Transcript The Marches Perception & Awareness

The Marches 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;
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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 and
Shropshire is on a par with
each other
• Respondents are more likely
to state that Ironbridge
Gorge is ‘my type of place’
…… yet a higher % have
never heard of the place
© 2012 Arkenford Ltd
Index of Destination Appeal
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The segments that are more likely to
perceive all the destinations 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
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All the Marches destinations also
appeal to Functionals
– Functionals are a group who are
fiercely indepenent and budget
orientated
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Ironbridge also appeals to Discoverers
– This group like to learn … seek an
experience that educates them
© 2012 Arkenford Ltd
Awareness: Local vs. Non-local
• There is not much
difference in consideration
and appeal of the
destinations tested when
comparing the local and
non-local findings
© 2012 Arkenford Ltd
VISIT HISTORY
© 2012 Arkenford Ltd
Visit History
• More than two-thirds 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
• Cosmopolitans are most likely to
have visited within the last 2 years
– They are one of the most active
segments
• Only Herefordshire has attracted a
greater than average share of
Traditionals
• Shropshire has attracted mass
market segment of Followers
• Ironbridge Gorge over indexes on
Discoverers
• Visitors to Hereford & Shropshire
tend to be older / empty nesters
• Ironbridge Gorge has attracted a
higher % of families
© 2012 Arkenford Ltd
Destination visit: Local vs. Non-local
• All the Marches
destinations are more
likely to have attracted a
local market in the last 2
years as opposed to
visitors from further afield
© 2012 Arkenford Ltd
DESTINATION PERCEPTION
© 2012 Arkenford Ltd
Type of holiday
• Herefordshire and
Shropshire are
predominantly
perceived to be a
place to visit as a
couple / with other
adults
• Respondents are as
likely to see
Ironbridge Gorge as a
place to visit with
children as they are a
place to visit as a
couple
© 2012 Arkenford Ltd
Length of Trip
• Herefordshire and
Shropshire are both
predominantly viewed as
place to visit as part of a
short break
• Around a third of
respondents perceive
Ironbridge Gorge as a day
visit destination, a quarter
seeing it as a destination to
visit if staying nearby
© 2012 Arkenford Ltd
Period of holiday
• All destinations are considered to be suitable all year round
• Interestingly, these destinations are more seen as places they would
visit in off peak period as opposed to peak period
© 2012 Arkenford Ltd
Awareness of location
• The majority of people
correctly placed
Shropshire, Herefordshire
and Ironbridge Gorge in
the West Midlands
– Is there really confusion
around Herefordshire and
Hertfordshire?!!
© 2012 Arkenford Ltd
First 3 things that come to mind - Herefordshire
• The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in
relation to Herefordshire
• Top of mind comments provide a real ‘rural’ feel … and little of
anything else related to tourism
© 2012 Arkenford Ltd
First 3 things that come to mind - Shropshire
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The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in relation to
Shropshire
Again, top of mind is the countryside, but here we have more spontaneous
mention of attractions and the type of experience visitors can expect
© 2012 Arkenford Ltd
First 3 things that come to mind – Ironbridge Gorge
• The charts above illustrate 1st, 2nd and 3rd spontaneous mentions in
relation to Ironbridge Gorge
• Strong association with history and heritage, and mention of the
surrounding area, countryside and rivers
© 2012 Arkenford Ltd
PRODUCT PREFERENCES
© 2012 Arkenford Ltd
Activities Enjoy
• Visiting local towns /
villages /
countryside, scenic
areas and
landscapes is the
most appealing
activity when on
holiday
• Outdoor activity
appears at the
bottom of the list
© 2012 Arkenford Ltd
Market Map; Segments preferred activities
© 2012 Arkenford Ltd
Herefordshire Associations
• The strongest
Herefordshire associations
are the market towns/
villages/ scenic countryside
and landscapes
• Herefordshire is the least
associated with shopping
and cultural exhibitions,
events and festivals
© 2012 Arkenford Ltd
Herefordshire Associations
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Little difference between age / gender or origin in terms of associations
Those more likely to make stronger associations across different product offers are:
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Cosmopolitans and Traditionals
Families
Current and lapsed visitors
© 2012 Arkenford Ltd
Shropshire Associations
• Similarly to Herefordshire,
the strongest Shropshire
association is the market
towns/ villages/ scenic
countryside and landscapes
• Shropshire is the least
associated with shopping
and cultural exhibitions,
events and festivals
© 2012 Arkenford Ltd
Shropshire Associations
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A very similar story to Herefordshire with 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 visitor
© 2012 Arkenford Ltd
Ironbridge Gorge Associations
• Ironbridge Gorge is
strongly associated with
historic sites
• The least strong
associations are
shopping and food and
drink
© 2012 Arkenford Ltd
Ironbridge Gorge Associations
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Those more likely to make stronger associations across different product offers are:
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Locals
Younger consumers and families (especially for retail and food and drink)
Cosmopolitans and Traditionals
Big difference between associations of current and lapsed visitors indicating big changes
© 2012 Arkenford Ltd
Types of Outdoor Activities People Enjoy
• The more gentle the
outdoor activity, the
more people will enjoy!
