Transcript Slide 1

Herefordshire Perception &
Awareness Research
January 2012
Contacts:
[email protected]
Introduction
• The Marches Local Enterprise Partnership (MLEP) area covers the local
authority areas of Herefordshire Council, Shropshire Council and
Telford and Wrekin Council.
• This research is being undertaken to inform the 3 component local
authority areas about;
–
–
–
–
–
–
The profile (and relevance) of current visitors?
The types of trips taken
The emerging markets?
The markets that provide best ROI?
The types of message they will respond to?
How to package up the product for these markets?
• In short the research will :
– Demonstrate clearly the profile of existing visitors to the region (and
specific local authority areas within it)
– Provide the necessary strategic insight to identify types of potential visitors
that could be targeted for a future visit
© 2012 Arkenford Ltd
Methodology
• Arkenford conducted an online survey using an online panel provider
• A total of 1502 interviews conducted
• Quotas set on respondent origin
– 501 respondents living within 90 minute drive time from The Marches
– 1001 respondents living further afield
• And past visit or future visit consideration
– At least 500 consider Shropshire as ‘My Type of Place’
– At least 500 consider Herefordshire as ‘My Type of Place’
– At least 500 consider Ironbridge Gorge as ‘My Type of Place’
• This ensures that we can produce stand alone reports for each
destinations as well as wider report for The Marches
• Fieldwork conducted in December 2011
• A review of other existing insight helps add context to the primary
research
© 2012 Arkenford Ltd
DESTINATION AWARENESS
& APPEAL
© 2012 Arkenford Ltd
Awareness of Destinations
• Awareness and appeal of areas
within The Marches is greater
than for the wider area itself
• Awareness and appeal of
Herefordshire is high, with 83%
stating they would consider it
for a holiday/short break/day
trip which is much higher than
the other areas within The
Marches
• 73% of respondents who stated
that Herefordshire appealed to
them would also consider
Shropshire for a holiday/ short
break/ day trip
© 2012 Arkenford Ltd
Index of Destination Awareness
Index of destinations - My type of place
•
Shropshire
Herefordshire
Ironbridge Gorge
Black Mountains
Style Hounds
Cosmopolitans
The Marches
High Street
Discoverers
Followers
Forest of Dean
Traditionals
Functionals
Habituals
Cotswolds
•
The segments that are more likely to
perceive Herefordshire as ‘My Type
of Place’ are Cosmopolitans and
Traditionals
– Cosmopolitans are generally keen to
try new experiences / see new places
and are generally very positive
– Traditionals are more risk averse,
prefer more rural holidays, relaxation
and history and heritage
Herefordshire also appeals to
Functionals
– Functionals are a group who are
fiercely independent and budget
orientated
Staffordshire
Worcestershire
Wye Valley
0.00
50.00
100.00
150.00
200.00
© 2012 Arkenford Ltd
Awareness: Local vs. Non-local
• There is not much
difference in consideration
and appeal of destinations
within The Marches when
comparing the local and
non-local findings
© 2012 Arkenford Ltd
VISIT HISTORY
© 2012 Arkenford Ltd
Visit history
Visit
Cotswolds
22%
15%
14%
Staffordshire
17%
Herefordshire
18%
Shropshire
17%
13%
10%
Worcestershire
16%
13%
10%
Wye Valley
15%
Forest of Dean
13%
Ironbridge Gorge
10%
Black Mountains
9%
The Marches
13%
11%
14%
12%
11%
11%
9%
13%
10%
8%
47%
13%
45%
13%
46%
11%
50%
11%
52%
13%
51%
11%
57%
9%
65%
6% 7% 6% 6%
0%
37%
12%
10%
11%
12%
20%
75%
40%
Within past 2 years
2-5 years ago
More than 10 years ago
Never
60%
80%
5-10 years ago
100%
• Three quarters of
respondents have never
visited The Marches… or
they don’t know they have
ever visited!
