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NWDA Business Tourism Survey Results November 2008 Ben Moxon Incidence of business trips 26.6m people work 16+ hours per week in GB 13% of these individuals have made a business tourism trip to or within the Northwest in the past 6 months

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Nwda business tourism survey results l.jpg

NWDA Business TourismSurvey Results

November 2008

Ben Moxon


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Incidence of business trips

  • 26.6m people work 16+ hours per week in GB

  • 13% of these individuals have made a business tourism trip to or within the Northwest in the past 6 months

  • Incidence is naturally higher the closer the respondent lives to the Northwest

  • Gtr Manchester accounts for twice the incidence of all the other sub regions


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Volume of business tourism trips

  • 25.6m business tourism trips made to the Northwest annually

  • 7.6 million involve an overnight stay

  • WTO business tourism definition reduces the volume by approximately 50%


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Value of business tourism

  • Annual value of business tourism = £2.1bn

  • Accommodation accounts for half of all pre travel spend

  • On trip, travel, accommodation and food and drink account are main expenditures

    • Accommodation only relevant for 30% of business trips

    • Personal discretionary spend accounts for 15% of total


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Purpose of trips

  • Meetings account for a third of all business trips to the Northwest

  • Contract work includes skilled trades and construction work


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Occupation of business travellers

  • The three most skilled occupation classes account for majority of business trips

  • Skilled trades also account for significant volume


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Where these trips originate from

  • 9m trips from within the NW

  • London’s importance and transport links stimulate 3m trips annually

  • Neighbouring regions also account for c3m trips each


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NWDA Business TourismWorkshop

November 2008

Ben Moxon



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Duration of business trip by origin region

  • 70% of NW business trips involve no overnight stay

  • More local respondent is the more likely the trip will be a day trip

  • Cumbria has highest propensity of overnight business trips

    • 41% Cumbria c.f. 30% NW


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Trips extended for leisure

  • Cumbria is the sub region with the highest propensity of trips extended for leisure

    • Appeal of the Lake District?

  • Extensions for leisure more likely to occur if purpose of trip is a seminar, trade fair/ exhibition or a sabbatical


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Day of week for business trip

  • Earlier in the week is favoured for NW business trips

  • Wednesday is the preferred day

    • Splits the working week


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Discretionary destination choice

% of trips discretionary

  • Destination for majority of business trips not decided by person attending

    • Someone else decides

    • Where the work is

    • Visiting clients/ suppliers office

  • If destination is chosen then more likely to be Cumbria

15%

17%

15%

27%

22%

18%


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Discretionary destination choice

  • Sales calls would appear to be discretionary in terms of the destination choice

    • More likely respondent has chosen to target a company in that area so it is less likely to be the destination influencing the choice


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Group size and composition

  • 2.8 is average group size

  • 58% of trips conducted alone

  • 88% are conducted with business people only


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Modes of transport used for business trip to NW

  • Car is most popular from all regions except London

    • Train provides quickest access to NW

  • Train also features from Yorkshire and the more peripheral regions


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Non car users transport booking

  • Booking direct via internet as popular as going through company travel department

  • 1 in 5 did not book their transport personally

    • Tends to be lower occupation classes


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Accommodation

  • 30% of business trips to NW involve an overnight stay

  • Hotels are the accommodation of choice

  • Guest house/ B&B and VFR account for 11% each

  • Guest house/ B&B more popular in Cumbria and Lancashire

    • Factor of what is available rather than pure choice


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Accommodation users

  • More likely to book accommodation directly with the provider

    • Internet favoured over telephone

  • Almost a quarter did not book their accommodation personally


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Value of business tourism

  • Annual value of business tourism = £2.1bn

  • Some elements may not provide spend specifically to NW

    • E.g. transport to NW


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Incidence of spending

  • A third of all business trips to NW consisted of some form of pre book spend

  • Of course, a % won’t spend anything at all

  • On the trip, visitors more likely to spend on food & drink and transport

  • Higher % spend out of own pocket when compared to host company spend ...

  • ... But host companies in NW are more generous!


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Discussion points

  • How to get more people to stay / extend trip

    • How to work with local businesses

    • How to get in contact with business travellers directly

    • How do we entice them / incentivise longer stays?

  • How to get more people to return as a leisure visitor


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Definitions

  • Business trip is outside the respondents usual environment (i.e. where they live, usually work, eat out and shop for groceries)

  • The wage or salary of the respondent is not paid by the company of person they are visiting in the Northwest.

  • If the person has made more than 6 trips to that specific destination over the 6 month period and they are not part of one off jobs, projects or assignments then they will be excluded as this would be classed as a regular trip.

  • The frequency of trips to the Northwest for unusual business trips has to be less than 26 trips in the past 6 months. This would equate to 2 or fewer trips per week. Anything more than this would be classed as frequent.


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