‘At a glance’ summaries Outdoor Activities

Activities June 2018

1 How to read the summaries

About these summaries REGULARLY Unless specified, results are an aggregate of 5 markets: /OCCASIONALLY Have you done these activities regularly USA, France, Germany, Netherlands, UK PARTICIPATED ON or occasionally on holiday? (Q11) PREVIOUS HOLIDAYS Only those who have participated in at least one activity on a recent holiday are included in the analysis What activities would you do on a ACTIVITY CROSSOVER holiday to England? (Q29) The The number of respondents each slide of analysis is included at FOR FUTURE TRIP TO proportion that would do each activity in the bottom of each slide ENGLAND addition to the main one

ACTIVITY SELECTION FOR What activities would you do on a How to read the indexing? FUTURE TRIP TO holiday to England? (Q29) ENGLAND >130 The index number refers to the difference to the overall >115 average, where the average = 100. <85 Dark / Light Green = significantly higher than average <70 Orange / red = significantly lower than average

2 Gentle Country Walks (2hr / 5 miles)

Sample size = 2,189

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 78% 80% 81% 82% 78%

Activity % Index* GENTLE COUNTRY WALKS Rank 80% WITH… Overall France 60% 91 1st France Germany Nether- UK USA Hill-Walking or Full day TOTAL lands 32% walks Germany 68% 103 1st

Horse-riding 16% Netherlands 72% 109 1st REGULARLY/OCCASIONALLY PARTICIPATED ON PREVIOUS HOLIDAYS 13% UK 61% 92 1st

Occasionally Regularly Road cycling 11% US 69% 105 1st 86% of have participated in gentle country walks whilst Kayaking 7% on holiday previously. The 48% 6% aged 55+ express highest All markets select gentle country walks as 38% their most popular activity for a future trip levels of interest. Coasteering 4% to England. 4% Hill-walking/full day walks, horse-riding KEY AGE GROUPS HIGH LOW 3% and mountain biking are most likely to be 55-64: 95% 90% 82% selected alongside gentle country walks. 3% Extreme activities are unlikely to be 65-74: 93% selected with gentle country walks. 84% 88% 2% 75+: 94% Netherlands Germany 3 *Index measures participation relative to other countries Hill-Walking or Full day walks

Sample size = 1,765

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 61% 42% 52% 47% 51% Activity 51% % Index* HILL WALKING WITH… Rank Overall France 41% 124 2nd France Germany Nether- UK USA Gentle Country Walks TOTAL lands 65% (2 hrs / 5 miles) Germany 24% 73 2nd

Mountain Biking 20% Netherlands 35% 106 2nd REGULARLY/OCCASIONALLY PARTICIPATED ON PREVIOUS HOLIDAYS Horse-riding 17% UK 26% 79 2nd

Road cycling 14% US 37% 112 2nd Hill-walking is a very popular Regularly activity due to easy 31% Kayaking 11% accessibility to many. Over Climbing 10% two thirds of people have 38% All markets position hill walking/full day previously participated on a walks as the second most popular activity Coasteering 6% holiday. Occasionally after gentle country walks. Rafting 6% KEY AGE GROUPS HIGH LOW Similar to gentle country walks, extreme Surfing 5% activities are unlikely to accompany hill- 35-44: 74% 75% 60% walking/full day walks. Instead, gentle Canyoning 5% 45-54: 73% walks, mountain biking and horse-riding 69% 68% Windsurfing 4% are preferred. France & Germany 4 Netherlands *Index measures participation relative to other countries Road Cycling

Sample size = 863

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 32% 20% 13% 34% 41% 28% Activity % Index* ROAD CYCLING WITH… Rank Overall France 16% 107 5th France Germany Nether- UK USA Gentle Country Walks TOTAL lands 51% (2 hrs / 5 miles) Germany 8% 53 6th