• Respondents are more
likely to have visited
Herefordshire and/or
Shropshire than they are
Ironbridge Gorge
• % of sample who have
visited is up on figures
reported in 2008/9
© 2012 Arkenford Ltd
Index of visit – Within past 2 years
Index of visit - Within past 2 years
Shropshire
•
Herefordshire
Ironbridge Gorge
The Marches
Style Hounds
Cosmopolitans
Black Mountains
•
High Street
Discoverers
Followers
Forest of Dean
Traditionals
Functionals
Habituals
Cotswolds
•
Staffordshire
Worcestershire
Wye Valley
0
20
40
60
80
100
120
140
160
© 2012 Arkenford Ltd
Cosmopolitans are most likely to
have visited Herefordshire within
the last 2 years
– They are one of the most active
segments
Herefordshire has also attracted a
greater than average share of
Traditionals
In comparison, Shropshire and
Ironbridge Gorge have attracted
more Followers
Destination visit: Local vs. Non-local
Rest of UK
21%
Local
13%
Local
13%
Local
Wye
Valley
12%
10%
11%
15%
14%
8%
10%
Local
18%
Rest of UK
9%
Local
13%
8%
Local
10%
48%
10%
12%
13%
55%
8%
9%
0%
13%
54%
13%
45%
12%
11%
59%
10%
52%
10%
8%
66%
8%
63%
76%
9% 5% 5%
10%
44%
13%
5% 7% 6% 6%
Local
43%
48%
10%
10%
41%
7% 6%
12%
8%
11%
15%
14%
8%
46%
50%
11%
9%
47%
14%
15%
11%
48%
12%
10%
20%
36%
14%
9%
24%
Local
Rest of UK
12%
9%
9%
15%
13%
12%
Local
Rest of UK
10%
25%
Rest of UK
8%
20%
• Herefordshire is more
likely to attract a local
market in the last 2 years
as opposed to visitors from
further afield, which is in
line with The Marches as a
whole
37%
13%
12%
14%
14%
14%
12%
23%
Rest of UK
Rest of UK
13%
15%
Local
14%
14%
24%
Rest of UK
Rest of UK
15%
26%
Rest of UK
The
Black Ironbridge Forest of
Marches Mountains Gorge
Dean
Worcester
Herefords Staffordshi
shire Shropshire hire
re
Cotswolds
Visit
Local vs. Non-local
30%
72%
40%
Within past 2 years
2-5 years ago
More than 10 years ago
Never
50%
60%
70%
80%
90% 100%
5-10 years ago
© 2012 Arkenford Ltd
DESTINATION PERCEPTION
© 2012 Arkenford Ltd
Type of holiday
• Herefordshire is perceived
to be a place to visit as a
couple / with other adults
• In comparison,
respondents consider
Ironbridge Gorge to be a
places you could visit with
children
Types of holidays
Ironbridge Gorge 10% 23%
33%
16% 18%
A break with younger
children (under 11)
A break with older
children (aged 11+)
Herefordshire 8%10%
48%
20% 14%
A break with wife /
partner as a couple
A break with other adults
Don't know
Shropshire 9%9%
0%
© 2012 Arkenford Ltd
46%
20% 16%
20% 40% 60% 80% 100%
Length of Trip
• Herefordshire is
predominantly viewed as a
place to visit as part of a
short break
• Only 25% consider it to be
somewhere to visit as part
of a day trip
Types of holidays
Ironbridge Gorge
18% 23%
43%
14%
1.8%
A day trip from home
A day trip if staying
nearby
Herefordshire 14%11%
53%
20%2.2%
1-3 night break
4-7 night break
A break lasting 8+ nights
Shropshire
16% 13%
0%
© 2012 Arkenford Ltd
52%
17%
1.9%
20% 40% 60% 80% 100%
Period of holiday
Types of holidays
Ironbridge Gorge 8%
Herefordshire 7%
34%
58%
30%
Peak Period Only
62%
Off Peak Only
Year Round
Shropshire 8%
0%
31%
20%
61%
40%
60%
80%
100%
• Herefordshire is a destination considered to be suitable all year round
• Interestingly, it is seen more as a place they would visit in off peak
period as opposed to peak period
© 2012 Arkenford Ltd
Awareness of location
Location
N Ireland
0%
Scotland
1%
Wales
•
4%
South West
3%
South East
2%
Greater London
1%
Eastern
2%
– Is there really confusion
around Herefordshire
and Hertfordshire?!!
