The National Trust Visitor

1
The National Trust Visitor Heritage Survey

• Presentation at Queen Annes Gate December 2002

2
Presentation will examine ...

• the results of the heritage visits survey
  conducted in major conurbation in the UK among
  the general population
• the results of the National Trust visitor survey
  conducted at properties

3
The Heritage Visits Survey

• Survey conducted during 2002 June to September in
  Newcastle, Dorking, Bournemouth, Exeter and Leeds
• 1120 completed questionnaires 780 face to face
  340 self completion
• All respondents non members
• Random sample

4
Heritage Visits During the Year - Percentage of
all Respondents
5
Do you think that you may visit an NT property or
site during the next 6 months- Yes?Percentage of
all respondents compared to NT popn
6
Do you think that you may visit an NT property or
site during the next 6 months?Percentage of all
respondents
7
Do you think that you may visit an NT property or
site during the next 6 months? YesPercentage of
all respondents compared to NT popn
8
Heritage Visits

• Predisposition to visit heritage and NT
  properties remains robust in ABC1 groups
• Predisposition to visit translates into higher
  proportion of actual visits amongst ABs
• Analysis of results however indicate residual
  market potential in ABC1 Elders, younger empty
  nesters, and AB professionals

9
Reasons for not wanting to visit heritage
attractions as a percentage of each age group -
Males
10
Reasons for not wanting to visit heritage
attractions as a percentage of each age group -
Females
11
Popn. Not wanting to visit heritage properties -
by gender

• Young women are more interested in heritage
  visits than young men
• Expense is an issue with females in most age
  groups and older men.
• More females in each age group perceive heritage
  properties as difficult to get to especially 65

12
Any other reasons for not visiting NT
propertiesFemales
13
Any other reasons for not visiting NT
propertiesMales
14
Any other reasons for not visiting NT properties
in particular - by gender

• Majority do not perceive any specific reason for
  not visiting National Trust properties
• There is a perception by younger groups that NT
  properties are more expensive.

15
I. Importance of the following in your leisure
time V Imp Imp -Females
16
II. Importance of the following in your leisure
time V Imp Imp -Females
17
I. Importance of the following in your leisure
time V Imp Imp. -Males
18
II. Importance of the following in your leisure
time V Imp Imp. -Males
19
Importance of the following in your leisure time

• History significantly important for older groups
  especially older males (Media cited)
• Scenery (the environment) is very important for
  all age groups and both gender
• Architecture and interest in the built
  environment of interest to all age groups but
  especially older groups ( and older women)

20
Importance of the following in your leisure time

• Gardens important to all age groups but
  especially females of all ages.
• Romance important for both gender but female
  bias. For older males significant lessening of
  interest
• Literary (and media) issues strong female
  interest
• Relaxation/ walking important for all age groups
  and gender. Walking strong female bias.

21
Index of Interests Male/FemaleAll age Groups
22
Index of Interests Male/FemaleAll Interest Groups
23
The National Trust Visitor Survey 2002

• 128 participating properties
• 37,559 returned questionnaires used for data
  analysis
• 9,477 returns from non National Trust Members
• Data collection via self completion and face to
  face (2 regions)

24
The National Trust Visitor Survey 2002

• Inter regional analysis of 2001 results
  distributed during Jan/Feb 2002
• Interim report of open ended questions 2002
  results sent to properties/regions during August
• Ad hoc analysis conducted on request
• National/Regional/Property results 2002
  distributed October/November 2002
• Property results 2002 distributed December

25
This presentation .

• Will compare key national results over the last
  three years
• Analyse 2002 national results comparing visitor
  profiles , age, socio economic group, interest
• Further inter regional comparison will follow in
  the New Year

26
Comparison of VFM scores 2001-2002
27
How would you rate your time here today?
scores 2001-2002
28
How would you rate your childrens time here
today? scores 2001-2002
29
How would you rate the service received at the
property? 2001-2002
30
Rate the presentation of life and times of the
property? 2001-2002
31
Three year comparison

• VFM scores have not changed significantly over
  three years. By comparison with other attractions
  these are extremely good scores .
• Varying benchmark of target 70 Good and V Good
  combined NT achieving 85.
• Other indicators such as recruitment support VFM
  scores
• Objective to shift more Good to V Good?

32
Three year comparison

• Rate your time here today non member scores
  have varied slightly over the past three years
  but no significant change
• Rating childrens time likewise.
• Service received non member scores have
  declined slightly
• Presentation of life and times non member
  scores have declined slightly

33
VFM by age- ABC1 non members 2002
34
VFM by gender- ABC1 non members 2002
35
VFM by accommodation 2002 - ABC1 non members
36
VFM scores by age/socio economic/ non members

• Exceptional ratings decline with age
• Exceptional and Not V Good/Poor are highest
  in the younger groups - expectation and first
  time experience issue
• No significant difference in VFM scores by gender
  (slight male disaffection)
• VFM by accommodation, small variation with those
  travelling from home (2nd home), FR giving
  lower scores than holiday accomm.

