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Hastings and 1066 Country
Visitor Study
Hastings Destination Profile
© 2007 Arkenford Ltd
Background
• This presentation provides a detailed profile of visitors to
Hastings
• Information is taken from the recently conducted Hastings
& 1066 Visitor Study
• Main research included an online survey amongst 1153
respondents … 446 people were asked questions specific
to Hastings
• 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
33%
35%
•
–
7%
25%
•
Not aware
Aware but not visited or consider suitable for visit
Aware and consider suitable for visit
Visited in past 3 years
65% of all respondents aware / visited
Also high % will consider / have visited 33%
visited in the
–
Only 7% would not consider a visit
Awareness by Origin
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
33%
36%
39%
30%
18%
7%
5%
4%
2%
11%
31%
Local
London
27%
21%
4%
40%
Essex
29%
Outer
London
Aware but not visited or consider suitable for visit
17%
17%
34%
29%
51%
69%
84%
Not aware
•
•
High awareness of Hastings as a destination
18%
2%
11%
Kent
8%
11%
8%
22%
27%
9%
9%
10%
46%
38%
39%
18%
9%
58%
47%
41%
West
East
20%
West Sussex
Home
Counties
Midlands
Aware and consider suitable for visit
North
Visited in past 3 years
The more local, the higher the awareness
That said, even though they are aware, some locals do not visit;
–
11%
8% of people from West Sussex would not consider a visit
© 2007 Arkenford Ltd
Visitor Profiles
Household Profile
Age Profile
16-24
Live alone
25-34
Couple
35-44
House
share
45-54
Family
55+
Empty nest
0%
10%
All respondents
20%
30%
0%
40%
All respondents
Visitors to region
The age profile of visitors to Hastings is
slightly lower than for the region as a whole
20%
30%
40%
50%
Visitors to region
Visitors to Hastings
Visitors to Hastings
•
10%
•
•
Surprisingly for a seaside town, less families
are attracted than for the rest of the region
Younger profile means that visitors tend to be
co-habiting as couples / houseshares
© 2007 Arkenford Ltd
Visitor Profiles
Origin Profile
Arkleisure Profile
Local
Style Hounds
London
Cosmopolitans
Essex
High Street
Outer London
Kent
Discoverers
West Sussex
Followers
Home Counties
Traditionals
Midlands
North
Functionals
West
Habituals
East
0%
0%
10%
All respondents
20%
30%
40%
National Profile
20%
30%
40%
All respondents
Visitors to region
Visitors to region
Visitors to Hastings
•
•
10%
London is a key catchment area
Hastings also has a higher proportion of
visitors from further afield than the region as
a whole
•
•
© 2007 Arkenford Ltd
Visitors to Hastings
Key segments for Hastings are Cosmopolitans,
High Street and Traditionals
Also some Discoverers, although this group
(and Traditionals) are as likely to visit the
wider region
Trip Profile
Length of trip
Main Mode of transport
Car
Day trip
Motorbike
1 night
Taxi
Bus/ Coach
2 nights
Train
Bicycle
3 nights
Aircraft
4 nights
Ferry
0%
20%
40%
60%
80%
0%
100%
Visitors to region
Visitors to Hastings
•
•
•
Majority of respondents visited as part of a day trip
Lower proportion stayed 1-3 nights than for the
region as a whole
However, higher proportion stayed for 4 + nights
20%
40%
60%
80% 100%
Visitors to region
Visitors to Hastings
•
•
Majority travelled to Hastings by car
That said, higher proportion visited by train or
coach than for the rest of the region
© 2007 Arkenford Ltd
Trip Profile
Top 10 accommodation stayed in
Factors influencing destination choice
Recommendation from friend/
family
B&B/ Guest house
Previous experience
Holiday Centre/ static caravan
Brochure
1-3 Star or Lodge Hotel/Motel
Guidebook
Friends/ relatives house
Advertisement
1-3 Star Independent Hotel
Article in a newspaper/ magazine
4-5 Star Chain hotel
Tourist Board Website
Camping/ touring caravan
Tourist Information Centre
4/5 Star Independent hotel
Tourist Board Visitor Guide
Self-catering flat / cottage
E-newsletter
Pub/ Inns
Other Website (specify)
2nd Home
Direct mail
0%
0%
Visitors to region
•
•
20%
40%
60%
80%
100%
All Visitors to region
Visitors to Hastings
Recommendation / Previous Experiences are
key influences on decision to visit
Brochures and guidebooks currently have a
higher influence than websites
•
•
20% 40% 60% 80%
100
%
Visitors to Hastings
Visitors to Hastings most likely to be staying in
B&B / Guesthouse accommodation or on a
holiday park
Lower proportion stay with family and friends
than is recorded for the rest of the region
© 2007 Arkenford Ltd
Activities Undertaken
Top 10 Activities done at destination
•
Spending time on a beach/ in a
park
Visiting cultural/ heritage
attractions
•
•
Walking
General exploration/ touring/
soaking up atmosphere
•
Eating out at restaurants
Shopping
Hastings offers a range of
activities that visitors
undertake;
The beach is a key hook
Visitors more likely to visit
heritage attractions as
opposed to artistic attractions
They also enjoy the general
ambience / eating out offered
in Hastings
Visiting other attractions
Visiting artistic/ cultural
attractions
Visiting clubs/ bars
Photography
Visitors to region
0% 20% 40% 60% 80% 100
%
Visitors to Hastings
© 2007 Arkenford Ltd
Destination Drivers
Reasons for choosing the destination
It was easy to get to from home
22%
For the scenery
30%
It is a familiar location to me
26%
44%
39%
It was a new location I hadn't been to before
Because of the specific sights I wanted to see
21%
41%
49%
21%
30%
59%
Because the event/ occasion was there
22%
24%
38%
Someone else chose the location
23%
37%
54%
It is a good place for a specific activity I wanted to do
16%
25%
61%
To see friends/ relatives
12%
28%
75%
For the food
8%
28%
75%
For the nightlife (clubbing & social drinking)
11%
81%
15%
74%
For the evening entertainment like shows and cinema
10%
20%
30%
No Impact
40%
Some Impact
14%
50%
60%
70%
80%
Major Influence
The chart above indicates the reasons that are most likely to drive
choice of destination
– Convenience and familiarity are key drivers
– Also the Scenery on offer
•
Nightlife, Evening entertainment / shopping are less likely to have an
impact on choice to visit
© 2007 Arkenford Ltd
4%
4%
3%
23%
83%
0%
7%
17%
85%
Because it had a specific hotel/ accommodation I wanted to stay in
For the shopping
8%
17%
64%
I was attracted by a promotional offer
•
38%
39%
90%
3%
100%
Destination offers …
Destination offers...