West Midlands
73%
East Midlands
7%
Yorkshire & Humbershire
3%
NW & MerseySide
4%
North East
1%
0%
The majority of people
correctly placed
Shropshire, Herefordshire
and Ironbridge Gorge in
the West Midlands
10%
20%
30%
40%
50%
60%
70%
80%
© 2012 Arkenford Ltd
PRODUCT PREFERENCES
© 2012 Arkenford Ltd
Activities Enjoy
Activities
Visiting local towns / villages / countryside,
scenic areas & landscapes
11%
88%
Eating out / enjoying good food and drink 4% 14%
82%
Visiting cultural and historic attractions,
5% 19%
churches, sites
Visiting cultural exhibitions, events and
festivals
Shopping
Taking part in outdoor activity
9%
77%
27%
18%
28%
65%
31%
22%
51%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Not my type of thing (0-3)
Neutral
My type of thing (7-10)
© 2012 Arkenford Ltd
• Visiting local towns /
villages / countryside,
scenic areas and
landscapes is the most
appealing activity
• Outdoor activity and
shopping appear at the
bottom of the list
Herefordshire Associations
Herefordshire associations
Associate market towns / villages/ scenic
countryside/ landscapes with
Herefordshire
8%
Associate historic attractions, churches,
sites and landscapes with Herefordshire
86%
13%
80%
Associate outdoor activity with
6% 19%
Herefordshire
Associate food and drink with
Herefordshire
22%
Associate cultural exhibitions, events and
6%
festivals with Herefordshire
Associate shopping with Herefordshire
Do not associate (0-3)
23%
16%
0%
Neutral
5%
6%
67%
8%
68%
8%
61%
10%
35%
20%
40%
Associate (7-10)
• The strongest Herefordshire
associations are the market
towns/ villages/ scenic
countryside and landscapes
40%
60%
80%
9%
100%
Dont know
© 2012 Arkenford Ltd
• Herefordshire is least
associated with shopping and
cultural exhibitions, events and
festivals
Herefordshire Associations
Hereforshire Associations
180
160
140
120
100
80
60
40
Associate outdoor activity with Herefordshire
Associate market towns / villages/ scenic countryside/ landscapes with Herefordshire
Associate cultural exhibitions, events and festivals with Herefordshire
•
•
Associate food and drink with Herefordshire
Associate historic attractions, churches, sites and landscapes with Herefordshire
Associate shopping with Herefordshire
Little difference between age / gender or origin in terms of associations
Those more likely to make stronger associations across different product offers are:
–
–
–
Cosmopolitans and Traditionals
Families
Current and lapsed visitors
© 2012 Arkenford Ltd
Types of Outdoor Activities People Enjoy
Types of outdoor activities
River walks
7%
Forest trails
11%
88%
Gentle strolls
11%
87%
Hill walking / rambling 7%
20%
Watching wildlife
14%
River Cruising / Boating
16%
Cycle trails
73%
21%
27%
Dog Walking
57%
21%
43%
Fun Activities
33%
18%
47%
60%
Angling
61%
32%
14%
Not my type of thing (0-3)
26%
14%
66%
20%
32%
21%
Extreme sports
Golf
44%
21%
50%
Canoeing / kayaking
45%
13%
47%
Mountain biking
– River walks, forest trails and
gentle strolls are the most
appealing outdoor activities;
– Extreme sports appeal to far
fewer consumers
– Golf & Angling have least
appeal indicating what a
niche activity they are
65%
34%
0%
• The more gentle the
outdoor activity, the more
people will enjoy it!
91%
40%
Neutral
24%
13%
60%
21%
80%
100%
My type of thing (7-10)
© 2012 Arkenford Ltd
Index of Activities: My type of thing
Who enjoys each outdoor activity?
