ORKNEY VISITOR SURVEY
2008/2009
Prepared for: Prepared by: HIE, Orkney Islands Council AB Associates Ltd & VisitOrkney Unit 3/4 c/o 14 Queen Street Kirk Business Centre KIRKWALL SCALLOWAY Orkney Shetland KW15 1JE ZE1 0TF Tel: 01856 874638 Tel: 01595 880852 Fax: 01856 872915 Fax: 01595 880853 e.mail: [email protected] e.mail: [email protected]
March 2010
Contents
EXECUTIVE SUMMARY
Section Title Page 1 Introduction 1 1.1 Terms of Reference 1 2 Methodology 2 2.1 General Approach 2 2.2 Desk Based Research & Benchmarking 2 2.3 Survey Design and Implementation 3 2.3.1 Main Exit Survey 3 2.3.2 Self Completion Survey 3 2.3.3 Calibration Exercise 4 2.3.4 Interview Procedure and Schedule 4 2.3.5 Sample Size and Selection 5 2.4 Data Analysis and Reporting 6 2.5 Additional Issues and Lessons Learnt 6 2.6 Thank You 7 2.7 Report Format 7 EXIT SURVEY 3 Total Travel 9 4 Main Purpose of Trip 12 5 Trip Details 17 5.1 Social Group 17 5.2 Party Type 18 5.3 Party Size 19 5.4 Gender 20 5.5 Age 20 5.6 Origin 22 5.7 Previous Visits 24 6 Travel and Nights Away 26 6.1 Arrival and Exit Points 26 6.2 Nights Away 27 6.3 Visits to Orkney Areas 30 6.4 Internal Transport 32 7 Expenditure 33 8 Accommodation 38 9 Sources of Information/Inspiration 48 10 Activities 53 11 Feedback and Satisfaction 56 YACHT SURVEY 12 Yacht Survey 71 12.1 Total Yacht Travel 71 12.2 Yacht Trip Details 71 12.3 Yacht Expenditure 74 12.4 Sources of Information/Inspiration/Feedback & Satisfaction Yachts 74 OVERALL 13 Volume and Value of Tourism 77
Tables
Number Title Page 2.1 Interview Statistics 5 2.2 Revised Travel Figures for Orkney Visitor Survey 2004/05 8 2.3 Revised Spend Figures for Orkney Visitor Survey 2004/05 8 3.1 Total Travel Oct 08 – Sep 09 by Transport Route 9 3.2 Breakdown by Transport Route and Interviews Conducted 9 3.3 Visitor Travel Breakdown by Transport Route 10 3.4 Total Travel Oct 08 – Sep 09 by Month 10 3.5 Breakdown of Travel by Month and Interviews Conducted 11 3.6 Total Visitor Numbers Comparison to Other Areas 11 4.1 Main Purpose of Trip Including Day Trips & 2005 Comparison 12 4.2 Main Purpose of Trip by Number & 2005 Comparison 13 4.3 Main Purpose of Trip by Transport Route 09 13 4.4 Main Purpose of Trip by Transport Route 09% 13 4.5 Total Departures by Month Oct 08 – Sep 09 14 4.6 Main Purpose of Trip Comparison to Other Areas 14 4.7 Holiday Visitors Main or Second Holiday & 2005 Comparison 15 5.1 Social Group (chief income earner) Including Retired & 05 Comparison 17 5.2 Social Group Comparison to Other Areas 17 5.3 Party Type by Respondent & 2005 Comparison 18 5.4 Party Type Comparison to Other Areas by Respondent 18 5.5 Party Type by All Visitors 19 5.6 Average Party Size & 2005 Comparison 19 5.7 Average Party Size Comparison to Other Areas 20 5.8 Gender of Respondent 20 5.9 Gender of Visitor 20 5.10 Age of Visitors by Gender 20 5.11 Age of Visitors by Origin 20 5.12 Age of Visitors Comparison to Shetland 21 5.13 Area of Origin All Visitors & 2005 Comparison 22 5.14 Area of Origin All Visitors Comparison to Other Areas 22 5.15 Country of Origin Overall, by Trip Purpose & Season 22 5.16 Country of Origin 2005 Comparison 23 5.17 Previous Visits by Respondent 24 5.18 Previous Visits by Trip Purpose 24 5.19 Previous Visits by Origin 25 6.1 Arrival and Exit Points Within Orkney 26 6.2 Nights Away by Area 27 6.3 Nights Away by Origin 27 6.4 Nights Away by Purpose of Trip 28 6.5 Nights Spent in Islands Comparison to Other Areas 29 6.6 Average Length of Stay in Orkney Sub-Areas (Nights) 30 6.7 Average Length of Stay in Orkney Sub-Areas 2005 Comparison(Nights) 30 6.8 Sub-Areas Visited Overall, by Origin & Trip Purpose 31 6.9 Number of Areas Visited Overall, by Origin & Trip Purpose 31 6.10 Internal Transport Used 32
Number Title Page 6.11 All Internal Transport Used 2005 Comparison 32 7.1 Average Spend Per Person Per Trip (£) 33 7.2 Average Spend on Local Produce 35 7.3 Average Spend by Trip Purpose Per Person Per Trip (£) 36 7.4 Average Spend & Other Key Indicators by Trip Purpose 36 7.5 Average Spend by Visitor Comparison to Other Areas (£) 37 8.1 Types of Accommodation Used 38 8.2 Main Types of Accommodation Used by Origin 39 8.3 Main Types of Accommodation Used by Purpose 39 8.4 Advanced Booking by Type of Visitor % 40 8.5 Length of Advanced Booking % 41 8.6 How Accommodation was Booked % 43 8.7 How Accommodation was Booked 2005 Comparison % 44 8.8 Accommodation First Choice & Ability to Book % 44 8.9 Accommodation First Choice & Ability to Book 2005 Comparison % 45 8.10 Accommodation Grading Choice & Ability to Book % 45 8.11 Accommodation Grading Choice & Ability to Book 2005 Comparison % 46 8.12 Reason for Being Unable to Book First Choice % 46 9.1 Information Sources Used Overall, by Origin & Trip Purpose % 48 9.2 Internet Research and Booking % 49 9.3 Inspiration to Visit All Travellers Top 5 % 50 9.4 Inspiration to Visit Holiday Visitors Top 5 % 51 9.5 Marketing Influences to Visit All Travellers Top 6 % 51 9.6 Marketing Influences to Visit Holiday Visitors Top 6 % 52 10.1 Visitor Attraction Heard of & Visited Top 5 % 53 10.2 Visitor Attraction Heard of & Visited Top 5 2005 Comparison % 53 10.3 Main Activity and Activities Undertaken Top % 54 10.4 Activities Undertaken 2005 Comparison % 55 11.1 Potential Improvements to Visit % 56 11.2 Activity Improvement or Provision% 57 11.3 Meeting Expectations Overall, by Origin & Trip Purpose % 58 11.4 Meeting Expectations 2005 Comparison % 58 11.5 Areas Falling Shortest of Expectations % 59 11.6 Highlight of Visit Top % 60 11.7 Recommend Orkney Overall, by Origin & Trip Purpose % 61 11.8 Likely to Return Within 5 Years Overall, by Origin & Trip Purpose % 61 11.9 Likely to Return Within 5 Years 2005 Compariosn % 62 11.10 Opinions of Tourism Aspects Overall % 62 11.11 Poor Ratings External Transport 65 11.12 Poor Ratings Internal Transport 66 11.13 Poor Ratings Signage 67 11.14 Poor Ratings Eating Out 68 11.15 Poor Ratings Accommodation 68 11.16 Poor Ratings Shops 69 11.17 Poor Ratings Visitor Attractions 69 11.18 Poor Ratings Other 70
Number Title Page 12.1 Total Yacht Numbers 71 12.2 Party Type by Yacht Respondent % 71 12.3 Party Type and Average Party Size by All Yacht Visitors 72 12.4 Gender of Yacht Respondent 72 12.5 Gender of Yacht Visitors 72 12.6 Age of Yacht Visitors 72 12.7 Area of Origin All Yacht Visitors 73 12.8 Main or Second Yacht Holiday % 73 12.9 Importance of Orkney on Trip Itinerary% 73 12.10 Average Nights Away on Yacht 73 12.11 Average Spend Per Yacht (£) 74 12.12 Information Sources Used Prior to Arrival of Yacht% 74 12.13 Opinions of Tourism Aspects Yacht 75 12.14 Highlight of Yacht Visit% 75 12.15 Recommend Orkney Yacht Visitor % 76 12.16 Return Yacht Visit% 76 13.1 Average Spend & Other Key Indicators by Visitor Type 2009 77 13.2 Overall Spend on Local Produce 2009 77 13.3 Volume and Value of Tourism Excluding Inflation 78 13.4 Value of Tourism Growth Including Inflation 79 13.5 Volume and Value of Tourism 2009 Including Cruise Market 80
APPENDICES
1. Questionnaires
2. Full Data Tables
Orkney Visitor Survey 2008/2009
ORKNEY VISITOR SURVEY 2009 EXECUTIVE SUMMARY AIM AND OBJECTIVES The aim of this study is to provide detailed visitor information with which to guide future tourism policy in Orkney. The main objectives are to:- (a) provide an accurate estimate of volume and expenditure of visitors during 2008/2009; (b) supply information about visitor profiles and their visit in order to guide future tourism policy; (c) highlight principal drivers relating to Orkney as a destination of choice; (d) provide information on the quality of the visitor experience; (e) identify service and product gaps relating to Orkney tourism; (f) provide results which allow comparison of key indices with previous reports. This Executive Summary addresses objectives a-e below, f is interspersed within the other objectives.
ESTIMATE OF VOLUME AND EXPENDITURE OF VISITORS The total value and volume of tourism within Orkney has been calculated using estimated numbers of visitors and average spend by purpose of trip as found within the main exit survey i.e. holiday, business and VFR visitors, as well as visiting yachts. The total estimated number of visitors to Orkney in 2009 was 141,974 made up of 141,172 air and sea travellers, and 802 yacht travellers. Overall these figures show an increase of 21,448 visitors or 18% since 2005. The total direct spend of these visitors in Orkney is estimated at £31.8m, made up of £31.6m from air and sea travellers, and £154,786 from yacht travellers. Holiday makers spent most at £23.5m representing 74% of all money spent. Of this £31.6m, it is estimated that £3.7m was spent by visitors on locally produced food, drink and souvenirs in 2009. This consisted of £1.6m on food and drink and £2.1m on other products. Excluding inflation it would appear there has been an increased spend of £6.6m or 27% since 2005, with overall average spend per visitor per trip having risen by £15 or 7% to £224. Including inflation this shows real growth in spend of £3.7m or 13%, since 2005, and £13,6m or 75% since 1996. It should be noted that these figures show an average annual growth of over 3% per annum since 2005, and that this is against a backdrop of recession which was ongoing throughout the survey period. This survey did not include the cruise ship market. However based on other available data it is possible that cruise visitors to Orkney in 2009 could have been around 45,583 with an overall spend of £1,133,492. If these cruise figures are included it is possible that visitor numbers to the islands in 2009 were in excess of 187,000, with an overall spend figure of over £32.9m.
VISITOR PROFILE AND DETAILS OF VISIT A total of 227,877 travellers exited Orkney over the period. 86,705 or 38% of these were residents, and 141,172 or 62% were visitors. This shows an increase of 20,646 visitors or 17% from the 2005 survey. Proportionately visitor travel is highest on Northlink at 40% with Other Ferry at 37%, and Air at 23%. There has been significant rises in both visitor air travel since 2005 up 10,045 or 45%, and travel on other ferry operators up 12,429 or 31%, coupled with a small decrease of -1,828 or -3% in visitor travel on Northlink. Data from the most recent visitor surveys conducted in Orkney and Shetland, and the latest tourism update for the Western Isles, which as they are for different seasons, should be viewed as indicative only, show that visitor travel to A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
Shetland was significantly lower, and that to the Western Isles significantly higher in 2006 than current Orkney visitor figures.
Main Purpose of Trip As a whole holiday visits were predominant in both 2009 and 2005 at around two thirds. In 2009 16% of holiday visitors and 3% of business travellers were on a day trip. Proportionately business travel remains similar growing by 3% to 16. VFR was down 4% to 17%. The largest increase in travel since 2005 both numerically and proportionately has been in holiday travel up 17,139 or 22%, business travel has increased 3,876 or 21%, and VFR travel has decreased by -369 or -1%. Holiday makers and day trippers predominantly come by Sea, at 88% and 96% respectively. Business and VFR travellers are much more evenly spread by air and sea. When compared to other areas numerically the Western Isles has higher levels of visitors in all categories. Orkney has the highest proportion of holiday visitors and Shetland has proportionately higher levels of business and VFR travellers. In 2009 Scottish visitors were more likely to be on a second holiday, and overseas visitors in particular were more likely to be on their main holiday. Comparison with 2005 statistics would appear to show a trend toward second holiday travel to the islands, up from a fifth to around a half.
Social Group The most frequent social grouping in 2009 was AB at 38%. The most frequent in 2005 was C1 at 34%, however in both years there was only 1% difference between the AB and C1 categories. It would appear that the social grouping of visitors in 2009 was similar to that of 2005. Overall AB and C1 are the top two social groupings for all three island groups varying from 80% for the Western Isles to 75% for Orkney.
Party Type Travel in couples forms the largest proportion of visitor travel to Orkney at 34%, family travel is 28%, and individual travel accounts for 14%. Couples are also the most common party type to the Western Isles, with individual travel most frequent to Shetland. This may reflect higher levels of individual business travel to Shetland.
Party Size Overall average party size has remained relatively stable since 2005 falling slightly from 2.2 to 2.16. Party size by purpose of trip is highest for holiday travel at 2.5 and lowest for VFR at 1.94. Average party size is highest during the high season at 2.12 and lowest during the low season at 1.68. Party size via exit point is highest for other ferry at 2.38, and lowest for air at 1.72. Of the island groups average party size is highest for Orkney and lowest for Shetland 1.85.
Gender Gender proportions of overall visitors were very even and identical to that of respondents, 49% male and 51% female, which equated to 69,201 and 71,971.
Age The majority of visitors to Orkney both overall and by gender are aged 45 or above, with the most frequent age group being 55-64, this shows the importance of the “grey market” to the isands. There is proportionately high travel by 35-44 year old Scots and 25-34 year old overseas visitors. This could be due to more business travel by Scots within the 35-44 age category, and younger overseas visitors either holiday makers or migrant workers. Orkney proportionately attracts less 25-55 year olds, -10%, and more over 55 A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
year olds, 8% than Shetland. This may be due to proportionately higher, business travel to Shetland among those of working age, and holiday travel particularly within older age groups to Orkney.
Origin Around a half of all visitors to Orkney come from Scotland, a third from the rest of the UK, and a fifth from overseas. Compared to 2005 this shows a proportionate rise in Scots visitors and a fall for the rest of the UK and overseas. This would tend to fit with other data within this report showing a predominance of Scottish visitors, with increases in trips of shorter length. When compared to the other island groups Orkney has proportionately more Scottish visitors. When examined by season and purpose of trip, visitors predominantly come from the UK, and were predominantly Scottish. 81% of all visitors were British, with 45% Scottish and 32% English. There is very little visitor travel from Wales and Northern Ireland, 4%.
Previous Visits 54% of respondents were on their first visit to Orkney, which is the same proportion as 2005. The largest proportional increase has been for those who had visited once before, up 11% to 15%. 69% of holiday makers were on their first visit to the islands. 39% of business and 36% of VFR visitors had visited 1-5 times before. A significant majority of overseas visitors and UK visitors from outwith Scotland were on their first trip to the islands 83% and 65% respectively. Scots visitors were more likely to be repeat visitors, with 61% having previously visited or lived in the islands.
Arrival and Exit Points Entry and exit levels by route are relatively similar, suggesting that in the main visitors enter and exit via the same route. Although there can be some both planned and unplanned exceptions. The most significant route overall is Northlink to Scrabster with around 1 in 3 visitors, and by air is Kirkwall to Edinburgh with around 1 in 10 visitors.
Nights Away Visitors to Orkney on average spent 10 nights away from home during their trip, and 4.4 nights were spent in Orkney. This shows a fall of 1.6 nights away from home per trip, and a fall of 0.9 nights in Orkney since 2005. The most frequent number of nights away in total was 4-7 at 27%, with 1-3 nights spent in Orkney 37%. 70% of visitors spent between 1 and 7 nights in the islands, with 18% not staying a night at all. Scots were most likely to spend 1-3 nights away and in Orkney, again reinforcing the move toward shorter visits and/or second holidays to the islands by Scots visitors. Other UK visitors were most likely to spend 6-14 days away from home, with 4-7 days spent in Orkney reinforcing the perceived move toward two or more centred holidays. Overseas visitors were most likely to spend 15-21 days away from home with 1-3 days in Orkney, again reinforcing the idea of a visit to Orkney being built into a larger overall trip. This would appear to be more likely as the distance travelled to the islands increases.
Nights Spent in Orkney Sub-Areas Kirkwall has a much higher average stay at 1.7 nights than any other area of Orkney. Overall the area with the second longest average was the West Mainland at 0.89 nights, with Flotta ranking second for Business visitors at 0.37 nights. Average length of stay figures in the main, were lower for Non-Mainland than Mainland areas. For non- mainland areas the highest average length of stay was Sanday at 0.13 nights followed by Flotta at 0.09 nights, almost solely from business visitors. A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
Average length of stay figures have fallen -0.9 since 2005, length of stay on the Mainland has fallen by 1 night with a slight fall for the islands at -0.06 nights. When viewed in conjunction with increased visitor numbers, and the trend toward Orkney as a second holiday area, this might again suggest that visitors in general are making more trips (not necessarily all to Orkney), but these trips are of a shorter duration.
Areas of Orkney Visited As with nights spent in a sub-area overall Mainland areas were visited more than Non-Mainland areas. The most visited area was Kirkwall. Stromness ranked second. For Non-Mainland areas Hoy ranked top with the exception of business travellers, who most often stated Flotta. The most frequent number of places visited was 2-3 and 4-5 at 30% with 78% visiting between 1 and 5 areas. Scottish and business visitors appear to visit less areas within the islands, averaging 3.7 and 2.3 respectively. As 73% of business visitors are Scottish this is not surprising. Those visitors who visit most areas are on holiday which again is not surprising, with the highest proportion 35% visiting 4-5 areas. Overall visitors visited an average of 3.6 areas, with the highest average being 3.9 areas for holiday visitors and the lowest 2.3 areas for business visitors.
Internal Transport Used The main forms of internal transport used were private and hire car 42% and 15% respectively, and bus 14%. Private car was also the most frequently used in 2005, however proportionately there has been a fall in private vehicle use, and this would appear to be in favour of public buses, which ranked two in 2009. Third ranked in both surveys was walking.
Accommodation Used The most frequently used accommodation in 2009 both in the main and overall were hotels, VFR and self-catering. When compared to previous surveys there would appear to be a general trend away from Hotels and B&B’s to self-catering. Scottish and UK visitors are most likely to stay in a hotel, self-catering, or VFR and overseas visitors a hotel, B&B or hostel. This fits both with the general trend toward self-catering accommodation, and higher proportionate levels of younger overseas visitors who would be more likely to use hostel accommodation. Holiday visitors are most likely to be staying in a hotel, B&B or self-catering. Business visitors primarily stay in hotels, but also B&B and other which was mainly accommodation linked to work particularly in Flotta. VFR as would be expected mainly stay with friends and relatives.
Advanced Booking 53% of visitors booked all their accommodation prior to arrival. This ranged from 61% for B&B to 51% for VFR/own home and self- catering. In terms of length of stay in general as the length of stay increased, so did the proportion on visitors booking in advance. Overseas visitors were slightly more likely to book in advance, as were air and holiday travellers, particularly during the high season. Those least likely to book were more likely to use self-catering accommodation, be staying 4-7 days, come from the UK outwith Scotland, travel by other ferry operator, be visiting VFR and travelling during the medium season.
A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
Length of Advanced Booking The most frequently stated timing of advanced bookings was 2 - 4 months before arrival. In terms of length of stay those staying less than a week were most likely to book 2-4 months in advance, and those staying over a week, 1-2 months ahead. Those staying 1-3 days, or over a week were least likely to just turn up, as were overseas visitors. In terms of exit route, again 2-4 months was most popular, with Northlink travellers least likely to just turn up. In terms of trip purpose 2-4 months was most frequent for holiday and VFR, and 1-2 months for business, with business least likely to just turn up. In terms of season 2-4 months is again most frequent for the high and medium seasons, with less than a week during the low season, although during the low season there would appear to be less likelihood of people just turning up.
How Accommodation was Booked The main two forms of booking were via the internet, and direct with the accommodation provider, predominantly the internet. The major changes in booking habits since 2005 have been the increase in the use of the internet with a corresponding decrease in direct bookings with the accommodation provider, as well as reduced use of the TIC and travel agents.
Accommodation First Choice and Ability to Book The most popular first choice for accommodation were self-catering 24% and hotels 21%. For all types of accommodation the vast majority were able to book their first choice varying from 76% for hotels (13% booked by someone else) to 94% for self- catering. Very few respondents were unable to book their first choice varying from 6% for hotels and B&B’s to 2% for guest houses and VFR. The major changes in first choice habits since 2005 have been an increase in preference for self-catering and camping, and a decrease for hotels. Although not addressed within the survey it is known that the majority of increase in supply of accommodation within the islands in recent years has been in self-catering, and therefore any proportionate increased change in demand for this type of accommodation may have been influenced by this proportionate increase in supply.