Mountain Biking 34% Netherlands 8% 53 5th REGULARLY/OCCASIONALLY PARTICIPATED ON UK 17% 113 3rd PREVIOUS HOLIDAYS Hill-Walking or Full day walks 32% US 23% 153 4th Of those interested in the Regularly Horse-riding 25% activity, 10% indicate they 10% regularly participate and Kayaking 12% 23% occasionally participate 23% Climbing 12% The US are also more likely than other in the activity on holiday. The markets to select this activity for a holiday US is a key market, and Surfing 9% to England. males over-index. Occasionally Canyoning 9% KEY AGE GROUPS HIGH LOW This activity is often paired with walking Rafting 8% activities. Mountain Biking and Horse- 25-34: 42% 45% 22% riding are also often chosen to Windsurfing 7% 35-44: 37% complement on a trip to England. 40% 26% Coasteering 7% USA Germany 5 *Index measures participation relative to other countries Mountain Biking

Sample size = 982

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 41% 23% 18% 22% 32% 27% Activity % Index* MOUNTAIN BIKING WITH… Rank Overall France 21% 117 3rd France Germany Nether- UK USA Gentle Country Walks TOTAL lands 49% (2 hrs / 5 miles) Germany 17% 94 3rd Hill-Walking or Full day 36% Netherlands 15% 83 3rd REGULARLY/OCCASIONALLY PARTICIPATED ON walks PREVIOUS HOLIDAYS Road Cycling 28% UK 16% 89 4th

US 19% 106 5th 38% of those interested in a Regularly Horse-riding 18% UK holiday involving outdoor 12% Climbing 16% activities have previously 26% participated in Mountain Kayaking 14% The French market are the most Biking whilst on holiday. interested in Mountain Biking in Occasionally France is a key market and Rafting 10% England with 22% choosing the activity males over-index. as part of a trip to England. Surfing 9% KEY AGE GROUPS HIGH LOW Walking and Road cycling are activities Canyoning 9% 25-34: 48% 50% 29% which are popular choices alongside Coasteering 8% mountain biking. Climbing and horse- 35-44: 47% riding are also of some interest. 46% 29% Windsurfing 7% France Germany 6 *Index measures participation relative to other countries Horse-riding

Sample size = 798

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 17% 14% 16% 12% 15% 30% Activity HORSE-RIDING WITH… % Index* Overall Rank France 17% 100 4th Gentle Country Walks France Germany Nether- UK USA 62% TOTAL lands (2 hrs / 5 miles) Germany 17% 100 3rd Hill-Walking or Full day walks 33% Netherlands 12% 71 4th REGULARLY/OCCASIONALLY PARTICIPATED ON Road Cycling 21% PREVIOUS HOLIDAYS UK 14% 82 5th Mountain Biking 18% Regularly US 26% 153 3rd The proportion of people 10% who have taken part Climbing 15% whilst on holiday exceeds 22% general participation at Kayaking 13% The US shows great interest in taking part Occasionally home in horse-riding whilst in England, and it’s Surfing 9% the 3rd most popular activity for this group.

Canyoning 8% KEY AGE GROUPS HIGH LOW There is only minor crossover with Coasteering 7% extreme sports. Those opting to go horse- 25-34: 38% 53% 24% riding are prone to complimenting this with Windsurfing 6% 35-44: 36% gentle country walks and hill-walking / full day walks. 28% 35% Rafting 6% USA UK 7 *Index measures participation relative to other countries Kayaking

Sample size = 749

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 16% 17% 9% 8% 11% 33% Activity % Index* KAYAKING WITH… Rank Overall France 8% 89 6th France Germany Nether- UK USA Gentle Country Walks 53% TOTAL lands (2 hrs / 5 miles) Germany 6% 67 7th Hill-Walking or Full day walks 40% Netherlands 7% 78 6th REGULARLY/OCCASIONALLY PARTICIPATED ON Mountain Biking 28% PREVIOUS HOLIDAYS UK 11% 122 6th