200
180
160
140
120
100
80
60
40
•
•
•
Gentle strolls
Hill walking / rambling
River walks
Forest trails
Canoeing / kayaking
Angling
Cycle trails
Mountain biking
Watching wildlife
River Cruising / Boating
Dog Walking
Golf
Gentle exercise has appeal to wide cross section, especially older audience, and Traditional and Functional ArkLeisure
segments
More physical activity (canoeing, cycle trails, etc. appeals to a younger, more leading edge segment groups
Families also enjoy this (supervised) offer
© 2012 Arkenford Ltd
Destinations Offering Outdoor Activities
Destinations offering outdoor activities
100%
80%
73%
80%
57%
60%
40%
20%
6%
0%
Shropshire
Herefordshire
Ironbridge Gorge
None of the above
• Herefordshire is perceived to be the destination that offers the outdoor
activity that people enjoy by the largest percentage of people
© 2012 Arkenford Ltd
Types of Food & Drink
Types of food & drink
Traditional pubs
11%
Tasting / Buying locally sourced produce
19%
77%
Tea Rooms / Cafes 5% 18%
76%
Farmers markets 6% 20%
74%
Farm Shops 8% 22%
70%
Family restaurants
13%
25%
62%
Food making tours, e.g. cheese making
14%
25%
60%
Brewery / vineyard tours
15%
Gastropubs
17%
25%
60%
25%
58%
Watching chef demonstrations
29%
29%
42%
Fine Dining / Michelin Star Rated
restaurants
32%
27%
41%
Chain restaurants
22%
Cookery days and courses
Not my type of thing (0-3)
38%
40%
0%
• Traditional pubs and tasting/
buying locally sourced produce
are amongst the most popular
food and drink offer
• Farmers markets and Farm
shops are also increasingly
popular
• Some interest in ‘learning’ about
food
• Less interest in the ‘top end’
food and drink offer indicating
niche appeal
86%
20%
Neutral
40%
28%
40%
60%
32%
80%
100%
My type of thing (7-10)
© 2012 Arkenford Ltd
Who enjoys different food & drink?
Who enjoys different food and drink?
200
180
160
140
120
100
80
60
40
Fine Dining / Michelin Star Rated restaurants
Gastropubs
Family restaurants
Farmers markets
Tasting / Buying locally sourced produce
Chain restaurants
Traditional pubs
Brewery / vineyard tours
Food making tours, e.g. cheese making
Watching chef demonstrations
Cookery days and courses
Farm Shops
Tea Rooms / Cafes
•
•
•
Widespread appeal for traditional pubs, tasting/ buying locally sourced products and tea
rooms
Style Hounds and Cosmopolitans (leading edge segments) will go for top end product
Cosmopolitans, Style Hounds and Traditionals are segments likely to enjoy locally sources
products and farm shops
© 2012 Arkenford Ltd
Destinations Offering Food & Drink
Destinations offering food & drink
100%
80%
79%
85%
60%
52%
40%
20%
5%
0%
Shropshire
Herefordshire
Ironbridge Gorge
None of the above
• Herefordshire is considered to be the destination that
offers the food and drink product consumers enjoy by the
largest percentage of people
© 2012 Arkenford Ltd
Types of History & Heritage
• History and heritage is of
interest to a large proportion of
consumers
• Most popular are areas of
natural beauty and historic
towns
• Other ‘man made’ options such
as monuments, castles and
houses are also popular
• Guided history tours and
industrial heritage are the least
enjoyed product offers
Types of history & heritage
Areas of Natural Beauty
8%
90%
Historic towns
9%
90%
Ancient monuments & sites 2%11%
86%
Castles 3%11%
86%
Historic houses 3% 13%
84%
World Heritage Sites 2% 17%
81%
Museums 3%
19%
78%
Cathedrals and churches 5%
19%
76%
Gardens 6%
19%
76%
Industrial heritage sites
7%
Guided history tours
22%
71%
15%
0%
Not my type of thing (0-3)
27%
20%
58%
40%
Neutral
60%
80%
100%
My type of thing (7-10)
© 2012 Arkenford Ltd
Who prefers different History & Heritage?
Who enjoys different history and heritage?
