towards 2015 shaping tomorrow’s tourism
DESCRIPTION
TOWARDS 2015 Shaping Tomorrow’s Tourism. ECONOMIC IMPORTANCE. Total Visitor spend £8,294 million annually - Staying Visitors £4,523 million (55%) - Day Visitors£3,771 million (45%) Worth up to 10% of regional GDP Supports 307,000 ‘actual’ jobs (225,000 FTEs) - PowerPoint PPT PresentationTRANSCRIPT
www.towards2015.co.uk
TOWARDS 2015
Shaping Tomorrow’s Tourism
www.towards2015.co.uk
• Total Visitor spend £8,294 million
annually - Staying Visitors £4,523 million (55%) - Day Visitors £3,771 million (45%)
• Worth up to 10% of regional GDP• Supports 307,000 ‘actual’ jobs (225,000 FTEs)• 1 in every 8 jobs in the South West (UK average 1 in 13)
• Major Issues of variable quality, seasonal and part-time employment
ECONOMIC IMPORTANCE
www.towards2015.co.uk
Recipients of staying and day visitor spending
Accommodation21%
Shopping27%
Food & Drink31%
Attractions11%
Travel10%
www.towards2015.co.uk
Domestic Visitor Segmentation & Satisfaction
Findings
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• Strengths– A8 – The quality of the
accommodation
– A10 – Overall welcome and friendliness
– A35 – Interesting villages, towns, locations to visit
– A32 – Beaches and coastline
– A26 – Place for peace and quiet and relaxation
– A31 – Unspoilt countryside
– A4 – Choice of hotels, B&B’s, guesthouses etc
– A29 – History and heritage
– A18 – Facilities for walking rambling and cycling
– A33 – Chance to see wildlife in natural habitats
Hygienics Motivators
SaversHidden
Opportunities
A1A2
A3A4
A5
A6
A7
A8A9
A10
A11
A12
A13
A14
A15
A16
A17
A18
A19
A20
A21
A22
A23
A24
A25
A26
A27
A28
A29
A30
A31
A32
A33
A34
A35
Real Importance highlow
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South West• Priorities
– A9 – Standards of service
– A21 – Quality restaurants and dining
– A23 – Availability of tourism information
• Hidden Opportunities
– A6 – Choice of self-catering accommodation
– A14 – Range & availability of local produce, arts and crafts and souvenirs
– A17 – Range of water based activities, e.g. sailing, surfing, swimming
– A7 – Choice of camping and caravanning facilities
Hygienics Motivators
SaversHidden
Opportunities
A1A2
A3A4
A5
A6
A7
A8A9
A10
A11
A12
A13
A14
A15
A16
A17
A18
A19
A20
A21
A22
A23
A24
A25
A26
A27
A28
A29
A30
A31
A32
A33
A34
A35
Real Importance highlow
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South West
Apostles39%
Mercenaries48%
Hostages3%
Rebels10%
• Vast majority high satisfaction.
• Of some concern that loyalty levels are relatively low.
www.towards2015.co.uk
Consumer's changing characteristics and needs
• Wealthier ( for now)
• Healthier
• Older and more active
• Multiple holiday taking
• Short breaks as a survival tool
• Increasingly “experience driven” breaks
• Changing lifestyles
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Experience Brand Cluster
Estimated Size (£millions) and Market Share (%) of Brand Clusters in SW
Sheer Indulgence (£295.8m)
9%
It's adventure (£256.4m)8%
Discovery (£59.2m)2%
Easy pre-school (£135m)
4%
Close to nature (£307.6m)
9%
It's Cool (£239m)7%
Chill out (£254.7m)8%
History & Heritage (£709.2m)
22%
Romance (£89.2m)3%
Traditional Beach (£920.4m)
28%
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Key growth areas
•Short Break Holidays UP 53%
•Visits to Friends & Relatives UP 24%
•Overseas (overall) UP 19%
- North America UP 23%
- Non EU UP 19%- EU UP 12%
•Long Holidays None
Market Intelligence
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Key Issues for the South West
The Changing Priorities for Tourism
•Develop Experience and Destination Products
•Value not Volume
•Quality of Employment not Quantity
•Impact on the Environment
•Impact on Host Communities
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STRATEGIC AIMS
•Driving Up Quality
•Delivering Truly Sustainable Tourism
•Effective Regional and Destination
Management
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DESTINATION Marketing
•Bath
•Bournemouth and Poole + Bristol
•Cotswolds & Cheltenham
•Cornwall
•Isles of Scilly
•Exmoor
•Somerset (Weston)
•Devon
•Dartmoor
•English Riviera
•Plymouth
•Dorset
•Gloucester & Forest of Dean
•Salisbury,Stonehenge & Wiltshire
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Experience Marketing
•Traditional Beach Holiday •History & Heritage•Close to Nature•Easy Preschool•Sheer Indulgence
•Plus Business Tourism
•Romance•Chill Out•It’s Cool •It’s Adventure•Discovery
•Overseas Promotion
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Towards 2015 Implementation
Delivery Tools
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Agree Brand Architecture & Marketing Strategies for New Business Generation
Shared/Compatible ICT, Comms and Business Models
20 Detailed Towards 2015 Implementation and Delivery Plans
Towards 2015 Implementation
Delivery Tools
Sustainability and Quality
Development through
Brand ClustersDestinations
Management Organisations
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MARKETING OPPORTUNITIES
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PUBLIC RELATIONS
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PUBLIC RELATIONS
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2004
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Lead Generation•Over 7 million inserts•Generate 100,000+ leads
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www.indulgesouthwest.co.uk
www.towards2015.co.uk
Accommodation – Search Facility
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Search Results –
Short Listings
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Direct link to website
Links to nearby facilities:
-Food & Drink
-Events
-Places to Visit
www.towards2015.co.uk
Direct links to website
Links to nearby facilities
- Accommodation
-Places to Visits
-Activities
-Events
www.towards2015.co.uk
Issues
www.towards2015.co.uk
Issues
• Growth in Short Breaks – 53%• Day Visitor promotion and growth• Cultural Tourism vs Cultural Add on• Quality standards and challenges• Sustainability credentials• Etourism and rich data and content• Just in time booking habits & trading• TICs and Visitor information requirements
www.towards2015.co.uk
Issues
• Etourism and rich data and content
• Just in time booking habits & trading
• TICs and Visitor information requirements
• Service Standards
www.towards2015.co.uk
Questions