Accommodation Grading Choice and Ability to Book The most popular first choice for accommodation grading was 3 star. For all the star ratings, and those without any real preference the vast majority were able to book their first choice varying from 82% for 1 star to 94% for 2 and 4 star. Very few respondents were unable to book their first choice varying from 6% for 5 star and no preference to 0% for 1 star. The major changes in first accommodation grading choices have been an increase in preference for 2 and 3 star graded, and a decrease in 5 star. Again although not addressed within the survey it is known that the majority of increase in supply of accommodation within the islands in recent years has been in self-catering which tended to be 3 and 4 star as opposed to 5 star rated, and therefore any proportionate increased change in demand for this type of star rating may have been influenced by this proportionate increase in supply. The main reason people were unable to book their first choice was that accommodation being full at 68%.
A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
PRINCIPAL DRIVERS FOR ORKNEY AS A DESTINATION OF CHOICE
Information The most frequently used information source overall was the internet, with 70% stating they had used it to find out about Orkney prior to visiting. The next two most frequent were friends and relatives and Tourist Board brochure/leaflet at 22% and 20% respectively. When assessed by origin the most frequent again was the internet ranging from 72% for Scotland and overseas to 67% for other UK. In terms of trip purpose Holiday makers most frequently used the internet at 72%, with 69% of business and VFR visitors also stating internet usage. VFR visitors most frequently got information from friends and relatives 31%, whereas business travellers were more likely to have someone else organise their trip 30%. This analysis shows that the vast majority of travellers now use the internet to research the islands prior to visiting and even for business and VFR travel. There are no comparable figures for 2005. However given that only 9% quoted the internet as a marketing influence at the time it would appear sensible to assume that there has been a major move toward internet research prior to travel since the last survey.
Internet Research and Booking The most frequently researched and booked aspects of the trip was transport to the islands with 80% researching on line and 69% booking. Accommodation ranked second with 62% researching and 49% booking. The only other area with over 3% booked on- line was transport on Orkney at 9%. The most frequently researched among the other options given were history/culture, and visitor centres and attractions. Respondents were also asked if they could remember which websites they had used, the most frequently mentioned were google, Flybe/BA, Northlink, Pentland Ferries, John O’Groats Ferries and VisitOrkney, and this fits with higher levels of transport research and booking.
Inspiration to Visit All Visitors Around a quarter of visitors were inspired to visit due to friends and relations, either to visit friend and family, or on their recommendation. The next most frequently stated were general interest/holidays 17% and business/work 15%.
Inspiration to Visit Holiday Visitors The most important market segment to assess in terms of inspiration to visit is the holiday market. The most frequently stated other than general interest/holiday 28%, were prehistoric sites/archaeology 14%, repeat visits 10%, sights landscape and remoteness 8% and people/history/island life 6%.
Marketing Influences All Visitors Experience of a previous visit 31%, and advice from friends and relatives 27% ranked 1 and 2 both overall, and by origin and trip purpose. Other ranked third with the most common stated influences family and work, and surprisingly given the significant numbers of respondents stating they used the internet for research, only 10% stated it was a marketing influence which ranked it 4th. Guide books and tourist brochures ranked 5 and 6 overall, with advertisements, travel agents and package tour operators least mentioned.
Marketing Influences Holiday Visitors Again the most important market segment to assess in terms of marketing influence is the holiday market. A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
Again experience of a previous visit 39%, and advice from friends and relatives 36% ranked 1 and 2 both overall, and by origin and trip purpose. Internet ranked 3 rd although again at only 15% which is well below the proportion of those use the net as a research tool. Other ranked 4th with the most common stated influences a holiday relating to work, and weddings or other family events. Guide books and tourist brochures ranked 5 and 6 overall, and both were most popular with other UK travellers. Advertisements, travel agents and package tour operators again were least mentioned.
QUALITY OF VISITOR EXPERIENCE
Visitor Attractions In the main those attractions that ranked in the top 5 for “heard of” were also the top 5 visited. The exceptions to this were the Highland Park Distillery which ranked 1 for heard of and only 15th for visited, and the Ring of Brodgar which was only 11 th for heard of, but ranked 3 for visited. In relation to Highland Park it is thought possible that due to better brand recognition than in the past there may be increased awareness of the name Highland Park rather than the distillery itself, which might go some way to explaining the gap between its rank for heard of and visited. It would appear that in general more respondents had heard of attractions in 2005 than 2009, which may in some part be due to increased internet usage for research or possibly different questioning styles. In terms of attractions visited there has been an increase for all since 2005, with around 4 out of 5 in 2009 having visited St Magnus Cathedral
Activities The most frequently mentioned main activity by a considerable margin was general sightseeing/touring at 31%, walking was the next most frequent at 12%. The activities most frequently participated in were general sightseeing/touring 52%, beaches/coastal Scenery 47% and eating out 40. 18% of visitors participated in 1 or 2 activities, with 37% participating in up to 5, and 12% in more than 10 activities. Compared to 2005 general sightseeing/touring remains the most popular activity with, walking; eating out; shopping; and beaches/coastal scenery; remaining the most frequently undertaken activities.
Meeting Expectations Overall 63% of respondents felt their expectations had been met, and 32% that they had been exceeded. There were extremely low levels stating that their expectations had not been met less than 1% overall and 1% for Scottish and VFR visitors. Compared to 2005 there is now both 1% less travellers stating that their expectations had been exceeded or not met and 3% more stating they have been met.
Areas Falling Shortest of Expectations Overall 80% of respondents could not think of anything that fell short of expectation, 3% mentioned accommodation, tea rooms cafes and restaurants and transport issues and 2% visitor attractions.
Highlight of Visit Respondents were asked what they considered to be the highlight of their visit, 73% of respondents provided a reply, 40% were in relation to a theme, 11% related to a place and 22% related to attractions. The most frequently given answers were in relation to theme; landscape/scenery/remoteness, friendliness, way of life, history, bids and A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
wildlife; places; Maes Howe, Hoy, Stromness; attractions; Skara Brae, St Magnus Cathedral, Stones (Brodgar, Gurness, Standing).
Recommend Orkney An overwhelming majority overall 95%, and by origin and trip purpose varying from 94% to 97% would recommend Orkney to others. It should be noted however that 1% overall would not recommend the islands, and 3% were unsure.
Likely to Return Within 5 Years Around half overall 53% stated they were very likely to return, when analysed by origin and trip purpose this varied from 61% for business to 48% for VFR. Overall 13% stated they did not feel they were likely to return, this varied from 17% for overseas to 11% for Scots visitors. Compared to 2005 there have been minimal changes in response.
SERVICE AND PRODUCT GAPS RELATING TO ORKNEY TOURISM
Opinions of Tourism Aspects Overall Respondents were asked to rate various aspects of Orkney tourism on a sliding scale from very good to very poor, both in terms of quality and value. The whole visit, and visitor attractions, ranked as the top 2 for both quality and value, with customer service 3 rd for quality and accommodation 3rd for value. The lowest averages for quality were sign posting, other souvenirs and buses, and value other souvenirs, shops and transport to Orkney. Those which were most frequently stated to be poor or very poor were sign posting in terms of quality at 7%, and transport to Orkney in terms of value at 7%.
Where aspects of tourism were rated by a respondent as poor or very poor, they were asked for an explanation as set out below:-
External Transport The most frequently stated areas for dissatisfaction were in relation to expense both for ferries and flights. Poor train and bus connections were also highlighted. Internal Transport In relation to internal transport again expense was mentioned, but the most frequently quoted was inadequate provision and/or poor connections with the bus service, both in terms of other buses and other forms of transport. Signage The most frequently stated areas of dissatisfaction were in relation to there being a lack of, or lack of information on signs (particularly distance), that they were too near to turnoffs, and were poor off the main roads. Signs for Skara Brae came in for particular criticism. Eating Out The most frequently stated areas of dissatisfaction were in relation to numbers of eating establishments, cost and food quality. Accommodation The most frequently stated area of dissatisfaction was poor all round quality. Hostels in particular had a high number of comments given the number of respondents using them. Shops The most frequently stated area of dissatisfaction was the cost of local craft products. Visitor Attractions The most frequently stated area of dissatisfaction was expense. Other The most frequently stated other areas of dissatisfaction were difficulty in finding music, fuel costs and general expense.
A B Associates Limited March 2010
Orkney Visitor Survey 2008/2009
1. INTRODUCTION
1.1 Terms of Reference
The three main organisations responsible for promoting tourism in Orkney, i.e. Orkney Islands Council, Visit Orkney and HIE, commissioned this survey of visitors to be carried out during 2008/2009 in order to gather a range of data and provide an update of the previous survey carried out in 2004/2005. In addition a joint need has been identified to gather information from tourists visiting Orkney in order to inform future tourism policy. The visitor survey and the report of its findings have been carried out by AB Associates.
The aim and broad objectives of the study are:-
Aim : to provide detailed visitor information with which to guide future tourism policy in Orkney
Objectives :
(a) Provide an accurate estimate of volume and expenditure of visitors during 2008/2009. (b) Supply information about visitor profiles and their visit in order to guide future tourism policy. (c) Highlight principal drivers relating to Orkney as a destination of choice (d) Provide information on the quality of the visitor experience. (e) Identify service and product gaps relating to Orkney tourism (f) Provide results which allow comparison of key indices with previous reports
A B Associates Limited 1 March 2010 Orkney Visitor Survey 2008/2009
2. METHODOLOGY
2.1 General Approach
The brief for the study identified the subject areas to be included in the analysis in order to achieve the study objectives. It also clearly stated the necessity to compare the results of this survey with the one carried out in 2004/2005. As a result, the methodology used took both these factors into account. Thus the methodology used was where possible and appropriate similar to that adopted for the previous survey with some modifications, alterations or improvements where considered necessary, especially to take account of changed circumstances and the wishes of the client. The various aspects of the methodology are detailed below.
2.2 Desk Based Research and Benchmarking
Desk based research was carried out to investigate other relevant reports and surveys that might inform the data collection and methodology, and provide comparative benchmark data.
This included the previous Orkney Visitor Survey, as well as other similar surveys in other areas such as Shetland Visitor Survey 2006, Western Isles Visitor Survey, Jersey Visitor Survey 2004, Tasmania Visitor Survey 2003, Malta Visitor Survey 2004, as well as Highlands and Islands and Scottish level surveys, both for benchmarking purposes as well as survey methodology.
Data was also gathered from the transport operators to help with the analysis, particularly calibration, as well as information from other relevant bodies including the three project sponsors.
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2.3 Survey Design and Implementation
The survey of visitors made use of several different methodologies in order to achieve reliable statistics and outputs that will have a high degree of confidence. These included face-to-face exit surveys, self-completion questionnaires, postal questionnaires and calibration interviews.
2.3.1 Main Exit Survey
The traditional and probably the most effective means of getting useful information from visitors is by way of an exit survey of visitors using face to face interviews just before they leave the islands, i.e. at the departure points at the ferry terminals and airport. This was done by undertaking 1149 face to face interviews with a random sample of visitors as they left Orkney via Kirkwall and Stromness Harbours on North Link Ferries, St Margarets Hope on Pentland Ferries, the Kirkwall bus depot on John O’Groats Ferries and via Kirkwall Airport on Loganair/Flybe.
A questionnaire was drawn up which was generally based on the 2005 Orkney survey, and 2006 Shetland Survey. However it was necessary to make adjustments in the light of the quality of responses to certain questions in 2005 and changes in the product. Copies of the questionnaires used are attached in Appendix 1. Additional face-to-face interviews were also carried out with yacht travellers. A copy of the questionnaire used for these interviews are also contained in Appendix 1.
2.3.2 Self Completion Survey
The face-to-face interviews carried out for the yacht survey was supplemented by the use of self-completion questionnaires distributed to yacht visitors. This type of survey is used in many tourist surveys but can introduce a bias in the sample and skew the results if not handled carefully, therefore a face-to-face control sample was also interviewed. . Self-completion questions were distributed to yacht travellers in both Kirkwall and Stromness, however a very
A B Associates Limited 3 March 2010 Orkney Visitor Survey 2008/2009 poor return rate was achieved, and additional information has been gathered from data held by Orkney Islands Council.
2.3.3 Calibration Exercise
This was done by undertaking 7201 face to face interviews with all passengers travelling on selected flights and sailings as they left Orkney via Kirkwall and Stromness Harbours on North Link Ferries, St Margarets Hope on Pentland Ferries, and via Kirkwall Airport on Loganair/Flybe. Calibration was undertaken by interviewing passengers while queuing to board ferries, and whilst entering security at Kirkwall airport. Copies of calibration questionnaires and sheet used are also contained in Appendix 1.
2.3.4 Interview Procedure and Schedule
Interviews were carried out at the exit locations from Orkney as follows :-
(a) Airport: On the days chosen for interviewing most, if not all, flights were surveyed in order to reduce any particular bias. The interviewers randomly select passengers for interview after they had checked in and before they went through security. If a passenger was travelling in a group then a random method was used to identify which member of the group was interviewed though on occasion some interviews were conducted jointly.
The choice of days was also critical as there were likely to be higher proportions of tourists on days that coincided with the end of package tours. During the course of a month was necessary to ensure the full range of flight times and days were covered. A total of 281 face-to-face interviews were conducted at Kirkwall Airport
(b) Ferry Terminal: At the Northlink ferry terminal passengers were approached after they had checked in both in the terminal building and with the approval of Northlink onboard the vessel prior to sailing. Again interviewers randomly selected passengers for interview, and used a random method to identify a group member for interview, with some joint
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interviews conducted. A total of 530 face-to-face interviews were conducted at Northlink terminals.
Interviews at other ferry operators were carried out both onboard the vessels for Pentland ferries, and at the Kirkwall bus depot for John O’Groats ferries. A total of 338 interviews were conducted with passengers travelling with these ferry operators.
(c) Yachts Given the very low return for the yacht survey the majority of overall economic data is based on information provided by Orkney Islands Council, however perceptional and other data is based on survey findings. This will be discussed in greater detail within the yacht survey section of this report.
2.3.5 Sample Size and Selection
The survey statistics from the 2004/5 and 2008/9 surveys were:-
Table 2.1 Interview Statistics
Interviews Visitors % Interviews Conducted Represented Conducted 2009 2005* 2009 2005** 2009 2005 Total 1157 1273 2748 2800 100% 100% Air 281 491 24% Northlink 530 1328 46% Other Ferry 338 912 29% Yacht 8 17 1% * 1,026 face-to-face interviews and 247 self-completion questionnaires **This figure is based on the 2.2 person average party size quoted in the report
It should be noted that no interview breakdown, or visitor representation figures were quoted in the 2005 report. The 2800 visitor represented figure for 2005 is based on the 2.2 average party size quoted in the report. From the table above it can be seen that 1157 interviews were conducted in 2009, and 1273 in 2005 (1026 face to face and 247 self-completion), covering a very similar number of visitors, 2748 in 2009 and 2800 in 2005. Within the main exit survey in 2009 interview targets were set not only by month, but also by
A B Associates Limited 5 March 2010 Orkney Visitor Survey 2008/2009 departure. This made it possible to track the progress of the survey and utilise interviewing resources to the best effect.
2.4 Data Analysis and Reporting
The data from the main face-to-face survey, self completion, and calibration exercises was input into three separate but linkable spreadsheet databases within Microsoft Excel. This was made possible through key numbering and programming of questions and replies across all three surveys, initialised at the questionnaire design stage. The results and conclusions from the analysis undertaken are brought together in the remainder of this report, along with trends and changes since 2005.
2.5 Additional Issues/Lessons Learnt
Within this survey there have been several issues identified and lessons learnt which should be borne in mind for future similar projects:-
⇒ It is recommended that any future annual survey starts in the off- season period. The benefit of starting off-season was that it allowed issues with the questionnaire, surveying routine etc to be ironed out prior to the bulk of surveying work occurring. This also meant that any issues arising were less serious in terms of missed interviewing opportunity. October is felt to be the best month to start as it is the natural break in the season, or January for a calendar year approach. ⇒ Yacht survey information has proved notoriously difficult to obtain both in this and previous surveys. Therefore it is recommended that alternative survey methods be investigated for future reports.
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2.6 Thank You!!
The successful completion of the visitor survey has been down to a joint effort by a number of organisation, groups and individuals several of whom we would like to acknowledge below:-
⇒ Northlink ⇒ Pentland Ferries ⇒ John O’Groats Ferries ⇒ HIAL Kirkwall ⇒ Loganair/Flybe ⇒ Orkney Marinas ⇒ HIE ⇒ Orkney Islands Council ⇒ Visit Orkney ⇒ AB Associates Survey Team o Robert Muir o Wanda Gorzkowska o Angus Ross o Denise Brown o Jeanie Husband
2.7 Report Format
The main body of this report has been split into the following sections covering the survey work undertaken broken down by the groups of questions asked as set out below:-
⇒ Main Exit Survey o Section 3 Total Travel o Section 4 Main Purpose of Travel o Section 5 Trip Details o Section 6 Travel and Nights Away o Section 7 Expenditure o Section 8 Accommodation o Section 9 Sources of Information and Inspiration o Section 10 Activities o Section 11 Feedback and Satisfaction ⇒ Yacht Survey o Section 12 Total Travel and Trip Details ⇒ Overall o Section 13 Volume and Value of Tourism
Figures relating to Orkney within the main exit survey comparison have been sourced from Survey of Visitors to Orkney 2004/2005, TNS Travel and
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Tourism, those for Shetland from the Shetland Visitor Survey 2005/2006, AB Associates in conjunction with Macpherson Research, and those for the Western Isles from the Outer Hebrides Tourism Facts and Figures Update – Review of the 2006 Season, Sneddon Economics and a Visitor Survey conducted by Macpherson Research in 1999.
During this survey additional data became available in relation to travel figures for the period relating to the previous survey conducted in 2004/2005. Travel figures, and overall spend figures have therefore been revised to take account of this data as set out below.
Table 2.2 Revised Travel Figures for Orkney Visitor Survey 2004/2005
Total Residents Visitors % Residents % Visitors Air 41,000 18,500 22,500 45% 55% Northlink 97,300 38,900 58,400 40% 60% Other Ferry 48,916 9,290 39,626 19% 81% Total 187,216 66,690 120,526 36% 64%
Table 2.3 Revised Spend Figures for Orkney Visitor Survey 2004/2005
Av Spend Total Overall Total Visitors Per Visitor Spend 120,526 £209 £25,189,934
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3. Total Travel
The following figures are based on information from travel operators coupled with calibration data from the survey.
Table 3.1 Total Travel Oct 08 – Sep 09 by Transport Route
Total Residents Visitors % Residents % Visitors Air 63,338 30,793 32,545 49% 51% Northlink 100,039 43,467 56,572 43% 57% Other Ferry 64,500 12,445 52,055 19% 81% Total 227,877 86,705 141,172 38% 62%
From the table above it can be seen that a total of 227,877 travellers exited Orkney over the period. 86,705 or 38% of these were residents, and 141,172 or 62% were visitors. This shows an increase of 20,646 visitors or 17% from the 120,526 recorded in the 2005 survey. In terms of the proportionate breakdown by transport provider 43% of travellers exiting via Northlink were visitors, 49% at Kirkwall Airport and 81% on other ferry operators.
Table 3.2 Travel Breakdown by Transport Route & Interviews Conducted
Total Resident Visitor Interview Air 28% 36% 23% 18% Northlink 44% 50% 40% 49% Other Ferry 28% 14% 37% 33%
From the table above it can be seen that proportionately total travel is highest on Northlink 44%, followed equally by other ferry and Air 28%. In terms of visitor travel Northlink is also highest at 40% with Other Ferry at 37%, and Air at 23%. The proportion of interviews undertaken differs from actual proportionate visitor travel therefore weighting of results in accordance with proportionate visitor travel has been undertaken.
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Table 3.3 Visitor Travel Breakdown by Transport Route
% Point Numerical Numerical 2009% 2005% Change Change % Change Air 51% 55% -4% 10045 45% Northlink 57% 60% -3% -1828 -3% Other Ferry 81% 81% 0% 12429 31%
The figures above show a proportionate fall in visitor travel of -4% by air and -3% for Northlink, with no proportionate change for other ferry operators. In numerical terms there have been significant rises in both visitor air travel up 10,045 or 45%, and travel on other ferry operators up 12,429 or 31%, coupled with a small decrease of -1,828 or -3% in visitor travel on Northlink.
Table 3.4 Total Travel Oct 08 – Sep 09 by Month
Total Residents Visitors % Residents % Visitors October 14,512 6,447 8,065 44% 56% November 8,978 5,366 3,612 60% 40% December 9,388 5,400 3,988 58% 42% January 7,995 4,652 3,343 58% 42% February 8,173 4,714 3,459 58% 42% March 11,599 6,531 5,068 56% 44% April 15,473 6,901 8,572 45% 55% May 22,025 8,233 13,792 37% 63% June 31,459 10,762 20,697 34% 66% July 37,175 9,413 27,762 25% 75% August 38,806 9,921 28,885 26% 74% September 22,294 8,365 13,929 38% 62% Total 227,877 86,705 141,172 38% 62%
From the table above it can be seen that although overall there is roughly a 40/60, resident/visitor travel split, there is seasonal variation with resident travel exceeding that of visitors off season, and visitor travel as high as 75% during the peak season. In numerical terms the months with the highest travel for both visitors and residents are June, July and August.
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Table 3.5 Breakdown of Travel by Month and Interviews Conducted
Total Resident Visitor Interview October 6% 7% 6% 2% November 4% 6% 3% 2% December 4% 6% 3% 2% January 4% 5% 2% 1% February 4% 5% 2% 1% March 5% 8% 4% 2% April 7% 8% 6% 5% May 10% 9% 10% 8% June 14% 12% 15% 20% July 16% 11% 20% 22% August 17% 11% 20% 26% September 10% 10% 10% 8% Total 100% 100% 100% 100%
From the table above it can be seen that proportionately the peak overall travel periods are the Summer Months of June, July and August. This pattern is the same for both resident and visitor travel. The proportion of interviews undertaken is relatively similar to actual proportionate visitor travel with additional emphasis on the period from June to August. This reflects a conscious effort to provide addition interviewing resources during this period of heightened activity.
