Malvern Hills & Commons Visitor Survey 2018 FINAL REPORT January 2019 Prepared by: The Research Solution Christine King, Director the research solution The Research Solution, 7 Keats Avenue, Beechwood Park, Worcester, WR3 8DU Malvern Hills & Commons Visitor Survey 2018 Contents PAGE EXECUTIVE SUMMARY i-vi 1.0 INTRODUCTION, BRIEF & METHODOLOGY 1.1 Introduction 1 1.2 Objectives of the Survey 1 1.3 Survey Methodology 1 1.4 Statistical Reliability 2 1.5 Notes to the reader 2 1.6 Location of Interviews 3 1.7 Month of Interview 4 1.8 Time of Interview 6 2.0 TYPE OF VISITOR 2.1 Different visitor types 7 3.0 VISITOR ORIGINS 3.1 Categorising the visitor 8 3.2 Origin of day visitors 9 3.3 Origin of overnight visitors 10 3.4 Resident/Non-Resident 11 4.0 TYPE OF VISIT 4.1 Best describes visit 13 5.0 REASON FOR VISIT 14 5.1 Primary reason for visit 14 5.2 Secondary reason for visit 17 6.0 DEMOGRAPHIC PROFILE OF VISITORS 6.1 Party Size 21 6.2 Party composition 21 6.3 Age profile 23 6.4 The family market 24 7.0 SOCIO ECONOMIC GROUPINGS 7.1 Chief income earner 26 8.0 NEW/REPEAT VISITORS 8.1 Segment variation 29 8.2 New/Repeat Visitors by Location 30 8.3 Primary activity on visit and total visit in past 12 months 30 9.0 LENGTH OF STAY 9.1 Length of stay in area 33 10.0 MODE OF TRANSPORT 10.1 Car is dominant mode of transport 34 11.0 MAINTENANCE OF LAND 11.1 Responsibility of Land Management 36 11.2 Organisation Name 37 11.3 Terms that apply to protect area 38 12.0 SOURCES OF INFORMATION USED 12.1 Pre-trip planning sources of information 41 12.2 Information usage in area 43 13.0 SATISFACTION LEVELS 13.1 Satisfaction scores of facilities 45 13.2 Overall enjoyment of visit 46 12.3 Likelihood of visiting again 47 12.4 Exercise levels 48 14.0 LIKESPOILT VISIT TO AREA 13.1 Like about area 51 13.2 Spoilt visit to area 52 Appendices the research solution Malvern Hills & Commons Visitor Survey 2018 – Executive Summary Executive Summary The Research Solution was commissioned by Malvern Hills AONB Partnership and The Malvern Trust to carry out a visitor survey across the Malvern Hills and Commons during late summer and early autumn 2018. A questionnaire was devised in consultation with the client based on surveys previously undertaken in the area. Five sites were used: British Camp, Worcestershire Beacon, Hollybush, Swinyards Car Park and North Quarry Car Park. A sample of 400 interviews had been agreed with a final total of 426 interviews completed over the five locations. This research will help the Partnership and the Trust to better understand the nature of the different visitor markets across the Malvern Hills and Commons; why they come, what they do whilst in the area and their satisfaction with what the area has to offer. In consultation with the client, a questionnaire based on previous visitor surveys undertaken in the area was agreed and used throughout the survey period. (see Appendix 1). Type of visitor Over eight out of ten (81%) visitors to the area, are on a day visit (or part day/local visit) with the remaining 19% staying overnight in the Malvern Hills and Commons area. Origin of visitor The majority of visitors during the interviewing period came from Worcestershire, with almost half (49%) originating from the county. The next nearest supplier of visitors was from the West Midlands, 10% followed by 8% from the neighbouring counties of Herefordshire and Gloucestershire (7%). The catchment area for the day trip sector has a strong core from within the parent county of Worcestershire (60%) and the neighbouring counties of Herefordshire and the West Midlands (10% respectively), followed by Gloucestershire (8%). Visitors from the South-East region of the country supply the largest share of domestic overnight visitors to the area (12%). The main overnight market is drawn from a diverse base, from South to North and East to West. A third (33%) of all visitors to the Malvern Hills and Commons came from within a 3-mile radius and were classified as a resident. The majority were non-residents who came from the parent county of Worcestershire and nearby Herefordshire with those who came from further afield. i the research solution Malvern Hills & Commons Visitor Survey 2018 – Executive Summary Type of Visit Respondents were asked what best described their visit on the day of interview. Overall, six out of ten respondents (60%) of visitors were on a local day trip from home. A much smaller number of visitors were on a holiday or short break staying in the area (19%), followed by 18% who