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Hastings and 1066 Country
Visitor Study
Bexhill on Sea Destination Profile
© 2007 Arkenford Ltd
Background
• This presentation provides a detailed profile of visitors to Bexhill on
Sea
• Information is taken from the recently conducted Hastings & 1066
Visitor Study
• Main research included an online survey amongst 1153 respondents …
75 people were asked questions specific to Bexhill on Sea
• This is a small base that must be borne in mind when comparisons are
being made
• 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
12%
8%
•
7%
Nearly ¾ of respondents were unaware of
Bexhill on Sea …
… 1 in 5 have visited or would consider a
visit to the destination
73%
Not aware
Aware but not visited or consider suitable for visit
Aware and consider suitable for visit
Visited in past 3 years
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Awareness by Origin
60%
9%
0%
•
•
75%
9%
4%
9%
78%
16%
13%
11%
7%
16%
6%
66%
65%
Outer
London
Kent
29%
3%
10%
0%
4%
9%
8%
86%
79%
Home
Counties
Midlands
3%
4%
6%
2%
8%
10%
2%
4%
7%
9%
9%
88%
80%
87%
53%
31%
Local
Not aware
10%
9%
6%
London
Essex
Aware but not visited or consider suitable for visit
West Sussex
Aware and consider suitable for visit
North
West
East
Visited in past 3 years
The more local, the more aware of the destination
These respondents are also far more likely to have visited in the last 3 years
© 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%
20%
30%
40%
0%
All respondents
Visitors to region
Visitors to Bexhill on Sea
•
•
10%
20%
30%
40%
50%
All respondents
Visitors to region
Visitors to Bexhill on Sea
A higher % of respondents aged 55+ have
visited Bexhill than have visited the rest of the
region
Also high % of 35-44 indicating family visitors
•
•
Bexhill attracts a higher proportion of couples
than other areas in the region
Not surprisingly given the older age profile, it
also attracts a higher proportion of Empty
Nesters
© 2007 Arkenford Ltd
Visitor Profiles
Origin Profile
Arkleisure Profile
Local
Style Hounds
London
Cosmopolitans
Essex
Outer London
High Street
Kent
Discoverers
West Sussex
Followers
Home Counties
Traditionals
Midlands
Functionals
North
West
Habituals
East
0%
0%
5%
•
Bexhill on Sea attracts a higher % of local
visitors than other parts of the region
This includes visitors from West Sussex
20%
30%
40%
National Profile
All respondents
Visitors to region
Visitors to Bexhill on Sea
10% 15% 20% 25% 30% 35%
All respondents
Visitors to region
Visitors to Bexhill on Sea
•
10%
•
© 2007 Arkenford Ltd
Bexhill attracts a higher proportion of
Traditionals than the region as a whole
Trip Profile
Main Mode of transport
Length of trip
Car
Day trip
Motorbike
Taxi
1 night
Bus/ Coach
2 nights
Train
Bicycle
3 nights
Aircraft
4 nights
Ferry
0%
20%
40%
60%
80%
0%
100%
40%
60%
80% 100%
Visitors to region
Visitors to Bexhill on Sea
Visitors to region
Visitors to Bexhill on Sea
•
20%
Most likely to visit Bexhill on a day trip or for a
single night stay
•
© 2007 Arkenford Ltd
Similar profile of visitors visiting by car and
train as is recorded for the region as a whole
Trip Profile
Top 10 accommodation stayed in
Facto rs influencing destinatio n cho ice
Recommendation from friend/ family
Friends/ relatives
house
Previous experience
B&B/ Guest house
Brochure
1-3 Star
Independent Hotel
Article in a newspaper/ magazine
1-3 Star or Lodge
Hotel/Motel
Guidebook
Camping/ touring
caravan
Tourist Information Centre
Other
Advertisement
2nd Home
Tourist Board Website
Direct mail
Green accredited
accommodation
Tourist Board Visitor Guide
University/ Group
accommodation
Own static caravan
Other Website (specify)
Holiday Centre/
static caravan
E-newsletter
0%
V i s i t or s t o r egi on
•
•
20%
40%
60%
80%
0%
100%
All Visitors to region
V i s i t or s t o B ex hi l l on Sea
Recommendations are key factors in
influencing choice to visit … as is previous
experience
TICs, guidebooks and brochures are more
effective than any online marketing
•
•
© 2007 Arkenford Ltd
20%
40%
60%
80%
100%
Visitors to Bexhill on Sea
Most likely to stay with friends / relatives
That said, higher % than for the region stay in
serviced accommodation
Activities Undertaken
Top 10 Activities done at destination
•
Spending time on a beach/ in a
park
•
Walking
•
Spending time at friends'/
family house
Visiting cultural/ heritage
attractions
•
Shopping
General exploration/ touring/
soaking up atmosphere
Eating out at restaurants
Use of the beach / parks is a
main activity
Walking is also a key activity
of visitors
Visitors are likely to be
spending time with friends or
family
Visiting cultural/heritage
attractions and general
exploration are less popular
activities than for the region as
a whole
Visiting other attractions
Photography
Visiting artistic/ cultural
attractions
Visitors to region
0% 20% 40% 60% 80% 100
%
Visitors to Bexhill on Sea
© 2007 Arkenford Ltd
Destination Drivers
Reasons for choosing the destination
It is a familiar location to me
40%
To see friends/ relatives
54%
It was easy to get to from home
36%
10%
16%
34%
50%
It was a new location I hadn't been to before
54%
Because the event/ occasion was there
18%
28%
62%
For the scenery
18%
34%
66%
Because of the specific sights I wanted to see
18%
20%
48%
It is a good place for a specific activity I wanted to do
14%
20%
56%
Someone else chose the location
12%
32%
76%
For the shopping
88%
Because it had a specific hotel/ accommodation I wanted to stay in
88%
10%
20%
30%
No Impact
40%
Some Impact
6%
6%
90%
I was attracted by a promotional offer
0%
6%
20%
88%
For the evening entertainment like shows and cinema
6%
16%
74%
For the nightlife (clubbing & social drinking)
8%
16%
78%
For the food
•
36%
24%
4%
8%
10%
50%
60%
70%
80%
90%
Major Influence
The chart above indicates the reasons that are most likely to drive choice of
destination
– Familiarity and having friends or relatives in the area are key drivers
– The ease of travelling to Bexhill on sea is also a major influence
•
•
Events are also effective at attracting visitors
The accommodation available and promotional offers are less likely to have an
impact on choice to visit
© 2007 Arkenford Ltd
6%
4%
2%
100%
Destination offers …
Destination offers...
