© 2012 Arkenford Ltd
Introduction• The Marches Local Enterprise Partnership (MLEP) area covers
the local authority areas of Herefordshire Council, Shropshire Council and Telford and Wrekin Council.
• This research is being undertaken to inform the 3 component local authority areas about;– The profile (and relevance) of current visitors?– The types of trips taken– The emerging markets?– The markets that provide best ROI?– The types of message they will respond to?– How to package up the product for these markets?
• In short the research will :– Demonstrate clearly the profile of existing visitors to the region
(and specific local authority areas within it)– Provide the necessary strategic insight to identify types of
potential visitors that could be targeted for a future visit
© 2012 Arkenford Ltd
Methodology• Arkenford conducted an online survey using an online panel
provider• A total of 1502 interviews conducted• Quotas set on respondent origin
– 501 respondents living within 90 minute drive time from The Marches
– 1001 respondents living further afield• And past visit or future visit consideration
– At least 500 consider Shropshire as ‘My Type of Place’– At least 500 consider Herefordshire as ‘My Type of Place’– At least 500 consider Ironbridge Gorge as ‘My Type of Place’
• This ensures that we can produce stand alone reports for each destinations as well as wider report for The Marches
• Fieldwork conducted in December 2011• A review of other existing insight helps add context to the
primary research
© 2012 Arkenford Ltd
DESTINATION AWARENESS & APPEAL
© 2012 Arkenford Ltd
Awareness of Destinations• Awareness and appeal of
areas within The Marches is greater than for the wider area itself
• Awareness and appeal of Herefordshire is high, with 83% stating they would consider it for a holiday/short break/day trip which is much higher than the other areas within The Marches
• 73% of respondents who stated that Herefordshire appealed to them would also consider Shropshire for a holiday/ short break/ day trip
© 2012 Arkenford Ltd
Index of Destination Awareness• The segments that are more
likely to perceive Herefordshire as ‘My Type of Place’ are Cosmopolitans and Traditionals– Cosmopolitans are generally
keen to try new experiences / see new places and are generally very positive
– Traditionals are more risk averse, prefer more rural holidays, relaxation and history and heritage
• Herefordshire also appeals to Functionals– Functionals are a group who are
fiercely independent and budget orientated
0.00 50.00 100.00 150.00 200.00
Shropshire
Herefordshire
Ironbridge Gorge
Black Mountains
The Marches
Forest of Dean
Cotswolds
Staffordshire
Worcestershire
Wye Valley
Index of destinations - My type of place
Style Hounds
Cosmopolitans
High Street
Discoverers
Followers
Traditionals
Functionals
Habituals
© 2012 Arkenford Ltd
Awareness: Local vs. Non-local• There is not much
difference in consideration and appeal of destinations within The Marches when comparing the local and non-local findings
© 2012 Arkenford Ltd
VISIT HISTORY
© 2012 Arkenford Ltd
Visit history• Three quarters of
respondents have never visited The Marches… or they don’t know they have ever visited!