– 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
© 2012 Arkenford Ltd
Who enjoys different activities?
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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
• 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
• Traditional pubs and tea rooms
are amongst the most popular
food and drink offer
• What we also record is a huge
increase in consumer interest
and enjoyment of locally
sourced produce, farmers
markets and shops
• Some interest in ‘learning’ about
food
• Less interest in the ‘top end’
food and drink offer indicating
niche appeal
© 2012 Arkenford Ltd
Who enjoys different food & drink?
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Widespread appeal for traditional pubs and tea room
Style Hounds and Cosmopolitans (leading edge segments) will got for top end product
Cosmopolitans, Discoverers and Traditionals are segments likely to enjoy locally sources
products and farm shops
© 2012 Arkenford Ltd
Destinations Offering Food & Drink
• Herefordshire and Shropshire are considered to be the
destinations that offer 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 as popular
• Industrial heritage is one of
the less enjoyed product
offers
© 2012 Arkenford Ltd
Who prefers different History & Heritage?
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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
• 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 a 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 appear at
the top of the list of the of the
places people enjoy to visit
when exploring a place
© 2012 Arkenford Ltd
Who enjoys different places to explore?
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Exploring outdoor areas has widespread appeal across all types of consumer
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This is especially the case for 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
• Herefordshire & Shropshire are seen by most people as
destinations that offer the places to sightsee and explore
that they enjoy
© 2012 Arkenford Ltd
Types of Cultural Events & Festivals
• 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
© 2012 Arkenford Ltd
Who prefers different events & festivals?
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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
Traditionals and Cosmopolitans more likely to enjoy arts events
© 2012 Arkenford Ltd
Destinations Offering Cultural Events & Festivals
• Herefordshire is seen by most people as the destination
offering cultural events and festivals that they enjoy
© 2012 Arkenford Ltd
Types of Shopping
• 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
© 2012 Arkenford Ltd
Who prefers different types of shopping?
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Independent segments are more likely to want to shop in 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
• Herefordshire and Shropshire are seen by most people as
the destinations 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:
– Luxurious
– Fresh
– Vibrant
• Shropshire is mostly seen
as:
– Vibrant
– Fresh
• Ironbridge Gorge
represent the most
nostalgic destination
© 2012 Arkenford Ltd
Destination Perceptions
• The collective area is seen:
– As a place to explore the
surrounding area
– Is Safe
– Offer lots to do
– Has a range of quality
accommodation
– A year round destination
• Region is not see as
expensive or particularly
touristy
© 2012 Arkenford Ltd
Destinations consideration
• Top 3 “My type of place”
for a visit:
– Shrewsbury
– Hereford
– Shropshire Hills
• Smaller towns that have
appeal include:
– Ross on Wye
– Hay on Wye
– Ludlow
© 2012 Arkenford Ltd
Attractions consideration
• 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
© 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 as budget chain
• 1 in 5 will look for a
camping option
© 2012 Arkenford Ltd
Accommodation preferences
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Functionals are more likely to look for cheaper accommodation options
Style Hounds and Cosmopolitans will look for the most expensive / luxury
Self catering sought be 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
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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 and Traditionals will be influenced by a Tourist
Board Website
© 2012 Arkenford Ltd
INFORMATION GATHERING
© 2012 Arkenford Ltd
Information Gathering – Before Trip
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© 2012 Arkenford Ltd
Internet search and
recommendations/ word of
mouth are the most popular
ways people look for
information about things to
do in a specific area
Consumers are as likely to
look at holiday booking sites
as they are an official tourist
site
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
Information Gathering – During Trip
• Leaflets from tourist
information centres and
hotels is used most as a
source of information
during the trip
• Consumers are as likely to
visit tourist board website
during trip as they are to
read the tourist board
brochure
• Around a quarter look for
information rom their
mobile
© 2012 Arkenford Ltd
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
Next Steps
• Working on individual destination reports
– Similar to this report
– Greater insight and profiling of current and potential visitors
• Delivery ArkLeisure Licence information to destinations
– Insight about media habits, holiday portfolio, etc.
• Destinations need to use this combined insight to consider
who they need to target to grow volume & value of visitors
© 2012 Arkenford Ltd
Sample Profile
© 2012 Arkenford Ltd
ArkLeisure Segmentation
© 2012 Arkenford Ltd