Bournemouth destination report

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

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

Region of Bournemouth Seaside Great Britain origin

Wales 4% 6% 5% 58% Gender Bournemouth Seaside Great Britain Scotland 5%↓ 5% 9% Male 53% 47% 49% North East 1%↓ 3% 4% Time since last visit Female 47% 53% 51% North West 7% 11% 11% Yorkshire/ Humberside 3%↓↓ 10% 9% Age Bournemouth Seaside Great Britain East 6% 8% 7% 18-24 14% 10% 14% Within 6 months West Midlands 14%↑ 13% 9% 43% 25-34 23%↑↑ 12% 16% 7 - 12 months 19% 35-44 19% 17% East Anglia / 23% East of 10% 9% 10% 1 - 3 years 45-54 14% 18% 18% >3 years 21% 17% Greater London 20%↑↑ 11% 13% 55-64 11%↓ 17% 15% South East 18% 15% 14% 65+ 14%↓↓ 24% 20% South West 11% 9% 9%

*Please note respondents can have visited more than one destination in the last 3 years

OVER HALF OF DOMESTIC HOLIDAY MAKERS HAVE VISITED BOURNEMOUTH, BUT MORE THAN HALF OF THOSE WHO DID SO, VISITED MORE THAN A YEAR AGO. THERE’S A MALE SKEW IN COMPARISON TO OTHER SEASIDE DESTINATIONS. BOURNEMOUTH ATTRACTS THE YOUNG (THERE ARE SIGNIFICANTLY HIGHER RATES OF VISITORS YOUNGER THAN 45) AND LONDONERS (A SIGNIFICANTLY LARGER PROPORTION OF VISITORS ARE FROM LONDON THAN CAN BE FOUND IN OTHER DESTINATIONS)

Base: Bournemouth reduced destination list n=372 Bournemouth last 3 years reduced Significant differences will be indicated by a 3 black↑/orange↓ arrow against seaside destination list n=215 Seaside destination n= 1782 total base n=12771 destination and a blue↑/red↓ against GB Where are they staying? – among most recent visitors

Accommodation type (Top 5) Bournemouth Seaside Great Britain Accommodation Quality Average (claimed) Hotel 59% ↑↑ 37% 44% 3.5 Star Bed and breakfast / guest house 20% 21% 19%

Friends/relatives home 7% 5% 9%

Camping 3% ↑ 1% 2% Seaside average:3.4 Star GB average: 3.5 Star

↑ Self-catering in rented ↑ 3% 10% 10% house or flat Accommodation Quality Bournemouth Seaside Great Britain 1 star 1% 1% 1% 2 star 5% 7% 6% 3 star 40% 39% 36% 4 star 40%↑↑ 30% 33% 5 star 7% 5% 7% Don’t know/ Can’t 8%↓↓ 18% 17% Remember

HOTEL USAGE IN BOURNEMOUTH IS SIGNIFICANTLY HIGHER THAN WE SEE ACROSS GREAT BRITAIN, IN CONTRAST TO MOST SEASIDE DESTINATIONS WHICH TYPICALLY HAVE LOWER HOTEL UTILISATION. ACCOMMODATION QUALITY IS ALSO HIGHER THAN SEASIDE RESORTS AND GREAT BRITAIN GENERALLY OVERALL, WITH SIGNIFICANTLY MORE VISITORS CLAIMING TO HAVE STAYED IN 4* ACCOMMODATION.

Base: Most recently visited destination n=201 Seaside destination n= 1782 base n=12179 Significant differences will be indicated by a 4 black↑/orange↓ arrow against seaside Question name: In tables destination and a blue↑/red↓ against GB Consideration, satisfaction & intention to visit

Bournemouth Great Britain destination Seaside destination average* Loyalty Ladder destination average average*

Loyal (I often/sometimes take holidays there and intended to in the 19% 14% 17% next year/couple of years) Considerers (I have been/never been to this destination before but would 49% 48% 48% like to in the future) Rejecters (I have been/never been to this destination before and am not likely to do so in the future) 26% 28% 26%

Satisfaction 42% 50% 48%

Likelihood to revisit (C88) 8.0 8.6 8.4 Base n= 717/201 1782 12179

BOURNEMOUTH HAS HIGHER LEVELS OF LOYALTY COMPARED TO OTHER SEASIDE DESTINATIONS AND GREAT BRITAIN GENERALLY. HOWEVER, SATISFACTION LEVELS ARE LOWER THAN THE NATIONAL AVERAGE, OFFERING SOME EXPLANATION FOR THE LOWER LEVELS OF LIKELIHOOD TO REVISIT.