200
180
160
140
120
100
80
60
40
•
•
•
Castles
Historic houses
Cathedrals and churches
Guided history tours
Industrial heritage sites
Historic towns
Museums
Gardens
World Heritage Sites
Areas of Natural Beauty
Ancient monuments & sites
Because of the high % of interest, history and heritage appeals to a wide cross section of
the population
Younger audiences / families are more likely to want guided tours (bring the product alive)
Most engaged Arkleisure groups are Cosmopolitan and Traditionals
© 2012 Arkenford Ltd
Destinations Offering History & Heritage
Destinations offering the history & heritage you enjoy
100%
80%
74%
77%
80%
60%
40%
20%
4%
0%
Shropshire
Herefordshire
Ironbridge Gorge
None of the above
• Over three quarters of respondents feel that Herefordshire offers the
history and heritage they enjoy
• However, despite lower interest in Industrial Heritage, Ironbridge
Gorge is seen by most people as the destination offering the history
and heritage they enjoy
• Part of this will be the power of being a ‘brand’ as well as the delivery
of the product (living history)
© 2012 Arkenford Ltd
Types of Places to Visit when Exploring
• Outdoor space is as popular as
towns and villages when it
comes to enjoyment of
exploration
• Viewpoints, rivers, canals and
waterways, and national parks
all have great appeal
• Cathedral cities have more
appeal than larger cities
• AONB sites are more appealing
than WHS appearing at the top
of the list of the of the places
people enjoy to visit when
exploring a place
Types of places to sightsee
Rivers / canals / waterways
10%
87%
National parks 3% 14%
84%
World Heritage Sites 3% 17%
80%
Villages 0%12%
Major cities
87%
17%
28%
56%
Market towns 2% 11%
87%
Local viewpoints 1%11%
88%
Areas of Natural Beauty 2%10%
89%
Cathedral cities
8%
Country parks 6%
21%
71%
19%
0%
Not my type of thing (0-3)
20%
75%
40%
Neutral
60%
80%
100%
My type of thing (7-10)
© 2012 Arkenford Ltd
Who enjoys different places to explore?
Who enjoys different places to explore?
200
180
160
140
120
100
80
60
40
•
Areas of Natural Beauty
World Heritage Sites
National parks
Rivers / canals / waterways
Local viewpoints
Villages
Major cities
Cathedral cities
Market towns
Exploring outdoor areas has widespread appeal across all types of consumer
–
•
Country parks
This is especially the case for Cosmopolitan, Traditional & Functional segments
Younger, more leading edge segments are more likely to want to explore major
cities
© 2012 Arkenford Ltd
Destinations Offering Places to Sightsee
Destinations offering the type of places to sightsee that you enjoy
100%
81%
86%
80%
65%
60%
40%
20%
4%
0%
Shropshire
Herefordshire
Ironbridge Gorge
None of the above
• Herefordshire is seen by most people as a destination that
offers the places to sightsee and explore that they enjoy
© 2012 Arkenford Ltd
Types of Cultural Events & Festivals
Types of cultural events and festivals
Country fairs, events & festivals
19%
Food & drink events & festivals
6%
Craft events & festivals
7%
River events & festivals
10%
Theatre events & festivals
75%
21%
73%
26%
28%
13%
Art exhibitions, events & festivals
12%
Comedy events & festivals
16%
Music events & festivals
62%
27%
60%
30%
58%
28%
23%
Literary events & festivals
67%
27%
20%
Sport events & festivals
56%
50%
34%
33%
0%
Not my type of thing (0-3)
46%
25%
20%
Neutral
40%
41%
60%
80%
100%
• Country fairs and food and
drink events and festivals
are the most appealing
types of events and
festivals
• The most interesting art
festivals are craft
orientated
• Theatre and art exhibitions
also have some appeal
• Sports and literary events
have less appeal
My type of thing (7-10)
© 2012 Arkenford Ltd
Who prefers different events & festivals?
Who enjoys different types of events and festivals?
