Tourism Business Monitor 2015 Accommodation ReportTourism Business Monitor 2015 Accommodation Report...
Transcript of Tourism Business Monitor 2015 Accommodation ReportTourism Business Monitor 2015 Accommodation Report...
Wave 1 – Christmas and New Year period
Tourism Business Monitor 2015 Accommodation Report
Tourism Business Monitor designed to measure, monitor and understand tourism business performance and
confidence and the factors which influence them.
Telephone survey conducted five times per year immediately following key tourism periods among:
• c. 500 accommodation establishments (c. 250 serviced / c. 250 non-serviced), including mix by region,
establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites.
• c. 300 visitor attractions including mix by region, attraction type, size (measured by annual visitor admissions)
and free / paid admission.
Questions on ‘hot topics’ included on a periodic basis.
Fieldwork dates:
Jan 2015: 5-9 Jan 2015, reviewing the Christmas and New Year period 2014
Nov 2014: 3-9 Nov 2014, reviewing mid-September until the end of October
Sept 2014: 8-14 Sept 2014, reviewing the period from mid-July up until the end of the summer holidays
July 2014: 14-20 July 2014, reviewing the period after the Easter holidays up until mid-July
Apr 2014: 24 Apr-1 May 2014, reviewing the Easter period 2014
Jan 2014: 6-12 January 2014, reviewing the Christmas and New Year period 2013
Nov 2013: 4-10 Nov 2013, reviewing mid-September until the end of October
Sept 2013: 9-14 Sept 2013, reviewing the period from mid-July up until the end of the summer holidays
Jul 2013: 11-19 July 2013, reviewing the period after the Easter holidays up until mid-July
Apr 2013: 15-21 April 2013, reviewing the period from January until the end of the Easter holidays
Jan 2013: 7-13 January 2013, reviewing the Christmas and New Year period 2012
2
Background, objectives and research method
Accommodation sample targets (total 500)
3
Serviced Accommodation Non-serviced Accommodation
% 100 Hotels 150 Guest
Houses / B&Bs 150 Self-catering
100 Caravan / Campsites
North (North East, North West, Yorkshire)
32 42 40 26
Midlands (East Midlands, East, Heart of England)
22 29 29 29
South (South East, South West)
36 70 79 45
London 10 9 2 0
25 hotels with over 100 bed spaces
60 guest houses / B&Bs with over 10 bed spaces
35 self-catering with over 10 bed spaces
40 caravan / campsites with over 100 bed spaces
This is the target sample for each wave, reflecting the profile of accommodation in England. There are minor
variations wave on wave, which are corrected by weighting the profile if needed.
Please note: Self-catering sample for Wave 1 2015 was reduced to 100 businesses.
Key Findings
4
Overall, 2014 has been a good year for accommodation businesses, with growth in domestic, overseas and repeat visitors.
Camp/caravan sites in particular report growth from domestic visitors, although this may be associated with a difficult year in
2013.
Year on year increases in visitor numbers slowed slightly over the Christmas period (down from 5% to 4%), but still contributed
to an overall annual increase in guests of 6%.
The hotel sector continues to fare the best, with an uplift in visitor numbers of 9% in 2014. B&Bs sales improved to 7% across
the whole year, although growth slowed over Christmas. Non-serviced accommodation reported more modest annual increases
in guests.
Over a third (34%) of accommodation businesses closed over the Christmas and New Year period in 2014. Amongst those who
stayed open, the Christmas and New Year period was less buoyant than the rest of the year, but there was an improvement in
visitor numbers compared with 2013.
Advance booking levels have dipped since the summer, which is to be expected, but are slightly higher than at this same time
last year.
Business confidence tends to be lower for all accommodation types at this time of the year, but most sectors (self-catering
aside) remain relatively optimistic for the period up to Easter 2015, bolstered by healthy advance bookings.
