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Hastings and 1066 Country
Visitor Study
Rye Destination Profile
© 2007 Arkenford Ltd
Background
• This presentation provides a detailed profile of visitors to
Rye
• Information is taken from the recently conducted Hastings
& 1066 Visitor Study
• Main research included an online survey amongst 1153
respondents … 163 people were asked questions specific
to Rye
• This report includes this information including;
– Overall awareness / perception
– Profile of visitors
– Visit drivers & motivations
• Analysis is conducted that compares visitors to specific
destination to visitors to the region as a whole
© 2007 Arkenford Ltd
Overall Awareness
Awareness of destination
21%
•
Moderate awareness of Rye as a destination
–
15%
•
60%
4%
Not aware
Aware but not visited or consider suitable for visit
Aware and consider suitable for visit
Visited in past 3 years
C. 20% have visited Rye in the past 3 years
and 15% would consider Rye suitable for a
visit
–
Only 4% would not consider a visit
Awareness by Origin
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
16%
21%
85%
4%
58%
24%
21%
11%
2%
22%
4%
62%
52%
Not aware
London
Essex
Outer
London
Aware but not visited or consider suitable for visit
8%
10%
7%
10%
33%
43%
5%
0%
9%
Local
•
•
40% of all respondents aware / visited
31%
21%
16%
2%
2%
7%
5%
4%
6%
10%
4%
11%
15%
9%
10%
75%
40%
44%
48%
Kent
West Sussex
Home
Counties
Midlands
Aware and consider suitable for visit
84%
North
80%
West
65%
East
Visited in past 3 years
The more local, the higher the awareness
However a high % of people in local surrounding areas are not aware
– 40% in Kent and 44% in West Sussex
© 2007 Arkenford Ltd
Visitor Profiles
Age Profile
Household Profile
16-24
Live alone
25-34
Couple
35-44
House
share
45-54
Family
55+
Empty nest
0%
10%
All respondents
20%
30%
40%
0%
Visitors to region
All respondents
Visitors to Rye
•
Rye tends to attract higher numbers of older
visitors compared the region
10%
20%
30%
40%
50%
Visitors to region
Visitors to Rye
•
© 2007 Arkenford Ltd
Rye attracts more couples and less families
compared to the region
Visitor Profiles
Arkleisure Profile
Origin Profile
Style Hounds
Local
London
Cosmopolitans
Essex
High Street
Outer London
Discoverers
Kent
West Sussex
Followers
Home Counties
Traditionals
Midlands
North
Functionals
West
Habituals
East
0%
All respondents
10%
20%
30%
0%
40%
National Profile
Visitors to region
Visitors to region
Visitors to Rye
•
•
Although lower than the region, Kent is a key
catchments area
Rye also attracts more visitors from West
Sussex, but also from the wider UK market
(Midlands and the North)
•
•
10%
20%
30%
40%
All respondents
Visitors to Rye
Key segments for Rye are Cosmopolitans and
Traditionals
High Street and Discoverers, are also
prevalent but are likely to visit the wider
region as well
© 2007 Arkenford Ltd
Trip Profile
Length of trip
Main Mode of transport
Car
Day trip
Motorbike
Taxi
1 night
Bus/ Coach
2 nights
Train
Bicycle
3 nights
Aircraft
4 nights
Ferry
0%
20%
40%
Visitors to region
•
•
60%
80%
0%
100%
40%
Visitors to region
Visitors to Rye
The majority of respondents visited as part of
a day trip
The distribution of nights stayed at Rye is
similar to the whole region
20%
60%
80% 100%
Visitors to Rye
•
Majority travelled to Rye by car
•
Less people travelled to Rye by train
– More than the region average
© 2007 Arkenford Ltd
Trip Profile
Top 10 accommodation stayed in
Factors influencing destination choice
Rec ommendat i on
B &B / Guest house
f r om f r i end/ f ami l y
P r ev i ous ex per i enc e
Fr i ends/ r el at i ves house
B r oc hur e
Hol i day Cent r e/ st at i c car avan
Gui debook
1-3 St ar I ndependent Hot el
A r ti cl e i n a
Sel f -cat er i ng f l at / cot t age
news paper / magaz i ne
T our i s t B oar d
4/ 5 St ar I ndependent hot el
Webs i t e
A dv er t i s ement
1-3 St ar or Lodge Hot el / M ot el
T our i s t I nf or mat i on
Ot her
Cent r e
T our i s t B oar d
Uni ver si t y/ Gr oup accommodat i on
V i s i t or Gui de
E -news l et t er
Camper van/ M ot or home
Di r ec t mai l
Far mhouse sel f -cat er i ng
Ot her Webs i t e
0%
(s pec i f y )
0%
20%
40%
V i s i t or s t o r egi on
•
•
60%
80%
A l l V i si t or s t o r egi on
100%
20%
40%
60%
80%
100%
V i si t or s t o Rye
V i s i t or s t o Ry e
Recommendations from friends or relatives
and previous experience are the 2 biggest
influences on a decision to visit
Tourist Board information (both website &
TIC) also good at influencing choice
•
•
© 2007 Arkenford Ltd
Visitors most likely to stay in B&Bs, with
friends or relatives or in static caravans as is
the same for the rest of region
However, higher % stay in serviced
accommodation than for the rest of the region
Activities Undertaken
Top 10 Activities done at destination
•
Visiting cultural/ heritage
attractions
– Visiting cultural/heritage
attractions
– General exploration/soaking
up atmosphere
– Eating out at restaurants
General exploration/ touring/
soaking up atmosphere
Eating out at restaurants
•
Walking
Shopping
All activities are more popular
in Rye than the regional
average
– with the exception spending
time on a beach/in a park,
and visiting other attractions
Spending time on a beach/ in a
park
Visiting artistic/ cultural
attractions
•
Photography
Visiting other attractions
Wildlife/ bird watching
Visitors to region
The top 3 activities undertaken
are;
Suggesting that Rye has a
wide variety of activities to
participate in … and attracts
active segments (e.g.