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

Destination attributes difference analysis Seaside GB*

Having beautiful beaches 82% ↑ ↑ 66% 66% Being welcoming and friendly 73% 77% 74% The quality of food & drink 71% 70% 72% The availability of information about Bournemouth before you get there 70% 69% 68% The quality of accommodation options 69% 71% 71% The customer service given 69% 69% 68% The ease of getting around the destination 69% 70% 69% The range of attractions and things to do 67% 66% 67% Its overall value for money 67% 66% 63%

The ease of getting to the destination 66% 65% 66% ↑

The quality of the natural environment 66% ↑ 74% 81% The availability of information about Bournemouth once you're there 64% 69% 68%

Offering a distinctive, authentic experience 61% ↑ 61% 68%

The availability of individual/independent local shops 59% 64% 61% ↑

Its history and heritage (famous buildings, castles, monuments) 49% ↑ 59% 71%

THE BEAUTIFUL BEACHES ARE RECOGNISED TO BE THE HIGHLIGHT OF BOURNEMOUTH, FAR MORE SO THAN IN OTHER SEASIDE DESTINATIONS. THERE IS SOME CONCERN ABOUT THE QUALITY OF THE NATURAL ENVIRONMENT WHEN COMPARED TO OTHER DESTINATIONS, THIS IS A WATCH OUT CONSIDERING THAT THIS PERCEPTION APPEARS TO BE IN CONFLICT WITH BEAUTIFUL BEACHES.

Base: Bournemouth n=201, Seaside =1782 total n=12179 Significant differences will be indicated by a 6 black↑/orange↓ arrow against seaside Question name: C90 Destination attributes destination and a blue↑/red↓ against GB Destination attribute perception - among GB holiday makers These questions ask how destinations are perceived generally, not how each was rated on a recent trip. The question is asked of visitors and non-visitors.

Thematic images endorsement Great Perceptions of Destination Great Britain* Britain* Seaside 75%↑ 30% Quality accommodation 68%↑ 40% Fun 65% 61% Friends 54% 52% Relaxing 62% 61% Coastal 53% ↑ 40% Lots to see and do 62% ↑ 54%

Easy to get to

Food & Drink 59% 54% 49% 51% ↑ Welcoming 57% 66%

Shopping 42% 39% For all seasons 50% ↑ 64%

Family More for the old 49% 50% 38% 43% ↑ Traditional 49% 62% Festivals 36% 35% Distinct identity 49% ↑ 36%

Relax 35% 41% Authentic 49% ↑ 56% ↑ Value for money 48% 42% Arts 27% 35%

Stylish 39% 39% ↑

Sports 25% 37% Beautiful 39% ↑ 57%

↑ Exciting 37% 44% Rural 23% 45% ↑

More for the young 60% ↑ 37%

Historic 22% 41% Upmarket 34% 33%

↑

Nature ↑ Romantic 31% 48% 17% 40% ↑

Out of the ordinary 51% ↑ 27% Adventure Sports 16% 33% ↑ Statements shown as image boards, please see next slide next see please boards, image as shown Statements Breath taking 24% 46%

AMONG HOLIDAY MAKERS IN GENERAL, BOURNEMOUTH IS PERCEIVED AS A SEASIDE CITY WITH A WIDE VARIETY OF QUALITY ACCOMMODATION AND A GOOD MIX OF ACTIVITIES. COMPARED TO THE GB AVERAGE, BOURNEMOUTH IS SEEN AS HAVING A DISTINCT IDENTITY, WHICH IS A HUGE POSITIVE THAT PROVIDES THE OPPORTUNITY TO BE LEVERAGED IN FUTURE COMMUNICATIONS.

Base: Bournemouth n=335, Total n =12179 Significant differences will be indicated by a 7 black↑/orange↓ arrow against seaside Question name: C90 Destination attributes destination and a blue↑/red↓ against GB * Averages taken manually from summing each destination, not via nett. The theme boards And their “nicknames” used in analysis + plus the 20 words evaluated

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

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

Adventure Sports

8 Summary: Bournemouth

• Over half of domestic holiday makers have visited Bournemouth. It is a fairly popular destination although 64% of those who did so visited more than a year ago. • Bournemouth attracts the young (there are significantly higher rates of visitors younger than 45) and Londoners (a significantly larger proportion of visitors are from London than can be found in other destinations) • Hotel usage in Bournemouth is significantly higher across Great Britain as is the claimed use of four star accommodation. • In fact, Bournemouth is perceived as a seaside city with a wide variety of quality accommodation. On top of that holiday makers believe it to have a good mix of activities and a distinctive identity. • According to its visitors, its highlight are the beaches which are rated significantly higher than other seaside destinations. Whereas the quality of the natural environment and its history and heritage is less recognised. • Bournemouth has overall high levels of loyalty but satisfaction levels and likelihood to revisit are lower compared to other seaside destinations and Great Britain generally. • A watch out: The lower score for the quality of the natural environment could be in conflict with beautiful beaches. • Additionally Bournemouth is not seen as ‘for all seasons’ which means that in some parts of the year Bournemouth is not seen as a viable destination for holiday makers.

9