Regularly Horse-riding 26% US 11% 122 6th Regular kayaking goers are rare 8% Rafting 25% but over 20% indicate they 21% occasionally go kayaking whilst on holiday presenting a good Climbing 24% UK and US are more likely be interested in offering. US citizens are most kayaking during a trip to England, while Canyoning 22% likely to take part in kayaking. Occasionally Germany and Netherlands sit at the other end of the spectrum. Coasteering 21% KEY AGE GROUPS HIGH LOW Road Cycling 20% There are similar levels of crossover 25-34: 38% 49% 20% throughout suggesting that kayaking can Surfing 19% have crossover with a range of other 18-24: 37% activities during a UK trip. 31% 28% Windsurfing 19% USA Germany 8 *Index measures participation relative to other countries Climbing

Sample size = 703

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 16% 11% 17% 12% 16% 25% Activity CLIMBING WITH… % Index* Overall Rank France 8% 89 6th Gentle Country Walks France Germany Nether- UK USA 45% TOTAL lands (2 hrs / 5 miles) Germany 11% 122 5th Hill-Walking or Full day walks 36% Netherlands 6% 67 7th REGULARLY/OCCASIONALLY PARTICIPATED ON Mountain Biking 32% PREVIOUS HOLIDAYS UK 10% 111 7th Horse-riding 28% US 10% 111 7th Climbing participation is Regularly heavily skewed towards the 9% Kayaking 23% younger demographics. The 18% US exhibit a higher proportion Road Cycling 20% Germany, UK and US are most likely to of participation too with almost say they’d choose climbing as part of a trip 2 in 5 having taken part in Occasionally Surfing 17% to England. climbing whilst on holiday. Rafting 16% KEY AGE GROUPS HIGH LOW There is considerable crossover with Coasteering 14% climbing activity. Those interested in 18-24: 42% 37% 22% taking part in climbing whilst on a UK Windsurfing 13% express interest in a wide range of other 25-44: 38% activities. 30% 24% Canyoning 12% USA France 9 *Index measures participation relative to other countries Surfing

Sample size = 520

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 10% 7% 8% 6% 9% 18% Activity % Index* SURFING WITH… Rank Overall France 3% 50 12th France Germany Nether- UK USA Gentle Country Walks TOTAL lands 37% (2 hrs / 5 miles) Germany 6% 100 7th

Kayaking 29% Netherlands 4% 67 9th REGULARLY/OCCASIONALLY PARTICIPATED ON PREVIOUS HOLIDAYS Mountain Biking 29% UK 9% 150 8th Hill-Walking or Full day Regularly 28% US 6% 100 10th walks Surfing appeals more to the 7% younger age groups but only Occasionally 13% Climbing 27% 20% of those interested in UK holidays have been Horse-riding 27% UK are the most interested in doing surfing on holiday before. surfing in England with Germany and US Much greater appeal for Windsurfing 26% having some reach also. Netherlands and younger markets. France have very little interest in doing Road Cycling 22% this activity in England. KEY AGE GROUPS HIGH LOW Rafting 19% Other water sports such kayaking, 25-34: 31% 31% 16% windsurfing and rafting attract greater Canyoning 19% reach to accompany surfing during a UK 18-24: 27% holiday. 22% 17% Coasteering 18% USA UK 10 *Index measures participation relative to other countries Canyoning

Sample size = 494

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND\ 10% 10% 6% 8% 8% 20% Activity % Index* CANYONING WITH… Rank Overall France 5% 100 8th France Germany Nether- UK USA Gentle Country Walks TOTAL lands 43% (2 hrs / 5 miles) Germany 3% 60 11th

Kayaking 40% Netherlands 2% 40 12th REGULARLY/OCCASIONALLY PARTICIPATED ON PREVIOUS HOLIDAYS Hill-Walking or Full day walks 36% UK 7% 140 10th

With low levels of reach and Regularly Rafting 35% US 6% 120 10th previous experience, canyoning Occasionally 6% Mountain Biking 33% appeals to the holiday market 12% rather than regular participation. Horse-riding 29% UK and US are more likely to take part in As with other high-intensity canyoning compared with other markets, Road Cycling 27% activities, US citizens are most but still the appeal is relatively low. open to trying canyoning. Climbing 24%

