Hastings and 1066 Country Visitor Study 2007

Скачать презентацию Hastings and 1066 Country Visitor Study 2007

2becfb0060326525bc56c2161849d85b.ppt

Количество слайдов: 41

Objectives of the research • Determine Awareness levels and perceptions of Hastings and other destinations in 1066 country – What do the potential market know about Hastings and 1066 Country – What are their perceptions of the destination • Identify motivators and attractions for a day trip/ short break – What would make the potential market come to the region for a day trip/short break © 2007 Arkenford Ltd

Number of longer holidays taken by sociodemographics • The youngest and oldest age groups take the most long holidays – Older age group takes slightly more holidays abroad • Families take the fewest long holidays, and the fewest long holidays abroad • Respondents from London and the Midlands take the most long holidays, followed by people from the North © 2007 Arkenford Ltd

Number of longer holidays taken by Arkleisure Segments • Cosmopolitans take the most long holidays, followed by Discoverers – • on average 2. 2 and 1. 9 longer holidays respectively Followers take the least number of longer holidays – on average only 1. 3 • • Habituals and Functionals are the only segments taking more longer holidays in the UK than abroad Respondents from London and the Midlands take the most long holidays, followed by people from the North © 2007 Arkenford Ltd

Number of short breaks taken by age, gender, lifestage, origin • • • Respondents have taken 3 short breaks on average in the past year Majority (over 80%) of those were in the UK Those living in a House share go on the most number of short breaks, followed by couples – • Both these groups also have the highest number of short breaks abroad Respondents from the Home Counties and London went on more short breaks abroad than respondents from other regions – – Influenced by level of wealth? Home Counties and London better off than other UK areas Also influenced by accessibility: several airports with no-frill carriers © 2007 Arkenford Ltd

Number of short breaks taken by Ark. Leisure Segments • Functionals take the most number of short breaks – Both in the UK and abroad • Followers take the least short breaks • Funtionals, Cosmopolitans and High Street: highest proportion of short breaks abroad © 2007 Arkenford Ltd

Number of day trips taken by Age, gender, household type • 55+ year olds, Empty Nesters take more day trips than any others • Number of day trips taken increases with age – More free time with retirement • Respondents living alone take fewest day trips • Respondents local to 1066 Country and those from the Home Counties take most day trips • Respondents from Essex take fewest © 2007 Arkenford Ltd

Maximum Travel Time for a day trip • Up to 3 hours is a sensible time for a day trip for the majority of respondents – Young people especially would consider travel 5 hours or more for a day trip) – Men would travel for a longer than women – 13% of Cosmopolitans and 11% of Discoverers would consider travelling 5 hours or more © 2007 Arkenford Ltd

Maximum Travel Time for a short break • For short breaks the majority of respondents would travel for more than 5 hours – 50% of the youngest age group – Almost 50% of Cosmopolitans and those living in house shares also would travel 5 hours or more © 2007 Arkenford Ltd

Top 3 destinations for a short break • Cornwall, Wales and Devon most popular destinations for a short break – Cornwall most popular for families and Discoverers – Wales most popular by the older age groups, Cosmopolitans and Habituals © 2007 Arkenford Ltd

Day Trips – My Kind of Thing • Exploring and soaking up the atmosphere, eating out in restaurants and spending time on the beach are things people would do most on a day trip • More energetic activities like cycling, extreme adventure or golf are not as popular • Respondents not interested in the region are more interested in golf and extreme adventure than those who have visited/would consider visiting © 2007 Arkenford Ltd

Day Trips – My Kind of Thing By demographics • Older people are interested in visiting cultural and heritage attractions • Younger people are more interested in extreme adventure than others • Families are especially interested in visiting theme parks and visiting other attractions © 2007 Arkenford Ltd

Day Trips – My Kind of Thing By Arkleisure • Traditionals and Functionals are especially interested in – visiting cultural and heritage attractions – Visiting artistic attractions – Wildlife watching • Cosmopolitans are interested in everything © 2007 Arkenford Ltd

Awareness, consideration & visits - Regions • Awareness, consideration and visits are all linked – You wouldn’t consider going somewhere if you were not aware of it. • Kent highest awareness rates – Both coastal and rural • Hampshire (coastal and rural) only destination which is seen as more suitable for a short break than a day trip © 2007 Arkenford Ltd

Awareness, consideration & visits - Rural • 1066 country 6 th in awareness ranking – Considered most suitable for a day trip • New Forest and Cotswolds are seen as most suitable for a short break © 2007 Arkenford Ltd

Awareness, consideration & visits - Coastal • Mainstream coastal towns more widely known than the smaller seaside resorts • Almost 80% have some awareness and perception of Brighton and 40% have visited on a day trip © 2007 Arkenford Ltd

Awareness, consideration & visits – Specific attractions • Hastings Castle and Hastings Old Town well known attractions • Hastings Old Town highest proportion of people who have visited before © 2007 Arkenford Ltd

Day Trip Visitor Profiles • Traditionals are well represented for all the destinations • Day trip visitors mainly originate from the local area, London and Outer London and West Sussex © 2007 Arkenford Ltd

Festivals – Awareness and Visited • Majority of those visited are from the local area and West Sussex • People who visited any of the festivals are mainly Discoverers and Cosmopolitans © 2007 Arkenford Ltd

Festivals – My type of thing • All festivals are especially popular with the older age groups • Rye Festival, Hertsmonceux Medieval Festival and Jack in the Green appeal to Traditionals a lot • Seafood & Wine Festival, Rye Scallop Festival and A Taste of Rye appeal to Discoverers © 2007 Arkenford Ltd

Theme Appeal/Product Testing • “A trip to 1066 country for a historic experience” has the most appeal overall – Equally popular across all age groups – Especially popular with respondents from the Midlands – Less popular with Followers, Style Hounds High Street and Habituals • Females and those with families like theme “A trip to 1066 Country for family fun on the beach” most © 2007 Arkenford Ltd

1066 Trip Drivers • Family, education and general non specialist activities are the main drivers for both day trips and short breaks to 1066 country • Luxury is having more importance for a short break than on a day trip • Most important drivers for: – Traditionals and Functionals: Education – Followers: Family – Discoverers: soft adventure and general non-specialist activities – Style hounds: extreme adventure and being pampered © 2007 Arkenford Ltd