were on a day visit from home outside of the area. Only 3% had cited a day visit whilst on holiday elsewhere. Main Reason for Visit Almost six out of ten (59%) stated their primary reason was for walking, with 25% taking their dog for a walk, accounting in total for 84% of responses. Much smaller numbers noted; general countryside visit (5%) and to enjoy the view and mountain biking – 2% respectively. Walking the hills and commons was the top response for respondents interviewed at Worcestershire Beacon (75%) compared with just over a third (36%) who were interviewed at North Quarry Car Park. Walking the dog on the Worcestershire Beacon was considerably lower (13%) than those respondents at Hollybush and North Quarry Car Park (34% and 33% respectively). Party composition A total of 426 parties of visitors were surveyed. All respondents provided demographic data on their group. The average (mean) number of people per group was approximately 2.4 giving a total of at least 1,007 people included in the survey sample. Across all visitors, travelling as a couple was the top response (28%), closely followed by visiting with family (27%). Travelling as a group with friends and family was the lowest response noted by 5% of visitors. Age profile of visitors Overall, 51% of party members were male, 49% female. The largest age group recorded was the group aged 45- 54 years (20%), followed by 35-44 and those aged 55-64 years, both 17%. Very few visitors to the area were in the oldest age category of 75+ (1%). Overall, a quarter (25%) of groups contained children under the age of 18; and not necessarily all as families, there may also be friendship groups or social club-based groups; 75% did not have minors within their group. Chief income earner Generally, most visitors were employed on a full-time basis with 58% in full time employment. Just 4% were in part time employment and a further 10% self-employed. Just over a fifth (21%) were retired with company/private pension compared with only 1% who were retired on a state pension only. ii the research solution Malvern Hills & Commons Visitor Survey 2018 – Executive Summary New/repeat visitors Over eight out of ten respondents, (85%) are repeat visitors, with 15% or one in six being first time visitors. This is however not surprising with a high proportion of visitors originating from within Worcestershire itself. The proximity of the hills and commons to many repeat visitors lends itself to multiple visits. Day visitors on a local trip from home are high repeat markets (97% repeat, 3% new), whilst visitors staying overnight in the area saw an even split of both new and returning visitors. All residents had made a previous visit, as did 78% of non-residents. The highest number of repeat visitors were found at North Quarry Car Park (93%) and Swinyards Car Park (88%). Both Hollybush and British Camp saw less frequent visitors than the other sites (19% and 20% respectively). Primary Activity/Visits Over Past 12 Months There was very little difference in the number of times respondents had visited in the past 12 months to participate in a similar activity on the day of interview compared with the total number of times they had visited the area in the past 12 months. Only Annual visits and “other” differed but this was only by a small number. Of those that gave “other” as a response, the majority had not made any visits in the past 12 months. Residents and day visitors on a local trip from home made the greatest number of daily and weekly visits over the past 12 months for the purpose of the primary activity on the day on interview, more than all other types of visitor. This was the same for the total number of visits in the last 12 months. Length of stay The average length of stay was approximately 2 hours 23 minutes which included all visitors at all locations. Table 9.1 shows the variation in time spent in the area by visitor type and location. Visitors on a holiday or short break staying in the area spent more time in Malvern Hills and Commons than any other visitor – 3 hours 1 minute. Non-residents and new visitors were also more likely to spend slightly longer, 2 hours 54 minutes, and 2 hours 46 minutes, compared with residents of Malvern Hills and Commons (1 hour 18 minutes) and repeat visitors, 2 hours 19 minutes. The length of time visitors stayed on the Malvern Hills and Commons varied by location. The longest period spent was at Hollybush, 3 hours and 12 minutes compared with only 1 hour and 23 minutes at North Quarry Car Park.