• Respondents are more likely to have visited Herefordshire and/or Shropshire than they are Ironbridge Gorge
• % of sample who have visited is up on figures reported in 2008/9
6%
9%
10%
13%
15%
16%
17%
18%
17%
22%
7%
9%
11%
11%
12%
13%
13%
14%
13%
15%
6%
8%
10%
13%
11%
10%
10%
10%
11%
14%
6%
9%
11%
13%
11%
11%
13%
13%
12%
12%
75%
65%
57%
51%
52%
50%
46%
45%
47%
37%
0% 20% 40% 60% 80% 100%
The Marches
Black Mountains
Ironbridge Gorge
Forest of Dean
Wye Valley
Worcestershire
Shropshire
Herefordshire
Staffordshire
Cotswolds
Visit
Within past 2 years 2-5 years ago 5-10 years ago
More than 10 years ago Never
© 2012 Arkenford Ltd
Index of visit – Within past 2 years
• Cosmopolitans are most likely to have visited Herefordshire within the last 2 years – They are one of the most
active segments• Herefordshire has also
attracted a greater than average share of Traditionals
• In comparison, Shropshire and Ironbridge Gorge have attracted more Followers
0 20 40 60 80 100 120 140 160
Shropshire
Herefordshire
Ironbridge Gorge
The Marches
Black Mountains
Forest of Dean
Cotswolds
Staffordshire
Worcestershire
Wye Valley
Index of visit - Within past 2 years
Style Hounds
Cosmopolitans
High Street
Discoverers
Followers
Traditionals
Functionals
Habituals
© 2012 Arkenford Ltd
Destination visit: Local vs. Non-local• Herefordshire is more
likely to attract a local market in the last 2 years as opposed to visitors from further afield, which is in line with The Marches as a whole
9%
5%
10%
8%
13%
9%
18%
10%
20%
12%
24%
12%
25%
13%
23%
15%
24%
13%
26%
21%
9%
7%
10%
8%
14%
9%
11%
11%
15%
10%
15%
12%
14%
13%
15%
14%
12%
13%
14%
15%
5%
6%
8%
8%
11%
10%
13%
12%
13%
10%
7%
12%
8%
11%
9%
10%
8%
12%
14%
14%
5%
6%
8%
10%
10%
12%
13%
13%
8%
12%
6%
14%
10%
15%
11%
14%
9%
13%
9%
14%
72%
76%
63%
66%
52%
59%
45%
54%
44%
55%
48%
50%
43%
48%
41%
46%
47%
48%
36%
37%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
Local
Rest of UK
The
Mar
ches
Blac
kM
ount
ains
Ironb
ridge
Gorg
eFo
rest
of
Dean
Wye
Valle
yW
orce
ster
shire
Shro
pshi
reHe
refo
rds
hire
Staff
ords
hire
Cots
wol
ds
Visit Local vs. Non-local
Within past 2 years 2-5 years ago 5-10 years ago
More than 10 years ago Never
© 2012 Arkenford Ltd
DESTINATION PERCEPTION
© 2012 Arkenford Ltd
Type of holiday• Herefordshire is
perceived to be a place to visit as a couple / with other adults
• In comparison, respondents consider Ironbridge Gorge to be a places you could visit with children
9%
8%
10%
9%
10%
23%
46%
48%
33%
20%
20%
16%
16%
14%
18%
0% 20% 40% 60% 80% 100%
Shropshire
Herefordshire
Ironbridge Gorge
Types of holidays
A break with youngerchildren (under 11)
A break with olderchildren (aged 11+)
A break with wife /partner as a couple
A break with other adults
Don't know
© 2012 Arkenford Ltd
Length of Trip
• Herefordshire is predominantly viewed as a place to visit as part of a short break
• Only 25% consider it to be somewhere to visit as part of a day trip
16%
14%
18%
13%
11%
23%
52%
53%
43%
17%
20%
14%
1.9%
2.2%
1.8%
0% 20% 40% 60% 80% 100%
Shropshire
Herefordshire
Ironbridge Gorge
Types of holidays
A day trip from home
A day trip if stayingnearby
1-3 night break
4-7 night break
A break lasting 8+ nights
© 2012 Arkenford Ltd
Period of holiday
• Herefordshire is a destination considered to be suitable all year round
• Interestingly, it is seen more as a place they would visit in off peak period as opposed to peak period
8%
7%
8%
31%
30%
34%
61%
62%
58%
0% 20% 40% 60% 80% 100%
Shropshire
Herefordshire
Ironbridge Gorge
Types of holidays
Peak Period Only
Off Peak Only
Year Round
© 2012 Arkenford Ltd
Awareness of location
• The majority of people correctly placed Shropshire, Herefordshire and Ironbridge Gorge in the West Midlands– Is there really
confusion around Herefordshire and Hertfordshire?!!