Table 3.6 Total Visitor Numbers Comparison to Other Areas
Total Orkney 2009 147,547 Shetland 2006 59,924 Western Isles 2006 195,766
The table above is based on data from the most recent full visitor surveys conducted in Orkney and Shetland, and the latest tourism update for the Western Isles. As they are for different seasons, they should be viewed as indicative only. However from the table above it can be seen that visitor travel to Shetland was significantly lower, and that to the Western Isles significantly higher in 2006 than current Orkney visitor figures.
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4. Main Purpose of Trip
Table 4.1 Main Purpose of Trip Including Day Trips & 2005 Comparison
% Point 2009 2005 Change Holiday Total 67% 64% 3% Holiday 41% Holiday Day Trip 16% Business Total 16% 13% 3% Business 10% Business & Holiday 3% Business Day Trip 3% VFR Total 17% 21% -4% VFR Holiday 15% 19% -4% VFR Other 2% 2% 0% Total 100% 99% Day Trip Total 19% 1% 18% Day Trip Holiday 16% Day Trip Business 3%
It should be noted that as no data is available other than the finalised tables for the 2005 report, it is not known if the table above compares like with like. That said however it is felt that a different methodology is likely to have been used for calculating day trippers in 2005 which were very low and may well have been included within other groupings. Therefore day trippers for 2009 have been identified both specifically as day trippers, and also separated by trip purpose.
From the table above it can be seen that as a whole holiday visits were predominant in both 2009 and 2005 at around two thirds, 67% and 64% respectively. In 2009 16% of holiday visitors were on a day trip. Proportionately business travel remains similar growing by 3% to 16%, with 3% on a joint holiday and business trip, and 3% day trippers. VFR was around a fifth of visitors in both surveys down 4% from 21% to 17%. VFR visitors are predominantly on holiday. Overall 19% of visitors in 2009 were on a day trip.
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For the purposes of further analysis where only holiday, business and VFR totals are quoted, VFR on holiday and other have been combined; combined business and holiday trips have been assumed to be primarily for business purposes, and day trips have been split by trip purpose. Therefore holiday, business and VFR totals are as per the rows highlighted in green in table 4.1 above.
Table 4.2 Main Purpose of Trip by Number & 2005 Comparison 200 9 200 5 Difference % Point Change Holiday 94,276 77,137 17,139 22% Business 21,955 18,079 3,876 21% VFR 24,941 25,310 -369 -1% Total 141,172 120,526 20,646 17% Day Trips 26,869 1,205 na na
From the table above it can be seen that the largest increase in travel both numerically and proportionately has been in holiday travel at 17,139 or 22%, business travel has increased 3,876 or 21%, and VFR travel has decreased by -369 or -1%. Overall there has been an increase of 17% or 20,646 travellers. Day trips are estimated at 26,869 for 2009, with no comparable figure for 2005.
Table 4.3 Main Purpose of Trip by Transport Route 2009 Holiday Business VFR Total Day Trips Air 11,507 10,228 10,810 32,545 1,162 Northlink 41,183 8,020 7,370 56,572 7,478 Other Ferry 41,586 3,707 6,762 52,055 18,229 Total 94,276 21,955 24,941 141,172 26,869
From the table above it can be seen that holiday makers and day trippers predominantly come by Sea, at 88% and 96% respectively. Business and VFR travellers are much more evenly spread by air and sea.
Table 4.4 Main Purpose of Trip by Transport Route 2009 % Holiday Business VFR Total Day Trip Air 35% 31% 33% 100% 4% Northlink 73% 14% 13% 100% 13% Other Ferry 80% 7% 13% 100% 35%
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The table above again shows the predominance of sea travel for holiday makers, and also day trippers particularly for other ferry operators.
Table 4.5 Total Departures by Month Oct 08 – Sep 09 Resident Business Non Business Total Visitor Travel October 693 7,372 8,065 6,447 November 1,502 2,110 3,612 5,366 December 1,271 2,717 3,988 5,400 January 231 3,112 3,343 4,652 February 231 3,228 3,459 4,714 March 1,502 3,566 5,068 6,531 April 1,502 7,070 8,572 6,901 May 2,542 11,250 13,792 8,233 June 3,004 17,693 20,697 10,762 July 3,582 24,180 27,762 9,413 August 3,351 25,534 28,885 9,921 September 2,542 11,387 13,929 8,365 Total 21,955 119,217 141,172 86,705
The table above combines data within this section with resident travel data from section 3. This shows visitor travel exceeding resident during the main tourist season and shoulder periods. It also shows proportionately higher business visitors during some periods off-season.
Table 4.6 Main Purpose of Trip Comparison to Other Areas Number Percentage Holiday Business VFR Holiday Business VFR Orkney 2009 94,276 21,955 24,941 67% 16% 17% Shetland 2006 24,744 22,099 13,081 41% 37% 22% Western Isles 1999* 115,025 52,364 28,377 59% 27% 14% *Approximation
From the table above it can be seen that numerically the Western Isles has higher levels of visitors in all categories. Orkney has the highest proportion of holiday visitors and Shetland has proportionately higher levels of business and VFR travellers. In numerical terms VFR totals for Shetland are around half of the other two island groups, business travel is fairly similar for Shetland and Orkney, with the Western Isles more than double the other 2 groups, and
A B Associates Limited 14 March 2010 Orkney Visitor Survey 2008/2009 holiday travel in Shetland is around a quarter of Orkney and a fifth of the Western Isles.
Table 4.7 Holiday Visitors, Main or Second Holiday & 2005 Comparison 2009 % 2005 % Main Second Main Second Holiday Visitors 57% 43% VFR Holiday Visitors 29% 71% All Holiday Visitors 52% 48% 76% 20% Scottish Holiday Visitors 43% 57% Other UK Holiday Visitors 52% 48% Overseas Holiday Visitors 73% 27%
Holiday visitors and those VFR on holiday were asked if their visit to Orkney was their main or a second holiday for the year. From the table above it can be seen that VFR and Scottish visitors were more likely to be on a second holiday, and overseas visitors in particular were more likely to be on their main holiday. Comparison with 2005 statistics would appear to show a trend toward second holiday travel to the islands, up from a fifth to around a half. It should also be noted some of those quoting this trip as their main holiday, may not be visiting Orkney as their sole destination, but may be visiting the islands during a longer trip to Scotland or the Highlands and Islands.
Within the 2009 Orkney survey there were significant variations of purpose of trip between different types of respondent. Some of the main points are detailed below:-
Holiday Visitors are more likely to/be:- Female Aged 55-64 Northlink travellers Visit during the high season Stay in self-catering accommodation First time visitor Stay between 4 and 7 nights Come from Scotland
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Business Visitors are more likely to/be :- Male Aged 45-54 Air travellers Visit during the high season Stay in a hotel Repeat visitor Stay between 1 and 3 nights Come from Scotland
VFR Visitors are more likely to/be :- Female Aged 45- 54 Northlink travellers Visit during the high season Stay with friends and relatives Repeat visitor Stay between 4 and 7 nights Come from Scotland
Day Trippers are more likely to/be :- On holiday Female Aged 55- 64 Social class C1 Other Ferry travellers Visit during the high season First time visitor Come from Scotland
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5. Trip Details
5.1 Social Group
Table 5.1 Social Group (Chief Income Earner) Including Retired & 2005 Comparison
2009% 2005% % Point Change 2009 Retired % AB 38% 33% 5% 11% C1 37% 34% 3% 10% C2 15% 14% 1% 3% DE 9% 10% -1% 2% No Response 1% 9% -8% 0% TOTAL 100% 100% 0% 26%
From the table above it can be seen that the most frequent occupation category was AB at 38%. The most frequent in 2005 was C1 at 34%, however in both years there was only 1% difference between the AB and C1 categories. There would appear to have been proportionate rises in both AB and C1, however this can be entirely attributed to an increase in response to the question, with no responses down from 9% to 1%. Therefore it would appear that the social grouping of visitors in 2009 was similar to that of 2005.
The increase in response to the question may in part be due to better recording of retired respondents who if they only stated they were retired, and did not specify a previous occupation, may have been included as no responses in 2005. In 2009 respondents were specifically asked if they were retired, and if so what their previous occupation was. From the table above it can be seen that overall around a quarter, 26% were retired, as were 28% of both AB and C1.
Table 5.2 Social Group Comparison to Other Areas
Orkney 09% Shetland 06% Western Isles 99% AB 38% 27% 40% C1 37% 41% 40% C2 15% 21% 14% DE 9% 7% 6% No Response 1% 4% 0% Total 100% 100% 100%
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From the table above it can be seen that the most frequent occupation category for was AB for Orkney and Western Isles (joint) and C1for Shetland and Western Isles (joint). Overall AB and C1 are the top two social groupings for all the island groups varying jointly from 80% for the Western Isles to 75% for Orkney.
5.2 Party Type
Table 5.3 Party Type by Respondent & 2005 Comparison 200 9% 200 5% % Point Change Individual 32% 29% 3% Couple 39% 36% 3% Family 16% 16% 0% Friends 10% 13% -3% Organised Group/Tour 2% 4% -2% Business/Work Colleagues 2% 2% 0% Other 0% 0% 0% Total 100% 100%
Table 5.4 Party Type Comparison to Other Areas by Respondent
Orkney 09 Shetland 06 Western Isles 99 Individual 32% 47% 16% Couple 39% 25% 38% Family 16% 6% 21% Friends 10% 9% 15% Organised Group/Tour 2% 4% 7% Business/Work Colleagues 2% 9% 3%* Other 0% 0% 0% Total 100% 100% 100%
It should be noted that these figures relate to respondents and not proportions of all visitors; that is calculated further on within this section.
From the tables above it can be seen that travel in couples forms the largest proportion of respondent travel in Orkney at 39% up 3% since 2005. Couples are also the most common party type to the Western Isles, with individual travel most frequent to Shetland. This may reflect higher levels of individual business travel to Shetland.
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Table 5.5 Party Type by All Visitors 2009 Visitor 2009% Individual 19,722 14% Couple 48,686 34% Family 39,494 28% Friends 16,843 12% Organised Group/Tour 13,218 9% Business/Work Colleagues 3,209 2% Other 0 0% Total 141,172 100%
From the table above it can be seen that in terms of all visitors to the islands couples form the largest proportion at 34%, family travel is 28%, individual travel accounts for 14%, travel with friends 12%, organised group/tour 10%, and work colleagues 2%.
5.3 Party Size Table 5.6 Average Party Size & 2005 Comparison 2009 2005 Difference OVERALL 2.16 2.2 -0.04 Purpose of Trip Holiday 2.50 Business 2.07 VFR 1.94 Season Low 1.68 Med 2.06 High 2.12 Exiting Via Air 1.72 Northlink 2.13 Other Ferry 2.38
From the table above it can be seen that overall average party size has remained relatively stable falling slightly from 2.2 to 2.16. Party size by purpose of trip is highest for holiday travel at 2.5 and lowest for VFR at 1.94. Average party size is highest during the high season at 2.12 and lowest during the low season at 1.68. Party size via exit point is highest for other ferry at 2.38, and lowest for air at 1.72.
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Table 5.7 Average Party Size Comparison to Other Areas Orkney 09 Shetland 06 Western Isles 99 Overall 2.16 1.85 2.12
From the table above it can be seen that average party size is highest for Orkney and lowest for Shetland.
5.4 Gender
Table 5.8 Gender of Respondent 2009 % Male 49% Female 51%
From the table above it can be seen that 49% of respondents were male and 51% female.
Table 5.9 Gender of Visitor 2009 Visitor 2009 % Male 69,201 49% Female 71,971 51% Total 141,172 100%
From the table above it can be seen that proportions of overall visitors were very even and identical to that of respondents at 49% male and 51% female, which equated to 69,201 and 71,971 respectively.
5.5 Age Table 5.10 Age of Visitors by Gender
All % Male % Female % Under 15 8% 8% 7% 16 - 24 7% 5% 8% 25 - 34 11% 12% 11% 35-44 13% 14% 12% 45-54 18% 20% 17% 55-64 24% 23% 25% Over 65 19% 18% 20% Total 100% 100% 100%
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The table above shows that the majority of visitors to Orkney both overall and by gender are aged 45 or above, with the most frequent age group being 55- 64, this shows the importance of the “grey market” to the islands.
Table 5.11 Age of Visitors by Origin
Scotland Other UK Overseas Under 15 10% 8% 2% 16 - 24 6% 6% 10% 25 - 34 10% 8% 21% 35-44 18% 8% 9% 45-54 18% 20% 14% 55-64 21% 31% 19% Over 65 17% 19% 25% Total 100% 100% 100%
From the table above it can be seen that again older travellers feature highly when visitors are split by origin. However there is proportionately high travel also by 35-44 year old Scots and 25-34 year old overseas visitors. This could be due to more business travel by Scots within the 35-44 age category, and younger overseas either holiday makers or migrant workers.
Table 5.12 Age of Visitors Comparison to Shetland
Orkney 09% Shetland 06% Under 24 15% 13% 25-55 42% 52% Over 55 43% 35% Total 100% 100%
From the table above it can be seen that Orkney proportionately attracts slightly more under 24 year olds, 2% (although levels in both island groups are relatively low), less 25-55 year olds, -10%, and more over 55 year olds, 8%. This may be due to proportionately higher, business travel to Shetland among those of working age, and holiday travel particularly within older age groups to Orkney.
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5.6 Origin Table 5.13 Area of Origin All Visitors & 2005 Comparison 2009% 2005% % Point Change Scotland 49% 42% 7% Rest of UK 33% 34% -1% Overseas 18% 21% -3% Total 100% 100% 100%
From the table above it can be seen that in 2009 overall around a half of all visitors to Orkney come from Scotland, a third from the rest of the UK, and a fifth from overseas. Compared to 2005 this shows a proportionate rise in Scots visitors and a fall for the rest of the UK and overseas. This would tend to fit with other data within this report showing a predominance of Scottish visitors, with increases in trips of shorter length.
Table 5.14 Area of Origin All Visitors Comparison to Other Areas Orkney 09 % Shetland 06 % Western Isles 99 % Scotland 49% 44% 38% Rest of UK 33% 33% 38% Overseas 18% 23% 24% Total 100% 100% 100%
From the table above it can be seen that Orkney has proportionately more Scottish visitors. The Western Isles has higher proportions of visitors from the rest of the UK and from overseas.
Table 5.15 Country of Origin Overall & by Trip Purpose and Season Low Medium High Holiday Business VFR Full Season Season Season Year UK 74% 82% 81% 77% 95% 93% 81% Scotland 50% 46% 45% 38% 73% 58% 45% England 23% 34% 32% 35% 21% 29% 32% Wales 0% 1% 2% 2% 0% 3% 2% Northern Ireland 1% 1% 2% 2% 1% 3% 2% EUROPEAN 1% 10% 14% 15% 5% 2% 12% NON-EUROPEAN 25% 8% 5% 8% 0% 5% 7% TOTAL 100% 100% 100% 100% 100% 100% 100% For full data table see Appendix 2
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From the table above it can be seen that overall, by season and by purpose of trip, visitors predominantly come from the UK, and were predominantly Scottish. 81% of all visitors were British, with 45% Scottish and 32% English. There is very little visitor travel from Wales and Northern Ireland, 4%. Total UK visitors varied from 95% for business travellers to 77% for holiday makers. 12% of visitors were European varying from 15% of holiday makers to 2% of VFR. 7% of visitors were Non-European varying from 8% of holiday makers to 0% of business travellers (this should be read as less than 0.5%) .
Interestingly 25% of travellers in the low season were Non-European this may be due to VFR visits from exiles, and/or relatives of migrants from Orkney as 24% were from a combination of Australia, New Zealand, Canada and USA, traditional areas of immigration from Orkney.
Overall however the table above shows the importance of the UK and in particular Scottish market to the Orkney tourism industry.
Table 5.16 Country of Origin 2005 Comparison
2009 2005 % Point Change UK 81% 76% 5% Scotland 45% 42% 3% England 32% 33% -1% Rest of UK 4% 1% 3% EUROPEAN 12% 11% 1% NON -EUROPEAN 7% 10% -3% TOTAL 100% 97% 3%
From the table above it can be seen that there has been a proportionate rise in UK resident travel of 5%. Regionally there have been proportionate increases in Scottish and Rest of UK visitors of 3%, English travellers proportionately fell by 1%. There has been a rise of 1% in European travellers and a fall of 3% in Non-Europeans. It should be noted however that these figures show proportionate change, and as overall visitor numbers have risen this does not directly translate to a drop/rise in the number of visitors coming to the islands. However the data above would tend to fit with other data within this report showing a predominance of Scottish visitors.
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5.7 Previous Visits
Table 5.17 Previous Visits by Respondent 2009 % 2005% % Point Change Never/First Time 54% 54% 0% Once 15% 4% 11% Twice 5% 9% -4% 3-5 times 9% 11% -2% 6-10 times 5% 6% -1% More than 10 times 8% 10% -2% Have lived in Orkney 4% 5% -1% Total 100% 100%
From the table above it can be seen that 54% of respondents were on their first visit to Orkney, which is the same proportion as 2005. The largest proportional increase has been for those who had visited once before, up 11% to 15%. There has been a proportionate reduction for all categories where a visitor had been more than once before. 8% had been more than 10 times, and 4% had previously lived in the islands.
Table 5.18 Previous Visits by Trip Purpose Holiday Business VFR None 69% 31% 33% 1-5 22% 39% 36% 6-10 3% 9% 8% 10+ 5% 19% 11% Lived in Orkney 2% 3% 13% Total 100% 100% 100%
From the table above it can be seen that 69% of holiday makers were on their first visit to the islands. 39% of business and 36% of VFR visitors had visited 1-5 times before. Only 5% of holiday makers had visited the islands more than 10 times, as opposed to 19% of business travellers, and 11% VFR. 13% of those visiting VFR had previously lived in the islands.
A B Associates Limited 24 March 2010 Orkney Visitor Survey 2008/2009
Table 5.19 Previous Visits by Origin Scotland Other UK Overseas None 39% 65% 83% 1-5 36% 23% 13% 6-10 6% 6% 0% 10+ 13% 5% 2% Lived in Orkney 6% 1% 2% Total 100% 100% 100%
From the table above it can be seen that a significant majority of overseas visitors and UK visitors from outwith Scotland were on their first trip to the islands 83% and 65% respectively. Scots visitors were more likely to be repeat visitors, with 61% having previously visited or lived in the islands.
A B Associates Limited 25 March 2010 Orkney Visitor Survey 2008/2009
6. Travel and Nights Away
6.1 Arrival and Exit Points
Table 6.1 Arrival and Exit Points Within Orkney Entry % Exit % Air All 23% 23% Kirkwall Airport Aberdeen 5% 5% Edinburgh 10% 10% Glasgow 4% 5% Inverness 3% 2% Shetland 1% 1% Northlink All 39% 40% Northlink Aberdeen 4% 6% Lerwick 3% 3% Scrabster 32% 31% Other Ferry All 38% 37% TOTAL ALL 100% 100%
From the table above it can be seen that that entry and exit levels by route are relatively similar, suggesting that in the main visitors enter and exit via the same route. Although there can be some both planned and unplanned exceptions e.g. Northlink passengers entering from Aberdeen or Lerwick through Kirkwall and exiting to Scrabster via Stromness and vice versa, or air travellers using Northlink due to fog at the airport. The most significant route overall is Northlink Scrabster with around 1 in 3 visitors. The most significant air route is Kirkwall Edinburgh with around 1 in 10 visitors.
A B Associates Limited 26 March 2010 Orkney Visitor Survey 2008/2009
6.2 Nights Away
Table 6.2 Nights Spent Away by Area Total Scotland Orkney Other 0 17% 41% 18% 67% 1-3 22% 24% 37% 11% 4-7 27% 33% 33% 8% 8-14 20% 12% 10% 7% 15 -21 7% 3% 1% 4% 22 -28 2% 0% 0% 1% More than 28 4% 0% 1% 2% TOTAL 100% 100% 100% 100% Average 10.0 7.2 4.4 2.8 2000 Average 11.6 9.5 5.3 2.1 Change -1.6 -2.3 -0.9 0.7
From the table above it can be seen that visitors to Orkney on average spent 10 nights away from home during their trip, and that 4.4 nights were spent in Orkney. This shows a fall of 1.6 nights away from home per trip, and a fall of 0.9 nights in Orkney since 2005. The most frequent number of nights away in total was 4-7 at 27%, with 1-3 nights spent in Orkney 37%. 70% of visitors spent between 1 and 7 nights in the islands, with 18% not staying a night at all.
Table 6.3 Nights Spent Away by Origin Scotland Other UK Rest of the World Total Orkney Total Orkney Total Orkney 0 7% 11% 3% 5% 4% 16% 1-3 37% 44% 10% 29% 12% 48% 4-7 34% 34% 34% 45% 16% 29% 8-14 17% 10% 38% 16% 18% 5% 15-21 4% 1% 9% 2% 27% 1% 22-28 0% 0% 2% 1% 7% 1% More than 28 1% 0% 3% 2% 16% 1% TOTAL 100% 100% 100% 100% 100% 100% Average 5.6 4.3 10.2 6.7 17.3 4.0 Total Average 10.0 4.4 10.0 4.4 10.0 4.4 Difference -4.4 -0.1 0.2 2.3 7.3 -0.4
A B Associates Limited 27 March 2010 Orkney Visitor Survey 2008/2009
From the table above it can be seen that Scottish visitors on average spent 5.6 nights away from home during their trip, and that 4.3 nights were spent in Orkney. This is 4.4 nights away from home per trip less than average, and 0.1 night less in Orkney. Visitors from other areas of the UK on average spent 10.2 nights away from home during their trip, with 6.7 nights spent in Orkney. This is of 0.2 nights away from home per trip more than average, and 2.3 nights more in Orkney. Visitors from overseas on average spent 17.3 nights away from home during their trip, with 4 nights spent in Orkney. This is of 7.3 nights away from home per trip more than average, and 0.4 nights less in Orkney.