Optimism continues into the rest of 2015 and businesses are planning increases in investment. The principal investment of
accommodation businesses in 2015 will again be in facilities and fittings, with around half planning on investing more in this
area. There is a trend emerging for more investment in staff, with 21% intending to increase spend on training vs. only 9% in
2013. Deals and discounts appear to be less of a focus this year.
Business Dashboard
5
46 47
42 45
11 5 2 2
Jan-15 2014
Visitor numbers (%)
55
50
39
68
30
31
32
13
15
19
29
19
50 64
29 16
22 20
Jan-15 2014
Visitor numbers (%)
Business Performance Dashboard: Accommodation
6
Q3/4, Q6, 7/8, 10. Asked of those who were open during the period
Down
Same
Up
Versus same period
previous year…
Satisfied with business
performance…
Not at all
Not very
Quite
Very
Satisfaction with Performance during period (%)
Visitor numbers for Christmas and New Year 2014 period compared with same period 2013 (%)
VISITOR NUMBERS
SATISFACTION
Hotels
Guest house /
B&B
Self catering
Caravan /
camping
55
47
38
48
43
41
39
46
98
88
78
93
Hotels
Guest house /
B&B
Self catering
Caravan /
camping
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period 2014
18
41 32 28 32 25 26 23
46 38 29 29
38 48 49 42
32
63
42 47
46 50
48 44 55
43 48
52 54 52
43 42 45
54
81 83 79 74
82 73 70
78
89 86 81 83
90 91 92 87 86
Jan2012
Easter2012
June2012
July2012
Sept2012
Nov2012
Jan2013
Apr2013
July2013
Sept2013
Nov2013
Jan2014
Apr2014
Jul2014
Sept2014
Nov2014
Jan2015
Business Confidence Dashboard: Accommodation
46 35
17 35
48 52
61
53
95 87
78 87
7 Q13
PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE
Jan 2015: Up until end of Easter
Very confident Fairly confident
Hotels Guest house / B&B Self catering Caravan / camping
Jan 2015
Visitor Profile
8
Changing Visitor Profile (year-to-date vs. previous year): Accommodation
9
NET: Up - Down
Q12
Domestic visitors
Overseas visitors
Repeat visitors
+37
+31
+43
Up Down
22 15
26
38 34
29
20
31 38
30 39
30 35
22 16
24 23
25
19 14
18 8
Jan 13 Apr 13 Jul 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
27
15
27
39 43
36 34 30
36 38 46
29
44
23 18 17
13 19 19
12 11 9
Jan 13 Apr 13 Jul 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
37
23
39 38 39 46
34 33 38
45 51
10
24
10 9 7 8 9 9 4 3
8
Jan 13 Apr 13 Jul 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: The whole of 2014
Up Same Down
Changing Visitor Profile (vs. previous year): Accommodation type
10
Overall, 2014 has been a good year for accommodation businesses, with growth in domestic, overseas and repeat
visitors. Camp/caravan sites in particular report year on year growth from domestic visitors, although this may be
associated with a difficult year in 2013.
52
41
33
26
43
47
62
61
5
11
5
13
Hotels
Guest Houses / B&Bs
Self-Catering
Caravan / Camping
Overseas visitors (2014)
52
30
29
47
47
30
28
13
55
38
31
61
Q12
56
38
41
55
40
53
47
37
4
8
12
8
Hotels
Guest Houses / B&Bs
Self-Catering
Caravan / Camping
Domestic visitors (2014)
Domestic visitors
Overseas visitors
Repeat visitors
58
44
45
64
39
50
41
33
3
6
14
3
Hotels
Guest Houses / B&Bs
Self-Catering
Caravan / Camping
Repeat visitors (2014)
NET: Up - Down
Past Performance
11
Visitor numbers: Year-on-year changes
12
35
59
15
4
29
16
5
4
17
16
Jan 2015
2014 as a
whole
32 28
44 55 52
38 43 44 55
61 50
-34
-53
-33 -22
-28 -36
-22 -35
-16 -17 -22
Up
Slightly up
Exactly same
Slightly down
Down
%
The Christmas and New Year period was less buoyant than the rest of the year, but overall businesses still reported an
improvement in visitor numbers compared with 2013.