KEY AGE GROUPS HIGH LOW Kayaking and rafting appear to Surfing 22% complement canyoning strongly. Other 25-34: 29% 32% 12% high-intensity activities are considered by Coasteering 21% 18-24: 27% many to go alongside canyoning. 22% 16% Windsurfing 18% USA Germany 11 *Index measures participation relative to other countries Rafting

Sample size = 533

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 10% 8% 8% 7% 6% 23% Activity % Index* RAFTING WITH… Rank Overall France 5% 83 8 France Germany Nether- UK USA Gentle Country Walks TOTAL lands 46% (2 hrs / 5 miles) Germany 5% 83 9 Kayaking 38% Netherlands 5% 83 8 REGULARLY/OCCASIONALLY PARTICIPATED ON Mountain Biking 34% PREVIOUS HOLIDAYS UK 5% 83 11

US exhibits are very strong Regularly Occasionally Hill-Walking or Full day walks 33% US 7% 117 9 association with rafting with 5% almost half indicating some level Canyoning 29% 16% of previous participation whilst on There are low levels of interest in rafting Climbing 26% holiday. Regular participation as part of a England holiday. levels are low, suggesting Road Cycling 21% suitability for a holiday activity. Kayaking, mountain biking and canyoning Coasteering 21% go alongside rafting for around a third of KEY AGE GROUPS HIGH LOW Surfing 20% those interested in rafting as part of a 25-34: 27% 43% 12% England trip. Horse-racing is of relatively Windsurfing 20% little interest for those interested in rafting. 35-44: 27% 24% 18% Horse-riding 20% USA Germany 12 *Index measures participation relative to other countries Windsurfing

Sample size = 453

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 8% 7% 7% 5% 6% 14% Activity WINDSURFING WITH… % Index* Overall Rank France 4% 100 11th France Germany Nether- UK USA TOTAL lands Kayaking 37% Germany 5% 125 9th Gentle Country Walks 36% (2 hrs / 5 miles) Netherlands 4% 100 9th REGULARLY/OCCASIONALLY PARTICIPATED ON Surfing 34% PREVIOUS HOLIDAYS UK 5% 125 11th Hill-Walking or Full day walks 29% Windsurfing has low Regularly US 5% 125 12th 6% reach, with only 6% Occasionally 11% Mountain Biking 28% regularly taking part whilst on holiday. Windsurfing Climbing 26% There is limited interest in windsurfing in has the greatest appeal to England for all markets. those from US. Rafting 25% When windsurfing is selected, crossover Horse-riding 23% with other water sports is strong. Kayaking KEY AGE GROUPS HIGH LOW and surfing are likely to be considered Road Cycling 22% alongside windsurfing for a third. Gentle 25-34: 24% 25% 13% Canyoning 19% country walks amounts to the same 35-44: 22% likelihood – far less than it is alongside 22% 13% Coasteering 18% other, less intensive, activities. USA UK 13 *Index measures participation relative to other countries Coasteering

Sample size = 324

GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 7% 4% 6% 6% 7% 13% Activity COASTEERING WITH… % Index* Overall Rank France 5% 83 8 Gentle Country Walks France Germany Nether- UK USA 51% TOTAL lands (2 hrs / 5 miles) Germany 3% 50 11 Hill-Walking or Full day walks 35% Netherlands 3% 50 11 REGULARLY/OCCASIONALLY PARTICIPATED ON Kayaking 32% PREVIOUS HOLIDAYS UK 8% 133 9 Mountain Biking 26% Regularly US 9% 150 8 Coasteering has very little Occasionally 4% reach throughout. Younger 8% Climbing 24% age groups have higher participation levels, but these Horse-riding 23% Interest in doing coasteering in England are still below 20%. This isare low across all markets, although activity has a slight male skew. Rafting 21% almost 1 in 10 of the US market are interested. Road Cycling 18% KEY AGE GROUPS HIGH LOW Surfing 18% Kayaking and climbing are activities which 25-34: 19% 26% 7% appear to work well alongside coasteering. Canyoning 18% 35-44: 16% 15% 9% Windsurfing 14% France & USA 14 Germany *Index measures participation relative to other countries