Scots were most likely to spend 1-3 nights away and in Orkney, again reinforcing the move toward shorter visits and/or second holidays to the islands by Scots visitors. Other UK visitors were most likely to spend 6-14 days away from home, with 4-7 days spent in Orkney reinforcing the perceived move toward two or more centred holidays. Overseas visitors were most likely to spend 15-21 days away from home with 1-3 days in Orkney, again reinforcing the idea of a visit to Orkney being built into a larger overall trip. This would appear to be more likely as the distance travelled to the islands increases.
Table 6.4 Nights Spent Away by Purpose Holiday Business VFR Total Orkney Total Orkney Total Orkney 0 5% 9% 13% 16% 0% 0% 1-3 15% 38% 47% 52% 31% 37% 4-7 32% 41% 18% 15% 40% 47% 8-14 28% 10% 13% 11% 19% 13% 15-21 12% 1% 3% 3% 5% 2% 22-28 3% 0% 0% 0% 1% 1% More than 28 5% 0% 5% 3% 3% 1% TOTAL 100% 100% 100% 100% 100% 100% Average 10.8 4.7 6.3 3.7 7.8 5.7 Total Average 10.0 4.4 10.0 4.4 10.0 4.4 Difference 0.8 0.3 -3.7 -0.7 -2.2 1.3
A B Associates Limited 28 March 2010 Orkney Visitor Survey 2008/2009
From the table above it can be seen that holiday visitors on average spent 10.8 nights away from home during their trip, and that 4.7 nights were spent in Orkney. This is of 0.8 nights away from home per trip more than average, and 0.3 nights more in Orkney. Business visitors on average spent 6.3 nights away from home during their trip, and 3.7 nights were spent in Orkney. This is 3.7 nights away from home per trip less than average, and 0.7 nights less in Orkney. VFR visitors on average spent 7.8 nights away from home during their trip, and 5.7 nights were spent in Orkney. This is of 2.2 nights away from home per trip less than average, and 1.3 nights more in Orkney. Therefore as would seem logical on average business trips are of the least duration, holiday trips in the middle and VFR trips of the longest duration. Holiday and VFR visitors were most likely to spend 4-7 nights away from home and in Orkney, and business visitors 1-3 nights.
Table 6.5 Nights Spent in Islands Comparison to Other Areas Orkney 09 % Shetland 06 % Western Isles 99 % 0 18% 8% 1-3 37% 42% 4-7 33% 31% 8-14 10% 13% More than 14 2% 6% Total 100% 100% Average 4.4 5.8 6.4
From the table above it can be seen that the Western Isles recorded the longest average stay at 6.4 nights, and Orkney the shortest at 4.4 nights. It should be noted however that the Western isles figure relates to a survey conducted in 1999, and updates undertaken since this time show a decreasing trip length, which is similar to the other islands groups. It is therefore felt likely that Western Isles average trip length is now possibly 6 nights or less. For both Orkney and Shetland the most common number of nights spent was between 1 and 3 at 37% and 42% respectively, however Orkney had a slightly higher percentage staying between 4 and 7 nights at 33%. Orkney had less visitors staying more than 14 days at 2%, and a lot more day trippers at 18% as opposed to 8% for Shetland.
A B Associates Limited 29 March 2010 Orkney Visitor Survey 2008/2009
6.3 Visits to Orkney Areas
Table 6.6 Average Length of Stay in Orkney by Sub-Area (Nights)
Scot UK OS Hol Busi VFR Total Kirkwall 1.65 2.55 1.58 1.74 1.79 1.98 1.70 Stromness 0.72 0.98 0.55 0.86 0.29 0.73 0.69 West Mainland 0.97 1.22 0.68 1.12 0.15 1.37 0.89 Sanday 0.09 0.29 0.11 0.05 0.24 0.31 0.13 Flotta 0.09 0.15 0.04 0.01 0.37 0.00 0.09 TOTAL 4.3 6.7 4.0 4.7 3.7 5.7 4.4 For full data table see Appendix 2
From the table above it can be seen that Kirkwall has a much higher average stay both overall at 1.7 nights and for all groups detailed above, than any other area of Orkney. Overall the area with the second longest average was the West Mainland at 0.89 nights, this was the same for all groups, with Flotta ranking second for Business visitors at 0.37 nights. Stromness ranked third overall. Average length of stay figures in the main, were lower for Non- Mainland than Mainland areas. Overall for non-mainland areas the highest average length of stay was Sanday at 0.13 nights followed by Flotta at 0.09 nights, almost solely from business visitors.
Table 6.7 Average Length of Stay in Orkney Sub-Area 2005 Compare (Nights) Change 2009 2005 (nights) Mainland 3.76 4.8 -1.04 Islands 0.64 0.7 -0.06 TOTAL 4.4 5.3 -0.90
From the table above it can be seen that overall average length of stay figures have fallen -0.9, length of stay on the Mainland has fallen by 1 night with a slight fall for the islands at -0.06 nights. Overall and when viewed in conjunction with increased visitor numbers, and the trend toward Orkney as a second holiday area, this might again suggest that visitors in general are making more trips (not necessarily all to Orkney), but these trips are of a shorter duration.
A B Associates Limited 30 March 2010 Orkney Visitor Survey 2008/2009
Table 6.8 Sub-Areas Visited Overall, by Origin & Trip Purpose
Scot UK OS Hol Busi VFR Total Kirkwall 77% 78% 74% 80% 73% 76% 78% Stromness 65% 64% 58% 72% 40% 58% 64% West Mainland 59% 66% 56% 71% 29% 59% 62% Hoy 11% 11% 14% 15% 3% 8% 12% Flotta 1% 2% 2% 1% 6% 0% 1% For full data table see Appendix 2
As with nights spent in a sub-area overall Mainland areas were visited more than Non-Mainland areas. From the table above it can be seen that the most visited area on the Mainland, both overall and for every group examined was Kirkwall. Stromness ranked second overall, and for most groups with the exception of other UK and VFR visitors who most often stated the West Mainland. For Non-Mainland areas Hoy ranked top both overall and for all groups with the exception of business travellers, who most often stated Flotta.
Table 6.9 Number of Sub-Areas Visited Overall, by Origin & Trip Purpose Scot UK OS Hol Busi VFR Total 1 21% 16% 17% 13% 37% 26% 18% 2-3 29% 30% 36% 28% 42% 31% 30% 4-5 30% 31% 27% 35% 10% 34% 30% 6-10 20% 23% 19% 24% 9% 9% 21% Over 10 0% 0% 1% 0% 1% 0% 0% Average 3.3 3.7 3.6 3.9 2.3 3.4 3.6
From the table above it can be seen that overall the most frequent number of places visited was 2-3 and 4-5 at 30% with 78% visiting between 1 and 5 areas. There are variations within the groups, with Scottish and business visitors appearing to visit less areas within the islands, average 3.7 and 2.3 respectively. As 73% of business visitors are Scottish this is not surprising. Those visitors who visit most areas are on holiday which again is not surprising, with the highest proportion 35% visiting 4-5 areas. Overall visitors visited an average of 3.6 areas, with the highest average being 3.9 areas for holiday visitors and the lowest 2.3 areas for business visitors.
A B Associates Limited 31 March 2010 Orkney Visitor Survey 2008/2009
6.4 Internal Transport Table 6.10 Internal Transport Used
Main Other Transport Used Car (private) 42% 2% Car (hired) 15% 1% Public bus 14% 5% Taxi 7% 7% Ferry/Public boat 1% 13% Walked 4% 14% For full data table see Appendix 2
Respondents were asked what the main form of transport they had used on the islands was, and for details of any other transport used. The table above details the top 3 main which were private and hire car and bus, and the top 3 others which were on foot, ferries and taxis.
Table 6.11 All Internal Transport Used 2005 Comparison
2009 2005 % Point Change Car (private) 44% 53% -9% Car (hired) 16% 16% 0% Public bus 19% 14% 5% Taxi 14% 10% 4% Ferry/Public boat 14% 21% -7% Walked 18% 20% -2% For full data table see Appendix 2
From the table above it can be seen that for overall internal transport use which is a combination of main and other, the most frequently used in both surveys was private car. However proportionately there has been a fall in private vehicle use, and this would appear to be in favour of public buses, which ranked two in 2009. Third ranked in both surveys was walking.
A B Associates Limited 32 March 2010 Orkney Visitor Survey 2008/2009
7. Expenditure
Table 7.1 Average Spend Per Person Per Trip (£) 2009 2005 Change Package trips £20.67 Travel costs to and from the islands £103.98 £99.32 £4.66 Travel costs on the islands £20.68 £16.64 £4.04 Accommodation £81.82 £94.35 -£12.53 Food and Drink £41.69 £48.93 -£7.24 Entertainment and Recreation £15.75 £14.53 £1.22 Tourist Shopping £33.22 £32.16 £1.06 Other Shopping/Misc £14.68 £9.03 £5.65 Total Spending both on and off islands £332.50 £311.29 £21.21 Total Spending on Orkney £218.18 £209.40 £8.78
All visitors were asked what they had spent on their trip to Orkney on a variety of items. As this was an exit survey with interviews occurring at the end of a trip actual totals for each of the items above were requested. Total Orkney expenditure excludes travel to Orkney and half of the package trips figure. The exclusion of half of the package trip figure is due to previous work undertaken in Shetland which suggested that out of the price paid by a visitor for a package tour, 50% goes to local businesses.
Many visitors found it difficult to answer the question in relation to travel costs to and from Orkney, as many of them were on route to other areas as part of a larger trip, and therefore apportionment of costs was not easy. However the question asked is a simplification of an even more complex standard visitor survey question requiring travel costs to and from home. This standard question had proved too complex and unsatisfactory both in other island settings and in the previous surveys. Therefore the adaptation to measure the cost of travel to and from the Mainland departure point was asked. Thus results for this question are not directly comparable to some other surveys, but both give a more accurate reflection of travel costs to and from Orkney.
From the table above it can be seen that overall travel cost to and from the islands have remained relatively stable having risen from £99 in 2005 to £104
A B Associates Limited 33 March 2010 Orkney Visitor Survey 2008/2009 in 2009. This follows a fall between 2000 and 2005 of £13 which may have reflected both improved travel offers from transport providers particularly for sea travel from Mainland Scotland that has seen the most significant increase in passenger numbers. It is also possible that travellers are now more likely to seek out better deals, particularly given the rise in second holidays. It should be noted however that perceived high travel costs to and from the islands particularly air fares were highlighted as an issue, this is discussed in greater detail in section 11.
In terms of accommodation spend this has fallen £10 down from £94 to £84. This most likely reflects the reduction in average trip length which has fallen by 0.9 nights as the average daily spend has risen from around £18 to around £19. Also there has been a trend toward self-catering accommodation which can be cheaper per head than other forms of accommodation e.g. hotels.
Travel costs whilst on the islands have risen £4 from £16 to £20 in 2009. This may reflect increased fuel prices which again were highlighted as an issue, or that although trip length has decreased people are travelling more within the islands whilst there.
There has been a decrease in food and drink purchases down from £49 to £42. Again this most likely reflects the reduction in average trip length as the average daily spend has remained relatively stable rising from £9.23 to £9.56 .
There is no comparative figure for package trip costs, however it is felt that there has been a significant increase in package tour activity among holiday visitors, particularly for day trippers.
There has been an increase in tourism shopping up from £32 to £33, and this may reflect increased prices and/or higher levels of tourism shopping, given reduced trip length.
A B Associates Limited 34 March 2010 Orkney Visitor Survey 2008/2009
There has also been an increase in entertainment and recreation spend up from £15 to £16. This may reflect increased prices and/or higher levels of activity given reduced trip length.
There has been an increase in other shopping and miscellaneous items up from £9 to £16. Again this may reflect increased prices and/or higher levels of these types of shopping, given reduced trip length.
Overall there has been a rise in the total spend of visitors both on and off the islands up from £311 in 2005 to £333 in 2009, a rise of £22. There has also been a rise in the total spend of visitors whilst on the islands up from £209 in 2005 to £218 in 2009, a rise of £9. This may not seem a significant amount given the time span between the two surveys however it should be remembered that average trip length has fallen by 0.8 nights and if these figures are examined as a nightly/daily spend the average has increased from £40 per night to £50 per night, a rise of £10 or 25%. In addition this increase has occurred against the background of the current recession which was at its height during the survey period.
Table 7.2 Average Spend on Local Produce Per Person Per Trip (£) Total Local Produce % Food & Drink £41.69 £10.63 25% Tourist Shopping £33.22 £14.15 43% Total £74.91 £24.78 33%
All visitors were asked what they had spent on their trip to Orkney on local produce in terms of food and drink and souvenirs. From the table above it can be seen that an average of £24.78 was spent on local produce making up 33% of total expenditure within these categories. This varied from 25% or £10.63 for food and drink to 43% or £14.15 for tourist shopping.
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Table 7.3 Average Spend by Trip Purpose Per Person Per Trip (£) All Visitors Holiday Business VFR Package trips 21 35 5 0 Travel costs to and from the islands 104 90 143 121 Travel costs on the islands 21 24 23 18 Accommodation 82 90 83 43 Food and Drink 42 46 38 35 Entertainment and Recreation 16 18 6 11 Tourist Shopping 33 37 23 41 Other Shopping/Misc 14 17 11 13 Total Spending both on and off islands 333 357 331 282 Total Spending on Orkney 218 250 186 161
From the table above it can be seen that on average holiday travellers spent more everything other than travel to the islands where average business spend was higher. Holiday visitors in total spent on average £32 more than the overall average, business visitors £32 less and VFR £57 less.
Table 7.4 Average Spend & Other Key Indicators by Trip Purpose Av Spend Av Length Av Spend Av Spend in Orkney Of Stay Per Person Av Party Per Party Per Trip in Orkney Per Day Size Per Trip Trip Purpose Holiday 250 4.7 53.19 2.50 625 Business 186 3.7 50.27 2.01 374 VFR 161 5.7 28.25 1.94 312
From the table above it can be seen that holiday visitors were highest for all indicators other than length of stay which was VFR. On average holiday and business visitors spent over 40% more per day than VFR visitors, however overall holiday visitors spend per party per trip was 40% more than business visitors and 50% more than VFR.
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Table 7.5 Average Spend by Visitor Comparison to Other Areas (£) Orkney 09 Shetland 06 Western Isles 06 Travel to Area from Departure Point 104 189 Accommodation (inc food & drink provided) 82 87 Travel costs on the islands 21 33 Food and drink (not inc in accommodation) 42 53 Package trips 21 72 Tourist Shopping 33 23 Entertainment and Recreation 16 8 Other Shopping/Miscellaneous Items 14 14 Total Spending both on and off islands 333 480 Total Spending in Area 218 255 260
It should be noted that these figures do not compare the same season, and the Western Isles figures are an update based on a survey conducted in 1999. From the table above however it can be seen that average spend levels for the Western Isles and Shetland surveys were higher, but that within this Orkney visitors on average spent more on all forms of shopping and entertainment and recreation, than those in Shetland (no Western Isles figures available).
A B Associates Limited 37 March 2010 Orkney Visitor Survey 2008/2009
8. Accommodation
Table 8.1 Types of Accommodation Used & 2005, 2000, 1996 Comparison 2009% All Used % Point Change All Main Used 05 00 96 05 00 96 Hotel 21% 23% 27% 27% 29% -4% -4% -6% GH 6% 7% 4% 7% 3% 3% 0% 4% B&B 16% 19% 21% 28% 23% -2% -9% -4% Self Catering 19% 19% 16% 10% 9% 3% 9% 10% Hostel 7% 8% 7% 7% 17% 1% 1% -9% Tent at Camp Site 2% 3% 3% 5% 8% 0% -2% -5% Wild camping 1% 2% Camper van/Caravan 2% 2% 2% 3% 3% 0% -1% -1% ALL CAMPING 6% 7% 5% 8% 11% 2% -1% -4% VFR 20% 20% 23% 16% 18% -3% 4% 2% Own Property/2 nd Home 0% 0% Yacht 0% 0% 2% -2% Other 3% 4%
From the table above it can be seen that the top 3 most frequently used accommodation in 2009 both in the main and overall were hotels, VFR and self-catering. When compared to previous surveys there would appear to be a general trend away from Hotels and B&B’s to self-catering and to a lesser extent Guest Houses. It should be noted however that as overall visitor numbers have risen this does not directly translate to a drop/rise in the number of visitor using these types of accommodation.
A B Associates Limited 38 March 2010 Orkney Visitor Survey 2008/2009
Table 8.2 Main Types of Accommodation Used by Origin Scot% UK% OS% Hotel 21% 21% 21% Guest house 6% 6% 6% Bed & Breakfast 14% 16% 22% Rented house / cottage / chalet 24% 18% 8% Hostel 4% 6% 18% Tent at campsite 1% 4% 6% Wild camping (non-camp site) 1% 1% 4% Camper van / touring caravan 2% 3% 1% Staying with friends / relatives 22% 21% 12% Own property / second home 0% 1% 0% Yacht 1% 0% 0% Other (specify) 4% 3% 0%
From the table above it can be seen that Scottish and UK visitors are most likely to stay in a hotel, self-catering, or VFR and overseas visitors a hotel, B&B or hostel. This fits both with the general trend toward self-catering accommodation, and higher proportionate levels of younger overseas visitors who would be more likely to use hostel accommodation.
Table 8.3 Main Types of Accommodation Used by Purpose Hol% Busi% VFR% Hotel 20% 42% 7% Guest house 7% 9% 1% Bed & Breakfast 20% 17% 4% Rented house / cottage / chalet 26% 10% 8% Hostel 9% 5% 4% Tent at campsite 3% 1% 1% Wild camping (non-camp site) 2% 0% 0% Camper van / touring caravan 3% 2% 0% Staying with friends / relatives 6% 1% 73% Own property / second home 1% 0% 0% Yacht 1% 0% 0% Other (specify) 2% 13% 0%
From the table above it can be seen that holiday visitors are most likely to be staying in a hotel, B&B or self-catering, Business visitors primarily hotel, but
A B Associates Limited 39 March 2010 Orkney Visitor Survey 2008/2009 also B&B and other which was mainly accommodation linked to work particularly in Flotta, and VFR as would be expected mainly stay with friends and relatives.
Table 8.4 Advanced Booking by Type of Visitor % Hotel VFR/ /GH B&B Own SC Camp Host Not Applicable 16% 10% 19% 9% 12% 14% Yes – All of it 55% 61% 51% 51% 53% 52% Yes - Some of it 3% 2% 3% 2% 5% 4% No - None of it 10% 12% 11% 17% 10% 10% No response 16% 15% 16% 21% 20% 20% Stay Stay Stay Other 1to 3 4to7 8+ Scot UK OS Not Applicable 15% 13% 11% 15% 13% 14% Yes – All of it 51% 54% 56% 54% 49% 58% Yes - Some of it 7% 3% 2% 2% 4% 1% No - None of it 9% 15% 14% 11% 14% 8% No response 18% 15% 17% 18% 20% 19%
AIR NL OTH Hol Busi VFR Not Applicable 13% 15% 13% 12% 16% 13% Yes – All of it 56% 53% 50% 55% 48% 50% Yes - Some of it 4% 2% 4% 2% 4% 4% No - None of it 11% 10% 13% 12% 8% 13% No response 16% 20% 20% 19% 24% 20%
High Med Low ALL Not Applicable 13% 14% 20% 14% Yes – All of it 57% 52% 37% 53% Yes - Some of it 2% 3% 5% 3% No - None of it 10% 13% 11% 11% No response 18% 18% 27% 19%
From the table above it can be seen that overall 53% of visitors booked all their accommodation prior to arrival. 14% stated this was not applicable, and 19% made no response. Within the breakdown in the table it can be seen that the majority of visitors when examined by main accommodation usage book in advance ranging from 61% for B&B to 51% for VFR/own home and self- catering. In terms of length of stay in general as the length of stay increased,
A B Associates Limited 40 March 2010 Orkney Visitor Survey 2008/2009 so did the proportion on visitors booking in advance. The breakdown by origin, exit route, purpose of visit and season all show the majority of travellers booking in advance. Overseas visitors were slightly more likely to book in advance, as were air and holiday travellers, particularly during the high season.
Those least likely to book were more likely to use self-catering accommodation, be staying 4-7 days, come from the UK outwith Scotland, travel by other ferry operator, be visiting VFR and travelling during the medium season.
Table 8.5 Length of Advanced Booking % Hotel VFR/ Host /GH B&B Own SC Camp Just turned up 4% 9% 7% 10% 4% 7% Less than 1 week 8% 12% 9% 6% 5% 8% 1-2 weeks 4% 7% 4% 6% 10% 8% 2-4 weeks 8% 5% 12% 6% 3% 6% 1-2 months 13% 9% 11% 12% 6% 9% 2-4 months 17% 15% 12% 13% 18% 14% More than 4 mth 14% 14% 10% 9% 11% 13% NA/no response 32% 30% 34% 38% 42% 35% Stay Stay Stay Other 1to 3 4to7 8+ Scot UK OS Just turned up 5% 8% 7% 7% 8% 4% Less than 1 week 7% 8% 9% 9% 8% 6% 1-2 weeks 6% 5% 8% 7% 5% 7% 2-4 weeks 8% 8% 7% 7% 9% 6% 1-2 months 10% 11% 16% 12% 9% 11% 2-4 months 15% 16% 10% 13% 14% 15% More than 4 mth 13% 12% 8% 11% 10% 15% NA/no response 36% 33% 35% 35% 38% 35%
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AIR NL OTH Hol Busi VFR Just turned up 7% 5% 9% 7% 4% 8% Less than 1 week 8% 7% 9% 8% 9% 9% 1-2 weeks 6% 7% 6% 6% 5% 6% 2-4 weeks 11% 8% 3% 6% 10% 10% 1-2 months 11% 11% 12% 11% 12% 12% 2-4 months 14% 15% 12% 15% 10% 13% More than 4 mth 13% 11% 11% 12% 11% 8% NA/no response 31% 37% 38% 35% 39% 34%
High Med Low ALL Just turned up 6% 8% 3% 7% Less than 1 week 6% 8% 16% 8% 1-2 weeks 4% 8% 9% 6% 2-4 weeks 8% 8% 6% 8% 1-2 months 12% 11% 8% 11% 2-4 months 17% 13% 5% 14% More than 4 mth 12% 9% 0% 10% NA/no response 35% 34% 53% 36%
From the table above it can be seen that over a third stated this was not applicable. The most frequently stated timing of advanced bookings was 2 -4 months before arrival. Within the breakdown in the table it can be seen that the majority of visitors when examined by main accommodation again 2-4 months in advance was the most popular, with in general 2-4 weeks in advance least likely.