200
180
160
140
120
100
80
60
40
•
•
•
•
Music events & festivals
Country fairs, events & festivals
Craft events & festivals
Art exhibitions, events & festivals
Theatre events & festivals
Food & drink events & festivals
Comedy events & festivals
River events and festivals
Sport events & festivals
Literary events & festivals
Events and festivals are particularly appealing for younger consumers and families
Country fairs and food and drink events have widest interest
Younger audiences / families / leading edge segments more likely to enjoy sporting and
music events
Style hounds and Cosmopolitans more likely to enjoy music events and festivals
© 2012 Arkenford Ltd
Destinations Offering Cultural Events & Festivals
Destinations offering the cultural events and festivals you enjoy
100%
80%
78%
85%
60%
52%
40%
14%
20%
0%
Shropshire
Herefordshire
Ironbridge Gorge
None of the above
• Herefordshire is seen by most people as the destination
offering the cultural events and festivals that they enjoy
© 2012 Arkenford Ltd
Types of Shopping
Types of shopping
Towns with quirky / unique / independent retailers
9%
Specialist Markets, e.g. Antique / Book / Farmers
3% 14%
market
83%
Traditional / general day to day market 3% 15%
82%
High street shopping area with some shops that are
3% 18%
a bit special
Towns with specialist shops, e.g. antiques / books 7%
Covered shopping malls with well-known stores /
brands
High street shopping areas with well-known stores /
brands
21%
72%
24%
66%
9%
26%
65%
20%
0%
Not my type of thing (0-3)
79%
10%
Towns with up-market boutiques
• Towns with quirky /
unique / independent
retailers are enjoyed most
• Consumers also have a
passion for markets, both
specialist and more
general
• Preference for high street
offer over more up-market
boutiques
90%
Neutral
25%
20%
40%
55%
60%
80%
100%
My type of thing (7-10)
© 2012 Arkenford Ltd
Who prefers different types of shopping?
Who enjoys different types of events and festivals?
200
180
160
140
120
100
80
60
40
•
•
Covered shopping malls with well-known stores / brands
High street shopping areas with well-known stores / brands
High street shopping area with some shops that are a bit special
Towns with quirky / unique / independent retailers
Specialist Markets, e.g. Antique / Book / Farmers market
Traditional / general day to day market
Towns with up-market boutiques
Towns with specialist shops, e.g. antiques / books
Independent segments are more likely to want to shop in markets or towns that
are unique
Younger audiences / mass market segments are more likely to enjoy the high
street shopping option
© 2012 Arkenford Ltd
Destinations Offering Shopping
Destinations offering the types of shopping that you enjoy
100%
80%
80%
84%
60%
47%
40%
12%
20%
0%
Shropshire
Herefordshire
Ironbridge Gorge
None of the above
• Herefordshire is seen by most people as the destination
offering the types of shopping they enjoy
© 2012 Arkenford Ltd
DESTINATION
CONSIDERATION
© 2012 Arkenford Ltd
Value Associations
• Herefordshire, compared
to the other 2 destinations,
is seen as the most:
Destinations best represent values
Fun
32%
Vibrant
33%
35%
40%
Fresh
41%
43%
Nostalgic
Traditional
41%
27%
23%
35%
Natural
Luxury
32%
32%
Herefordshire
39%
40%
Shropshire
– Vibrant
– Fresh
29%
35%
20%
• Similarly, Shropshire is
mostly seen as:
30%
53%
0%
16%
35%
33%
– Luxurious
– Fresh
– Vibrant
50%
39%
Eco-friendly
19%
60%
8%
80%
100%
Ironbridge Gorge
© 2012 Arkenford Ltd
Destination Perceptions
Statements agreement
Offers value for money 4%
Has good public transport
44%
12%
Has lots to do
50%
30%
Has a range of quality accommodation
Is a place to go to rejuvenate
63%
42%
Is a year round destination
53%
26%
7%
Is a place to explore the surrounding area
71%
32%
62%
19%
Has a quality feel 3%
80%
33%
64%
Is safe 2% 26%
Offers something for the whole family 5%
Is somewhere I know and am happy with
17%
60%
35%
56%
Disagree strongly (0-3)