Historical/ heritage attractions 2%
Stunning scenery 2%
45%
53%
Traditional fish 'n' chip shops 5%
56%
Cultural/ artistic attractions 5%
58%
Interesting architecture 8%
Walking/ cycling opportunities 7%
Traditional amusement arcades
11%
38%
58%
34%
60%
33%
24%
A range of quality accommodation 11%
66%
Gourmet pubs/ restaurants
69%
Gardens to visit
12%
Opportunities to watch wildlife in natural surroundings
13%
A range of quality shopping options
15%
Exciting nightlife
23%
22%
20%
68%
18%
69%
14%
71%
24%
12%
64%
32%
•
28%
72%
9%
•
37%
60%
Eateries selling local produce 4%
Watersport opportunities
•
64%
34%
9%
59%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
%
Disagree Strongly
Neutral
Strongly agree
© 2007 Arkenford Ltd
•
Heritage / History and
nostalgia are perceived as key
strengths of the destination
Scenery / Architecture also
have positive connections
Food does feature positively …
traditional fish a chips as well
as local produce and gourmet
pubs and restaurants
Little positive connection with
the nightlife or retail offer
Destination is …
Destination is...
Is easy to get to 4%
Is a place to explore
2%
the surrounding area
44%
54%
Offers something for
2%
the whole family
40%
58%
Is aimed at tourists 2%
33%
64%
9%
•
38%
60%
Is safe 3%
Is somewhere old
people go
•
46%
50%
30%
61%
Is a year round
destination
13%
58%
30%
Is somewhere I know
and am happy with
13%
58%
29%
Is a place for couples
11%
Has a quality feel
Is a place to go to
rejuvenate
12%
0%
21%
67%
21%
76%
8%
15%
77%
10%
20%
30%
40%
Disagree Strongly
•
22%
71%
Offers good value for
4%
money
Is expensive
24%
65%
7%
•
50%
60%
Neutral
70%
80%
90%
100%
Strongly agree
© 2007 Arkenford Ltd
Location of Hastings is positive
… both as a place that is
accessible but also as a base
to explore the surrounding
area
Perception is that Hastings
offers something for the whole
family … more so than a place
for older people or couples
A third of respondents
perceive Hastings to be a year
round destination
Whilst it is not perceived as
being expensive, it is still not
widely regarded as offering
good value for money
Hastings versus Region
Destination offers...
Destination is...
Historical/ heritage attractions
Is easy to get to
Stunning scenery
Is a place to explore the surrounding area
Traditional fish 'n' chip shops
Offers something for the whole family
Cultural/ artistic attractions
Is aimed at tourists
Interesting architecture
Is safe
Walking/ cycling opportunities
Is somewhere old people go
Traditional amusement arcades
Is a year round destination
Eateries selling local produce
Is somewhere I know and am happy with
A range of quality accommodation
Is a place for couples
Gourmet pubs/ restaurants
Gardens to visit
Has a quality feel
Opportunities to watch wildlife in natural surroundings
Is a place to go to rejuvenate
A range of quality shopping options
Offers good value for money
Watersport opportunities
Is expensive
-0.2
Destination as a whole
•
•
•
Exciting nightlife
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-0.1
0.0
0.1
0.1
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0.2
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Destination as a whole
Visitors/consider to visit Hastings
Hastings is seen as more accessible and
family-centric than the rest of the region
It is also perceived as being more ‘touristy’
There is a perception that there is a higher
quality feel about the rest of the region
•
-0.4
-0.2
0.0
0.2
Visitors/consider to visit Hastings
The Traditional Seaside offer more likely to be
associated with Hastings that for the rest of
the region
© 2007 Arkenford Ltd
0.4
0.6