In terms of length of stay those staying less than a week were most likely to book 2-4 months in advance and those staying over a week 1-2 months ahead. Those staying 1-3 days, or over a week were least likely to just turn up. The breakdown by origin shows again that 2-4 months was the most popular for all groups, with overseas visitors least likely to just turn up.
In terms of exit route, again 2-4 months was most popular, with Northlink travellers least likely to just turn up. In terms of trip purpose 2-4 months was most frequent for holiday and VFR, and 1-2 months for business, with
A B Associates Limited 42 March 2010 Orkney Visitor Survey 2008/2009
business least likely to just turn up. In terms of season 2-4 months is again most frequent for the high and medium seasons, with less than a week during the low season, although during the low season there would appear to be less likelihood of people just turning up.
Table 8.6 How Accommodation was Booked % Hotel VFR/ Host /GH B&B Own SC Camp Internet 25% 31% 26% 25% 14% 19% Accommodation Provider Direct 26% 21% 20% 18% 11% 25% NA/no response 32% 29% 35% 35% 60% 40% Stay Stay Stay Other 1to 3 4to7 8+ Scot UK OS Internet 25% 25% 29% 25% 22% 27% Accommodation Provider Direct 20% 23% 20% 21% 22% 22% NA/no response 36% 33% 31% 35% 36% 36%
AIR NL OTH Hol Busi VFR Internet 25% 25% 24% 26% 19% 26% Accommodation Provider Direct 23% 21% 21% 21% 24% 18% NA/no response 29% 38% 37% 35% 37% 35%
High Med Low ALL Internet 28% 23% 9% 24% Accommodation Provider Direct 22% 21% 19% 21% NA/no response 34% 33% 53% 35% For full data table see Appendix 2
From the table above it can be seen that 35% made no response or stated this was not applicable. Overall and in every category examined the main two forms of booking were via the internet, and direct with the accommodation provider, predominantly the internet.
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Table 8.7 How Accommodation was Booked 2005 Compare
2009 2005 % Point Change Someone else 13% 9% 4% Internet 41% 23% 18% Travel Agent 1% 5% -4% Tour Operator 3% 2% 1% TIC 3% 8% -5% Accommodation Provider Direct 36% 54% -18% Transport Provider Direct 1% 0% 1% Other 3% 0% 3%
In order for the 2 sets of figures to be compared “NA/no response” and “did not book” have been excluded from the 2009 figures and other percentages adjusted accordingly. From the table above it can be seen that the major changes in booking habits have been the increase in the use of the internet with a corresponding decrease in direct bookings with the accommodation provider, as well as reduced use of the TIC and travel agents.
Table 8.8 Accommodation First Choice and Ability to Book % Able to Book First No Did Not Someone No Choice Yes No Preference Book Else Answer Hotel 21% 76% 6% 1% 2% 13% 2% Guest house 6% 88% 2% 0% 4% 6% 2% Bed & Breakfast 16% 80% 6% 1% 5% 5% 3% Rented house / cottage 24% 94% 3% 0% 1% 2% 0% Hostel 7% 78% 3% 0% 6% 5% 8% VFR 16% 15% 2% 0% 4% 0% 79% For full data table see Appendix 2
From the table above it can be seen that the most popular first choice for accommodation were self-catering 24% and hotels 21%, this was followed by B&B and VFR at 16% each. For all the main types of accommodation the vast majority were able to book their first choice varying from 76% for hotels (13% booked by someone else) to 94% for self-catering. Very few respondents were unable to book their first choice varying from 6% for hotels and B&B’s to 2% for guest houses and VFR.
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Table 8.9 First Choice of Accommodation Compare 2005 % 2009 2005 % Point Change Hotel 25% 34% -9% Guest house 7% 4% 3% Bed & Breakfast 19% 24% -5% Rented house / cottage 29% 21% 8% Hostel 8% 8% 0% Camp/Caravan 8% 3% 5% Other 4% 2% 2%
In order for the 2 sets of figures to be compared “VFR” has been excluded from the 2009 figures and other percentages adjusted accordingly. From the table above it can be seen that the major changes in first choice habits have been an increase in preference for self-catering and camping, and a decrease for hotels. Although not addressed within the survey it is known that the majority of increase in supply of accommodation within the islands in recent years has been in self-catering, and therefore any proportionate increased change in demand for this type of accommodation may have been influenced by this proportionate increase in supply.
Table 8.10 Accommodation Grading Choice and Ability to Book % Able to Book First No Did Not Someone No Choice Yes No Preference Book Else Answer 1 Star 1% 82% 0% 0% 10% 0% 8% 2 Star 4% 94% 3% 0% 0% 3% 0% 3 Star 38% 91% 4% 0% 1% 3% 1% 4 Star 16% 94% 3% 0% 2% 1% 0% 5 Star 2% 82% 6% 0% 0% 6% 5% No Preference 24% 88% 6% 3% 2% 1% 0% Did not book 4% 0% 4% 0% 91% 0% 6% Someone else booked 8% 23% 0% 0% 4% 73% 0% Other (specify) 3% 73% 4% 0% 4% 20% 0%
From the table above it can be seen that the most popular first choice for accommodation grading was 3 star. For all the star ratings, and those without any real preference the vast majority were able to book their first choice
A B Associates Limited 45 March 2010 Orkney Visitor Survey 2008/2009 varying from 82% for 1 star to 94% for 2 and 4 star. Very few respondents were unable to book their first choice varying from 6% for 5 star and no preference to 0% for 1 star.
Table 8.11 Accommodation Grading Choice 2005 Compare % 2009 2005 % Point Change 1 Star 1% 1% 0% 2 Star 4% 2% 2% 3 Star 38% 36% 2% 4 Star 16% 16% 0% 5 Star 2% 10% -8% Other Answers 39% 35% 4%
In order for the 2 sets of figures to be compared all answers other than star ratings have been combined. From the table above it can be seen that the major changes in first accommodation grading choices have been an increase in preference for 2 and 3 star graded, and a decrease in 5 star. Again although not addressed within the survey it is known that the majority of increase in supply of accommodation within the islands in recent years has been in self-catering which tended to be 3 and 4 star as opposed to 5 star rated, and therefore any proportionate increased change in demand for this type of star rating may have been influenced by this proportionate increase in supply.
Table 8.12 Reasons For Being Unable to Book First Choice % Full 68% Limited Availability 11% Suddenly Shut 5% Closed 5% Not available 5% limited Information 2% Too expensive 2% Only Accept longer bookings 2% Total 100%
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From the table above it can be seen that the main reason people were unable to book their first choice was that accommodation being full at 68%.
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9. Sources of Information/Inspiration
Table 9.1 Information Sources Used Prior to Arrival Overall, by Origin & Trip Purpose% Other All Scot UK OS Hol Busi VFR Internet/websites 70% 72% 67% 72% 72% 69% 69% Tourist Board brochure/leaflets 20% 16% 27% 18% 19% 20% 23% Tourist Information Centre 9% 8% 11% 7% 8% 8% 10% Travel Agent 3% 3% 3% 5% 3% 2% 4% Travel Operators 8% 7% 9% 9% 8% 8% 10% Guidebooks 16% 15% 18% 12% 17% 16% 11% Friends/Relatives/Others 22% 21% 23% 23% 22% 8% 31% None Someone Else Organised 9% 9% 10% 8% 9% 30% 2% Other 0% 0% 0% 0% 0% 0% 0%
From the table above it can be seen that the most frequently used information source overall was the internet, with 70% stating they had used it to find out about Orkney prior to visiting. The next two most frequent were friends and relatives and Tourist Board brochure/leaflet at 22% and 20% respectively. When assessed by origin the most frequent again was the internet ranging from 72% for Scotland and overseas to 67% for other UK. In terms of trip purpose Holiday makers most frequently used the internet at 72%, with 69% of business and VFR visitors also stating internet usage. VFR visitors most frequently got information from friends and relatives 31%, whereas business travellers were more likely to have someone else organise their trip 30%. This analysis shows that the vast majority of travellers now use the internet to research the islands prior to visiting and even for business and VFR travel.
There are no comparable figures for 2005. However given that only 9% quoted the internet as a marketing influence at the time it would appear sensible to assume that there has been a major move toward internet research prior to travel since the last survey.
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Table 9.2 Internet Research and Booking % Research Booked Accommodation 62% 49% Transport to Orkney 80% 69% Transport on Orkney 19% 9% Visitor Centres/Attractions 21% 3% Activities 13% 1% Events 10% 1% History/Culture 25% 3% Natural History 15% 1%
Those who stated they had used the internet in planning their visit were asked for details in relation to areas researched and booked. From the table above it can be seen that the most frequently researched and booked aspects of the trip was transport to the islands with 80% researching on line and 69% booking. Accommodation ranked second with 62% researching and 49% booking. The only other area with over 3% booked on-line was transport on Orkney at 9%. The most frequently researched among the other options given were history/culture and visitor centres and attractions.
Respondents were also asked if they could remember which websites they had used, the most frequently mentioned were:-
Google Flybe/BA Northlink Pentland Ferries John O'Groats Ferries Visitorkney
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Other sites mentioned included:-
AI Accomodation Orkney.net Ask Jeeves Orkneycarhire Atlantis Lodge OrkneyJar Ayre Hotel Orkneyselfcatering Bicycle website Papa Westray Website Bookaferry Pentalina Comparison Website Rapsons Drever & Heddle RSPB Website Drive Orkney Scapaflow.com E-booker.ch Scotrail Expedia Scrabster Harbour Trust Findhotel.co.uk Skara Brae Historicscotland skyscanner.net Info on companies visited St Magnus Festival Judithglue Stagecoach Justaflight The Orcadian Lonely planet Transport direct Longhope home page Travelocity Magic seaweed Trip advisor MV Valkyrie Tullocks Car Hire Nanta Tours UK Campsites Opodo Undiscovered Scotland Orkbotany visitscotland Orkney Communities Westray.com Orkney Islands Council Wikipedia, Orkney Property Centre Wildabout Orkney Orkney Trout Fishing Association World hostel
Table 9.3 Inspiration to Visit All Travellers Top 5 % Friends and Relatives 24% General Interest / Holiday / Just Visiting 17% Business / Work 15% Prehistoric Sites / Archaeology 8% Revisiting 6% For full data table see Appendix 2
From the table above it can be seen that around a quarter of visitors were inspired to visit due to friends and relations, either to visit friend and family, or on their recommendation. The next most frequently stated were general interest/holidays and business/work.
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Table 9.4 Inspiration to Visit Holiday Visitors Top 5 % General Interest / Holiday / Just Visiting 28% Prehistoric Sites / Archaeology 14% Revisiting 10% Sights / Landscape / Remoteness 8% People / History / Island Life 6% For full data table see Appendix 2
The most important market segment to assess in terms of inspiration to visit is the holiday market. From the table above it can be seen that the most frequently stated other than general interest/holiday were prehistoric sites/archaeology, repeat visits, sights landscape and remoteness and people/history/island life.
Table 9.5 Marketing Influences to Visit All Travellers, by Origin & Trip Purpose Top 6 % Other All Scot UK OS Hol Busi VFR Experience of a previous visit 31% 29% 29% 40% 31% 36% 30% Advice from friends or relatives 27% 28% 25% 31% 28% 25% 28% Tourist brochures 8% 7% 12% 6% 9% 6% 9% Guide book(s) 9% 10% 9% 5% 9% 10% 8% Internet / website 10% 12% 10% 8% 12% 8% 9% Other 12% 25% 0% 0% 10% 16% 13% For full data table see Appendix 2
From the table above it can be seen that experience of a previous visit, and advice from friends and relatives ranked 1 and 2 both overall, and for every category examined. Other ranked third with the most common stated influences family and work, and surprisingly given the significant numbers of respondents stating they used the internet for research, only 10% stated it was a marketing influence which ranked it 4th. Guide books and tourist brochures ranked 5 and 6 overall, with advertisements, travel agents and package tour operators least mentioned.
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Table 9.6 Marketing Influences to Visit Holiday Visitors, Overall by Origin and First/Repeat Visit Top 6 % Other First Repeat All Scot UK OS Visit Visit Experience of a previous visit 39% 33% 36% 51% 41% 33% Advice from friends or relatives 36% 37% 32% 40% 35% 40% Tourist brochures 11% 9% 17% 8% 13% 8% Guide book(s) 11% 11% 15% 8% 11% 12% Internet / website 15% 19% 15% 9% 14% 16% Other 13% 32% 0% 0% 9% 0% For full data table see Appendix 2
Again the most important market segment to assess in terms of marketing influence is the holiday market. From the table above it can be seen that again experience of a previous visit, and advice from friends and relatives ranked 1 and 2 both overall, and for every category examined. Internet ranked 3 rd although again at only 15% which is well below the proportion of those use the net as a research tool. Other ranked 4th with the most common stated influences a holiday relating to work, and weddings or other family events. Guide books and tourist brochures ranked 5 and 6 overall, and both were most popular with other UK travellers. Advertisements, travel agents and package tour operators again were least mentioned.
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10. Activities Table 10.1 Visitor Attractions Heard Of & Visited Top 5 % 2009 Rank H V H V Highland Park Distillery 67% 22% 1 15 St Magnus Cathedral 62% 77% 2 1 Skara Brae 57% 71% 3 2 Holm - Italian Chapel 56% 64% 4 5 Churchill Barriers 53% 66% 5 4 Stenness – Ring of Brodgar 49% 68% 11 3 H = Heard of, V = Visited For full data table see Appendix 2
From the table above it can be seen that in the main those attractions that ranked in the top 5 for “heard of” were also the top 5 visited. The exceptions to this were the Highland Park Distillery which ranked 1 for heard of and only 15th for visited, and the Ring of Brodgar which was only 11 th for heard of, but ranked 3 for visited. In relation to Highland Park it is thought possible that due to better brand recognition than in the past there may be increased awareness of the name Highland Park rather than the distillery itself, which might go some way to explaining the gap between its rank for heard of and visited.
There were several other attractions mentioned by respondents as having been heard of or visited and these are also included in Appendix 2, directly after the full data table for Table 10.1.
Table 10.2 Top Visitor Attractions Heard Of & Visited 2005 Compare%
HEARD OF 2009 2005 2009 2005 VISITED 2009 2005 2009 2005 Highland Park Distillery 67% 57% 1 10 St Magnus Cathedral 77% 54% 1 1 St Magnus Cathedral 62% 89% 2 1 Skara Brae 71% 51% 2 2 Skara Brae 57% 85% 3 2 Stenness – Ring of Brodgar 68% 48% 3 3 Burray - Italian Chapel 56% 78% 4 3 Churchill Barriers 66% nd 4 nd Churchill Barriers 53% nd 5 nd Holm - Italian Chapel 64% 44% 5 4 Stenness – Ring of Brodgar 49% 78% 11 3 Stenness – Standing Stones 50% 44% 6 4 Stenness – Standing Stones 50% 75% 9 5 H = Heard of, V = Visited ND = No Data
From the table above it can be seen that it would appear that in general more respondents had heard of attractions in 2005 than 2009, which may in some
A B Associates Limited 53 March 2010 Orkney Visitor Survey 2008/2009 part be due to increased internet usage for research. However it is not known if this question was asked in exactly the same way in both surveys. In 2009 respondents were asked if they were aware of attractions prior to arriving in Orkney, hence some visited percentages being higher than heard of ones, however as all the heard of are higher than the visited for 2005, it may have been that no distinction was made between those who heard of attractions whilst on the islands and those who knew of them before. In terms of change from 2005 the major one was the Highland Park Distillery which moved up from rank 10 to 1, this is possibly due to better brand recognition as discussed above. Orkney museum moved up from 8 to 5, and Maeshowe from 7 to 5. The Ring of Brodgar dropped from 3 to 10, and Stenness Standing Stones from 5 to 8.
In terms of attractions visited in percentage terms there has been an increase for all since 2005, with around 4 out of 5 having visited St Magnus Cathedral. In terms of rank these are identical other than that the Churchill Barriers were not given as an option in 2005.
Table 10.3 Main Activity and Activities Undertaken Top %
Main Activity No of Activities Activity Undertaken Undertaken % No Main Activity/No Response 37% 23% 1 10% General sightseeing / touring 32% 52% 2 8% Beaches / Coastal Scenery 1% 47% 3 6% Eating out 2% 40% 4 6% Short walks - up to 2 miles 7% 37% 5 7% Shopping for crafts or local products 0% 34% 6 7% Photography/painting 0% 27% 7 8% Viewpoints/picnic areas 0% 26% 8 4% Nature / Wildlife sites 0% 25% 9 6% Longer walks - over 2 miles 5% 23% 10 5% Other shopping 1% 22% Over 10 12% Islands outwith Mainland 1% 19% No Response 22% For full data table see Appendix 2
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From the table above it can be seen that 37% of respondents did not reply or stated that they had no main activity whilst in the islands, however only 23% did not reply or stated they had not participated in any activities. The most frequently mentioned main activity by a considerable margin was general sightseeing/touring at 31%, walking was the next most frequent main activity at 12% overall (long and short). The activities most frequently participated in were:-
General Sightseeing/Touring Beaches/Coastal Scenery Short Walks – up to 2 miles Eating Out Shopping for Crafts or Local Products
18% of visitors participated in 1 or 2 activities, with 37% participating in up to 5, and 12% in more than 10 activities.
Table 10.4 Activities Undertaken 2005 Comparison % 2009 2005 % Point Change General sightseeing / touring 84% 74% 10% Beaches / Coastal Scenery 48% 38% 10% Short walks - up to 2 miles 44% nd nd Eating out 42% 41% 1% Shopping for crafts or local products 34% 23% 11% Other shopping 23% 34% -11% Longer walks - over 2 miles 27% 30% -3% For full data table see Appendix 2
In order for the 2 sets of figures to be compared those who did not indicate participation in any activities have been omitted from the 2009 figures. From the table above it can be seen that general sightseeing/touring remains the most popular activity, with walking, eating out, shopping and beaches/coastal scenery remaining the most frequently undertaken activities.
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11. Feedback and Satisfaction Table 11.1 Potential Improvements to Visit % Number Stating % Travel Cost 69 6% Tourist Information / Bus Timetable 63 6% Bus Service / Public Transport 53 5% Weather 28 2% Eating Out / Restaurants 25 2% Accommodation 20 2% Signposting 19 2% Transport Coordination 18 2% Inter Island Transport 15 1% Shops / Shopping 13 1% Evening Entertainment 12 1% Island Facilities 10 1% Fuel Prices 7 1% General Facilities 7 1% Youth Activities 7 1% General Cost 7 1% Winter tourism 6 1% Visitor Attractions 6 1% Taxis / Car Hire 6 1% Other 5 0% Airlink to England 4 0% Customer Service 4 0% Proper Welcome 3 0% Ferry Service 3 0% More Local Produce 3 0% Local Crafts 3 0% Litter 2 0% Phone Signal 2 0% Total 420 37% No Improvement Suggested 63%
Respondents were asked an open question about what Orkney could have done that would have improved their visit. From the table above it can be seen that Overall 63% stated that they could not think of anything, or stated no improvement was required. 6% stated less expensive travel, and improvements to tourist information or timetables, with 5% stating improvements to the bus service and other public transport.
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Table 11.2 Activity Improvement or Provision% Number Stating % Live Music 14 1% Night Life / Evening Entertainment 11 1% Tourist Information 9 1% Internal Transport 8 1% Water Sports 6 1% Internet / Mobile phone Coverage 5 0% Marine / Boat Trips 5 0% Evening Shops 4 0% Youth Activites 4 0% Pub Opening Hours 3 0% Signposting 3 0% Car Hire 2 0% Customer Service 2 0% Cycle Lanes 2 0% Wet Weather Facilities 2 0% Local Produce 2 0% Other 2 0% Restaurants / Eating Out 2 0% Accommodation 1 0% Biking 1 0% Bowling 1 0% External Transport 1 0% Museums 1 0% Tearooms 1 0% Total 92 8% No Improvement Suggested 92%
Respondents were asked an open question about activities could have been improved or provided. From the table above it can be seen that Overall 92% stated that they could not think of anything, or stated no improvement was required, or no additional activities required. 14 stated live music, and 11 nightlife and evening entertainment which if taken together is 2% of total travellers.
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Table 11.3 Meeting Expectations Overall, by Origin & Trip Purpose % All Scot UK OS Hol Busi VFR Exceeded expectations 32% 31% 32% 35% 31% 33% 31% Met expectations 63% 65% 64% 61% 64% 61% 66% Did not meet expectations 0% 1% 0% 0% 0% 0% 1% Not sure I can't say 2% 2% 1% 1% 2% 1% 1% No answer 3% 1% 3% 3% 3% 5% 1% Total 100% 100% 100% 100% 100% 100% 100%
From the table above it can be seen that overall 63% of respondents felt their expectations had been met, and 32% that they had been exceeded, and this was more or less reflected within every group examined. There were extremely low levels stating that their expectations had not been met less than 1% overall and 1% for Scottish and VFR visitors.
