Lincolnshire – Visitor Profiling November 2016 Introduction This report examines the findings from the online survey carried out in October 2016 to establish: Who is visiting Lincolnshire? Why are they visiting? What are they doing when there? Information sources used Ratings of most recent visit Perceptions and associations with Lincolnshire Awareness of destinations within Lincolnshire Barriers to visiting Competitive positioning Where possible, comparisons have been made with the data collected by Arkenford in 2009 The sample, a total of 467 full responses and 281 partially completed responses, was gathered through an online survey sent out to locally sourced contact databases. The sample is composed of Lincolnshire residents (30%), recent visitors (36%), non-recent visitors (18%), potential visitors (16%) The sample shows a larger proportion of ‘Older Independents’ (over 45 with no kids at home) than we would expect from visitors in this area. Generally this group have a greater propensity to fill out surveys than young people and busy parents. 2 Sample Profile 70% The sample in both years follows a similar 60% pattern, with some slight differences. 50% More females and more older respondents filled 40% out the survey in both 2009 and 2016 30% This is likely to be a reflection of the demographic of 20% the databases contacted rather than a change in 10% who is visiting 0% The segments have remained similar, with the key Male Female 16-24 25-34 35-44 45-54 55+ 2016 2010 difference being the decrease in Traditionals since 2009 Base: all respondents and the increase in Functionals 25% 20% 15% 10% 5% 0% 2016 2010 Base: all respondents 3 Why are people visiting Lincolnshire? A good mix of both residents, recent visitors and non recent visitors was achieved in the sample. Those who have visited Lincolnshire were asked how long they stayed in Lincolnshire Just over half of respondents said that they have taken a day trip to Lincolnshire, but it is more popular as a destination for a holiday. 43% have visited for a short break 31% have visited for a longer break Lincolnshire is attracting visitors for a variety of different reasons. Respondents were asked what type of trip they took on their most recent visit. City / town breaks Coastal breaks Rural breaks Those who said they attended for a specific event were asked to specify what event – RAF related events were most frequently mentioned Specific event, 6% Business, 7% Rural , 19% I live in Lincolnshire 30% Visiting friends / family, 22% Longer break - 4 I have visited Lincolnshire in the past 2 years 36% nights or more, 31% Day trip, 52% I have visited Lincolnshire more than 2 years ago 18% City / town , 27% I have not visited Lincolnshire but I would be Coastal break , 14% interested 26% Short break - 3 I have not visited Lincolnshire and would not be nights or more, 2% Base: Visited Lincolnshire for day trip or holiday interested in visiting 43% 4 Base: all respondents Base: Visited Lincolnshire Who is visiting Lincolnshire? 40% 80% 35% 70% 30% 60% 18-24 25% 25-34 50% Under 45 with no kids at home 20% 35-44 40% Young family (any child under 5) 15% 45-54 30% Older family (all children over 5) 55-64 10% 20% Over 45 with no kids at home 65+ 5% 10% 0% 0% I have visited Lincolnshire in the I have visited Lincolnshire more I have not visited Lincolnshire but I have visited I have visited I have not visited past 2 years than 2 years ago I would be interested Lincolnshire in the past 2 Lincolnshire more than 2 Lincolnshire but I would years years ago be interested Base: all respondents Base: all respondents For a more accurate understanding of the demographic of Lincolnshire visitors, please refer to the postcode analysis section. Of those who were contacted for this survey, Lincolnshire is appealing most to those who fall into the independent life stages – those who have no dependent children living at home. It’s important to note that this does not mean younger people or families are not visiting Lincolnshire, as it is likely that this demographic were less likely to fill out the survey. Under 45s with no kids living at home, in particularly those aged between 25 and 44, would be interested in visiting Lincolnshire. 