Cotswolds destination report

1 VisitEngland Destination tracker: • Since April 2015, the national tourist boards of VisitEngland, VisitScotland and VisitWales have been tracking visitor perceptions of holiday destinations across GB in a single research vehicle. • Data in this report is from April 2015 – September 2016 • This study explores behavioural and experience measures such as, visitation, spend, stay length, satisfaction and advocacy within individual destinations. As well as the imagery perceptions of each destination. • In the report there are 3 samples for comparison; those from whom this destination was the most recently visited, those who claim to visit a countryside destination at C52 and finally a GB average. • All respondents are GB holiday takers, having taken a GB break in the past 12 months or are expecting to in the next 12 months. This accounts for approx. 49% of the population. • Significant differences will be indicated by a black↑/orange↓ arrow against countryside destinations and a blue↑/red↓ against GB. • This report provides a snapshot of: 1. A demographic split of destination visitors 2. The behaviours exhibited at the destination: How loyal are they to the destination and how satisfied were they with their trip? 3. How GB holiday makers perceive this destination and how does it compare with others? • Finally there is a summary of findings.

2 Who is visiting? Ever Visited Cotswolds: Visited destination in the last 3 years

Region of Cotswolds Countryside Great Britain origin 56% Wales 5% 6% 5% Gender Cotswolds Countryside Great Britain Scotland 4%↓↓ 9% 9% Male 50% 48% 49% North East 2%↓ 5% 4% Female 50% 52% 51% Time since last visit North West 13% 11% 11%

Yorkshire/ Age Cotswolds Countryside Great Britain Humberside 6%↓ 10% 9%

18-24 12% 12% 14% East Midlands 5% 8% 7% Within 6 months 30% 25-34 17% 14% 16% West Midlands 12%↑ 8% 9% 7 - 12 months 15% 35-44 17% 18% 17% East Anglia / 1 - 3 years 10% 9% 10% 45-54 18% 19% 18% East of England >3 years 36% 18% 55-64 18% 14% 15% Greater London 17%↑↑ 11% 13% 65+ 19% 23% 20% South East 17% 15% 14%

*Please note respondents can have visited more than one destination in the last 3 years South West 9% 9% 9% JUST OVER HALF OF GB DOMESTIC HOLIDAY MAKERS HAVE VISITED THE COTSWOLDS, THE MAJORITY OF WHOM VISITED OVER A YEAR AGO WITH A LARGE PROPORTION VISITING OVER 3 YEARS AGO. VISITORS TO THIS DESTINATION ARE MORE LIKELY TO COME FROM LONDON OR THE MIDLANDS.

Base: Cotswolds reduced destination list n=693 Cotswolds last 3 years reduced destination list Significant differences will be indicated by a 3 black↑/orange↓ arrow against countryside n=344 Countryside destination n= 1695 Total base n=12771 destinations and a blue↑/red↓ against GB Where are they staying? – among most recent visitors

Accommodation type (top 5) Cotswolds Countryside Great Britain Accommodation Quality Average (claimed) Hotel 43%↑ 25% 44% 3.7 Star

Bed and breakfast / guest ↑↑ house 28% 16% 19%

Self-catering in rented ↓ house or flat 13% 24% 10% Caravan (touring/campervan/mot… 3% 4% 2% Countryside 3.7 Star GB average: 3.5 Star Someone else’s home on a average: 3% ↑↑ 1% 1% commercial basis (e.g. … Accommodation Quality Cotswolds Countryside Great Britain 1 star 0% 1% 1% 2 star 5% 4% 6% 3 star 29% 29% 36% 4 star 42%↑ 35% 33% 5 star 14%↑ 11% 7% Don’t know/ Can’t 10%↓↓ 21% 17% Remember

VISITORS TO THE COTSWOLDS ARE MORE LIKELY TO USE HOTELS THAN THOSE TO OTHER COUNTRYSIDE RESORTS; HOTEL USE IN THE COTSWOLDS IS MORE IN LINE WITH THE GB AVERAGE. VISITORS TO THE COTSWOLDS ARE ALSO MORE LIKELY TO CLAIM THEY STAYED IN 4-5 STAR ACCOMMODATION.

Base: Most recently visited destination n=139 Countryside destination n= 1695 Total base Significant differences will be indicated by a 4 black↑/orange↓ arrow against countryside n=12179 destinations and a blue↑/red↓ against GB Question name: In tables Consideration, satisfaction & intention to visit

Cotswolds Countryside destination average* Great Britain destination Loyalty Ladder destination average average* Loyal (I often/sometimes take holidays there and intended to in the 20% 16% 17% next year/couple of years) Considerers (I have been/never been to this destination before but would 58% 49% 48% like to in the future) Rejecters (I have been/never been to this destination before and am not likely to do so in the future) 16% 27% 26%

Satisfaction 52% 54% 48%

Likelihood to revisit (C88) 8.4 8.3 8.4 Base n= 693/139 1695 12179

THE COTSWOLDS HAVE VERY LOW LEVELS OF REJECTION COMPARED TO OTHER DESTINATIONS ACROSS GB. THE SATISFACTION AND LIKELIHOOD TO REVISIT AMONG VISITORS IS IN LINE WITH WHAT WE CAN EXPECT FROM A COUNTRYSIDE DESTINATION. IN COMPARISON TO THE REST OF THE COUNTRY, THE RATE OF CONSIDERERS IS CONSIDERABLY HIGHER.