53%
9%
0%
48%
39%
Is expensive 10%
Is easy to get to
38%
34%
20%
Neutral
• It is not see as expensive
or particularly touristy
71%
34%
Is aimed at tourists 5%
– As a place to explore the
surrounding area
– Is Safe
– A year round destination
– Offer lots to do
– Has a quality feel
38%
68%
34%
Offers good value for money 4%
• The area is seen:
51%
57%
40%
60%
80%
100%
Agree strongly (7-10)
© 2012 Arkenford Ltd
Destinations consideration
Destinations consideration
Kington
43%
4%
39%
14%
Bromyard
41%
7%
40%
13%
Hay on Wye
14% 4%
Ledbury
18%
Leominster
15%
Ross on Wye
8% 3%
31%
6%
7%
North Shropshire
47%
31%
57%
45%
27%
19%
5%
28%
37%
8%
5%
31%
43%
• Smaller towns that have
appeal include:
30%
39%
54%
14% 7%
49%
7% 4%
30%
54%
Craven Arms
– Hereford
– Shrewsbury
– Shropshire Hills
56%
23%
Much Wenlock
Oswestry
30%
36%
Telford 5%
Shrewsbury
46%
33%
Hereford 3%4%
Bridgnorth
50%
36%
34%
6%
37%
21%
Clun
46%
5%
33%
16%
Cleobury Mortimer
46%
4%
32%
17%
Church Stretton
31%
Bishop's Castle
33%
Ludlow
Shropshire Hills
8% 6%
0%
5%
4%
38%
26%
35%
28%
37%
7% 4%
49%
34%
20%
• Top 3 “My type of place”
for a visit:
54%
40%
60%
80%
100%
Never heard of it
Not my type of place for a visit
No opinion either way
My type of place for a visit
© 2012 Arkenford Ltd
– Ross on Wye
– Hay on Wye
– Ludlow
Attractions consideration
Attractions consideration
Dore Abbey
32%
Eastnor Castle
27%
Hampton Court Castle & Gardens 6%6%
Goodrich Castle
4%
26%
11%
Ironbridge 6%5%
0%
25%
44%
25%
44%
29%
22%
56%
27%
41%
30%
17% 5%
55%
30%
24%
20%
• Ironbridge, Hampton Court
Castle and Grounds and Severn
Valley Railway are the top 3
place that are considered to be
“My type of place”
• Some attractions have very low
levels of awareness, yet could fit
the bill in term of history and
heritage offer, e.g. Eastnor &
Goodrich Castle
34%
65%
4%
Hereford Cathedral 6% 9%
Offa's Dyke
27%
23%
Severn Valley Railway 4%11%
RAF Museum Cosford
7%
48%
65%
40%
60%
80%
Never heard of it
Not my type of place for a visit
No opinion either way
My type of place for a visit
100%
© 2012 Arkenford Ltd
Accommodation – Most likely to choose
• Most are likely to choose
an independent hotel (3-5
stars) or B&B / guest
house if staying in the
area
• Self catering option is as
popular than budget
chains
• 1 in 5 will look for a
camping option
© 2012 Arkenford Ltd
Accommodation preferences
Accommodation Preference
200
180
160
140
120
100
80
60
40
•
•
•
•
Independent Hotel – 1-2 star
Independent Hotel – 3 to 5 star
Budget Chain Hotel
Mainstream Chain Hotel
B&B/ Guest house
Self-catering accommodation (rural)
Self Catering Accommodation (urban)
Caravanning & camping
Luxury Chain Hotel
Functionals are more likely to look for cheaper accommodation options
Style Hounds and Cosmopolitans will look for the most expensive / luxury
Self catering sought by families / Discoverers
Camping popular for younger people, families and the Discoverer segment
© 2012 Arkenford Ltd
Accommodation – Factors influence choice
• The factors with the
strongest influence on the
choice of accommodation
are:
– Word of mouth / previous
experience
– Accommodation website or
brochure
– Late rooms / special offers
© 2012 Arkenford Ltd
Accommodation Influences
Strong accommodation influences
200
180
160
140
120
100
80
60
40
TripAdvisor
•
•
Quality Ratings
Late Rooms / special offers
Word of mouth / previous experience
Tourist Board Destination Website or brochure
Accommodation website or brochure
TripAdvisor and Late Rooms / offers is the domain of the younger audiences,
families and leading-edge segments, especially those in the mass market
Older families, Cosmopolitans, Style Hounds and Traditionals will be influenced
by a Tourist Board Website
© 2012 Arkenford Ltd
INFORMATION GATHERING
© 2012 Arkenford Ltd
Information Gathering – Before Trip
• Before a trip, most respondents
gather information from an
internet search
• Recommendations/ Word of
mouth are also important for
