Jenny McGee March 2014 Trends in English Tourism.
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Transcript of Jenny McGee March 2014 Trends in English Tourism.
Jenny McGeeMarch 2014
Trends in English Tourism
The role of VisitEngland
• Advocate for the sector and drives forward the industry’s shared Strategic Framework for Tourism
• Advise Government on English Tourism issues
• Provide official intelligence on tourism and visitor economy in England
• Promote England's tourism offer
• Support areas grow their local economies through tourism
Apr-06 Nov-06 Jun-07 Jan-08 Aug-08 Mar-09 Oct-09 May-10 Dec-10 Jul-11 Feb-12 Sep-12 Apr-13 Nov-13 Jun-14 201520
25
30
35
40
45
50
55Domestic Holidays in England – Rolling 12 Month TrendTrips
(m)
The recession has led to a massive change in holiday-taking behaviour...but what happens next?
Source: GBTS
Consumer confidence is improving – but there’s still a long way to go...
Source: VisitEngland Staycation Research
Recession impacts seen in travel patterns - more trips taken by the most affluent while the least well-off take fewer trips than before...
Trips (m)
+30%
+16%
+8%
-20%
2006 vs 2013 (est)
Source: GB Tourism Survey
...and “discretionary thrift” is a habit that’s likely to stay with us
“This is habit forming, rather than just a blip. For younger
people, a significant proportion of their life has been spent in
this climate - it’s seen as weird to pay over the odds”
Gavin Flynn, Senior VP, IHG
Source: Office for National Statistics
UK residents have spent more on leisure in the last few years despite making cutbacks elsewhere – the “play society”
Increased volumes have been driven most by older age groups...
Trips (m)
+33%
+9%
-5%
2006 vs 2013(Est)
Source: GB Tourism Survey
Source: ONS Population prospects
65-79s +11.2%
80+ +19.2%
Under 18s +10%
18-34s +1.2%
35-49s -3.4%
50-64s +10.5%
More younger people
More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!)
Fewer ‘squeezed middle’
UK population change 2013-2020
...a trend that is likely to continue into the future as the population structure changes
Source: ONS Population prospects
65-79s +11.2%
80+ +19.2%
Under 18s +10%
18-34s +1.2%
35-49s -3.4%
50-64s +10.5%
More younger people
More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!)
Fewer ‘squeezed middle’
UK population change 2013-2020
...though the current baby boom will also have an impact
Source: ONS Population prospects
65-79s +11.2%
80+ +19.2%
Under 18s +10%
18-34s +1.2%
35-49s -3.4%
50-64s +10.5%
More younger people
More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!)
Fewer ‘squeezed middle’
UK population change 2013-2020
...piling pressure on the squeezed middle
At the same time, families aren’t what they were
Holiday trips are getting shorter and shorter
Source: GB Tourism Survey
3.65
3.32“It doesn’t feel right spending too much on holiday just now”
“I am self-employed… I can’t be away for more than 5 days in case a job comes in.. If you’re not here to do it you wont be asked again”
It means we can make most of a long weekend …and means we can have more short holidays rather than longer ones
Last minute is now the norm
Source: Booking Patterns Research
...online booking has grown by over 100% in recent years...
Source: GB Tourism Survey
Source: GB Tourism Survey
..and we’re seeing a massive change in how people access the internet...
According to Mediacom, around one in five of the
UK population ONLY access the internet using
a mobile device
Source: Trajectory
...and in how they tell others about their holiday
Social media activity after last domestic holiday Age Groups
Source: VE Brand & Communications Tracker
18-34 35-54 55+0%
10%
20%
30%
40%
50%
60%
70%61%
58%
27%
‘I often feel under time pressure’
“FOMO” is on the rise and can work in our favour
...but it can make life overwhelming - how can we make things easier for people?
Source: Trajectory
www.visitenglandtrends.com
www.visitengland.org/insight-statistics
Crisis communication in action
• Avian Influenza
• Human/Swine Influenza
• Extreme weather events
• Terrorism
• Volcanic ash
• Civil unrest
The impact of a crisis
• The cost of FMD and September 11 to UK tourism industry in 2001 alone was in excess of £3billion
• It took the industry four years to recover to pre-2001 levels
• 2005 - The London bombings on 7 July cost the industry £750 million.
Crisis assessment
WITHIN BRITAIN
OUTSIDE BRITAIN
9/11SARS
7 July
FMD
ANTHRAXSCARE (NY)
ANTI-GAY
VISITOR BEHAVIOUR
IMP
AC
T
THE GREATER THE
CHALLENGE
Avian fluAirport security
Industry Preparedness
UK tourismbusinessese.g. AccommodationAttractionsTransportTour operatorsEvents organisersetc
TIER (TourismIndustryEmergencyResponse) Groupe.g. ALVA, BHA,UKinboundPSA,DCMS VB,L&P, VS, VW,Regional bodies,etc
CivilContingenciesSecretariat(via DCMS)
International & domestic markets
Cabinet OfficeBriefing Room (COBR)
TIER membership
• Association of British Travel Agents• Association of Leading Visitor Attractions• British Airways• British Hospitality Association• Department for Culture, Media & Sport• English UK• London & Partners• Tourism Alliance• UKinbound• VisitBritain (chair & facilitator)• VisitEngland• VisitScotland• Visit Wales• Regional Tourism Delivery Partners
TIER objectives
• Generate authoritative impact assessment
• Provide accurate, consistent information to reassure and inform visitors
• Ensure media worldwide and UK government are given consistent messages from Britain’s tourism industry
• Leverage opportunities to demonstrate consumer confidence and kick-start recovery
• Promote a clear ‘business as usual’ message in UK and international media
Lessons Learned
• The UK tourism industry cannot control the country’s health or environment, even when they may impact on its performance.
• The actual event is usually less harmful than the fear it creates.
• The UK tourism industry can lessen the impact by providing information and reassurance to its stakeholders, particularly visitors.
• Don’t ‘worship the threat’ by fuelling speculation and misinformation
• Timing of event/ international news coverage
• Cultures respond differently
• Agreed clear lines of communication essential.
Flood response• 18 English counties affected• 62% of tourism businesses impacted• 10% of consumers interviewed offput• VE responded with online guidance in February• 1st March, DCMS funded £2m flood recovery campaign Business support Business continuity and resilience seminars (49 confirmed)
Marketing Book England (38 destinations)
2014 Flooding
Specific ads for:CornwallSomersetWiltshireDevonDorset
Combined ads:Surrey, Kent, OxfordshireEast & West Sussex, Isle of Wight, Hampshire
37 destinations160 price points across the country
Press 50% reach Digital 101m ImpressionsRadio 37.5% reachOutdoor 806 screens+ Social+ CRM
Book England - Domestic
BelgiumHollandGermany
Press 3.7m circulation across 9 titles
Digital 9m impressions
Book England - International