Q3/4, Q7/8
PERIODS ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan: Christmas and New Year period / Apr: Easter period / Jul: After Easter holidays up until mid-July /Sept: Mid-July up until the end of the
summer holidays / Nov: Mid-September until the end of October
Jan 2013
Apr 2013
July 2013
Sept 2013
Nov 2013
Jan 2014
Apr 2014
Jul 2014
Sept 2014
Nov 2014
Up
Down
Jan 2015
Visitor numbers: Year-on-year changes by accommodation type
Hotels have had the most successful year in 2014, with only 7% of hotels reporting a decline in visitor
numbers.
13 Q3/4, Q7/8
%
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
Down
Slightly down
Exactly same
Slightly up
Up
Hotels Guest house / B&B Self catering Caravan / camping
49
75
34
61
22
45 42
66
6
7
16
6
17
2
26
3 30
11
31
22
32 20
13 8
1
4
3
9 6
3 5
14 3
16 11
20 27
16 19
Jan 2015 2014 Jan-15 2014 Jan-15 2014 Jan-15 2014
27 36
46 40
30 29 39 47 45 39
31
45 56 58 43
48 44
61 70
55
25
60 71
61 46
57 58
53
82
65
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
39
19
34
49
34 37
49
33
59
45
49
23
58 63
41 39
52
43
66
55 56
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
42
53
73 77
50 59
66 78 83
55 50
32
26
39 29 33
25
37
41
52 39
15
44 56 50
36 51
28
50 58 68
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
Changing business performance: By accommodation type & bed spaces
14 Q3/4, Q6
The campsite sector continues to strengthen, with two thirds reporting an improvement in visitor numbers for the Christmas and
New Year period. Hotels remain satisfied with their performance, although fewer exceeded the previous year’s visitor numbers
than in recent periods.
46 55
56
39
27
47
65
38
16
39
50
32
38
57
25
59
41
48
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
% Visitors up on last year
ACCOMMODATION TYPE
BED SPACES
% Very Satisfied
% Visitors up on last year % Very Satisfied
Hotels
Guest house /
B&B
Self catering
Caravan /
camping
Up to 10
bed spaces
11 – 100
Bed spaces
Over 100
bed spaces
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
9 10
19
30
9
12
4
5
2
2
3
-9 -8
-6 -8 -1 -1 -2 -2
Visitor Numbers: Year-on-year changes (%)
16
Year on year increases in visitor numbers slowed slightly over the Christmas period (down from 5% to 4%), but still contributed
to an overall annual increase in guests of 6%.
4%
Q5, 9
Average % change
In visitor numbers
Jan 2015
%
6%
2014 Increase …
Over 50%
31-50%
21-30%
11-20%
5-10%
Less than 5%
Decrease …
Less than 5%
5-10%
11-20%
21-30%
31-50%
Over 50%
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
Jan
2015 Jan
2015
Jan
2015 Jan
2015
Visitor numbers: Degree of year-on-year changes by accommodation type
17
The hotel sector continues to fare the best, with an uplift in visitor numbers of 9% in 2014. B&Bs sales improved to 7%
across the whole year, although growth slowed during the Christmas period. Non-serviced accommodation reported more
modest annual increases in guests.
Q5, 9
6 12
28
40 8
15
5
5
1
-9 -4 -3
-3
8 10 17
31 13 4
4 4
3
-5 -1 -3 -8 -1 -1 -1 -2 -5
2014
2014
2014
2014
3% 7% 5% 9%
Average %
change
Increase …
Over 50%
31-50%
21-30%
11-20%
5-10%
Less than 5%
Decrease …
Less than 5%
5-10%
11-20%
21-30%
31-50%
Over 50%
Hotels Guest house / B&B
Self catering Caravan / camping 11 13 10
17 8 7 3 5 3 1
-13 -17 -10 -11 -1
-2 -4
15 2
31 44
8 15 8 5 5
-5 -5 -8 -10
-5 -2 -3
-3
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
6% 4% 3% 3%
Positive verbatim comments on business performance: Accommodation
18
“ “
Q11
We are being more flexible in taking short bookings. Because we live on
site we’re able to clean and prepare the holiday cottages quickly.