1%
4%
3%
7%
73%
2%
1%
2%
3%
4%
1%
0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
North East
NW & MerseySide
Yorkshire & Humbershire
East Midlands
West Midlands
Eastern
Greater London
South East
South West
Wales
Scotland
N Ireland
Location
© 2012 Arkenford Ltd
PRODUCT PREFERENCES
© 2012 Arkenford Ltd
Activities Enjoy• Visiting local towns /
villages / countryside, scenic areas and landscapes is the most appealing activity
• Outdoor activity and shopping appear at the bottom of the list
28%
18%
9%
5%
4%
22%
31%
27%
19%
14%
11%
50%
51%
65%
77%
82%
88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Taking part in outdoor activity
Shopping
Visiting cultural exhibitions, events andfestivals
Visiting cultural and historic attractions,churches, sites
Eating out / enjoying good food and drink
Visiting local towns / villages / countryside,scenic areas & landscapes
Activities
Not my type of thing (0-3) Neutral My type of thing (7-10)
© 2012 Arkenford Ltd
Herefordshire Associations• The strongest
Herefordshire associations are the market towns/ villages/ scenic countryside and landscapes
• Herefordshire is least associated with shopping and cultural exhibitions, events and festivals
16%
6%
6%
35%
23%
22%
19%
13%
8%
40%
61%
68%
67%
80%
86%
9%
10%
8%
8%
6%
5%
0% 20% 40% 60% 80% 100%
Associate shopping with Herefordshire
Associate cultural exhibitions, events andfestivals with Herefordshire
Associate food and drink withHerefordshire
Associate outdoor activity withHerefordshire
Associate historic attractions, churches,sites and landscapes with Herefordshire
Associate market towns / villages/ sceniccountryside/ landscapes with
Herefordshire
Herefordshire associations
Do not associate (0-3) Neutral Associate (7-10) Dont know
© 2012 Arkenford Ltd
Herefordshire Associations
• Little difference between age / gender or origin in terms of associations• Those more likely to make stronger associations across different product offers
are:– Cosmopolitans and Traditionals– Families– Current and lapsed visitors
40
60
80
100
120
140
160
180
Hereforshire Associations
Associate outdoor activity with Herefordshire Associate food and drink with HerefordshireAssociate market towns / villages/ scenic countryside/ landscapes with Herefordshire Associate historic attractions, churches, sites and landscapes with HerefordshireAssociate cultural exhibitions, events and festivals with Herefordshire Associate shopping with Herefordshire
© 2012 Arkenford Ltd
Types of Outdoor Activities People Enjoy• The more gentle the
outdoor activity, the more people will enjoy it!– River walks, forest trails
and gentle strolls are the most appealing outdoor activities;
– Extreme sports appeal to far fewer consumers
– Golf & Angling have least appeal indicating what a niche activity they are66%
61%
60%
47%
50%
47%
43%
34%
16%
14%
7%
13%
14%
14%
21%
18%
21%
13%
21%
27%
21%
20%
11%
11%
7%
21%
24%
26%
32%
32%
33%
44%
45%
57%
65%
73%
87%
88%
91%
0% 20% 40% 60% 80% 100%
Golf
Angling
Extreme sports
Canoeing / kayaking
Mountain biking
Fun Activities
Dog Walking
Cycle trails
River Cruising / Boating
Watching wildlife
Hill walking / rambling
Gentle strolls
Forest trails
River walks
Types of outdoor activities
Not my type of thing (0-3) Neutral My type of thing (7-10)
© 2012 Arkenford Ltd
Index of Activities: My type of thing
• Gentle exercise has appeal to wide cross section, especially older audience, and Traditional and Functional ArkLeisure segments
• More physical activity (canoeing, cycle trails, etc. appeals to a younger, more leading edge segment groups• Families also enjoy this (supervised) offer
40
60
80
100
120
140
160
180
200
Who enjoys each outdoor activity?
