UK Visitors to Wales 2001

1
UK Visitors to Wales - 2001

• Presentation of Key Findings

Wales Tourist Board 20th December 2001
2
Objectives

• to inform the process of segmentation by
  improving WTBs understanding of the motivations,
  needs, satisfaction levels holiday taking
  behaviour of domestic (UK) visitors

• Reasons for choosing Wales?
• Understand the behaviour of UK visitors in Wales
• Identify profile and characteristics to allow
  detailed segmentation

• Investigate detailed attitudes to Welsh tourism
  product
• Compare pre-visit expectations with post-visit
  experience
• Undertake comparisons with views of overseas
  visitors

3
Methodology Sample

• 1,445 face to face interviews with UK visitors
  whilst on a break in Wales
• 25 survey points throughout Wales
• July - September
• Self-completion questionnaires returned at end of
  holiday - 596 returns
• Booster survey, distributed from 25-30
  accommodation establishments and TICs throughout
  Wales - 477 returns
• Combined analytical sample of around 2,000
  responses
• Presentation of results - where appropriate,
  UK-Overseas comparisons

4
Visitor Demographics
5
Trip Characteristics
Length of Stay UK Overseas Away from home
6.8 17.9 In Wales 6.4 8.2 of time
in Wales 94 46
6
Geographical spread
Lower percentages than those recorded amongst
overseas visitors
36
Domestic visitors less likely to tour around
25
7
Presentation Outline

• Accommodation
• Transport
• Things to do
• Eating Out
• The Welsh experience

• Prices
• Pre- and Post-visit Evaluation
• Conclusions

8
Accommodation Sector (1)
Accommodation Used
9
Accommodation Sector (2)
10
Accommodation Sector (3)

• Overall rating of 4.3 out of 5 - highest rated
  element
• Higher satisfaction levels than amongst overseas
  (3.9)
• Hostels, guesthouse farmhouse BBs,
  self-catering and caravans/chalets received
  highest ratings
• Poorer performance of hotels, holiday parks
  campsites
• lowest ratings of all types of accommodation were
  3 star hotels
• 1 2 star hotels were more favourably rated
• Service rated highest (4.5) but facilities
  and VFM both well rated at 4.3
• Clearly, VFM not such a negative amongst UK
  visitors
• Main criticisms fewer than amongst overseas
  visitors - better bathroom facilities (9),
  general upgrading (8)
• 90 thought inspection schemewas important

11
Transport Sector (1)

• Rating of Signposting
• general road signposting - 4.0 (Overseas 3.8)
• to places of interest - 4.1 (Overseas 4.0)

12
Transport Sector (2)
13
Transport Sector (3)
14
Transport Sector (4)

• Overall rating of 3.8 out of 5 - lowest rated
  element
• Similar satisfaction levels to overseas (3.8)
• Coach tour market received highest ratings
• Rail travel and car parking - lowest ratings
• Service (3.9) received higher ratings than
  Value for Money (3.8), Availability (3.8) and
  Information (3.7)
• Road signposting (4.0) and signage to places of
  interest (4.1) less criticised than amongst
  overseas visitors, albeit still the most commonly
  suggested improvement (7)
• Almost half of the sample felt that travel around
  Wales was not straightforward -gt information
  role for WTB

15
Things to Do (1)
16
Things to Do (2)
17
Things to Do (3)
18
Things to Do (4)
19
Things to Do Summary (5)

• Overall ratings Activities - 4.0 Attractions -
  4.2 Overall - 4.1
• Similar satisfaction to overseas visitors (4.2
  out of 5)
• Highest ratings mainly related to Enjoyment
  Value of attractions and range of activity
  opportunities - slightly higher ratings than
  Service in attractions and facilities for
  activities.
• Lowest rated - Value for Money in attractions
  and information available about activities

• Highest rated
• Castles - 4.3
• Hiking Walking - 4.3
• Country Parks - 4.3
• Museums Galleries - 4.2
• Pleasure railways/steam trains - 4.2
• Historic houses stately homes - 4.2
• Gardens - 4.2

• Lowest rated
• Mountain biking and cycling - 3.6
• Theme Parks Fun Fairs - 3.7
• Indoor swimming - 3.8