I think the reason we had a strong Christmas was due to better
marketing, starting earlier.
People have confidence in their situation with more money in their
pockets and more confidence to spend that money.
We have had lots of Christmas parties.
Probably Christmas shopping – we have more leisure visitors around this
time.
It’s our great customer service. We try to make sure everything is as our
guests need it.
People are being careful with their money – you can see they aren’t
spending as much as they used to.
People don’t want to spend as much money around Christmas; The Euro
against the pound is a bad exchange rate.
We never work over the Christmas period as it’s family time.
We shut for maintenance over Christmas, and our planning regulations
say we have to shut.
We just felt that all the staff deserved the time off. We only opened on
New Year’s Eve as that the day we make the most money.
Negative verbatim comments on business performance: Accommodation
19
“ “
Q11
Case Studies
20
• 4 star self catering accommodation
• 5 properties (21 bed spaces)
Guest numbers increased by 31-50% in 2014
compared with the previous year, with a
particularly strong Christmas and New Year
period.
Carole Quanbrough, manager of Carrmount Estate
accommodation told us “even in this age of
technology people still prefer a personal touch, so I
always try to put myself in the guests’ shoes. We aim
to give a home from home experience, and I think
that’s why we get so many repeat visitors”.
Carole achieves this personal touch by paying
attention to the little things that can have a big
impact. For example, personally meeting all guests
with homemade cakes and a pre-boiled kettle, and
calling guests a few days before their arrival to
see if there’s anything they need – whether it be a cot
or a Christmas tree!
Investment in marketing (for inclusion on Yorkshire
Holiday Cottages website) has helped to boost the
number of new guests in 2014, and has proved to be
a good investment even once the site fees have been
accounted for.
CARRMOUNT ESTATE (North Yorkshire)
Future Performance
21
Advance booking levels: Accommodation
%
9 13
37
21 14 12
24
39
28 21
16
24
37
36
38
33 34
45
35
39
32 37
35
30
18
27
32 35
22 20
24
27 33
21
14
6 9
15 13
6 5
6
13 10
10 6 2 5 6 6 3 1 3 6 4
Jan2013
Apr2013
Jul-13 Sept2013
Nov2013
Jan-14 Apr-14 Jul-14 Sep-14 Nov-14 Jan-15
Very poor
Poor
Just OK
Good
Very good
Advance booking levels have dipped since the summer, which is expected, but are slightly higher than at this same time last
year.
22 Q14
Survey conducted:
Jan 2013
Apr 2013
July 2013
Sept 2013
Nov 2013
Jan 2014
Apr 2014
Jul 2014
Sept 2014
Nov 2014
Jan 2015
Period asked about:
Until the end of Easter
Until late Spring/ early
Summer
Until end of
summer hols
Until end of
October
Until end of
the year
Until the end of Easter
Until late Spring/ early
Summer
Until end of
summer hols
Until end of
October
Until end of the year
Until the end of Easter
44
60
73 78
66 59
77 84 85
75 78
27
47 50
38 35
63
74
62
50
40
27
49
70 60
33 33
60
77 66
50
39 31 35
72
43 35 38
66
60
52
25
64
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
30
31 36
57
36
44
55 58 60
46
27
35
52
42
35
25
26
36
21 20
32
17
27
12
47
26
35
36 39
41 36 35
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
Confidence for forthcoming period: By accommodation type
23
Confidence levels tend to be lower for all business types at this time of the year, but most sectors (self-catering aside) remain
relatively optimistic. Advance bookings fairly healthy, with camp/caravan sites doing particularly well compared with the previous
year.