Gentle strolls Hill walking / rambling River walks Forest trails Canoeing / kayaking Angling
Cycle trails Mountain biking Watching wildlife River Cruising / Boating Dog Walking Golf
© 2012 Arkenford Ltd
Destinations Offering Outdoor Activities
• Herefordshire is perceived to be the destination that offers the outdoor activity that people enjoy by the largest percentage of people
73%80%
57%
6%0%
20%
40%
60%
80%
100%
Shropshire Herefordshire Ironbridge Gorge None of the above
Destinations offering outdoor activities
© 2012 Arkenford Ltd
Types of Food & Drink• Traditional pubs and tasting/
buying locally sourced produce are amongst the most popular food and drink offer
• Farmers markets and Farm shops are also increasingly popular
• Some interest in ‘learning’ about food
• Less interest in the ‘top end’ food and drink offer indicating niche appeal
40%
22%
32%
29%
17%
15%
14%
13%
8%
6%
5%
28%
38%
27%
29%
25%
25%
25%
25%
22%
20%
18%
19%
11%
32%
40%
41%
42%
58%
60%
60%
62%
70%
74%
76%
77%
86%
0% 20% 40% 60% 80% 100%
Cookery days and courses
Chain restaurants
Fine Dining / Michelin Star Ratedrestaurants
Watching chef demonstrations
Gastropubs
Brewery / vineyard tours
Food making tours, e.g. cheese making
Family restaurants
Farm Shops
Farmers markets
Tea Rooms / Cafes
Tasting / Buying locally sourced produce
Traditional pubs
Types of food & drink
Not my type of thing (0-3) Neutral My type of thing (7-10)
© 2012 Arkenford Ltd
Who enjoys different food & drink?
• Widespread appeal for traditional pubs, tasting/ buying locally sourced products and tea rooms
• Style Hounds and Cosmopolitans (leading edge segments) will go for top end product
• Cosmopolitans, Style Hounds and Traditionals are segments likely to enjoy locally sources products and farm shops
40
60
80
100
120
140
160
180
200
Who enjoys different food and drink?
Fine Dining / Michelin Star Rated restaurants Gastropubs Family restaurants Farmers markets
Tasting / Buying locally sourced produce Chain restaurants Traditional pubs Brewery / vineyard tours
Food making tours, e.g. cheese making Watching chef demonstrations Cookery days and courses Farm Shops
Tea Rooms / Cafes
© 2012 Arkenford Ltd
Destinations Offering Food & Drink
• Herefordshire is considered to be the destination that offers the food and drink product consumers enjoy by the largest percentage of people
79% 85%
52%
5%0%
20%
40%
60%
80%
100%
Shropshire Herefordshire Ironbridge Gorge None of the above
Destinations offering food & drink
© 2012 Arkenford Ltd
Types of History & Heritage• History and heritage is of
interest to a large proportion of consumers
• Most popular are areas of natural beauty and historic towns
• Other ‘man made’ options such as monuments, castles and houses are also popular
• Guided history tours and industrial heritage are the least enjoyed product offers
15%
7%
6%
5%
3%
2%
3%
3%
2%
27%
22%
19%
19%
19%
17%
13%
11%
11%
9%
8%
58%
71%
76%
76%
78%
81%
84%
86%
86%
90%
90%
0% 20% 40% 60% 80% 100%
Guided history tours
Industrial heritage sites
Gardens
Cathedrals and churches
Museums
World Heritage Sites
Historic houses
Castles
Ancient monuments & sites
Historic towns
Areas of Natural Beauty
Types of history & heritage
Not my type of thing (0-3) Neutral My type of thing (7-10)
© 2012 Arkenford Ltd
Who prefers different History & Heritage?
• Because of the high % of interest, history and heritage appeals to a wide cross section of the population
• Younger audiences / families are more likely to want guided tours (bring the product alive)
• Most engaged Arkleisure groups are Cosmopolitan and Traditionals
406080
100120140160180200
Who enjoys different history and heritage?
