Homeopathic Experience – Acupuncture, reflexology or osteopathy

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Source: Experiences Research 2019 EXPERIENCE DASHBOARDS

A guide to using these dashboards and the data they contain

Key Metrics Included DEF Experiences Research 2018/19 The ranks show on each page and in the summary table are Online survey in UK & 10 leading inbound markets /24 Inbound Rank based on the overall level of interest (done in the past, booked to Fieldwork January/February 2019 do and interested in doing in future) compared to the other 23 • 1000 interviews in each country (Norway/Sweden – 500 in /24 Domestic experiences tested each) Rank • All sample non-rejectors of holiday travel to England The ‘Share of Inbound Volume’ percentage is based on those interested in the • UK – leisure breaks of 2+ nights in England experience in England as a percentage of the total volume of holiday visitors from • Australia, China, US – Long-haul leisure travellers each country visiting England in 2017 (source: IPS). The percentage shown is • Germany, Spain, France, Italy, Netherlands, Norway, based on the total of the 10 inbound markets included within this research Sweden – Short-haul leisure travellers EXPERIENCE SCORECARD Learning from the exploratory qualitative research in Germany, Australia and US in Q4 2018 also included where The Experience Scorecard shows how the applicable experience performs on the key attributes that impact the potential for experience in Experience Dashboards England. Individual dashboards for each of the 24 experiences tested England Appeal – the level of interest in Each dashboard provides the experience in England - insight into the appeal of the experience in England Experience Maturity – the extent to which - details of traveller behaviour with regard to the the experience is established as a holiday experience’s influence on holiday decisions, the booking leisure activity process, accommodation preferences and journey times Authentic/Unique - elements of the experience that increase its appeal and - An assessment of the opportunities and threats to the value to tourism in England development of the experience in England for both the History/Culture –.the extent to which the experience connects with England’s domestic and inbound markets heritage. The importance of this attribute will vary by experience type Learning from the individual experiences tested can be Influence on holiday decision – highlighting whether the experience will drive applied to other similar experiences that may be developed decisions or if it is seen primarily as an ‘add-on’ activity

Source: Experiences Research 2019 HOMEOPATHIC EXPERIENCE: SUMMARY 23/24 19/24 ACUPUNCTURE, REFLEXOLOGY OR OSTEOPATHY Inbound Rank Domestic Rank

EXPERIENCE SCORECARD METRICS* Star rating – low to high ENGLAND APPEAL England Appeal • Niche appeal, along other similar wellness experiences that appeal to a similar group of people. This may make them interchangeable or part of a Experience Maturity multi-experience package • Beyond wellness experiences, other activities of interest suggest this would Authentic / Unique be part of a relaxing holiday, with a tendency towards the luxury end of the market History / Culture CHALLENGES Influence on holiday decision • Not unique to England and England is often not the first choice destination. However it is not currently ‘owned’ by a single country DEMOGRAPHIC SKEWS • There is a perception that it would be expensive to do in England, perhaps + Under 35s influenced by the strength of Asian destinations in the wellness sector + Females + BuzzSeekers, Cultural Buffs (Inbound) • It is not seen as authentic/unique to England, nor is it something that is - Done alone relevant to culture/history

Similar Niche Wellness Experiences OPPORTUNITIES (included in the research) • Tai chi experience • Among those who are interested in this experience, it can influence choice • Mindfulness / Meditation class of destination and there is a willingness to travel further to take part • Pilates experience • Yoga experience • Potentially a range of similar activities in a rural or coastal region would be appealing to those interested in health and wellbeing

* See next slide for metrics used to define scorecard metrics

Source: Experiences Research 2019 HOMEOPATHIC EXPERIENCE: EXPERIENCE SCORECARD METRICS 23/24 19/24 ACUPUNCTURE, REFLEXOLOGY OR OSTEOPATHY Inbound Rank Domestic Rank

ENGLAND % Interest in Ranking Share of ENGLAND APPEAL / MATURITY – PULL OF INFLUENCE ON doing out of 24 inbound HOLIDAY DECISION APPEAL / experiences COMPETITOR DESTINATIONS MATURITY experience in Volume* England Inbound UK Inbound More likely to book in another 23% 14%

UK (Domestic) 51% 19 country   20% Other countries have better 24% All Inbound 17% 10% 36% 23 100% experiences Markets N.B. Lower figures for these measures are good better - i.e. you want less people likely to book in another country 28% Australia 40% 24 6% 28% China 69% 17 4% CORE COMPONENTS OF EXPERIENTIAL Components experiential providers should emulate or amplify to Germany 31% 21 15% encourage travellers to participate in England Main reason Significant influence Spain 31% 24 10% Inbound UK Small influence UNIQUE to England France 33% 21 17% 11% 8% No influence Domestic Italy 31% 23 8% AUTHENTIC to England 12% 10% Netherlands 16% 24 4% 13% Immerse in CULTURE / HISTORY 33% Norway 23% 23 2% 13%  13% Create distinctive MEMORIES 29% Sweden 27% 18 3% 18%  22% United States 53% 20 29% CHALLENGE - Something they can’t 25% 15% 24% * Based on IPS 2017 FY data do at home Indicates where ranking is  Significantly higher than other experiences lower (+4 from inbound markets)  Significantly lower than other experiences

higher (+4 from inbound markets)   Significantly better than other experiences

  Significantly worse than other experiences Source: Experiences Research 2019 HOMEOPATHIC EXPERIENCE: OPTIMISING THE POTENTIAL 23/24 19/24 ACUPUNCTURE, REFLEXOLOGY OR OSTEOPATHY Inbound Rank Domestic Rank