Q14, 13
CONFIDENCE: For period up until the end of Easter
ADVANCED BOOKINGS: From now until the end of Easter
% Very confident
% Very good / good
Hotels
Guest house / B&B
Self catering
Caravan / camping
Hotels
Guest house / B&B
Self catering
Caravan / camping
23
26
51
41
23 20
38
46
37
19
29
24
42 35
29 28
33
45 46
40
40 26
10
46
44 47
37
49
62
52 61
46
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
25
47
73
54
32 34
59 70 64
43
30
36
51 66
55
46
40
68 71
63
47
66
39
45
77
62 56
78 83
71 62
77
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
ADVANCED BOOKINGS: From now until the end of Easter
Confidence & bookings for forthcoming period: By accommodation size
24
Smaller businesses (with up to 10 bed spaces) have seen a drop in confidence from last period, associated with lower
levels of advance bookings.
Up to 10
bed spaces
11 – 100
Bed spaces
Over 100
bed spaces
CONFIDENCE: For period up until the end of Easter
% Very confident
% Very good/ good
Up to 10
bed spaces
11 – 100
Bed spaces
Over 100
bed spaces
Q14, 13
33
61
56 43 38
80
48 51
49
67 74
63 62
79 82 69
67
35 53
78 67
45 46
70
72
83
54 52
42
72 52
36 34
64 57
49
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
ADVANCED BOOKINGS: From now until the end of Easter
Confidence for forthcoming period: By location
25
Businesses tend to report fewer advanced bookings at this time of year, but report fairly healthy books moving into the new
year. However, the confidence of small town accommodation businesses has declined.
CONFIDENCE: For period up until the end of Easter
% Very confident
% Very good / good
30
45
31
32
53
49 43
32 35
31
44 39 51
61 64
49
43
22
24
57
38
27
30 47 50
51
23
23
20
36 27
20
33
43 46 38 31
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
Seaside
Large town
or city
Small town
Countryside /
village
Seaside
Large town
or city
Small town
Countryside /
village
Q14, 13
Positive verbatim comments on business confidence: Accommodation
26
Reasonable because we have already got booking in hand - we usually have
bookings for between January and February but we already some for Easter.
Quite positive for the next two to three months as bookings look strong and
we've had good feedback from a recent advertising campaign.
Good because our business runs off repeat custom. We are number one on trip
advisor for our area and we have a very good website. The repeat customers
support recruitment of new customers because they leave Trip Advisor
comments.
The fact that it has been a mild winter gives us better prospects and there are
some local factors such as us being in Wembley - so we do well when Wembley
has an event.
“ “
Q18
Not very good. Business has just dropped and dropped as we cater for the
lower end of the market. Before we used to cater for people who wanted to
spend one to two weeks, but I think people want shorter breaks now.
The business prospect for country properties is poor during winter months
because of the weather and that will influence my bookings over the next
coming months until Easter.
There aren't many bookings in there at the moment and we're going through
quite a quiet period - December to January is always quiet.
Negative verbatim comments on business confidence: Accommodation
27
“ “
Q18
Business optimism for 2015: Accommodation
28
11 17
21 19 18 16 17 20 22 16
26
33
36 36 40 40 36
41 38 44
42
31 25 28
36 34
30
26 31 35
14 15 15 14
4 7
14 9 7
3 7 5 4 2 1 3 2 3 2 1
Apr
2013
July
2013
Sept
2013
Nov
2013
Jan
2014
Apr
2014
Jul
2014
Sept
2014
Nov
2014
Jan
2015
Business optimism has remained relatively unchanged from Sept ’14, although fewer businesses expect a decline in
visitor numbers.
%
Much worse
Slightly worse
The same
Slightly better
Much better
Q15
Comparison with previous year
Positive verbatim comments on business optimism for 2015: Accommodation
29
We’ve started using a new online booking system.
I think people are a little more relaxed about the state of the economy.
If the economy continues to improve as they say, more and more people will
come out. With the General Election the government might spend a little more
to increase the feel good factor.
We’re expecting more weddings this year than last.