gathering information about a
specific area
• Consumers are more likely to
get information from an
accommodation website than
they are a destination brochure
• Increasingly people search for
information on mobile devices
© 2012 Arkenford Ltd
Information Gathering – During Trip
• During a trip, leaflets from
Tourist information centres and
hotels/service stations are the
most popular ways of gathering
information
• Around a quarter of respondents
search for information from
their mobile phone during a trip
• Respondents are as likely to get
information from the Tourist
information centre as they are
from the Tourist board website
during the trip
© 2012 Arkenford Ltd
PROFILE OF
HEREFORDSHIRE VISITORS/
POTENTIAL VISITORS
© 2012 Arkenford Ltd
Current visitors (Past 5 years)
ArkLeisure Segmentation
Age profile
Origin
24%
25%
21%
20%
18%
17%
15%
15%
10%
5%
5%
0%
15-24
25-34
35-44
45-54
55-64
65+
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
40%
25%
20%
20%
15%
10%
15%
15%
5%
11%
7%
17%
13% 12%
12%
7%
6%
5%
2%
2% 2%
0% 0%
0%
6%
4%
2%
Index against total
Index against total
Index against total
South East
15-24
London
Style Hounds
South West
25-34
35-44
Cosmopolitans
North East
High Street
North West
Discoverers
West Midlands
Followers
East Midlands
Yorkshire
45-54
East
55-64
Traditionals
Scotland
Functionals
Wales
65+
N Ireland
Habituals
60
80
100
120
140
IoM
0
50
100
© 2012 Arkenford Ltd
150
0
50
100
150
Potential Visitors
Age profile
30%
25%
22%
20%
17%
16%
14%
15%
10%
6%
5%
0%
15-24
25-34
35-44
45-54
Origin
ArkLeisure Segmentation
25%
55-64
Index against total
65+
35%
30%
25%
20%
15%
10%
5%
0%
30%
19%
18%
11%
7%
5%
6%
14%
13%
11%
14%
12%
9%
8%
6%
3%
5%
3%
1% 0%
Index against total
Index against total
South East
Style Hounds
15-24
5%
16%
14%
12%
10%
8%
6%
4%
2%
0%
London
South West
Cosmopolitans
25-34
North East
High Street
35-44
North West
Yorkshire
Discoverers
West Midlands
Followers
45-54
East Midlands
East
Traditionals
Scotland
55-64
Wales
Functionals
N Ireland
65+
Habituals
85
90
95
100
105
110
IoM
0
50
100
© 2012 Arkenford Ltd
150
0
50
100
150
Conclusions
• Individually, consumers are more aware of and interested
in visiting Herefordshire, Shropshire and Ironbridge Gorge
than they are The Marches
• Segments that show greatest consideration are all
independently minded;
– Cosmopolitans, Traditionals, Functionals and Discoverers
• % of visitors is up since 2008/9
• Are destinations attracting the right sort of visitor?
• Seemingly, only Herefordshire attracts more than fair share
of Traditionals, only Ironbridge Gorge attracts more
Discoverers
• Visitors tend to remain older age groups travelling as
couples
© 2012 Arkenford Ltd
Conclusions
• Perception of all the area is that it is a destination for couples on a
short break for both locals and non locals
• Encouragingly, seen as a year round offer, with plenty to do, and one
that is not too touristy or expensive
• However, spontaneous top of mind thoughts in relation to individual
areas are not tourism or leisure related … i.e. do not necessarily give a
reason for people to visit
• When prompted destinations are generally seen to offer the type of
product people enjoy … but destination are not top of mind / best in
class so consumers do not necessarily visit to undertake these
activities
• Data will help destinations to steer and develop their product offer,
targeting it at the right sort of visitor
• Must target day visitors as well as staying visitors as there is real
potential to grow this market
© 2012 Arkenford Ltd
Conclusions
• Internet is key
• Over 90% seek information over the internet, using Tourist
Board and non tourist board sites
• Need to work with partners to ensure information you want
to show is on as many sites as possible
• Ensure that all online information is accessible via mobile
• Printed information is more valuable when people are
visiting
© 2012 Arkenford Ltd