Table 11.4 Meeting Expectations 2005 Comparison % 2009 2005 % Point Change Exceeded expectations 32% 33% -1% Met expectations 63% 60% 3% Did not meet expectations 0% 1% -1% Not sure I can't say 2% 6% -4% No answer 3% 0% 3% Total 100% 100% 0%
From the table above it can be seen that compared to 2005 there is now both 1% less travellers stating that their expectations had been exceeded or not met, and 3% more stating they have been met.
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Table 11.5 Areas Falling Shortest of Expectations % Number Stating % Accommodation 35 3% Tea Rooms / Cafes / Restaurants 33 3% Visitor Attractions 26 2% Internal Transport 26 2% External Transport 13 1% Weather 13 1% Integrated Transport 9 1% Noise at Night / Yobs 8 1% Shops / Shopping 7 1% Customer Service 6 1% Roads / Drivers 5 0% Other 5 0% Kirkwall 4 0% Local Produce (Lack of) 4 0% Pubs / Nightlife 4 0% Stromness 3 0% Music (Lack of) 3 0% Marine Life 3 0% Being turned away 3 0% Internet / Mobile Connections 2 0% Litter and Mess 2 0% Signposting 2 0% Campsite Facilities 2 0% General Expense 2 0% Disabled Access 2 0% Local Crafts 2 0% Fuel Prices 2 0% Total 226 20% No comment made 80%
Respondents were asked an open question about what aspect of their visit if any fell shortest of their expectations. From the table above it can be seen that overall 80% stated that they could not think of anything. Overall 3% mentioned accommodation, tea rooms cafes and restaurants and transport issues and 2% visitor attractions.
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Table 11.6 Highlight of Visit Top % Number % Stating THEME 454 40% Landscape / Scenery / Remoteness 84 7% Friendliness / Way of Life / History 64 6% Birds / Wildlife 44 4% Archaeology / Historic Sites 37 3% Walks 31 3% PLACES 122 11% Maes Howe 25 2% Other Places 15 1% Hoy 12 1% Stromness 10 1% Rackwick 9 1% Westray 9 1% ATTRACTIONS 246 22% Skara Brae 78 7% Cathedral 38 3% Stones (Brodgar, Gurness, Standing) 35 3% Birsay (Brough) 20 2% Italian Chapel 20 2% TOTAL 822 73% No highlight Provided 27% For full data table see Appendix 2
Respondents were asked an open question about what they considered to be the highlight of their visit. From the table above it can be seen that overall 822 or 73% of respondents provided a reply, 454 or 40% were in relation to a theme, 122 or 11% related to a place and 246 or 22% related to attractions. The most frequently given answers were:-
THEME o Landscape / Scenery / Remoteness o Friendliness / Way of Life / History o Birds / Wildlife
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PLACES o Maes Howe o Hoy o Stromness
ATTRACTIONS o Skara Brae o Cathedral o Stones (Brodgar, Gurness, Standing)
Table 11.7 Recommend Orkney Overall, by Origin & Trip Purpose % All Scot UK OS Hol Busi VFR Yes 95% 95% 96% 95% 95% 94% 97% No 1% 1% 1% 0% 1% 1% 1% Don’t Know 3% 4% 2% 4% 3% 4% 2% No Answer 1% 0% 1% 1% 1% 1% 0% Total 100% 100% 100% 100% 100% 100% 100%
From the table above it can be seen that an overwhelming majority overall 95%, and within all the groups analysed varying from 94% to 97% would recommend Orkney to others. It should be noted however that 1% overall would not recommend the islands, and 3% were unsure.
Table 11.8 Likely to Return Within 5 Years Overall, by Origin & Trip Purpose % All Scot UK OS Hol Busi VFR Very 53% 53% 55% 50% 52% 61% 48% Quite 23% 22% 23% 25% 25% 15% 25% Not Very 10% 9% 9% 12% 10% 9% 11% Not At All 3% 2% 3% 5% 3% 3% 2% Don’t Know 10% 13% 9% 7% 10% 11% 11% No Answer 1% 1% 1% 1% 0% 2% 3% Total 100% 100% 100% 100% 100% 100% 100%
From the table above it can be seen that around half overall 53% stated they were very likely to return, and within the groups analysed this varied from 61% for business to 48% for VFR. Overall 13% stated they did not feel they were likely to return, and within the groups analysed this varied from 17% for overseas to 11% for Scots visitors.
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Table 11.9 Likely to Return Within 5 Years 2005 Comparison % 2009 2005 % Point Change Very 53% 54% -1% Quite 23% 21% 2% Not Very 10% 12% -2% Not At All 3% 5% -2% Don’t Know 10% 8% 2% No Answer 1% 0% 1% Total 100% 100% 0%
From the table above it can be seen that compared to 2005 there have been minimal changes of 1% to 2% for each response.
Table 11.10 Opinions of Tourism Aspects Overall %
ASPECTS Quality Value for money Average OF Very Good Adeq- Poor Very Don’t Very Good Adeq- Poor Very Don’t Quality Value TOURISM Good uate Poor Know Good uate Poor Know Whole 75% 20% 1% 0% 0% 4% 44% 29% 8% 1% 0% 17% 4.53 3.78 Orkney visit Eating out 33% 33% 10% 1% 0% 23% 24% 30% 14% 1% 0% 31% 3.47 3.17
Visitor 55% 22% 2% 0% 0% 21% 38% 23% 4% 1% 0% 34% 4.32 3.91 Attractions Music/culture 11% 5% 2% 1% 0% 81% 8% 5% 2% 0% 0% 85% 3.71 3.57 entertainmt 16% 32% 15% 1% 0% 36% 9% 27% 15% 1% 0% 48% 2.90 2.65 Shops Local arts 31% 21% 4% 0% 0% 44% 14% 22% 9% 2% 0% 53% 3.94 2.91 and crafts Other 7% 19% 9% 1% 0% 64% 5% 17% 9% 1% 0% 68% 2.81 2.62 souvenirs Local food 38% 34% 3% 1% 0% 24% 24% 34% 7% 1% 0% 34% 3.84 3.45 and drink Accommodat 47% 19% 9% 1% 0% 24% 36% 20% 8% 1% 0% 35% 3.90 3.69 ion Transport to 47% 31% 11% 2% 0% 9% 29% 26% 16% 5% 2% 22% 3.70 2.74 Orkney Inter-island 16% 11% 2% 0% 0% 71% 12% 10% 2% 1% 0% 75% 3.93 3.54 ferries Buses 8% 9% 3% 2% 0% 78% 6% 8% 3% 1% 0% 82% 2.82 2.93
Taxis 7% 9% 2% 0% 0% 82% 6% 6% 3% 0% 0% 85% 3.44 3.17
Sign-posting 12% 19% 11% 6% 1% 51% 2.07
Customer 39% 24% 4% 1% 0% 32% 3.98 Service
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Respondents were asked to rate various aspects of Orkney tourism on a sliding scale from very good to very poor, both in terms of quality and value. The average score above which is weighted is based on a scoring system ranging from 5 for very good to -5 for very poor. This allows for direct comparison between the various aspects with a higher weighted average score showing a higher average level of satisfaction. From the table above it can be seen that, the top 3 average weighted scores were:-
Quality Value Whole visit Visitor Attractions Visitor Attractions Whole Visit Customer service Accommodation
The lowest 3 average weighted scores were:-
Quality Value Sign Posting Other Souvenirs Other Souvenirs Shops Buses Transport to Orkney
Those which were most frequently stated to be poor or very poor were sign posting in terms of quality at 7%, and transport to Orkney in terms of value at 7%. Those aspects where respondents stated they did not know (which were scored at 0 and not included in average scores) were:-
Quality Value Music/Cultural Entertainment Music/Cultural Entertainment Taxis Taxis Buses Buses Inter-island Ferries Other Souvenirs Other Souvenirs Inter-island Ferries
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Those where proportionately fewest stated they did not know were:-
Quality Value Visitor Attractions Visitor Attractions Transport to Orkney Transport to Orkney
The levels of respondents stating they did not know to this question may bear some correlation to the proportions of visitors accessing these aspects of local tourism.
For several aspects of tourism that were rated in the table above, where a respondent stated a rating of poor or very poor, they were asked for an explanation as to why they had given this response. The following tables detail the reasons provided. Numbers quoted are numbers of respondents stating a particular reason, not proportions of respondents.
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Table 11.11 Poor Ratings External Transport Number Stating Ferry Expensive 19 Vehicles too expensive 5 Late/Cancelled 3 No road equivalent tariff 3 Poor sailing choice/arrival departure time Kirkwall 2 Terminal inadequate 1 TOTAL 33 Flights Expensive 49 Late/Cancelled 7 Staff disinterested 6 Poor on-line booking 3 TOTAL 65 Poor train/bus connections 18
From the table above it can be seen that in relation to external transport the most frequently stated areas for dissatisfaction were in relation to expense both for ferries and flights. Poor train and bus connections were also highlighted.
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Table 11.12 Poor Ratings Internal Transport Number Stating Inter -Island Ferry Expensive 5 Booking staff unhelpful 2 Booked up 1 Timetable unclear 1 Poor disabled access 1 No food 1 TOTAL 11 Buses Inadequate provision/Poor connections 32 Expensive 5 Late 4 Difficult to get bike on 2 Timetable unclear 1 None to Skara Brae/Yesnaby 1 TOTAL 45 Taxis Expensive 6 Late 1 None at airport 1 Car in poor state 2 Poor driving 2 TOTAL 12 Hire Car – Poor state 3
From the table above it can be seen that in relation to internal transport again expense was mentioned, but the most frequently quoted was inadequate provision and/or poor connections with the bus service, both in terms of other buses and other forms of transport.
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Table 11.13 Poor Ratings Signage Number Stating Lack of/Too far between 17 No distance given/Lack of info 14 Too near turn offs 11 Poor when off the main road 11 Unclear/Confusing/Random 10 Got lost 7 Signs were not consistent with map 7 Too small 6 Poor footpath signs 2 TOTAL 85 Signs specifically mentioned as poor Skara Brae 7 Airport 2 RSPB 1 Yesnaby Castle 1 Westray 1 Old Man of Hoy 1 Stromness 1 Papa 1 Italian Chapel 1 TOTAL 161
From the table above it can be seen that in relation to signage the most frequently stated areas of dissatisfaction were in relation to there being a lack of or lack of information on signs (particularly distance), that they were too near to turnoffs, and were poor off the main roads. Signs for Skara Brae came in for particular criticism.
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Table 11.14 Poor Ratings Eating Out Number Stating Lack of eateries 9 Too expensive 8 Poor quality of food and cooking 7 Poor service 6 Lack of local produce 6 Poor choice/Lack of variety 5 Lack of seafood 4 Poor hygiene 2 Poor vegetarian choices 2 TOTAL 49
From the table above it can be seen that in relation to eating out the most frequently stated areas of dissatisfaction were in relation to numbers of eating establishments, cost and food quality.
Table 11.15 Poor Ratings Accommodation Number Stating HOTEL Poor all round quality 11 Too expensive 6 Poor hygiene/dirty 5 Not up to star rating 3 Poor service 3 Noise 2 TOTAL 30 B&B/SELF-CATERING Poor all round quality 2 Too expensive 2 Arrived and it was shut 1 Not up to star rating 1 Lack of drying facilities for cyclists 1 TOTAL 7 HOSTEL Poor all round quality/unfinished 8 Poor hygiene/dirty 3 Poor service 3 Locked you out during the day 2 Too expensive 1 TOTAL 17
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From the table above it can be seen that in relation to accommodation the most frequently stated area of dissatisfaction was poor all round quality. Hostels in particular had a high number of comments given the number of respondents using them.
Table 11.16 Poor Ratings Shops Number Stating Local/craft products too expensive 16 Poor quality 7 Too expensive 6 Lack of variety 5 Poor customer service 4 Closed to early/on a Sunday 3 Not much outside of Kirkwall 2 Lack of fish 2 Some souvenirs not made locally 1 Shops too touristy 1 TOTAL 47
From the table above it can be seen that in relation to shops the most frequently stated area of dissatisfaction was the cost of local craft products.
Table 11.17 Poor Ratings Visitor Attractions Number Stating Expensive 16 Poor signage/difficult to find/poor transport links 6 Closed 2 Would like to see a rover ticket 1 Tour and guide very poor 1 TOTAL 26
From the table above it can be seen that in relation to Visitor Attractions the most frequently stated area of dissatisfaction was expense.
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Table 11.18 Poor Ratings Other Number Stating Couldn’t find any live music/music venue 5 Fuel expensive 3 Orkney expensive 2 Poor welcome 1 Lack of general info 1 Poor advertising 1 Town hall display disappointing 1 Bank unhelpful 1 Have been provided with a free map elsewhere 1 TOTAL 16
From the table above it can be seen that in relation to other areas the most frequently stated areas of dissatisfaction were difficulty in finding music, fuel costs and general expense.
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12. Yacht Survey It should be noted that all figures and comments quoted in this section of the report relate to YACHT TRAVELLERS ONLY.
Given the very low return for the yacht survey the majority of overall economic data is based on information provided by Orkney Islands Council, however perceptional and other data is based on survey findings where it was felt appropriate and/or relevant. There were however some areas where it was felt there was insufficient data, and given the small number of returns all figures based on survey data should be treated with caution.
12.1 Total Yacht Travel
Table 12.1 Total Yacht Numbers
Total Kirkwall 223 Stromness 172 Westray 68 All 401
From the table above it can be seen that it is estimated that 401 yachts visited Orkney during the survey period, 223 visiting Kirkwall, 172 Stromness and 68
Westray. 62 vessels visited more than 1 port.
12.2 Yacht Trip Details
Table 12.2 Party Type by Yacht Respondent%
Individual 12 Couple 50 Family 13 Friends 25
It should be noted that these figures relate to respondents and not proportions of all visitors that is calculated further on within this section. From the table and chart above it can be seen that the majority of respondents were travelling as part of a couple.
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Table 12.3 Party Type and Average Party Size by All Yacht Visitors
% Average Type Party Size Individual 6% 1.00 Couple 50% 2.00 Family 19% 3.00 Friends 25% 2.00 TOTAL 100% 2.00
From the table above it can be seen that in terms of all yacht visitors to the islands travel with couples account for 50%, with friend travel being the next highest at 25%. Overall average party size was 2 people, varying from 1 as would be expected for individuals to 3 for travel with family.
Table 12.4 Gender of Yacht Respondent% Male 87% Female 13%
From the table above it can be seen that 87% of respondents were male and 13% female.
Table 12.5 Gender of Yacht Visitor% Male 69% Female 31%
From the table above it can be seen that 69% of overall yacht visitors surveyed were male and 31% female. This shows the predominance of male travel on yachts.
Table 12.6 Age of Yacht Visitors % Under 24 6% 25-55 31% Over 55 63%
From the table above it can be seen the largest proportion of travellers were aged over 55, at 63%. There were also extremely few 24 and unders at only 6%.
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Table 12.7 Area of Origin All Yacht Visitors % Scotland 62% Rest of UK 13% Overseas 25%
From the table above it can be seen the largest proportion of travellers were from Scotland at 62%, followed by overseas at 25% and rest of the UK at 13%.
Table 12.8 Main or Second Holiday Yacht Visitors % Main Holiday 50% Second Holiday 50%
From the table above it can be seen that half of respondents were on their main holiday for the year and half on a second holiday.
Table 12.9 Importance of Orkney on Yacht Trip Itinerary% Very 75% Quite 25% Not 0%
From the table above it can be seen that 75% of respondents felt that Orkney was very important on their trip itinerary, and 25% that it was quite important.
Table 12.10 Average Nights Away on Yacht Total 40 Orkney 10
From the table above it can be seen that yacht visitors on average spent 40 nights away from home during their trip, and that 10 nights were spent in Orkney. The average based on OIC data was 10.75 nights.
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12.3 Yacht Expenditure
Table 12.11 Average Spend Per Yacht (£) Food & Drink 206 Entertainment & Recreation 29 Tourist Shopping 28 Miscellaneous 98 Harbour Dues 25 Total Spend Per Yacht 386 Local Crafts 26 Local Food 45 Local Beverages 29 Total Spend Local Produce 100
All respondents were asked what they had spent on their trip to Orkney on a variety of items. As this was an exit survey with interviews occurring at the end of a trip actual totals for each of the items above were requested. Harbour dues figures were obtained from OIC.
Overall average spend is estimated at £386 per yacht, with the highest proportions spent on food and drink and miscellaneous purchases, and a spent of £100 on local produce.
12.4 Sources of Information/Inspiration/Feedback & Satisfaction Yachts
Table 12.12 Information Sources Used Prior to Arrival on Yacht % Internet/Websites 38% Tourist Board Brochure/Leaflet 13% TIC 13% Guide book 25% Friends/relatives advice from others 38%
From the table above it can be seen that the most frequently used information sources overall were the internet and friends/relatives both at 38%.
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Table 12.13 Opinions of Tourism Aspects Yacht Visitors% Very Good Adeq- Poor Very Don’t Good uate Poor Know Average Visit to Orkney as a whole 50% 50% 0% 0% 0% 0% 4.00 Eating out 33% 50% 17% 0% 0% 0% 3.33 Visitor Attractions 67% 33% 0% 0% 0% 0% 4.33 Music/cultural entertainment 75% 25% 0% 0% 0% 50% 4.50 Shops 50% 33% 17% 0% 0% 0% 3.67 Local arts and crafts 75% 25% 0% 0% 0% 50% 4.50 Other souvenir products 67% 33% 0% 0% 0% 0% 4.33 Local food and drink 60% 40% 0% 0% 0% 20% 4.20 Transport in Orkney 67% 33% 0% 0% 0% 0% 4.33 Port facilities 100% 0% 0% 0% 0% 0% 5.00 Customer Service 100% 0% 0% 0% 0% 0% 5.00
Respondents were asked to rate various aspects of Orkney tourism on a sliding scale from very good to very poor. The average score above which is weighted is based on a scoring system ranging from 5 for very good to -5 for very poor. This allows for direct comparison between the various aspects with a higher weighted average score showing a higher average level of satisfaction. From the table above it can be seen that none of the aspects were rated as poor by any of the respondents, and the top average weighted scores were achieved by port facilities and customer service, both of which scored a maximum 5.00. The lowest scoring were eating out and shops. In addition all respondents stated that their expectations had been met.
Table 12.14 Highlight of Yacht Visit% Shopping Week, Sea Angling Hospitality The trip Highland Park Distillery Stromness Museum Sailing Landing in Stromness after a rough sail
Respondents were asked an open question about what they considered to be the highlight of their visit. Comments made are contained in the table above.
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It should be noted that all comments were made by yachts visiting Stromness,
Table 12.15 Recommend Orkney Yacht Visitors% Yes 62% No 0% No Response 32%
From the table above it can be seen that 62%, would recommend Orkney as a holiday destination for friends and family, the rest did not answer the question. No respondents said they would not recommend.
Table 12.16 Return Yacht Visit% Yes 62% No 0% No Response 32%
From the table above it can be seen that 62%, also felt they would return to Orkney within the next 5 years, the rest did not answer the question. No respondents said they would not return.
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13. Volume and Value of Tourism
The total value and volume of tourism within Orkney has been calculated using estimated numbers of visitors and average spend by purpose of trip as found within the main exit survey i.e. holiday, business and VFR visitors, as well as visiting yachts.
Table 13.1 Average Spend & Other Key Indicators by Visitor Type 2009 Av Spend Av Spend Av Spend Per Person Av Length Per Person Av Party Per Party Per Trip Of Stay Per Day Size Per Trip Holiday 250 4.7 53.19 2.50 625 Business 186 3.7 50.27 2.01 374 VFR 161 5.7 28.25 1.94 312 Yacht 193 10 19.30 2.00 386
From the table above it can be seen that holiday travellers had the highest average spend figures in terms of both per person and per party per trip as well as per person per day. They also have the highest average party size. The highest average length of stay was for yacht travellers.
Table 13.2 Overall Spend on Local Produce 2009
Av Spend Av Spend Total Spend Total Spend Food & Drink Tourist Shopping Food & Drink Tourist Shopping Total Air & Sea 10.63 14.15 1,568,425 2,087,790 3,656,215 Yacht 45 29 18,045 11,629 29,674 Total 1,586,470 2,099,419 3,685,889
From the table above it can be seen that an estimated £3.7m was spent by visitors on locally produced food, drink and souvenirs. This consisted of £1.6m on food and drink and £2.1m on other products.
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Table 13.3 Volume and Value of Tourism Excluding Inflation Number of Av Spend Total % Total Visitors Per Person Spend Spend Per Trip 2009 Holiday 94,276 250 23,569,000 74% Business 21,955 186 4,083,630 13% VFR 24,941 161 4,015,501 13% Yacht 802 193 154,786 >1% 2009 Total 141,974 224 31,822,917 100% 2005 Total 120,526 209 25,189,934 2000 Total 92,000 179 16,500,000 1996 Total 102,000 142 14,500,000 Difference 2009 - 2005 21,448 15 6,632,983 2009 - 2000 49,974 45 15,322,917 2009 - 1996 39,974 82 17,322,917 Growth 2005 - 2009 18% 7% 26% 2000 - 2009 54% 25% 93% 1996 - 2009 39% 58% 119%
From the table above it can be seen that the total estimated number of visitors to Orkney was 141,974 made up of 141,172 air and sea travellers, and 802 yacht travellers.
The total direct spend of these visitors in Orkney is estimated at £31.8m, made up of £31.6m from air and sea travellers, and £154,786 from yacht travellers.
In terms of spend by group holiday makers spent most at £23.5m representing 74% of all money spent, followed by business travellers at £4.08m or 13%, and VFR travellers at £4.01m which is also 13%.
