Latest Research Hoteliers Event 5 February 2019 2018 - Challenges - - PowerPoint PPT Presentation

Latest Research

Hoteliers Event 5 February 2019

Helen Tate Research Manager htate@cumbriatourism.org

2018 - Challenges

Images credited to the BBC, the Independent, the Express, and the Telegraph.

National Picture

• inbound research
• 5% down Jan-Sep (-1% for the NW)
• GBTS (domestic overnight visitors)
• 1% down Jan-Sep
• Great Britain day visitor survey
• 6% down Jan-Nov
• Tourism Business Monitor

Jan-Sep 45% visitors up, 31% down (accommodation) 48% visitors up and 24% down (attractions)

• serviced accommodation occupancy

+1% up Jan-Nov

Cumbria Picture

• occupancy surveys

➢ serviced accommodation occupancy -5% compared to 2017 (growth each year since 2014, 2017 record breaking) ➢ self catering unit occupancy -3% ➢ touring caravan and camping -4%

• twice yearly tourism business performance survey

(in association with Lamont Pridmore) ➢ Autumn 2018 24% profits up, 49% profits down ➢ 73% match or exceed performance in 2018 (89% 12 months before)

• county-wide visitor survey every three years

2018 Cumbria Visitor Survey

Results from face-to-face interviews carried out with over 1,400 visitors across the county during the 2018 season.

• Visitor profiles
• Pattern of visits
• Information sources/booking methods
• Motivations to visit
• Transport
• Activities undertaken
• Expenditure
• Satisfaction
• World Heritage Site status

2018 Cumbria Visitor Survey

Overseas visitors one in ten of all visitors to Cumbria. ➢ Key markets: USA, Australia, Germany, Netherlands, Canada, China and Japan ➢ 89% no children ➢ higher spenders by 55%

Visitor Profile

Older visitors, Northern origin. ➢ larger party sizes 3.09 – 3.86 ➢ more from the South East 6% - 11% ➢ 15% with dogs (17% staying visitors, 20% LDNPA, 25% Allerdale)

2018 Cumbria Visitor Survey

➢ Visitors were asked if they were visiting places they had been to before, new places, or a mixture of the

• two. Three in ten (29%) only

visited new places during their visit (44% in Carlisle). Almost half (47%) were visiting a mixture of old and new places.

48% 33% 29% 25% 22% 13%

South Lakes (n.563) Allerdale (n.381) Carlisle (n.337) Copeland (n.292) Eden (n.257) Barrow (n.149)

Pattern of Visits

Loyal, repeat visitors. ➢ 18% first time visitors, increased on 16% 2015 and 14% 2012 (26% higher spenders)

2018 Cumbria Visitor Survey

Sources of Information and Bookings

Many do not need new information. Mix of digital and print still important. ➢ ??? the most common source of information ➢ recommendations is the second most important source of information (17% up from 10% in 2015) ➢ use of golakes.co.uk has increased, from 4% in 2015 to 8% in 2018 (equivalent to use by 3.8m visitors). ➢ bookings made directly through the accommodation provider’s

• wn website has increased from 13% to 21%, and bookings

made by third party websites has largely remained consistent (22% in 2018).

2018 Cumbria Visitor Survey

Accommodation

Huge range of accommodation including new ‘glamping’ options and Airbnb. ➢ 22% chose hotels, slight increases on 21% in 2015 and 19% in 2012 ➢ a significant reduction in the proportion of visitors staying in guesthouses/b&bs – down to 9% from 17% in 2015 ➢ increase in the use of self catering (23% - 27%) ➢ caravan and camping (including pods, yurts, wigwams, tipis) was the accommodation of choice for 17% of visitors – an increase on 11% in 2015

Activities

Mix of high and low level activities, sightseeing and relaxing.

2018 Cumbria Visitor Survey

2018 Cumbria Visitor Survey

Satisfaction

➢ overall trip rating (96%) ➢ good place for outdoor activities (91%) ➢ good place to experience history and heritage (87%) ➢ excellent places to eat and drink (82%) ➢ good value for money (76%) ➢ traffic and parking (worse in South Lakeland) ➢ mobile phone coverage and wi-fi access

2018 Cumbria Visitor Survey

Local produce, wellbeing, and World Heritage Site Status.

➢ 90% said they would purchase local produce during their visit – figures up from 69% in 2015 ➢ Over nine in ten visitors said they felt either ‘very much so’ or ‘quite a lot’ better physically and mentally from visiting the Lake District National Park (increases on 2015) ➢ Two-thirds (68%) of respondents were aware that The Lake District National Park had recently been made a World Heritage Site. ➢ 9% said that WHS status had influenced their visit somewhat. This doubled for overseas visitors, 20% of whom were influenced by WHS status, and was a greater influence for first time visitors, at 25%.

Challenges

(Cumbria Tourism Business Survey Autumn 2018)

Ongoing issues include increased costs - 64% of tourism businesses in the Autumn survey reported costs up in the last 6 months, and just over half say this has adversely affected business performance. Next most widely reported concerns relate to transport:

• 45% report traffic problems for visitors getting here
• 40% reported rail disruptions
• 41% parking problems for visitors

Issues for visitors and businesses alike - 38% of businesses report problems with communications connectivity.

Challenges

Concerns about Brexit are increasing. More businesses now think that Brexit will have an overall negative impact on their business – 58% now anticipate a negative impact – up from 37% 12 months ago.

 operating costs  border controls for visitors  tourism related taxation  impact on overseas visitor numbers  import tariffs  red tape  air passenger duty  recruitment of overseas workers

Challenges

Staffing Issues

• 64% recruitment of staff and almost half (46%) report

problems with retaining staff

• lack of public transport (59%)
• lack of affordable housing (56%)
• skills shortages (53%)
• travel to work distances (53%)
• lack of suitable housing (51%)
• lack of parking facilities (33%)

Future Trends

Graham Donoghue, chief executive of Sykes Holiday Cottages, shared his five predictions for trends for 2018 and beyond: ➢ 1. Importance of four-legged travellers ➢ 2. Growth in unusual accommodation ➢ 3. Families spending on luxury ➢ 4. Skill and experience-based breaks ➢ 5. Girl power continues

www.cumbriatourism.org

Occupancy Surveys Autumn Tourism Business Survey 2018 Cumbria Visitor Survey

And finally…