Walking/ cycling opportunities
12%
Historical/ heritage attractions
13%
16%
Interesting architecture
17%
A range of quality accommodation
Cultural/ artistic attractions
16%
Gourmet pubs/ restaurants
16%
Exciting nightlife
19%
64%
19%
61%
17%
68%
24%
17%
59%
17%
67%
15%
69%
45%
15%
45%
9%
8%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
%
Disagree Strongly
Neutral
•
19%
65%
15%
Gardens to visit
19%
56%
20%
A range of quality shopping options
Opportunities to watch wildlife in natural surroundings
23%
63%
25%
Traditional amusement arcades
•
25%
68%
15%
Watersport opportunities
25%
67%
Traditional fish 'n' chip shops 7%
Eateries selling local produce
27%
60%
Stunning scenery 8%
•
29%
59%
Strongly agree
© 2007 Arkenford Ltd
•
Walking or cycling
opportunities are seen as a
key strength of Bexhill on sea
Historical attractions and
stunning scenery are also seen
as positive strong points
Tradition fish ‘n’ chips and
local produce also feature
highly
There is a strong dissociation
between the destination and
exciting nightlife
Destination is …
Destination is...
Is easy to get to
Is somewhere old
people go
9%
7%
Is somewhere I know
and am happy with
28%
68%
11%
21%
73%
Is aimed at tourists
9%
71%
20%
Has a quality feel
9%
71%
20%
Is a place to go to
rejuvenate
11%
12%
Is a place for couples
13%
0%
17%
71%
17%
69%
7%
12%
81%
10%
20%
30%
40%
Disagree Strongly
•
19%
76%
Is a year round
destination
Offers good value for
money
20%
69%
Is expensive 5%
•
23%
67%
Is a place to explore
5%
the surrounding area
•
32%
57%
Is safe 4%
Offers something for
the whole family
37%
56%
11%
•
45%
45%
50%
60%
Neutral
70%
80%
90%
100%
Strongly agree
© 2007 Arkenford Ltd
The majority of respondents
perceive Bexhill on Sea as
easy to get to
People like the familiarity they
have with the area, and see it
as a safe place
It is mainly perceived as
somewhere old people go,
although a quarter of
respondents see the
destination as offering
something for the whole family
Bexhill on Sea is not seen as
offering good value for money
Bexhill on Sea versus Region
Destination is...
Destination offers...
Is easy to get to
Walking/ cycling opportunities
Is somewhere old people go
Historical/ heritage attractions
Stunning scenery
Is somewhere I know and am happy with
Traditional fish 'n' chip shops
Is safe
Eateries selling local produce
Offers something for the whole family
Watersport opportunities
Is a place to explore the surrounding area
Traditional amusement arcades
Is aimed at tourists
Interesting architecture
Has a quality feel
A range of quality accommodation
Is a place to go to rejuvenate
Cultural/ artistic attractions
Is expensive
A range of quality shopping options
Gardens to visit
Is a year round destination
Gourmet pubs/ restaurants
Is a place for couples
Exciting nightlife
Offers good value for money
-0.2
Destination as a whole
•
•
•
Opportunities to watch wildlife in natural surroundings
-0.1
-0.1
0.0
0.1
0.1
0.2
0.2
-0.6
Visitors/consider to visit Bexhill on Sea
Although seen as accessible, it is currently not
used as a base to explore surrounding areas
Currently seen as attracting mainly old people
Compared to the region, it is not perceived as
appealing to tourists or having a quality feel
Destination as a whole
•
-0.4
-0.2
0.0
0.2
0.4
0.6
Visitors/consider to visit Bexhill on Sea
Traditional fish ‘n’ chips and the availability of local
produce is more strongly associated with Bexhill on Sea
than the rest of the region
© 2007 Arkenford Ltd