Overall these figures show an increase of 21,448 visitors or 18% since 2005, and although it should be noted that these spend figures do not include
A B Associates Limited 78 March 2010 Orkney Visitor Survey 2008/2009 inflation, this equates to an increased spend of £6.6m or 27%, with overall average spend per visitor per trip having risen by £15 or 7%.
In addition these ex inflation figures suggest that the value of the tourism sector to the Orkney economy has more than doubled since 2000, increasing by over £17m or 119%, coupled with a 39% increase in visitors and a 58% increase in average spend.
Table 13.4 Value of Tourism Growth Including Inflation Total Spend at 2009 Levels Inc Inflation 2009 Total 31,822,917 2005 Total 28,086,776 2000 Total 19,634,472 1996 Total 18,165,730 Difference 2009 - 2005 3,736,141 2009 - 2000 12,188,445 2009 - 1996 13,657,187 Growth 2005 - 2009 13% 2000 - 2009 62% 1996 - 2009 75%
From the table above it can be seen that when overall spend figures for the previous surveys are inflated to 2009 levels, this shows real growth in spend of £3.7m or 13%, since 2005, £12.1m or 62% since 2000 and £13,6m or 75% since 1996.
It should be noted that these figures show an average annual growth of over 3% per annum since 2005, and that this is against a backdrop of recession which was ongoing throughout the survey period. In addition they show a major growth period between 2000, and 2009 the majority of which would appear to have occurred between 2000 and 2005, which fits in with increases
A B Associates Limited 79 March 2010 Orkney Visitor Survey 2008/2009 in supply provision over this period, particularly in terms of short sea crossings and self-catering accommodation.
Overall since 1996 these figures show that in real terms the value of the tourism industry within Orkney has grown by three quarters.
Table 13.5 Volume and Value of Tourism 2009 Including Cruise Market Number of Av Spend Total % Total Visitors Per Person Spend Spend Per Trip Holiday 94,276 250 23,569,000 72% Business 21,955 186 4,083,630 12% VFR 24,941 161 4,015,501 12% Yacht 802 193 154,786 >1% Cruise Passengers 26,978 31.32 844,882 3% Cruise Crew 18,605 15.51 288,611 1% 2009 Total 187,557 na 32,956,409 100%
It should be noted that this survey did not include the cruise ship market. However based on other available data the following assumptions have been made:-
1. It is assumed given its location and the general profile of cruise ships visiting the islands, that the Orkney cruise ship market will have a relatively similar profile to that of the Shetland market. 2. The 26,978 cruise passenger figure is the actual number of passengers disembarking in Orkney. The crew figure is based on the passenger/crew ratio for cruise ships from the 2006 Shetland survey. 3. Average spend figures for passengers and crew are Shetland 2006 survey figures inflated to 2009 levels.
From the table above it can be seen that cruise visitors to Orkney in 2009 could have been around 45,583 with an overall spend of £1,133,492. If these cruise figures are included it is possible that visitor numbers to the islands in 2009 were in excess of 187,000, with an overall spend figure of over £32.9m.
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APPENDIX 1
QUESTIONNAIRES
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
ORKNEY VISITOR SURVEY – 2008/9
TRIP DETAILS 8 Place of normal residence: (respondent only) 1 Party type: Individual (travelling alone) 1 Scotland: Highlands / Islands 1 Couple 2 NE - (Grampian, Aberdeen(shire), Moray) 2 Family 3 East - (Angus, Tayside, Fife) 3 Friends 4 Central - (Stirling, Falkirk and Perthshire) 4 Organised group / tour 5 SE - (Lothian, Borders) 5 Business / work colleagues 6 SW - (Strathclyde, Dumfries & Galloway) 6 Other (specify) ……………………………………………………………… England North East 7 North West 8 2 Gender of respondent: (NB ONE only) Midlands 9 Male 1 London / South East 10 Female 2 South West 11 East of England 12 3 Party size: How many people, including yourself, are in your immediate group or party? - (If large group /coach Wales 13 party, only interested in the immediate party) N. Ireland 14
4 PARTY COMPOSITION Overseas Asia 15 Including yourself, how many people are with you on Australia / New Zealand 16 France 17 this visit to Orkney and what are their ages split by Germany 18 age band Italy 19
Netherlands 20 AGE Number Of Number Of Age of Norway 21 GROUP Males Females Respondent Scandinavia 22 Under 15 1 Spain 23 16 - 24 2 USA / Canada 24 Other country (specify below) 25 - 34 3 35-44 4 …………………………………………………………………... 45-54 5 9 Occupation of chief income earner in your 55-64 6 household: Over 65 7
TOTAL …………………………………………………………………...
5 Which of the following best describes your current visit to Orkney? RETIRED RESPONDENTS ONLY
Day Trip 1 10 What was your occupation prior to retirement? On holiday 2
On business 3 Combining both business and holiday 4 Visiting friends or relatives on holiday 5 …………………………………………………………………...
Visiting friends or relatives - other reason 6 11 Approximately how many times (if ever), have you Other reason (specify) …………………………………………………………………... visited Orkney before? Never / first time 1 *IF ON HOLIDAY OR VFR on HOLIDAY Once 2 Twice 3 6 Was this your … 3 - 5 times 4 Main holiday of this year 1 6 - 10 times 5 A second holiday or short break 2 More than 10 times 6
Have Lived in Orkney 7 *IF ON A DAY TRIP
7 Was this for … Holiday/Personal reasons 1
Business 2
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TRANSPORT PLACES VISITED
12 Where did you arrive in Orkney from? (refer to map if necessary) 15 How many nights in total will you spend away from Ferry from: Aberdeen 1 home on your current trip, and how many of these Lerwick 2 nights will you spend in the following locations: Scrabster 3 Gills Bay 4 a) Total Nights away Nights John o’ Groats 5 Flight from: Aberdeen 6 b) In Mainland Scotland Nights Edinburgh 7 c) In Orkney Nights Glasgow 8 Inverness 9 d) Other Nights Sumburgh 10 Specify Other …………………...... Other (specify) 11
……………………………………...... 16 Looking at the map, which parts of Orkney did you visit and how many nights did you spend in each area? ********SHOW MAP OF ORKNEY 13 Exit Route (next stop). Where are you travelling to next? Visited Nights Ferry to: Aberdeen 1 (Circle) (number) Lerwick 2 1 Kirkwall 1 Scrabster 3 2 Stromness 2 Gills Bay 4 John o’ Groats 5 3 West Mainland 3 Flight to: Aberdeen 6 4 East Mainland 4 Edinburgh 7 Glasgow 8 5 North Ronaldsay 5 Inverness 9 6 Papa Westray 6 Sumburgh 10 7 Westray 7 Other (specify) 11 ……………………………………………………. 8 Sanday 8
9 Eday 9 14 What types of transport did you use during this visit within Orkney? Please state the MAIN type as 10 Egilsay 10 well as all other types used. 11 Rousay 11 MAIN type Others (one only) (tick all) 12 Wyre 12 Car (private) 1 1 13 Stronsay 13 Car (hired) 2 2 14 Shapinsay 14 Coach tour 3 3 15 Graemesay 15 Private bus 4 4 16 Hoy 16 Public bus 5 5 Taxi 6 6 17 Flotta 17 Motorbike 7 7 18 Burray 18 Bicycle 8 8 19 South Ronaldsay 19 Motor Home 9 9 TOTAL NIGHTS IN ORKNEY Aeroplane 10 10 Ferry/Public boat 11 11 NB-Check to see that the TOTAL of 1 to 19 above is Yacht/Other private boat 12 12 equal to the number of nights spent in Orkney. Hitch -hiked 13 13 Walked 14 14
Other (specify) 15 15
……………………………………………………
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ACTIVITIES 18 During this visit, which of the following activities, 17 Which of these visitor attractions have you heard if any, did you take part in, and which, if any, is the of, and which if any have you visited on this trip to MAIN ACTIVITY you took part in? Orkney? (Code all mentioned and probe: any others?) MAIN ALL Mainland & Connected Isles Heard of Visited Activity Others Kirkwall (one only) (tick all) Sporting activities St Magnus Cathed ral 1 1 Bishop’s Palace 2 2 Pickaquoy Centre 1 1 Orkney Museum 3 3 Loch fishing 2 2 Orkney Wireless Museum 4 4 Sea angling 3 3 Cycling 4 4 Orkney Library & Archive 5 5 Short walks - up to 2 miles 5 5 Highland Park Distillery 6 6 Longer walks - over 2 miles 6 6 Pickaquoy Centre 7 7 Golf 7 7
Stromness Diving 8 8 Pier Arts Centre 8 8 Rock Climbing 9 9 Stromness Museum 9 9 Water sports (specify) 10 10
East Mainland, Burray/S. Ronaldsay Churchill Barriers 10 10 Other (specify) 11 11 Burray - Italian Chapel 11 11 Burray - Fossil and Vintage Centre 12 12 S. Ronald - Tomb of Eagles 13 13 Other activities S. Ronald –Marine-Life Aquarium 14 14 General sightseeing / touring 12 12 S. Ronald – Smithy Museum 15 15 Bird watching 13 13 Marine wildlife watching 14 14 West Mainland Other nature watching (flora / fauna) 15 15 Skara Brae 16 16 Family tree / Genealogy research 16 16 Sandwick - Skaill House 17 17 Photography/painting 17 17 Stenness – Standing Stones 18 18 Musical entertainment or activities 18 18 Stenness – Maeshowe 19 19 Guided tour 19 19 Stenness – Ring of Brodgar 20 20 Shopping for crafts or local products 20 20 Orphir – Orkneyinga Saga Centre 21 21 Other shopping 21 21 Evie – Brough of Gurness 22 22 Eating out 22 22 Birsay - Brough 23 23 Festivals and Events 23 23 Birsay – Earl’s Palace 24 24 Visits to: Birsay – Kirbuster Museum 25 25 Nature / Wildlife sites 24 24 Harray – Corrigall Museum 26 26 Beaches / Coastal Scenery 25 25 Marwick Head 27 27 Viewpoints/picnic areas 26 26 Islands outwith Mainland 27 27 OTHER Visitor Attractions Mainland 28 28 (Specify) OTHER Activities/Events (Specify) 28 28 1 29 29 1 29 29 2 30 30 2 30 30 3 31 31 3 31 31
Other North and South Isles Visitor Attractions (Specify) 32 32 1 33 33 2 34 34
3 35 35
4 36 36
5 37 37
6 38 38
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
EXPENDITURE ACCOMMODATION
19 How much have you spent on each of the following Items and for how many people: SKIP FOR DAY TRIPPERS ***** For Q 19 & 20. If respondent states £0 put £0. If they cannot state exactly an estimate will do. 21 What types of accommodation did you stay in If they have no idea and cannot estimate put X. during this visit to Orkney? Please state the MAIN
No. of type of accommodation (i.e. most nights) as well £ People as all other types used. a) Was this a package or inclusive MAIN type Others holiday , and if so, what was the (one only) (tick all) price of your package? Hotel 1 1 (Complete other categories only Guest house 2 2 where expenditure is additional) Bed & Breakfast 3 3
b) TRAVEL to and from Orkney from Rented house / cottage / chalet 4 4 the mainland / departure point Hostel 5 5 Tent at campsite 6 6
c) TRAVEL costs on the islands (fuel. Wild camping (non-camp site) 7 7 hire charges, public transport etc) Camper van / touring caravan 8 8 Staying with friends / relatives 9 9
d) ACCOMMODATION , including any Own property / second home 10 10 food and drink at premises Yacht 11 11 Other (specify) 12 12
e) FOOD & DRINK bought elsewhere …………………………………………………………… (prepared yourself or catered)
22 Did you book any of your accommodation before f) ENTERTAINMENT & RECREATION you arrived in Orkney? (incl. admission fees to attractions tours, trips and other activities) Not applicable (VFR, own accom. etc) 1 Yes - Booked all of it 2 g SHOPPING gifts, souvenirs, crafts Yes - Booked some of it 3 etc No - Did not book any of it 4
h) SHOPPING other 23 Approximately how far in advance of arriving at your accommodation did you book it? (NB they may want to give more than one answer, but try to establish when they booked most or their main i) MISCELLANEOUS items not accommodation) covered above Just turned up without booking 1 Less than I week before 2 j) TOTAL COST of your trip to Orkney (can work out later) 1 – 2 weeks before 3 2 – 4 weeks before 4
1 – 2 months before 5 20 Within the figures given above, which of the 2 – 4 months before 6 following local products or produce have you bought More than 4 months before 7
and/or consumed, during this trip to Orkney, and how 24 How did you book your accommodation? much do you estimate you have spent on these? Did not book 1 a) LOCAL CRAFTS e.g. Jewellery , Someone else booked it 2 pottery, furniture, textiles, paintings Internet 3 Travel Agent 4 b) LOCAL FOOD e.g. Fish, meat, Tour Operator 5 cheese, sweets, fudge, ice cream, Tourist Information Centre (TIC) 6 oatcakes Direct from accommodation provider 7 c) LOCAL BEVERAGES e.g. Direct from transport operator 8 Whisky/wine/beer Other (specify) 9 .……………………………………………………………
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25 What type of accommodation was your first SOURCES OF INFORMATION/INSPIRATION choice for staying in Orkney? ONE ANSWER ONLY 30 What was the main reason you chose to visit First Choice Orkney? (one only) (NB PROBE fully but try to find the most important thing) Hotel 1 Guest house 2
Bed & Breakfast 3 Ren ted house / cottage / chalet 4 Hostel 5 31 What influenced your decision to come to Tent at campsite 6 Orkney? Wild camping (non-camp site) 7 Experience of a previous visit 1 Camper van / touring caravan 8 Advice from friends or relatives 2 Staying with friends / relatives 9 Newspaper / magazine articles or adverts 3 Own property / second home 10 Tourist brochures 4 No Preference/Can’t remember 11 Radio / TV programme 5 Advertisement 6 Did not book 12 Guide book(s) 7 Someone else booked for me 13 Travel agents 8 Other (specify) 14 Package tour operators 9 Tourist Information Centre 10 ……………………………………………… Internet / website 11 Other (specify)
26 Were you able to book this type of …………………………………………………………. accommodation?
Yes 1 32 Which of the following information sources did No 2 you use to find out about Orkney or research your No Preference/Can’t remember 3 visit before you arrived? (tick all applicable)
Did not book 4 Internet / Websites (ask Q33) 1 Someone else booked for me 5 Tourist Board Brochures / leaflets 2 Tourist Information Centre(s) (TIC) 3 27 What grade of accommodation was your first Travel Agent(s) 4 choice? ONE ANSWER ONLY Travel operators (Ferries, airlines) 5 1 Star 1 Guidebook(s) 6 2 Star 2 Friends / relatives / advice of others 7 3 Star 3 None / Someone else organised 8 4 Star 4 Other (specify) 5 Star 5 No Preference/Can’t remember 6 …………………………………………………………… Did not book 7 If DID NOT USE internet, Go to Q34
Someone else booked for me 8 Other (Specify) 9 INTERNET USERS ONLY
…………………………………………………………….. 33 In planning your visit, which of the following did you research or book via the Internet? 28 Were you able to book this grade of Researched Booked accommodation? Accommodation 1 1 Yes 1 Transport TO Orkney 2 2 No 2 Transport ON Orkney 3 3 No Preference/Can’t remember 3 Visitor centres/attractions 4 4 Did not book 4 Activities 5 5 Someone else booked for me 5 Events 6 6 History/Culture 7 7 29 If you were unable to book your first choice of Natural history 8 8 type or grade of accommodation, why was this? Other (specify)
If you used a website which one was it? ………………………………………………………………… …………………………………………………... …………………………………………………………………
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Opinions
34 How would you rate the following aspects of tourism in Orkney, in terms of quality and if applicable value for money?
ASPECTS OF TOURISM Quality Value for money
Very Good Adeq- Poor Very Don’t Very Good Adeq- Poor Very Don’t Good uate Poor Know Good uate Poor Know
A Visit to Orkney as a whole B Eating out C Visitor Attractions D Musical or cultural entertainment E Shops F Local arts and crafts products G Other souvenir products H Local food and drink
I Your Accommodation J Transport to Orkney K Inter-island ferries L Buses
M Taxis
N Sign-posting O Customer Service
For those rated poor or very poor, could you please comment on your answer.
Aspect 1: ……………………………………… Comment:
Aspect 2: ……………………...... Comment
Aspect 3: ………………………………………. Comment:
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
FEEDBACK AND SATISFACTION INTERVIEW DETAILS
35 What can Orkney do which would have improved 42 Month: October 1 your visit or encouraged you to visit again? Nov 2 Dec 3 Jan 4 Feb 5 March 6 April 7 May 8 June 9 36 Was there any activity you felt was not provided July 10 for adequately or not provided at all, and if so, Aug 11 what action is required? September 12
DECLARATION: I confirm that I conducted this with respondent named below in accordance with instructions and MRS Code of Conduct.
Interviewer ………………………………………………
37 Overall, has your visit to Orkney met, exceeded or Date ……/……/…… failed to meet your expectations?
Exceeded expectations (EXPLAIN) 1 Respondent signature………………………………………… Met expectations 2
Did not meet expectations (EXPLAIN) 3 Not sure I can’t say 4 Post Code (if UK) ………………………………………….
38 What was the highlight of your visit to Orkney or Email address for further information in relation to Orkney the single thing that you enjoyed or appreciated (optional) most? (One answer only)
………………………………………………………………….
39 What aspect, if any, fell furthest short of expectations and why? Thank you!
40 Would you recommend Orkney as a holiday destination?
Yes 1 No 2 Don’t Know 3
41 How likely do you feel it is that you will visit Orkney again in the next 5 years?
Very 1 Quite 2 Not very 3 Not at all 4 Don’t know 5
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
ORKNEY VISITOR SURVEY – 2008/9 - BURWICK . TRIP/INTERVIEW DETAILS 8. Approximately how may times (if ever), had you 1 Did you travel as: () visited Orkney before? () a. An Individual (travelling alone) a. Never / first time b. Part of a Couple b.Once c. Travelling with your Family c. Twice d. Travelling with Friends d. 3 - 5 times e. Other (specify below) e. More than 5 times
……………………………………………………………… EXPENDITURE
2 Are you: ( ) 9. How much did you/your group spend on each of the a. Male following Items in Orkney and for how many people: b. Female No. of £ People 3 PARTY COMPOSITION a FOOD & DRINK Including yourself, how many people were with you on your visit to Orkney and what age were they. b ENTERTAINMENT & RECREATION AGE Number Of Number Of (incl. admission fees to attractions GROUP Males Females bus tours, trips and other activities) Under 15 c SHOPPING gifts, souvenirs, crafts etc 16 - 24 d SHOPPING other
25 - 34 e MISCELLANEOUS items not 35-44 covered above 10. How much of this expenditure was spent on local 45-54 goods and produce: 55-64 No. of £ People Over 65 a) LOCAL CRAFTS e.g. Jewellery, pottery, furniture, textiles, paintings TOTAL b) LOCAL FOOD e.g. Fish, meat, 4 Which of the following best describes your current cheese, sweets, fudge, ice cream, visit to Orkney? oatcakes a. Day trip c) LOCAL BEVERAGES e.g. b. On holiday Whisky/wine/beer
c. On business d. Combining both business and holiday SOURCES OF INFORMATION/INSPIRATION e. Visiting friends or relatives on holiday f. Visiting friends or relatives - other reason 11 Which of the following did you use to find out g. Other (specify below) about Orkney before you arrived? ( all applicable)
…………………………………………………………………... a. Internet / Websites b. Tourist Board Brochures / leaflets 5. If on holiday or visiting friends or relatives was c. Tourist Inf ormation Centre(s) (TIC) this your? ( ) d. Travel Agent(s) a. Main holiday of this year e. Guidebook(s) b. A second holiday or short break f. Friends / relatives / advice of others 6 If this was a day trip was this mainly for … ( ) g. None / Someone else organised a. Holiday/Personal Reasons h. Other (specify below) b. Business ………………………………………………………………….. 7. Place of normal residence: () UK a. Scotland TRANSPORT b. England 12 Did you arrive in Orkney by ferry from John c. Wales O’Groats? d. N. Ireland a. Yes Overseas e. (specify below) b. No
…………………………………………………………………...
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
17 What could Orkney do which would have 13 If you answered NO to Q11 how did you arrive in improved your visit or encourage you to visit Orkney? again?
…………………………………………………………………..
14 How many nights in total did you spend away from home on your current trip, and how many of these nights will you spend in the following locations: 18 Overall, did your visit to Orkney met, exceeded or failed to meet your expectations? () a) Total Nights away
a. Exceeded expectations b) In Mainland Scotland b. Met expectations c. Did not meet expectations c) In Orkney d. Not sure I can’t say
d) Other 19 What aspect, if any, fell furthest short of expectations and why? Specify Other …………………......
15 Where in Orkney did you visit on this trip
1 Kirkwall 11 Rousay
2 Stromness 12 Wyre 20 What was the highlight of your visit to Orkney or 3 West Mainland 13 Stronsay the single thing that you enjoyed or appreciated most? 4 East Mainland 14 Shapinsay 5 North Ronaldsay 15 Graemesay 6 Papa Westray 16 Hoy 7 Westray 17 Flotta 21 Would you recommend Orkney as a holiday 8 Sanday 18 Burray destination? () 9 Eday 19 South Ronaldsay a. Yes b. No 10 Egilsay
22 Do you think you will return to Orkney within the next 5 years? () Opinions a. Yes 16 How would you rate the following aspects of b. No tourism in Orkney? ( all applicable) c. Don’t Know Very Good Adeq - Poor Very Don’t Good uate Poor Know Interview Details
A Visit to Orkney as a whole B Eating out 23 Which month did you visit Orkney () a. June C Visitor Attractions b. July D Music/cultural entertainment c. Aug d. September
E Shops F Local arts and crafts 24 Occupation of chief income earner in your household (if retired please state this and specify your G Other souvenir products occupation prior to retirement) H Local food and drink …………………………………………………………………... I Transport in Orkney J Port facilities Thank you for taking the time to participate in this survey, the data and opinions you K Customer Service have provided will form vital feedback for the tourist industry within Orkney.