Cosmopolitans)
0% 20% 40% 60% 80% 100
%
Visitors to Rye
© 2007 Arkenford Ltd
Destination Drivers
Reasons for choosing the destination
It was easy to get to from home
24%
For the scenery
25%
Because of the specific sights I wanted to see
29%
46%
37%
26%
37%
It is a good place for a specific activity I wanted to do
65%
It was a new location I hadn't been to before
17%
23%
49%
It is a familiar location to me
21%
14%
60%
Someone else chose the location
17%
34%
39%
16%
44%
To see friends/ relatives
74%
For the food
8%
31%
Because the event/ occasion was there
69%
For the shopping
69%
7%
24%
5%
26%
85%
For the nightlife (clubbing & social drinking)
11%
91%
I was attracted by a promotional offer
8%
84%
0%
10%
20%
30%
No Impact
40%
Some Impact
15%
50%
60%
70%
80%
Major Influence
The chart above indicates the reasons that are most likely to drive
choice of destination
– Convenience and the scenery are key drivers
– Around a quarter visit because of a specific sight they wanted to see
Nightlife, Evening entertainment, and promotional offers are less
likely to have an impact on a choice to visit
© 2007 Arkenford Ltd
4%
10%
87%
For the evening entertainment like shows and cinema
•
10%
15%
62%
Because it had a specific hotel/ accommodation I wanted to stay in
•
38%
38%
90%
2%
2%
2%
100%
Destination offers …
Destination offers...
Historical/ heritage attractions 5%
Interesting architecture 7%
37%
60%
Cultural/ artistic attractions 7%
Walking/ cycling opportunities
40%
53%
Stunning scenery 4%
13%
Eateries selling local produce 5%
71%
13%
16%
A range of quality shopping options
18%
23%
22%
16%
68%
12%
70%
13%
11%
77%
Traditional amusement arcades
37%
Watersport opportunities
35%
46%
•
23%
71%
Opportunities to watch wildlife in natural surroundings
Exciting nightlife
25%
64%
Traditional fish 'n' chip shops 8%
Gardens to visit
26%
62%
69%
•
26%
66%
Gourmet pubs/ restaurants 6%
A range of quality accommodation
•
47%
49%
7%
56%
6%
59%
50%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
%
Disagree Strongly
Neutral
Strongly agree
© 2007 Arkenford Ltd
Historical/Heritage attraction is
perceived as a major key
strengths of the destination
Architecture and Scenery also
have positive connections with
Rye
Strong perception in relation to
the food offering also (both
gourmet and local produce)
Destination is …
•
Destination is...
Is a place to explore
1%
the surrounding area
Is safe 1%
Is somewhere I know
and am happy with
40%
59%
Has a quality feel 1%
Is easy to get to
44%
55%
8%
Is a year round
destination
33%
59%
10%
30%
61%
Is a place for couples 5%
26%
68%
Is a place to go to
rejuvenate
10%
Is somewhere old
people go
10%
23%
74%
16%
81%
9%
0%
18%
80%
Offers good value for
2%
money
14%
77%
10%
20%
30%
•
23%
67%
Offers something for
2%
the whole family
Is expensive
25%
66%
Is aimed at tourists 4%
•
31%
60%
9%
•
36%
63%
40%
Disagree Strongly
50%
60%
Neutral
70%
80%
90%
100%
Strongly agree
© 2007 Arkenford Ltd
The location of Rye is well
placed for exploring the
surrounding area
People perceive Rye to be safe
and agree that it has a quality
feel
About a third of respondents
perceive Rye to be a year
round destination, with it more
likely to be seen as a
destination for couples
Whilst it is not perceived as
being expensive, it is still not
widely regarded as offering
good value for money
Rye versus Region
Destination is...
Destination offers...
Is a place to explore the surrounding area
Historical/ heritage attractions
Is safe
Interesting architecture
Stunning scenery
Has a quality feel
Cultural/ artistic attractions
Is easy to get to
Walking/ cycling opportunities
Is somewhere I know and am happy with
Gourmet pubs/ restaurants
Is a year round destination
Eateries selling local produce
Is a place for couples
A range of quality accommodation
Is a place to go to rejuvenate
Traditional fish 'n' chip shops
Is somewhere old people go
Opportunities to watch wildlife in natural surroundings
Is aimed at tourists
A range of quality shopping options
Gardens to visit
Offers something for the whole family
Traditional amusement arcades
Offers good value for money
Watersport opportunities
Is expensive
Exciting nightlife
-0.2 -0.2 -0.1 -0.1 0.0
Destination as a whole
•
•
0.1
0.1
0.2
0.2
-0.6
Visitors/consider to visit Rye
Rye is seen as a good place to explore the
surrounding area, and as having a quality feel
– both higher than the regional average,
it is also perceived as being less expensive
than the region despite being seen as being
worse value for money
Destination as a whole
•
•
-0.4
-0.2
0.0
0.2
Visitors/consider to visit Rye
Rye is seen to offer more gourmet
pubs/restaurants, traditional fish ‘n’ chips, and
eateries selling local produce than the region
as a whole
Rye is seen to offer significantly less
walking/cycling opportunities
© 2007 Arkenford Ltd
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0.6