Castles Historic houses Cathedrals and churches Guided history tours
Industrial heritage sites Historic towns Museums Gardens
World Heritage Sites Areas of Natural Beauty Ancient monuments & sites
© 2012 Arkenford Ltd
Destinations Offering History & Heritage
• Over three quarters of respondents feel that Herefordshire offers the history and heritage they enjoy
• However, despite lower interest in Industrial Heritage, Ironbridge Gorge is seen by most people as the destination offering the history and heritage they enjoy
• Part of this will be the power of being a ‘brand’ as well as the delivery of the product (living history)
74% 77% 80%
4%0%
20%
40%
60%
80%
100%
Shropshire Herefordshire Ironbridge Gorge None of the above
Destinations offering the history & heritage you enjoy
© 2012 Arkenford Ltd
Types of Places to Visit when Exploring• Outdoor space is as popular
as towns and villages when it comes to enjoyment of exploration
• Viewpoints, rivers, canals and waterways, and national parks all have great appeal
• Cathedral cities have more appeal than larger cities
• AONB sites are more appealing than WHS appearing at the top of the list of the of the places people enjoy to visit when exploring a place
6%
8%
2%
1%
2%
17%
0%
3%
3%
19%
21%
10%
11%
11%
28%
12%
17%
14%
10%
75%
71%
89%
88%
87%
56%
87%
80%
84%
87%
0% 20% 40% 60% 80% 100%
Country parks
Cathedral cities
Areas of Natural Beauty
Local viewpoints
Market towns
Major cities
Villages
World Heritage Sites
National parks
Rivers / canals / waterways
Types of places to sightsee
Not my type of thing (0-3) Neutral My type of thing (7-10)
© 2012 Arkenford Ltd
Who enjoys different places to explore?
• Exploring outdoor areas has widespread appeal across all types of consumer– This is especially the case for Cosmopolitan, Traditional & Functional segments
• Younger, more leading edge segments are more likely to want to explore major cities
40
60
80
100
120
140
160
180
200
Who enjoys different places to explore?
Country parks Areas of Natural Beauty World Heritage Sites National parks Rivers / canals / waterways
Local viewpoints Villages Major cities Cathedral cities Market towns
© 2012 Arkenford Ltd
Destinations Offering Places to Sightsee
• Herefordshire is seen by most people as a destination that offers the places to sightsee and explore that they enjoy
81% 86%
65%
4%0%
20%
40%
60%
80%
100%
Shropshire Herefordshire Ironbridge Gorge None of the above
Destinations offering the type of places to sightsee that you enjoy
© 2012 Arkenford Ltd
Types of Cultural Events & Festivals• Country fairs and food
and drink events and festivals are the most appealing types of events and festivals
• The most interesting art festivals are craft orientated
• Theatre and art exhibitions also have some appeal
• Sports and literary events have less appeal
33%
20%
23%
16%
12%
13%
10%
7%
6%
25%
34%
27%
28%
30%
27%
28%
26%
21%
19%
41%
46%
50%
56%
58%
60%
62%
67%
73%
75%
0% 20% 40% 60% 80% 100%
Sport events & festivals
Literary events & festivals
Music events & festivals
Comedy events & festivals
Art exhibitions, events & festivals
Theatre events & festivals
River events & festivals
Craft events & festivals
Food & drink events & festivals
Country fairs, events & festivals
Types of cultural events and festivals
Not my type of thing (0-3) Neutral My type of thing (7-10)
© 2012 Arkenford Ltd
Who prefers different events & festivals?
• Events and festivals are particularly appealing for younger consumers and families
• Country fairs and food and drink events have widest interest• Younger audiences / families / leading edge segments more likely to enjoy
sporting and music events• Style hounds and Cosmopolitans more likely to enjoy music events and festivals
40
60
80
100
120
140
160
180
200
Who enjoys different types of events and festivals?
