Helen Tate Research Manager htate@cumbriatourism.org Latest Research Hoteliers Event 5 February 2019
2018 - Challenges Images credited to the BBC, the Independent, the Express, and the Telegraph.
National Picture • inbound research -5% down Jan-Sep (-1% for the NW) • GBTS (domestic overnight visitors) -1% down Jan-Sep • Great Britain day visitor survey -6% down Jan-Nov • Tourism Business Monitor Jan-Sep 45% visitors up, 31% down (accommodation) 48% visitors up and 24% down (attractions) • serviced accommodation occupancy +1% up Jan-Nov
Cumbria Picture • occupancy surveys ➢ serviced accommodation occupancy -5% compared to 2017 (growth each year since 2014, 2017 record breaking) ➢ self catering unit occupancy -3% ➢ touring caravan and camping -4% • twice yearly tourism business performance survey (in association with Lamont Pridmore) ➢ Autumn 2018 24% profits up, 49% profits down ➢ 73% match or exceed performance in 2018 (89% 12 months before) • county-wide visitor survey every three years
2018 Cumbria Visitor Survey Results from face-to-face interviews carried out with over 1,400 visitors across the county during the 2018 season. • Visitor profiles • Pattern of visits • Information sources/booking methods • Motivations to visit • Transport • Activities undertaken • Expenditure • Satisfaction • World Heritage Site status
2018 Cumbria Visitor Survey Visitor Profile Older visitors, Northern origin. ➢ larger party sizes 3.09 – 3.86 ➢ more from the South East 6% - 11% ➢ 15% with dogs (17% staying visitors, 20% LDNPA, 25% Allerdale) Overseas visitors one in ten of all visitors to Cumbria. ➢ Key markets: USA, Australia, Germany, Netherlands, Canada, China and Japan ➢ 89% no children ➢ higher spenders by 55%
2018 Cumbria Visitor Survey Pattern of Visits Loyal, repeat visitors. ➢ 18% first time visitors, increased on 16% 2015 and 14% 2012 (26% higher spenders) ➢ Visitors were asked if they South Lakes (n.563) 48% were visiting places they Allerdale (n.381) 33% had been to before, new places, or a mixture of the Carlisle (n.337) 29% two. Three in ten (29%) only visited new places during Copeland (n.292) 25% their visit (44% in Carlisle). Almost half (47%) were Eden (n.257) 22% visiting a mixture of old and new places. Barrow (n.149) 13%
2018 Cumbria Visitor Survey Sources of Information and Bookings Many do not need new information. Mix of digital and print still important. ➢ ??? the most common source of information ➢ recommendations is the second most important source of information (17% up from 10% in 2015) ➢ use of golakes.co.uk has increased, from 4% in 2015 to 8% in 2018 (equivalent to use by 3.8m visitors). ➢ bookings made directly through the accommodation provider’s own website has increased from 13% to 21%, and bookings made by third party websites has largely remained consistent (22% in 2018).
2018 Cumbria Visitor Survey Accommodation Huge range of accommodation including new ‘glamping’ options and Airbnb. ➢ 22% chose hotels, slight increases on 21% in 2015 and 19% in 2012 ➢ a significant reduction in the proportion of visitors staying in guesthouses/b&bs – down to 9% from 17% in 2015 ➢ increase in the use of self catering (23% - 27%) ➢ caravan and camping (including pods, yurts, wigwams, tipis) was the accommodation of choice for 17% of visitors – an increase on 11% in 2015
2018 Cumbria Visitor Survey Activities Mix of high and low level activities, sightseeing and relaxing.
2018 Cumbria Visitor Survey Satisfaction ➢ overall trip rating (96%) ➢ good place for outdoor activities (91%) ➢ good place to experience history and heritage (87%) ➢ excellent places to eat and drink (82%) ➢ good value for money (76%) ➢ traffic and parking (worse in South Lakeland) ➢ mobile phone coverage and wi-fi access
2018 Cumbria Visitor Survey Local produce, wellbeing, and World Heritage Site Status. ➢ 90% said they would purchase local produce during their visit – figures up from 69% in 2015 ➢ Over nine in ten visitors said they felt either ‘very much so’ or ‘quite a lot’ better physically and mentally from visiting the Lake District National Park (increases on 2015) ➢ Two-thirds (68%) of respondents were aware that The Lake District National Park had recently been made a World Heritage Site. ➢ 9% said that WHS status had influenced their visit somewhat. This doubled for overseas visitors, 20% of whom were influenced by WHS status, and was a greater influence for first time visitors, at 25%.
Challenges (Cumbria Tourism Business Survey Autumn 2018) Ongoing issues include increased costs - 64% of tourism businesses in the Autumn survey reported costs up in the last 6 months, and just over half say this has adversely affected business performance. Next most widely reported concerns relate to transport : • 45% report traffic problems for visitors getting here • 40% reported rail disruptions • 41% parking problems for visitors Issues for visitors and businesses alike - 38% of businesses report problems with communications connectivity .
Challenges Concerns about Brexit are increasing. More businesses now think that Brexit will have an overall negative impact on their business – 58% now anticipate a negative impact – up from 37% 12 months ago. operating costs border controls for visitors tourism related taxation impact on overseas visitor numbers import tariffs red tape air passenger duty recruitment of overseas workers
Challenges Staffing Issues • 64% recruitment of staff and almost half (46%) report problems with retaining staff • lack of public transport (59%) • lack of affordable housing (56%) • skills shortages (53%) • travel to work distances (53%) • lack of suitable housing (51%) • lack of parking facilities (33%)
Future Trends Graham Donoghue, chief executive of Sykes Holiday Cottages, shared his five predictions for trends for 2018 and beyond: ➢ 1. Importance of four-legged travellers ➢ 2. Growth in unusual accommodation ➢ 3. Families spending on luxury ➢ 4. Skill and experience-based breaks ➢ 5. Girl power continues
And finally… www.cumbriatourism.org Occupancy Surveys Autumn Tourism Business Survey 2018 Cumbria Visitor Survey
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