We are a very well established business, so are always busy, so our numbers
will stay the same, but we expect to be able to charge more this year.
We’ve had a lot of bookings come in already.
“ “
Q15b
Planned business changes
30
Planned business changes in the coming year: Accommodation
31 Q18a
9 17 21
86 79 74
1 1 1 4 3 4
2013 2014 2015
The principal investment of accommodation businesses in 2015 will again be in facilities and fittings, with around half
planning on investing more in this area. There is a trend emerging for more investment in staff, with 21% intending to
increase spend on training vs. only 9% in 2013.
40 52 48
55 42 47
5 2 2
0 4 3
2013 2014 2015
22 31 27
70 61
64
6 3 4 2 5 5
2013 2014 2015
17 18 14
79 71 78
1 4 2
3 7 6
2013 2014 2015
Don't know
Decrease
No Change
Increase
Staff
training
Investment in
facilities/fittings
Marketing
investment
Deals and
discounts
Planned business changes in the coming year: Staff training
32 Q18a
51
14 9 22
-2 -1 -1
Hotel B&B Self-
catering
Caravan/
camping
21
46
20 16
-2 -2
Seaside Large
town/
city
Small
town
Countryside
/village
8
30 35
-1 -1
Large, city based hotels are the most likely to increase investment in staff training. 1 in 5 caravan/camping sites are
planning on increasing investment in staff training also.
Up to 10
bed
spaces
11-100
bed
spaces
Over 100
bed
spaces
Increase
Decrease
Planned business changes in the coming year: Investment in facilities/fittings
33 Q18a
56 43 45 50
-3 -2 -1 -1
Hotel B&B Self-
catering
Caravan/
camping
51 52 60
42
-1 -5 -2 -1
Seaside Large
town/
city
Small
town
Countryside
/village
38
56 54
-2 -2
Up to 10
bed
spaces
11-100
bed
spaces
Over 100
bed
spaces
Intention to increase investment in infrastructure across the board.
Increase
Decrease
Planned business changes in the coming year: Marketing investment
34 Q18a
39
22 27 23
-1 -3 -7 -1
Hotel B&B Self-
catering
Caravan/
camping
34 34 26 22
-4 -2 -8 -3
Seaside Large
town/
city
Small
town
Countryside
/village
20 31
37
-6 -3
Plans to invest in marketing in 2014 are apparent across the board, particularly amongst larger businesses and hotels.
Up to 10
bed
spaces
11-100
bed
spaces
Over 100
bed
spaces
Increase
Decrease
Planned business changes in the coming year: Discounts and deals for your business
35 Q18a
30
11 8 11
-5 -3 -1 -2
Hotel B&B Self-
catering
Caravan/
camping
11 21 16 13
-2 -5 -3
Seaside Large
town/
city
Small
town
Countryside
/village
8 19 18
-1 -4 -4
Almost a third of hotels are planning increases in deals/ discounts in 2015, but this is less of a focus for the other
accommodation sectors.
Up to 10
bed
spaces
11-100
bed
spaces
Over 100
bed
spaces
Increase
Decrease
Performance and confidence snapshot: January 2015
37
Visitor Numbers
(Christmas & New Year
period 2014) Confidence
(End of Easter 2015)
Up Same Down Very Very / fairly
TOTAL (%) 50 29 22 32 86
Type (%)
Hotel 55 30 15 46 95
Guest / B&B 50 31 19 35 87
Self catering 39 32 29 17 78
Caravan / camping 68 13 19 35 87
Bed-spaces (%)
Up to 10 39 35 26 19 76
11-100 55 25 20 40 94
Over 100 65 21 14 46 92
Grading (%)
5 star 73 23 4 55 89
4 star 47 37 16 27 86
1-3 star 46 23 30 32 87
Budget / other 48 26 26 29 85
Location (%)
Seaside 42 24 34 32 87
Large town / city 59 26 15 43 90
Small town 46 35 19 23 79
Rural 51 30 19 31 86