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Tourism Performance and Trends

Sharon Orrell

November 2017

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The last decade in domestic overnight tourism

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10

15

20

25

30

35

40

45

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55Domestic Overnight Tourism in England – Rolling 12 Month Trend

Trips

(m)

Holiday 0%

VFR -9%

Business -1%

2016 vs 2015

Source: GBTS

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So was there really a 2016 staycation?

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Strongest growth in school holiday periods

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

January February March April May June July August September October November December

Mil

lio

ns

of

Tri

ps

2010 2011 2012 2013 2014 2015 2016

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Biggest YOY increase in 4+ night trips since 2009

(but short breaks still dominate)

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15

20

25

30

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2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Domestic Holiday Visits in England 2006-2015

1-3 nights 4+ nights

Trips

(m)

1-3 nights -2%

4+ nights +5%

2016 vs 2015

Source: GBTS

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Into 2017 - a strong start to the year in the domestic holiday market

Source: GBTS

Trips -2 % / Spend +4%

Holiday

+6%VFR

-6%

Business

-8%

England Domestic Overnight Tourism January – July 2017

Holiday

+11%VFR

-2%

Business

-6%

Trips

Spend

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£-

£5,000

£10,000

£15,000

£20,000

£25,000

£30,000

-

10,000

20,000

30,000

40,000

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Inbound Tourism to the UK 2003 -2016

Trips Spend

2016 was a record year for inbound tourism, with 4% more trips and 2% more

expenditure than in 2015

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+8% All Trips

Holiday

+19%

VFR

+5%

Business

-3%

EU

+4%

North America

+21%

Rest of World

+18%

UK Inbound Tourism Trips January – July 2017

Inbound growth in 2017 driven by holidays and long-haul markets

Holiday

+19%

VFR

+5%

Business

-3%

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5 Trends for Tourism

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1. The Changing Demographic Landscape

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The ageing society

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60

80

100

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1985 2020 (f) 2045 (f)

Ratio of population aged 65+ per 100 population aged 15-64

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2. Filter Bubble

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“How interested would you be in a service that suggested a holiday and itinerary of activities based on your interests

and budget”% who are very interested or quite interested

0%

20%

40%

60%

80%

100%

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Indon

esia

FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February

The filter bubble has its advantages

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…but we’ll need to burst it to drive growth

VisitDenmark draws attention to

attractions by using the on-trend

#hygge hashtag

Helsinki Secret Residence invites

influencer on a experiential trip to the

Finnish capital

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3. Performative Perfection

“Checking in and sharing this on Facebook is seen as

a status symbol and people usually only check in at

glamorous, non-trivial places and when doing

something special”.

FEMALE, 27, FRANCE

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“I wish I could be more like the person I describe myself as on social media”

% who agree or strongly agree

FF Online Research │ Base: All social networkers among 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February

0%

20%

40%

60%

80%

100%

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The importance of self-presentation

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Enabling performative behaviour

W Hotels in the

US and GB has

launched a set of

branded

geofilters on

Snapchat for

their guests. The

filters turn the

guest’s snaps

into a postcard to

share with

followers.

Organisations such as Aperture

Tours, as well as locals in various

destinations are organising photo

walks

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4. The Pursuit of Real

“People don’t want to think of themselves as tourists

nowadays, they want to think of themselves as

travellers. They have an increasing desire to have tea

where local Londoners go, or visit Indian restaurants

where the Indian ex-pats eat”.

NICK LARSON, HEAD OF PLATFORM AT TIMELOOPER

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“When I go on holiday, the most important thing for me is to experience the authentic culture of a place” |

% who agree strongly or agree

FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2015 February

0%

20%

40%

60%

80%

100%

Austr

alia

South

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Seeking out the “authentic culture” of a place is a

global wish

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Experiencing England and English Life

✔Meeting

locals

Doing the things

locals do

Eating and drinking

what locals do

✔

✔

The Islanders they are different … I want to go the pub with them and talk…

to find out about their lives why they get up in the morning (GER)

For the cricket, I don’t need to see the highest level, but just more ordinary

just to get the feel of ordinary people - it’s even nicer. (NL)

In England you go on little strolls, really, walking from one shop to the next.

You can walk forever and ever along the beach (GER)

I like the crazy breakfast and the fish & chips and greasy heavy pies and all

that. Going out to eat I have to order it just to find out what it is (NL)

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…though we’re not rejecting the icons quite yet!

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5. The Leisure Upgrade

“We have had a lot of what I call professional reality

TV programs like MasterChef and The Great British

Bake Off. What we see are people that are amateurs

trying to be professional more of the time and

participating in that, and also using their hobby more

often as a tourism experience”.

IAN YEOMAN, TOURISM FUTURIST

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“Entertainment should be about learning new things as much as simply having fun”

% who agree strongly or agree

FF Online Research │ Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February

0%

20%

40%

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80%

100%

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There’s more to free time than having fun

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From Airbnb experiences to integrated holiday offerings

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Find Out More: www.visitbritain.org

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Latest DEF Research Publications – City Profiles / Day Visits

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Thank you!

Sharon Orrell

November 2017