20
Eating Out (1)
21
Eating Out (2)

• Overall rating 3.9 out of 5 (3.7 amongst
  overseas visitors)
• Service and Quality of Food received slightly
  higher average scores (4.0) than Value for
  Money (3.9)
• Fast food and budget restaurants lowest rated,
  other accom, hotels good quality restaurants -
  highest rated
• Main criticisms - quality/freshness (8), service
  (6), costs (6), more traditional food (5)
• Only 22 aware of Taste of Wales

22
Miscellaneous
23
Satisfaction Summary

• Top of the Table
• 3/4 star Farmhouse BBs - Service - 4.9
• 3/4 star Guesthouse BBs - Service - 4.7
• 5 star Self Catering - Facilities - 4.7
• 3/4 star Farmhouse BBs - Facilities - 4.7
• 3/4 star Farmhouse BBs - VFM - 4.7
• 5 star Self Catering - Service - 4.6
• 3Hostels - VFM - 4.6
• Photography - range of opportunities - 4.6
• Castles - range and availability - 4.6

• Bottom of the Table
• Trains/railway stations - quality of info - 3.6
• Public buses - availability - 3.6
• Trains/railway stations - Service - 3.6
• Trains/railway stations - availability - 3.6
• Car Parking - quality of info - 3.6
• Indoor swimming - quality of info - 3.6
• Theme parks/fun fairs - Service - 3.6
• Fast food outlets - Service - 3.6
• Fast food outlets - Quality - 3.6
• Trains/railway stations - VFM - 3.5
• Taxis - quality of info - 3.5
• Theme Parks/fun fairs - VFM - 3.5
• Fast food outlets - VFM - 3.5
• Public Toilets - 3.3
• Mountain biking/cycling - qual of info - 3.2

24
The Uniqueness of the Welsh Experience

• When eating out

• When undertaking activities

• In accommodation

• In visitor attractions

• On the trip overall

25
Prices

• Value for Money is less of a problem amongst
  domestic visitors than was the case amongst
  overseas visitors
• Pre-visit Majority felt that Wales would be
  relatively inexpensive

• Post-visit Most of their expectations were
  confirmed

• Post-visit Prices in Wales quite favourably
  compared to other destinations

26
Who does Wales appeal to?
27
Pre- Post-visit Evaluation (1)
28
Pre- Post-visit Evaluation (2)
Overall experience vs expectations
Recommendation of Wales
29
Key Conclusions (1)
High Levels of Satisfaction - higher than
overseas - real benefits are the detailed
views - transport (3.8) - eating out (3.9) -
activities (4.0) - attractions (4.2) -
accommodation (4.3)
Trip enjoyment exceeded expectations - very
positive experience - better defined pre-visit
expectations - especially pleasantly surprised
with - range/qual of pubs rests - value for
money - range of things to do - friendliness of
the locals
Key strengths amongst UK visitors - beautiful
scenery - accessibility (esp for short breaks) -
peace and relaxation - outdoor activities
Value for Money - less of an issue amongst UK
visitors
Its fun - only a small proportion associated
this with Wales
Big variations across the three main lifecycle
segments (rather than geographically)
30
Market Segmentation

• Psychographic Analysis (attitudinal segmentation)

• Extrovert Experience Seekers (42)
• like to stand out from the crowd
• enjoy variety experiencing new things
• take regular weekend breaks
• enjoy visiting new different places
• prefer to organise domestic trips independently

• Cautious Home Comfort Seekers (21)
• prefer packaged domestic trips
• like to go to favourite places where they feel at
  home and be with other tourists
• Dont like to stand out from the crowd

• Independent Routine Breakers (14)
• lead a hectic life
• enjoy learning about art, culture history
• take fewer weekend breaks
• like to go to favourite places without many other
  tourists
• prefer to organise domestic trips independently

• Independent Home Comfort Seekers (23)
• dont live hectic lives
• dont mind paying extra for good quality
• enjoy visiting places where they feel at
  home, but without too many other tourists
• prefer to organise domestic trips
  independently

• Multivariate Analysis

31
UK Visitors to Wales - 2001

• Presentation of Key Findings

Wales Tourist Board 20th December 2001