MESSAGES TO AMPLIFY CROSS-OVER INTEREST EXPERIENCE DURATION 19%  Inbound Special / luxury experience 26% UK

18%  Create distinctive memories Cross-over activities

22%  28%

17% 25% 25% 26% Recommended to me  17% Other wellness Other wellness 23% 21% 15% experiences – 25% experiences – 37% 18% Experience I can't do at home 24% 18% 13% I do at home, want to try in England 14% Visiting a park or Experiencing rural life 13% garden – 18% & scenery – 23% Something for the whole holiday group 11%

13%  Immerse in culture / history 13% Other experiences of interest 12% Must do' in England 16% Spa experience – Spa experience – 94% 1-2 hrs 1/2 day 1 day 2 days or Authentic to England 12% 91% 10% Inbound more 11% Unique to England 8% UK Street food tour & Remote wellness tasting – 87% retreat – 90% Inbound UK

BARRIERS TO ADDRESS TRAVEL TIME Inbound Domestic 100% 25% 100% Expensive to do in England 35% Expected Expected 17% Not something I associate with England 75% 6% Maximum 75% Maximum 16% Rather focus on other activities 8% 50% 16% 50% Worried about the quality 6% 15% 25% Not suitable for everyone in group 22% 25%

14%  Weather isn't good enough 10% 0% 13% 0% Difficult to get to / a long journey 22% Inbound experience in interested those of % Might be too strenous / difficult 11% 2% UK Travel Time Travel Time

Source: Experiences Research 2019  Significantly higher than other experiences  Significantly lower than other experiences HOMEOPATHIC EXPERIENCE: BOOKING BEHAVIOURS 23/24 19/24 ACUPUNCTURE, REFLEXOLOGY OR OSTEOPATHY Inbound Rank Domestic Rank

RESEARCH CHANNELS LOCATION TYPE

27%  27% Inbound UK 23% 22% 22% 20% 21% 18% 17% General internet 24%  38% search 11% Traveller Review 20% 28% Site On the coast Rural area/ Smaller town Large town/city Capital city Accommodation / 19% 23% countryside hotel website

BOOKING METHOD ACCOMMODATION TYPE

Inbound UK   30% 32% Inbound UK 28%

24% Booked before 21%   63%  68% 19% 17% 15% leaving home 13% 14% 13% 13% 13% 12% 11% 10% Booked in 8% 6% 24%  22% destination

High-end Mid-range Budget Hostel B&B/ Rented Someone's Friends/ Camping/ hotel (4 or hotel (3 hotel (2 Guesthouse cottage/ house family glamping 5 star) star) star) apartment (Airbnb)

 Significantly higher than other experiences

 Significantly lower than other experiences Source: Experiences Research 2019 6 HOMEOPATHIC EXPERIENCE: GO TO MARKET CHECKLIST 23/24 19/24 ACUPUNCTURE, REFLEXOLOGY OR OSTEOPATHY Inbound Rank Domestic Rank

Experience Attributes Experience Consideration for action Performance Positioning as authentic and unique to England Low Not linked to England, potential to build a uniquely English offer Current country ownership of the experience None Not currently a well-established holiday experience, need a communicate a compelling reason to do in England Provide enrichment, fun, challenge or learning Yes Either as a brand new experience or build on existing interest Create distinctive memories to keep and share No Connection to other English experiences/destinations can support Provide cultural or historical immersion No Not directly relevant to experience, but could add to interest (as above) Expert-led or self-guided option Expert-led Personalisation may offer additional value (e.g. individual tuition) Need to mitigate for the weather No Not described as an outdoor activity, so could be a weather substitution activity Established, known and understood experience Partially Needs strong and clear proposition to drive inbound visitors Accessing the target audience Niche Younger, females with interest in niche wellness activities Bookable product Yes Advance bookings drive volume esp. for inbound travellers Local promotion and in-destination bookings Potential Through accommodation providers to generate incremental volume Acceptable journey times Long For those interested in this type of activity, there is an acceptance of 2hrs + journey time Fixed duration or variable length activity Options From taster sessions, perhaps as part of a wellness package, to a more intensive multi-day experience for those with greater interest Packaging with other activities Yes The niche wellness experiences typically all appeal to the same people. Provide options to choose one or more activities on one location

Source: Experiences Research 2019