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Trends in English Tourism . Jenny McGee March 2014. 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

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trends in english tourism
Trends in English Tourism

Jenny McGee

March 2014

the role of visitengland
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
the recession has led to a massive change in holiday taking behaviour but what happens next
The recession has led to a massive change in holiday-taking behaviour...but what happens next?

Trips

(m)

Source: GBTS

consumer confidence is improving but there s still a long way to go
Consumer confidence is improving – but there’s still a long way to go...

Source: VisitEngland Staycation Research

slide5
Recession impacts seen in travel patterns - more trips taken by the most affluent while the least well-off take fewer trips than before...

2006 vs 2013 (est)

Trips (m)

+30%

+16%

+8%

-20%

Source: GB Tourism Survey

slide6

...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

slide7
UK residents have spent more on leisure in the last few years despite making cutbacks elsewhere – the “play society”

Source: Office for National Statistics

increased volumes have been driven most by older age groups
Increased volumes have been driven most by older age groups...

2006 vs 2013(Est)

Trips (m)

+9%

+33%

-5%

Source: GB Tourism Survey

a trend that is likely to continue into the future as the population structure changes
...a trend that is likely to continue into the future as the population structure changes

More younger people

+11.2%

+19.2%

+10.5%

-3.4%

UK population change 2013-2020

+10%

65-79s

80+

Under 18s

50-64s

35-49s

18-34s

+1.2%

Fewer ‘squeezed middle’

More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!)

though the current baby boom will also have an impact
...though the current baby boom will also have an impact

More younger people

+11.2%

+19.2%

+10.5%

-3.4%

UK population change 2013-2020

+10%

65-79s

80+

Under 18s

50-64s

35-49s

18-34s

+1.2%

Fewer ‘squeezed middle’

More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!)

piling pressure on the squeezed middle
...piling pressure on the squeezed middle

More younger people

+11.2%

+19.2%

+10.5%

-3.4%

UK population change 2013-2020

+10%

65-79s

80+

Under 18s

50-64s

35-49s

18-34s

+1.2%

Fewer ‘squeezed middle’

More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!)

holiday trips are getting shorter and shorter
Holiday trips are getting shorter and shorter

It means we can make most of a long weekend …and means we can have more short holidays rather than longer ones

3.65

“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 doesn’t feel right spending too much on holiday just now”

3.32

Source: GB Tourism Survey

last minute is now the norm
Last minute is now the norm

Source: Booking Patterns Research

online booking has grown by over 100 in recent years
...online booking has grown by over 100% in recent years...

Source: GB Tourism Survey

Source: GB Tourism Survey

slide16

..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

slide17

...and in how they tell others about their holiday

Social media activity after last domestic holiday Age Groups

Source: VE Brand & Communications Tracker

slide18

“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

crisis communication in action
Crisis communication in action
  • Avian Influenza
  • Human/Swine Influenza
  • Extreme weather events
  • Terrorism
  • Volcanic ash
  • Civil unrest
the impact of a crisis
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
Crisis assessment

VISITOR BEHAVIOUR

9/11

FMD

SARS

7 July

Avian flu

Airport

security

THE GREATER THE CHALLENGE

OUTSIDE BRITAIN

WITHIN BRITAIN

IMPACT

ANTI-GAY

ANTHRAX

SCARE (NY)

industry preparedness
Industry Preparedness

International & domestic markets

Civil

Contingencies

Secretariat

(via DCMS)

TIER

(Tourism

Industry

Emergency

Response)

Group

e.g. ALVA, BHA,

UKinbound

PSA,

DCMS

VB,

L&P, VS, VW,

Regional bodies,

etc

UK tourism

businesses

e.g. Accommodation

Attractions

Transport

Tour operators

Events organisers

etc

Cabinet Office

Briefing 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 membership
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

TIER objectives
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.

Lessons Learned
flood response
2014 FloodingFlood 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)
slide29

Book England - Domestic

Specific ads for:

Cornwall

Somerset

Wiltshire

Devon

Dorset

Combined ads:

Surrey, Kent, Oxfordshire

East & West Sussex, Isle of Wight, Hampshire

37 destinations

160 price points across the country

Press 50% reach

Digital 101m Impressions

Radio 37.5% reach

Outdoor 806 screens

+ Social

+ CRM

slide30

Book England - International

Belgium

Holland

Germany

Press 3.7m circulation across 9 titles

Digital 9m impressions