Motel Other 1-3 Star Independent Hotel Self-catering flat / cottage 4-5 Star Chain hotel Camping / touring caravan Holiday Centre / static caravan 4/5 Star Independent hotel Hostel Farmhouse self-catering Own static caravan University/Group accommodation 2nd Home

5,800 20% 16% 12% 10% 10% 8% 7% 5% 4% 4% 2% 1% 1% 1% 1%

5 sub regions of the NW Greater Cheshire Cumbria Manchester 632 12% 26% 17% 13% 10% 2% 10% 3% 1% 3% 0% 1% 1% 0% 0%

2,561 20% 10% 9% 10% 11% 13% 3% 8% 4% 4% 3% 2% 1% 1% 1%

574 8% 31% 21% 5% 8% 1% 21% 0% 0% 3% 1% 0% 0% 0% 0%

Lancashire

Merseyside

1,647 30% 11% 11% 10% 11% 5% 8% 3% 6% 3% 1% 0% 0% 0% 1%

387 9% 33% 22% 12% 6% 1% 11% 1% 0% 2% 1% 1% 0% 1% 0%

• Accommodation used is somewhat dictated by what is available – More self catering and camping in rural areas – 45 star chain hotels in cities – VFR in urban areas

Activity profile

Eating out at restaurants General exploration touring soaking up atmosphere Walking Shopping Visiting Historical Heritage attractions Visiting other attractions Visiting clubs bars Attending a show specific event Spending times at friends familys house Visiting artistic cultural attractions Visiting Theme Parks Pool or beach Wildlife & for bird watching Extreme adventure

Cheshire 53% 41% 34% 47% 44% 22% 15% 11% 20% 22% 2% 3% 5% 1%

Cumbria 47% 55% 57% 33% 36% 27% 16% 6% 12% 18% 2% 7% 14% 4%

Gtr Manchester 58% 34% 23% 58% 24% 25% 45% 38% 32% 22% 3% 4% 1% 0%

Lancashire Merseyside 52% 51% 46% 32% 37% 30% 45% 45% 18% 31% 39% 22% 32% 33% 27% 30% 14% 39% 10% 28% 35% 2% 23% 5% 5% 5% 2% 2%

ArkLeisure profile of NW staying trips 35% 30% 25% 20% 15% 10% 5% 0% NW

Cheshire

Cumbria

Greater Manchester

Lancashire

Style Hounds

Cosmopolitans

High Street

Discoverers

Followers

Traditionals

Functionals

Habituals

Merseyside

• Cosmopolitans more active in travel market • High Street favour Lancashire (Blackpool) • Style Hounds favour the cities

Spend per person at destination on day out Habituals

• Somewhat dictated by types of activities undertaken

£5.84

Functionals

£19.28

Traditionals

£19.00

Followers

– Style Hounds & Cosmopolitans enjoy urban activities; shopping, dining, entertainment, etc

£13.20

Discoverers

• Habituals enjoy the coastal scenery

£14.64

High Street

£12.85

Cosmopolitans

– Scenery is free £20.72

Style Hounds

£21.89 £-

£5.00 £10.00 £15.00 £20.00 £25.00

• Traditionals will pay for service

What are they spending on? 100% 90% 80% Accommodation

• Accommodation accounts for majority of staying visitor spend

70% 71% 60%

Other

50%

Shopping

40%

Recreation

30% 20% 10%

4% 10% 3% 12%

Food & Drink

• Food and drink and retail offering important contributors to the tourism economy – Universal appeal across most trip types

Awareness of regional makeup Lancashire Cumbria Greater Manchester Merseyside Cheshire N Yorkshire Scotland S Yorkshire Northumberland Durham Wales Derbyshire Sample

% 81% 75% 55% 49% 40% 16% 12% 12% 11% 11% 9% 8% 10,524

• Lancashire and Cumbria by nature of geography seen as part of NW • Implications for marketing at the regional level – Sub regions at the southern end could be adversely affected

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

Visited in past 2 years

Personally consider a visit

• Regions attack brands evident among strong UK competition

Destination positioning • UK holiday offering can be simplified into 4 offerings • NW has a presence in each • Don’t be all things to all men

Motivations •

Appeal to individuals motivations

•

Cities should sell on their products •

Especially for Style Hounds

•

Habituals need the reassurance of a tried and tested destination they are happy with

•

More rural destinations can sell of exploration and rejuvenation as well as the attractive setting

Activities undertaken •

Core activities in the centre that universal to holidays • • •

•

Shopping Walking Eating

Different segments have different interests when on holiday •

•

Independent minded people happy to explore and experience culture Externally referenced people prefer laid on fun and entertainment

UK perceived strengths UK

family / me time

Overseas

long holiday

party time

two weeks finding the place

fun time

short break

play time

UK weekend break

Overseas

discovery time 50

100

125

150

Index

• Short durations • Attractions, discovery and leisure activities

100

150

Index

200

250

For more information please contact: Iain Gibson at Arkenford Ltd Mount Manor House 16 The Mount Guildford Surrey GU2 4HS O1483 510 310 www.arkenford.co.uk