37
of all non member respondents ABC1 Where did
you find information by age
38
of all non member respondents ABC1 Where did
you find information by age
39
of all non member respondents ABC1 Where did
you find information by age
40
of all non member respondents ABC1 Where did
you find information by age
41
of all non member respondents ABC1 Where did
you find information by age
42
Where did you find information by age/socio
economic/non member

• NT leaflets and property leaflets were a
  significant source of information for all age
  groups 35 yrs
• Other leaflets were important for 25-64yr group
• Historic Houses Castles for older group

43
Where did you find information by age/socio
economic/non member

• Advertising and articles appear to reach 35-65
  ABC1s but not younger groups
• The leisure grazers appear to be ABC1 25-64 yr
  olds using Brown Road Signs and Maps as an
  information source( small sample evidence
  suggests higher proportion from Urban postcodes)
• TICs provide 25-65 with information

44
Where did you find information by age/socio
economic/non member

• FR important source of information for all
  groups and a key source for Under 16-24 yr olds
• NT Web sources provide 25-54 yr olds with
  information
• NT recommendations from other properties are very
  low but are a good source for family groups

45
Where did you find information by age/socio
economic/non member

• Holiday accommodation provides information for
  25-65 age group
• Previous visits an important source especially
  for Under 16-24 yr age group
• Family groups depended to a greater extent upon
  previous visits.

46
where ABC1 Non Mem. Where groups with children
found their information(Similar profile to
general popn except for Previous visits)
47
of all respondents - rating Exceptional by
age group - ABC1
48
of all respondents - rating Exceptional by
age group - ABC1
49
Ratings by age/socio economic/ all respondents

• There is a ratings dip within the 25-54 yr old
  age group
• Younger age groups generally rate higher on most
  issues and older 55 groups on some issues

50
Motivation to visit categories broken down by age
ABC1 Non members
51
Motivation to visit categories broken down by age
ABC1 Non members
52
Motivation to visit categories broken down by age
ABC1 Non members with children/young adults
53
Motivation to visit categories broken down by age
ABC1 Non members with children/young adults
54
Motivation to visit by age/socio economic group/
non members

• Interest in National Trust Properties higher in
  age groups 45-64 especially those living within
  25 miles of the property
• Interest in gardens (NT) motivates a high
  proportion of 45-65
• Walking motivates higher proportion of 35-54 yr
  age group

55
Motivation to visit by age/socio economic group/
non members

• NT properties are seen as a good place to bring
  children for those with direct responsibility for
  them (parents, grandparents, carers). Reasons
  cited safe, contained environment, interesting,
  educational.

56
Motivation to visit by age/socio economic group/
non members

• Visitors under the age of 24 were motivated by
  the opportunities for an interesting walk which
  included the possibility of seeing wildlife and
  enjoying the beauty of the place.
• There was also a recognition by a significant
  proportion of younger visitors that NT properties
  were for children - a view supported by events,
  literature/information and the attitudes of
  staff/volunteers

57
Which of the following are the most important -
ABC1, non members scoring 1most imp
58
Which of the following are the most important -
ABC1 non members scoring 1most imp
59
Which of the following are the most important

• Conservation of Houses, The Collections and
  Gardens are important to older groups 35
• Wildlife Conservation and the explanation of the
  social context People are more important to
  younger groups Under 16-34yrs
• Peace and Quiet is an issue for 35-54 group

60
Should the opening time be an hour earlier or
later or stay the same ? ABC1 Non members by age
61
Conclusions and Recommendations

• Promotional spend will be most effective amongst
  targeted
• AB groups, urban families (with pre and post 11
  yr olds),
• 35-54 yr old group - targeting females will be
  more effective than targeting group as a whole
• Targeting females generally will be more
  effective (because of higher predisposition to
  visit) in most groups, though there are issues
  of perceived expense in this group and difficulty
  of access.
• ABC1 Elders both gender.

62
Conclusions and Recommendations

• Promotional themes should perhaps take account
  of
• Younger Groups also have higher perception of
  relative expense of heritage and NT visits.
• Scenery including built environment and landscape
  (especially as a context for a walk) have an
  appeal for all ABC1 age groups. Wildlife and
  nature has a particular appeal to younger groups
• Historical themes have a greater interest amongst
  older groups male and female
• Romantic and literary themes have an appeal for
  younger groups generally but more particularly
  females

63
Conclusions and Recommendations

• Overall objective to convert VFM Good responses
  to V Good.
• Reinforce service delivery at properties to
  prevent slippage
• Likewise presentation of life and times
• While these areas are rated well by younger
  groups and those with families there is some
  reticence among mid aged and older groups

64
Conclusions and Recommendations

• VFM scores are also slightly lower amongst
  frequent non member visitors travelling within 25
  miles - still scope for recruitment!?
• Review of property and leaflet distribution at a
  regional level
• Target younger groups, including younger families
  separately with specific advertising and
  publicity.
• Target leisure grazers (urban, 25-54 yr age
  group) spontaneity is an issue.

65
Conclusions and Recommendations

• Distribute publicity, property leaflets to local
  area, mid week visitors (tend to be more local)
  with appeal to to younger pre16 to 24 yr olds
• Policy, promotional portfolio perhaps including
  incentives for inter property recommendations
• Improve presentation to older groups, events,
  exhibitions and so on to resolve ratings dip
• Review early opening hours.