www.towards2015.co.uk towards 2015 shaping tomorrow’s tourism

www.towards2015.co.uk

TOWARDS 2015

Shaping Tomorrow’s Tourism


• 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


Recipients of staying and day visitor spending

Accommodation21%

Shopping27%

Food & Drink31%

Attractions11%

Travel10%


Domestic Visitor Segmentation & Satisfaction

Findings


• 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.


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


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%


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


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


STRATEGIC AIMS

•Driving Up Quality

•Delivering Truly Sustainable Tourism

•Effective Regional and Destination

Management


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


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


Towards 2015 Implementation

Delivery Tools


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


MARKETING OPPORTUNITIES


PUBLIC RELATIONS


2004


Lead Generation•Over 7 million inserts•Generate 100,000+ leads


www.indulgesouthwest.co.uk


Accommodation – Search Facility


Search Results –

Short Listings


Direct link to website

Links to nearby facilities:

-Food & Drink

-Events

-Places to Visit


Direct links to website

Links to nearby facilities

- Accommodation

-Places to Visits

-Activities

-Events


Issues


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


Issues

• Etourism and rich data and content

• Just in time booking habits & trading

• TICs and Visitor information requirements

• Service Standards


Questions

www.towards2015.co.uk towards 2015 shaping tomorrow’s tourism

Documents