Base: In table Asked of all Cotswolds shown on rotation from reduced destination list / Most 5 recently visited destination Question name: In tables * Averages taken manually from averaging each destination, not via nett. Destination attribute satisfaction – among visitors to the Cotswolds

Destination attributes difference analysis Countryside GB

The quality of the natural environment 93%↑↑ 87% 81% The quality of food & drink 83% ↑↑ 80% 74% Its history and heritage (famous buildings, castles, monuments) 83% ↑↑ 74% 71% Being welcoming and friendly 80% 66% 69% The quality of accommodation options 79% 65% 67% Offering a distinctive, authentic experience 74% 70% 68% The availability of individual/independent local shops 74% ↑↑ 67% 67% The ease of getting to the destination 73% 74% 72% The customer service given 72% 71% 68% The availability of information about this destination before you get there 72% 73% 71% The ease of getting around the destination 71% 66% 63% The availability of information about this destination once you're there 69% 66% 68% The range of attractions and things to do 66% 67% 69% Its overall value for money 64% 63% 66% Having a good range of outdoor activities 63% 67% 67%

VISITORS SCORE THE COTSWOLDS HIGHER THAN OTHER COUNTRYSIDE DESTINATIONS FOR QUALITY OF NATURAL ENVIRONMENT, THE QUALITY OF FOOD AND DRINK, ITS HISTORY AND HERITAGE, AND THE AVAILABILITY OF INDEPENDENT LOCAL SHOPS. IT HAS NO NOTABLE DEFICIENCIES AGAINST OTHER DESTINATIONS OF ITS TYPE.

Base: Cotswolds n=162, Countryside =1695 Total n=12179 Significant differences will be indicated by a 6 black↑/orange↓ arrow against countryside Question name: C90 Destination attributes destinations and a blue↑/red↓ against GB Destination attribute perception - among GB holiday makers These questions ask how destinations are perceived generally, not how each was rated on a recent trip. The question is asked of visitors and non-visitors.

Thematic images endorsement Great Perceptions of Destination Great Britain* Britain*

Rural 74%↑ 45% Beautiful 77% ↑ 57% Relaxing 75% ↑ 60% Family 59%↑ 43% Quality accommodation 72% ↑ 64% Food and Beverage 53% 51% Traditional 68% ↑ 54% Lots to see and do 66% Relax 53% ↑ 41% 68% Welcoming 66% 61% Friends 51% 52% Authentic 65% 61% Family Nature 45% 40% Romantic 64% ↑ 44% Distinct identity 64% 62% Historic 41% 41% Festivals Upmarket 57% ↑ 36% Sports 40% 37% For all seasons 56% 54% Easy to get to 56% 50% Art Adventure Sport 34% 33% Breath taking 55% 48% Sports Festivals 33% 35% Fun 52% 56% Rural More for the old 49% ↑ 39% Arts 32% 35% Stylish ↑ 40% History 48% Shopping 25% ↓ 39% Value for money 48% 51% Out of the ordinary 42% Nature Coastal 22% ↓ 40% 45%

Exciting 39% 46% Seaside 14% ↓ 30% ↑ Statements shown as image boards, please see next slide next see please boards, image as shown Statements More for the young 21% 33%

AMONG DOMESTIC TOURISTS ACROSS GB THE COTSWOLDS IS SEEN AS A BEAUTIFUL AND RELAXING RURAL DESTINATION FOR THE FAMILY. THE QUALITY OF ACCOMMODATION IS ALSO A STAND OUT- AS A DESTINATION, IT IS VIEWED AS BEING MORE FOR THE OLD AND LESS FOR THE YOUNG.

Base: Cotswolds n=308 Total n=12179 Significant differences will be indicated by a 7 black↑/orange↓ arrow against countryside Question name: C90 Destination attributes destinations and a blue↑/red↓ against GB * Averages taken manually from summing each destination, not via nett. The theme boards And their “nicknames” used in analysis + plus the 20 words evaluated

Image boards (E30/35) Word associations (E40/45)

Shopping Friends • Beautiful • Breath-taking • Distinct culture • Traditional Seaside Food & drink • Authentic • Relaxing • Quality accommodation • Fun Rural Festivals Rural • Friendly • Romantic • Surprising Relax Family • Exciting • Out of the ordinary • Value for money • For all seasons Nature Coastal • Stylish • More for the old • Easy to get to • Upmarket Historic Arts • More for the young

Adventure Sports

8 Summary: Cotswolds • Just over half of domestic holiday makers have taken a trip to the Cotswolds. • The destination particularly attracts visitors from the West Midlands and London. • Despite being a countryside destination, the accommodation choices made by visitors to the Cotswolds is more in line with GB generally. • Many visitors opt for hotels, and often these are thought to have a higher star rating than elsewhere in the country. • Among the domestic holiday maker market generally, the Cotswolds is recognised as having good quality accommodation. • The Cotswolds has levels of satisfaction comparable to other countryside destinations, but enjoys a very low level of rejecters. • This destination is perceived more positively than other countryside destinations, over indexing for quality of environment, food and drink and also history and heritage. There is no perceptive statement among visitors that is significantly lower than other countryside destinations. • A watch out: Among the broader domestic holiday maker, the Cotswolds could be considered a destination for older visitors, scoring significantly lower than the rest of GB on the “for the young” statement.

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