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
APPENDIX 2
FULL DATA TABLES
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Appendix 2 – Full Data Tables
Table 5.15 Country of Origin Overall & by Trip Purpose and Season Low Medium High Holiday Business VFR Full Season Season Season Year UK 74% 82% 81% 77% 95% 93% 81% Scotland 50% 46% 45% 38% 73% 58% 45% Highlands & Islands 13% 8% 7% 6% 20% 7% 8% North East 14% 12% 9% 9% 10% 16% 10% East 7% 4% 5% 5% 7% 4% 5% Central 2% 5% 5% 4% 6% 8% 5% South East 10% 10% 9% 7% 14% 16% 9% South West 4% 7% 9% 7% 16% 7% 8% England 23% 34% 32% 35% 21% 29% 32% North East 4% 4% 7% 6% 4% 3% 5% North West 1% 9% 6% 7% 4% 7% 7% Midlands 1% 5% 7% 7% 2% 3% 5% London/SE 9% 12% 7% 9% 5% 13% 9% South West 7% 2% 3% 4% 4% 3% 4% East of England 1% 2% 2% 2% 2% 0% 2% Wales 0% 1% 2% 2% 0% 3% 2% Northern Ireland 1% 1% 2% 2% 1% 3% 2% EUROPEAN 1% 10% 14% 15% 5% 2% 12% France 0% 1% 1% 1% 0% 1% 1% Germany 0% 5% 5% 7% 1% 0% 5% Italy 0% 0% 1% 1% 0% 0% 1% Netherlands 0% 1% 1% 1% 0% 0% 1% Scandinavia 1% 1% 2% 1% 3% 0% 1% Other European 0% 2% 4% 4% 1% 1% 3% NON-EUROPEAN 25% 8% 5% 8% 0% 5% 7% Australia/N Zealand 10% 3% 1% 2% 0% 3% 2% USA/Canada 14% 4% 4% 5% 0% 2% 4% Other Overseas 1% 1% 0% 1% 0% 0% 1% TOTAL 100% 100% 100% 100% 100% 100% 100%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 6.6 Average Length of Stay in Orkney by Sub-Area (Nights) Scot UK OS Hol Busi VFR Total Kirkwall 1.65 2.55 1.58 1.74 1.79 1.98 1.70 Stromness 0.72 0.98 0.55 0.86 0.29 0.73 0.69 West Mainland 0.97 1.22 0.68 1.12 0.15 1.37 0.89 East Mainland 0.28 0.39 0.25 0.32 0.19 0.34 0.28 Burray 0.05 0.04 0.01 0.04 0.01 0.07 0.03 South Ronaldsay 0.14 0.32 0.19 0.23 0.08 0.21 0.18 North Ronaldsay 0.01 0.32 0.04 0.02 0.30 0.06 0.08 Papa Westray 0.05 0.08 0.10 0.06 0.09 0.05 0.06 Westray 0.08 0.08 0.10 0.12 0.02 0.01 0.07 Sanday 0.09 0.29 0.11 0.05 0.24 0.31 0.13 Eday 0.02 0.01 0.10 0.01 0.06 0.12 0.03 Egilsay 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Rousay 0.02 0.10 0.00 0.01 0.03 0.13 0.03 Wyre 0.02 0.00 0.00 0.00 0.00 0.05 0.01 Stronsay 0.05 0.01 0.02 0.02 0.02 0.09 0.03 Shapinsay 0.02 0.05 0.04 0.02 0.00 0.09 0.03 Graemesay 0.00 0.01 0.00 0.00 0.00 0.02 0.00 Hoy 0.05 0.12 0.09 0.09 0.05 0.05 0.07 Flotta 0.09 0.15 0.04 0.01 0.37 0.00 0.09 Total 4.3 6.7 4.0 4.7 3.7 5.7 4.4
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 6.8 Sub-Areas Visited Overall, by Origin & Trip Purpose Scot UK OS Hol Busi VFR Total Kirkwall 77% 78% 74% 80% 73% 76% 78% Stromness 65% 64% 58% 72% 40% 58% 64% West Mainland 59% 66% 56% 71% 29% 59% 62% East Mainland 41% 49% 41% 51% 24% 41% 44% Burray 23% 23% 23% 27% 10% 23% 23% South Ronaldsay 29% 29% 22% 31% 21% 23% 28% North Ronaldsay 3% 3% 5% 4% 1% 5% 4% Papa Westray 3% 3% 2% 4% 1% 2% 3% Westray 6% 4% 5% 6% 3% 5% 5% Sanday 3% 3% 4% 2% 5% 5% 3% Eday 1% 1% 2% 1% 2% 1% 1% Egilsay 0% 1% 0% 0% 0% 1% 0% Rousay 4% 5% 2% 5% 3% 3% 4% Wyre 0% 0% 0% 0% 0% 0% 0% Stronsay 1% 1% 1% 1% 0% 3% 1% Shapinsay 2% 3% 2% 3% 2% 3% 3% Graemesay 0% 0% 0% 0% 0% 0% 0% Hoy 11% 11% 14% 15% 3% 8% 12% Flotta 1% 2% 2% 1% 6% 0% 1% For full data table see Appendix 2
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 6.10 Internal Transport Used Main Other Transport Used Car (private) 42% 2% Car (hired) 15% 1% Coach tour 2% 1% Private bus 3% 1% Public bus 14% 5% Taxi 7% 7% Motorbike 1% 0% Bicycle 3% 3% Motor Home 2% 0% Aeroplane 0% 2% Ferry/Public boat 1% 13% Yacht/Other private boat 1% 1% Hitch-hiked 0% 1% Walked 4% 14% Other 2% 2% No Response 3% 2% Total 100%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 6.11 All Internal Transport Used Comparison 2005
2009 2005 % Point Change Car (private) 44% 53% -9% Car (hired) 16% 16% 0% Coach tour 3% nd nd Private bus 4% nd nd Public bus 19% 14% 5% Taxi 14% 10% 4% Motorbike 1% nd nd Bicycle 6% 5% 1% Motor Home 2% nd nd Aeroplane 2% nd nd Ferry/Public 14% 21% -7% boat Yacht/Other 2% nd nd private boat Hitch-hiked 1% nd nd Walked 18% 20% -2% Other 4% nd nd No Response 5% nd nd
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 8.6 How Accommodation was Booked % Hotel VFR/ Host /GH B&B Own SC Camp Did not book 3% 6% 7% 8% 3% 4% Someone else 6% 8% 8% 7% 6% 6% Internet 25% 31% 26% 25% 14% 19% Travel Agent 1% 1% 0% 2% 1% 0% Tour Operator 1% 2% 1% 2% 2% 2% TIC 1% 1% 2% 2% 0% 3% Accommodation Provider Direct 26% 21% 20% 18% 11% 25% Transport Provider Direct 1% 0% 0% 1% 0% 1% Other 3% 1% 1% 1% 3% 0% NA/no response 32% 29% 35% 35% 60% 40% Stay Stay Stay Other 1to 3 4to7 8+ Scot UK OS Did not book 5% 6% 6% 6% 6% 4% Someone else 8% 6% 8% 8% 7% 7% Internet 25% 25% 29% 25% 22% 27% Travel Agent 1% 1% 0% 1% 0% 1% Tour Operator 0% 3% 2% 1% 3% 0% TIC 1% 2% 2% 2% 1% 0% Accommodation Provider Direct 20% 23% 20% 21% 22% 22% Transport Provider Direct 1% 0% 1% 0% 3% 1% Other 2% 2% 1% 1% 1% 1% NA/no response 36% 33% 31% 35% 36% 36%
AIR NL OTH Hol Busi VFR Did not book 7% 4% 6% 5% 5% 7% Someone else 8% 5% 6% 7% 8% 8% Internet 25% 25% 24% 26% 19% 26% Travel Agent 1% 1% 1% 1% 1% 0% Tour Operator 2% 1% 2% 1% 2% 2% TIC 2% 2% 2% 2% 2% 2% Accommodation Provider Direct 23% 21% 21% 21% 24% 18% Transport Provider Direct 1% 1% 0% 1% 0% 0% Other 2% 3% 1% 2% 2% 0% NA/no response 29% 38% 37% 35% 37% 35%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
High Med Low ALL
Did not book 4% 8% 2% 6% Someone else 6% 8% 10% 7% Internet 28% 23% 9% 24% Travel Agent 1% 0% 1% 1% Tour Operator 2% 1% 1% 2% TIC 1% 2% 2% 2% Accommodation Provider Direct 22% 21% 19% 21% Transport Provider Direct 0% 1% 0% 1% Other 1% 2% 3% 2% NA/no response 34% 33% 53% 35%
Table 8.8 Accommodation First Choice and Ability to Book % Able to Book
First No Did Not Someone No Choice Yes No Preference Book Else Answer Hotel 21% 76% 6% 1% 2% 13% 2% Guest house 6% 88% 2% 0% 4% 6% 2% Bed & Breakfast 16% 80% 6% 1% 5% 5% 3% Rented house / cottage 24% 94% 3% 0% 1% 2% 0% Hostel 7% 78% 3% 0% 6% 5% 8% Tent at campsite 3% 26% 0% 0% 51% 8% 16% Wild camping 1% 9% 0% 0% 25% 0% 66% Camper van / caravan 3% 50% 4% 4% 15% 0% 26% VFR 16% 15% 2% 0% 4% 0% 79% Own property/second home 0% 0% 0% 0% 0% 0% 100% No Preference 0% 0% 0% 100% 0% 0% 0% Did not book 0% 0% 0% 0% 0% 0% 100% Someone else booked 0% 0% 0% 0% 0% 79% 21% Other (specify) 3% 35% 0% 0% 0% 32% 33%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 9.3 Inspiration to Visit All Travellers % Friends and Relatives 24% General Interest / Holiday / Just Visiting 17% Business / Work 15% Prehistoric Sites / Archaeology 8% Revisiting 6% Sights / Landscape / Remoteness 5% People / History / Island Life 4% Birds / Wildlife 3% Word of Mouth / recommendation 3% Tour / Group 2% Tourist Attractions 2% Festivals / Shows 2% Diving 1% Something Different 1% Other 1% Passing Through 1% Cycling 1% Property / House Hunting 1% Advert 1% Arts and Photography 1% Total 100%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 9.4 Inspiration to Visit Holiday Visitors % General Interest / Holiday / Just Visiting 28% Prehistoric Sites / Archaeology 14% Revisiting 10% Sights / Landscape / Remoteness 8% People / History / Island Life 6% Birds / Wildlife 4% Word of Mouth / recommendation 4% Tour / Group 4% Tourist Attractions 4% Festivals / Shows 4% Diving 2% Something Different 2% Other 2% Passing Through 1% Cycling 1% Advert 1% Arts and Photography 1% Sailing / yachting / Kayaking 1% Fishing 1% Motor Biking 1% Total 100%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 9.5 Marketing Influences to Visit Overall, by Origin & Trip Purpose%
Other All Scot UK OS Hol Busi VFR Experience of a previous visit 31% 29% 29% 40% 31% 36% 30% Advice from friends or relatives 27% 28% 25% 31% 28% 25% 28% Newspaper / magazine articles or adverts 4% 4% 4% 2% 3% 5% 6% Tourist brochures 8% 7% 12% 6% 9% 6% 9% Radio / TV programme 5% 5% 5% 4% 4% 5% 6% Advertisement 1% 1% 1% 1% 1% 1% 1% Guide book(s) 9% 10% 9% 5% 9% 10% 8% Travel agents 0% 0% 0% 1% 0% 0% 0% Package tour operators 2% 2% 2% 0% 2% 0% 2% Tourist Information Centre 3% 3% 4% 2% 3% 2% 4% Internet / website 10% 12% 10% 8% 12% 8% 9% Other 12% 25% 0% 0% 10% 16% 13%
Table 9.6 Marketing Influences to Visit Holiday Visitors, Overall by Origin and First/Repeat Visit %
Other First Repeat All Scot UK OS Visit Visit Experience of a previous visit 39% 33% 36% 51% 41% 33% Advice from friends or relatives 36% 37% 32% 40% 35% 40% Newspaper / magazine articles or adverts 4% 5% 3% 2% 5% 3% Tourist brochures 11% 9% 17% 8% 13% 8% Radio / TV programme 5% 4% 6% 5% 6% 4% Advertisement 1% 1% 1% 2% 2% 1% Guide book(s) 11% 11% 15% 8% 11% 12% Travel agents 0% 1% 0% 1% 0% 1% Package tour operators 2% 3% 3% 0% 2% 2% Tourist Information Centre 3% 3% 5% 2% 4% 3% Internet / website 15% 19% 15% 9% 14% 16% Other 13% 32% 0% 0% 9% 0%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 10.1 Visitor Attractions Heard Of & Visited
2009 Rank 2009 Rank Mainland/Connected Isles H V H V H V H V Kirkwall West Mainland St Magnus Cathedral 62% 77% 2 1 Skara Brae 57% 71% 3 2 Bishop’s Palace 52% 29% 6 12 Sandwick - Skaill House 45% 45% 13 7 Orkney Museum 52% 36% 6 9 Stenness – Standing Stones 50% 63% 9 6 Orkney Wireless Museum 50% 8% 9 24 Stenness – Maeshowe 52% 41% 6 8 Orkney Library & Archive 43% 11% 15 22 Stenness – Ring of Brodgar 49% 68% 11 3 Highland Park Distillery 67% 22% 1 15 Orphir – Orkneyinga Centre 23% 11% 24 22 Pickaquoy Centre 38% 14% 16 20 Evie – Brough of Gurness 32% 25% 21 14 Stromness Birsay - Brough 38% 35% 16 10 Pier Arts Centre 38% 30% 16 11 Birsay – Earl’s Palace 36% 26% 19 13 Stromness Museum 45% 20% 13 16 Birsay – Kirbuster Museum 23% 7% 24 27 East Mainland, Burray/S Ronaldsay Harray – Corrigall Museum 23% 7% 21% 8% Churchill Barriers 53% 66% 5 4 Marwick Head 30% 17% 23 18 Holm - Italian Chapel 56% 64% 4 5 Other Attractions Mainland 14% 16% 28 19 Burray - Fossil Centre 33% 13% 20 21 Other North/South Isles 9% 8% 29 24 S. Ronald - Tomb of Eagles 46% 20% 12 16 S. Ronald – Aquarium 32% 7% 21 27 S. Ronald – Smithy Museum 20% 3% 27 29
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Other attractions mentioned by respondents as either heard of or visited were:- East Mainland West Mainland Brough of Deerness x4 Appie's Tearoom Burray Broch Ness of Brodgar x6 County Show x2 Barony Mill x 2 Covenanters Memorial Bay of Skaill Cromarty Hall concert Birsay tearoom Earl's Palace, Kirkwall Breck Farm Grain Earth House, Kirkwall Buckle's Tower The Gloup x3 Dounby Show x2 Italian Chapel x2 Folk concert at 'The Waterside' Sheila Fleet Workshop x3 Happy Valley Kirkwall shopping Harray Kirkwall swimming pool Harray Potter x3 Loft Gallery Skaill Bay Mine Howe x11 Houton Bay Mull Head x3 Ness Battery Scapa Beach Ice Cream Parlour Orkney Wine Shop x2 Kitchener's Memorial Ortak Centre The Loons reserve x2 Hobbister reserve St Magnus Church Scapa Bay Royal Oak memorial 3 St Peter's Kirk x2 Speigal Tent St Michael's Church St Magnus Centre The Woolshed x2 St Magnus Festival x2 Unstan Tomb x4 St. Margaret's Hope x3 Waulkmill Bay x4 Wideford Hill x2 Yesnaby x8 Yesnaby Stack x2
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Isles Auskerry Papa Westray x3 Knap of Howar x6 Shapinsay x2 Holland Farm Museum x3 Balfour Castle x2 North Hill reserve Shapinsay Heritage Centre St Boniface Kirk Mill Dam reserve x3 Burroughston Broch x2 Eday Heritage Centre
Hoy x7 Egilsay Norse Church Betty Corrigall grave Dwarfie Stane x6 Westray x4 Hill of White Hammars x2 Grobust Lifeboat Museum x5 Westray Heritage Centre x6 Scapa Flow Visitor Centre x24 Noltland Castle x4 Longhope Lifeboat Memorial x2 Noup Head x3 Lyness x2 Puffins at Burrian Lyness Naval Cemetery x2 Westray Archaeology Melsetter x2 Wheeling Stane x2 Old Man of Hoy x24 Castle of Burrian Rackwick x8 Martello Tower x8 Housebay, Stronsay Stronsay Fish Mart North Ronaldsay x5 Pict House, Stronsay Bird Observatory North Ronaldsay x5 Muckle Water North Ronaldsay Heritage Centre North Ronaldsay Seals Sanday x2 North Ronaldsay Lighthouse x4 North Ronaldsay Sheep General Beach Rousay x7 Bird Watching Blackhammer x2 Cairns x2 Faraclett Head Chair Making Knowe of Yarso Chambered Cairn Rousay Cairns x6 Festival x2 Midhowe Broch x8 Wildlife Rousay Heritage Centre German Fleet Sacquoy Head Lifeboat Trumland House Garden Museum Northlink Flotta Scapa Flow x7 Flotta Kirk Seal watching
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 10.3 Main Activity and Activities Undertaken % Main Activity No of Activities Activity Undertaken Undertaken % No Main Activity/No Response 37% 23% 1 10% Pickaquoy Centre 1% 2% 2 8% Loch fishing 1% 1% 3 6% Sea angling 0% 2% 4 6% Cycling 3% 4% 5 7% Short walks - up to 2 miles 7% 37% 6 7% Longer walks - over 2 miles 5% 23% 7 8% Golf 0% 1% 8 4% Diving 1% 0% 9 6% Rock Climbing 0% 0% 10 5% Water sports 0% 1% 11 3% Other Sports 0% 2% 12 3% General sightseeing / touring 32% 52% 13 3% Bird watching 2% 23% 14 1% Marine wildlife watching 0% 16% 15 1% Other nature watching (flora / fauna) 1% 14% 16 1% Family tree / Genealogy research 1% 1% No Response 22% Photography/painting 0% 27% Musical entertainment or activities 0% 5% Guided tour 1% 11% Shopping for crafts or local products 0% 34% Other shopping 1% 22% Eating out 2% 40% Festivals and Events 1% 5% Nature / Wildlife sites 0% 25% Beaches / Coastal Scenery 1% 47% Viewpoints/picnic areas 0% 26% Islands outwith Mainland 1% 19% Other Activities/Events 2% 9%
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 10.4 Activities Undertaken 2005 Comparison % 2009 2005 % Point Change Pickaquoy Centre 3% nd nd Loch fishing 2% 1% 1% Sea angling 3% 1% 2% Cycling 8% 6% 2% Short walks - up to 2 miles 44% nd nd Longer walks - over 2 miles 27% 30% -3% Golf 1% 1% 0% Diving 2% 2% 0% Rock Climbing 1% 1% 0% Water sports 2% 2% 0% Other Sports 2% nd nd General sightseeing / touring 84% 74% 10% Bird watching 25% 23% 2% Marine wildlife watching 16% 18% -2% Other nature watching (flora / fauna) 15% nd nd Family tree / Genealogy research 2% nd nd Photography/painting 27% nd nd Musical entertainment or activities 5% nd nd Guided tour 12% nd nd Shopping for crafts or local products 34% 23% 11% Other shopping 23% 34% -11% Eating out 42% 41% 1% Festivals and Events 6% nd nd Nature / Wildlife sites 26% nd nd Beaches / Coastal Scenery 48% 38% 10% Viewpoints/picnic areas 27% 20% 7% Islands outwith Mainland 20% 22% -2% Other Activities/Events 11% nd nd
A B Associates Limited March 2010 Orkney Visitor Survey 2008/2009
Table 11.6 Highlight of Visit %
Number % Number % Stating Stating THEME 454 40% PLACES 122 11% Landscape / Scenery / Remoteness 84 7% Maes Howe 25 2% Friendliness / Way of Life / History 64 6% Other Places 15 1% Birds / Wildlife 44 4% Hoy 12 1% Archaeology / Historic Sites 37 3% Stromness 10 1% Walks 31 3% Rackwick 9 1% Food / Restaurants 27 2% Westray 9 1% Weather 22 2% Papa Westray 7 1% Other 22 2% Scapa Flow 7 1% Beaches and Coastline 17 2% Yesnaby 5 0% Galleries / Museums 15 1% Papay 5 0% Sunsets Sunrise 10 1% Sanday 4 0% Accommodation 10 1% N Ronaldsay 4 0% Arts and Crafts 10 1% Deerness 3 0% Cycling 9 1% Marwick Head 3 0% Local Produce 9 1% Waulkmill 2 0% Fishing 8 1% Mull Head 2 0% Diving 8 1% ATTRACTIONS 246 22% Water Sports 6 1% Skara Brae 78 7% Quad / Biking 5 0% Cathedral 38 3% Architecture 4 0% Stones (Brodgar, Gurness, Standing) 35 3% Library 4 0% Birsay (Brough) 20 2% Nightlife 3 0% Italian Chapel 20 2% Monuments 3 0% Old Man of Hoy 13 1% Church Service 2 0% Music / Concerts 10 1% Other Attractions 9 1% Tomb of the Eagles 7 1% St Magnus Festival 6 1% Barriers 4 0% Barony Mill 2 0% Martello Tower 2 0% Picky Centre 2 0% TOTAL 822 73%
A B Associates Limited March 2010