5 Types of holiday breakdown 45% Coastal breaks tend to be the longest type of holiday 40% in Lincolnshire, and city/town breaks tend to be the 35% Rural break / day trip 30% City / town break / day trip shortest 25% Coastal break / day trip Younger Independents (under 45 with no kids at 20% home) show a strong preference for city/town breaks 15% Visiting friends / family 10% To attend a specific event Young families are more likely to take a rural or 5% coastal break 0% Day trip Short break - 3 nights or Longer break - 4 nights or more more Base: Visited Lincolnshire for a day trip or holiday 70% 60% 50% 40% Under 45 with no kids at home Young family (any child under 5) 30% Older family (all children over 5) 20% Over 45 with no kids at home 10% 0% Rural break / City / town Coastal break / Visiting friends To attend a day trip break / day trip day trip / family specific event 6 Base: Visited Lincolnshire for a day trip or holiday What are they doing in Lincolnshire? Ate / drank at local pubs and restaurants 69% Lincolnshire is providing a relaxing but cultural Went shopping 55% experience to visitors. Visited historical attractions 49% Respondents were asked to think about what activities they did during their most recent visit to Visited local markets 45% Lincolnshire. Visited museums / galleries 25% Unsurprisingly, respondents were more likely to say Coastal walking 21% that they had done each activity if they were on a holiday rather than day trip. Relaxed on the beach 19% The top 5 most popular activities remain the same Visited family attractions 19% across day trips, short and long breaks. Rural / countryside walking 17% The most popular activities on a day trip or holiday were eating or drinking and shopping – these Attended a specific event 14% activities are most common across any holiday and Visited an aviation heritage attraction 9% destination Other 7% Activities more specific to Lincolnshire are cultural Other coastal activities 5% activities including visiting historical attractions and local markets. Coastal cycling 2% It is less likely that they had an active day out or Rural / countryside cycling 2% holiday, with cycling and watersports falling last. Took part in watersports 1% 7 Base: Visited Lincolnshire for a day trip or holiday Information Gathering Sources they would use Respondents were asked what information sources 0% 10% 20% 30% 40% 50% 60% 70% they would use when planning a trip to Lincolnshire, Internet via laptop/pc Previous visit and what sort of information they would seek out. Internet via mobile/tablet Tourist information centre The internet is the most used method before going Brochure/ guidebook on a trip. Recommendation Before trip Television programme Newspaper articles During trip During a trip, respondents were more likely to say Newspaper advert Other that they would use a tourist information centre or a Radio programmes Travel agent brochure. Don’t know / can’t remember None of the above Base: Visited Lincolnshire or interested in visiting The second most used source during the trip is the internet. Information they would gather Visitors want to know mainly about places to visit 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Places to visit and things to do, both before and during the trip. Things to do Making this information readily available online and Accommodation Attractions in TICs will help to provide visitors with the Events Booking of accommodation Before trip information that they are hoping to find. Maps During trip Offers Culture and performance events Booking Events Booking events / activities Sports and leisure activities Base: Visited Lincolnshire or interested in visiting Other 8 Does Lincolnshire live up to expectations? The feedback on respondent’s most recent visit to Lincolnshire is very positive. For over half of respondents who have visited Lincolnshire, their trip exceeded their expectations. 19% said it was much better than expected. 35% said it was better than expected. Overall, for 33% their experience was excellent and for 47% it was very good. Over half said that they would definitely recommend Lincolnshire as a destination. Only 6% said that they were unlikely to recommend Lincolnshire. Did your most recent visit to Lincolnshire live up to your How would you rate your most recent visit to Lincolnshire? How likely are you to recommend Lincolnshire to family and expectations? friends? Worse than Probably not expected, 2% Fair, 3% recommend, 6% Much better than expected, 19% Good, 18% Fairly likely to recommend, 16% Excellent, 33% The same as Definitely expected, 42% recommend, 51% Probably Better than recommend, 28% expected, 35% Very good, 47% 9 Base: Visited Lincolnshire for day trip or holiday Future visits to Lincolnshire 62% of respondents are definitely or probably going to take a holiday or short break in Lincolnshire in the next few years, and a further 24% are fairly likely. The majority of respondents said that they would visit with their partner. How likely are you to take a holiday or short break in Who are you most likely to visit Lincolnshire with? Lincolnshire in the next few years? Definitely not, 0% 64% Probably not, 14% Definitely, 34% 15% 8% 7% Fairly likely, 24% 5% 0% 0% Probably, 28% 10 Base: Visited Lincolnshire or interested in visiting Barriers to visiting Only 14% of respondents said that they were unlikely There are other places I’d like to visit 53% to visit Lincolnshire in the next few years.