Music events & festivals Country fairs, events & festivals Craft events & festivals Art exhibitions, events & festivals Theatre events & festivals
Food & drink events & festivals Comedy events & festivals River events and festivals Sport events & festivals Literary events & festivals
© 2012 Arkenford Ltd
Destinations Offering Cultural Events & Festivals
• Herefordshire is seen by most people as the destination offering the cultural events and festivals that they enjoy
78%85%
52%
14%
0%
20%
40%
60%
80%
100%
Shropshire Herefordshire Ironbridge Gorge None of the above
Destinations offering the cultural events and festivals you enjoy
© 2012 Arkenford Ltd
Types of Shopping• Towns with quirky /
unique / independent retailers are enjoyed most
• Consumers also have a passion for markets, both specialist and more general
• Preference for high street offer over more up-market boutiques20%
9%
10%
7%
3%
3%
3%
25%
26%
24%
21%
18%
15%
14%
9%
55%
65%
66%
72%
79%
82%
83%
90%
0% 20% 40% 60% 80% 100%
Towns with up-market boutiques
High street shopping areas with well-known stores /brands
Covered shopping malls with well-known stores /brands
Towns with specialist shops, e.g. antiques / books
High street shopping area with some shops that area bit special
Traditional / general day to day market
Specialist Markets, e.g. Antique / Book / Farmersmarket
Towns with quirky / unique / independent retailers
Types of shopping
Not my type of thing (0-3) Neutral My type of thing (7-10)
© 2012 Arkenford Ltd
Who prefers different types of shopping?
• Independent segments are more likely to want to shop in markets or towns that are unique
• Younger audiences / mass market segments are more likely to enjoy the high street shopping option
40
60
80
100
120
140
160
180
200
Who enjoys different types of events and festivals?
Covered shopping malls with well-known stores / brands High street shopping areas with well-known stores / brands High street shopping area with some shops that are a bit special
Towns with quirky / unique / independent retailers Specialist Markets, e.g. Antique / Book / Farmers market Traditional / general day to day market
Towns with up-market boutiques Towns with specialist shops, e.g. antiques / books
© 2012 Arkenford Ltd
Destinations Offering Shopping
• Herefordshire is seen by most people as the destination offering the types of shopping they enjoy
80% 84%
47%
12%
0%
20%
40%
60%
80%
100%
Shropshire Herefordshire Ironbridge Gorge None of the above
Destinations offering the types of shopping that you enjoy
© 2012 Arkenford Ltd
DESTINATION CONSIDERATION
© 2012 Arkenford Ltd
Value Associations• Herefordshire,
compared to the other 2 destinations, is seen as the most:– Luxurious– Fresh– Vibrant
• Similarly, Shropshire is mostly seen as:– Vibrant– Fresh
53%
33%
39%
35%
23%
43%
40%
32%
39%
35%
32%
35%
27%
41%
41%
33%
8%
32%
29%
30%
50%
16%
19%
35%
0% 20% 40% 60% 80% 100%
Luxury
Eco-friendly
Natural
Traditional
Nostalgic
Fresh
Vibrant
Fun
Destinations best represent values
Herefordshire Shropshire Ironbridge Gorge
© 2012 Arkenford Ltd
Destination Perceptions• The area is seen:
– As a place to explore the surrounding area
– Is Safe– A year round destination– Offer lots to do– Has a quality feel
• It is not see as expensive or particularly touristy
9%
10%
5%
17%
5%
2%
3%
7%
4%
12%
4%
34%
53%
39%
35%
34%
26%
33%
19%
32%
26%
42%
34%
30%
50%
44%
57%
38%
56%
48%
60%
71%
64%
80%
62%
71%
53%
63%
68%
38%
51%
0% 20% 40% 60% 80% 100%
Is easy to get to
Is expensive
Is aimed at tourists
Is somewhere I know and am happy with
Offers something for the whole family
Is safe
Has a quality feel
Is a place to explore the surrounding area
Is a place to go to rejuvenate
Is a year round destination
Offers good value for money
Has a range of quality accommodation
Has lots to do
Has good public transport
Offers value for money
Statements agreement
Disagree strongly (0-3) Neutral Agree strongly (7-10)
© 2012 Arkenford Ltd
Destinations consideration• Top 3 “My type of
place” for a visit:– Hereford– Shrewsbury– Shropshire Hills
• Smaller towns that have appeal include:– Ross on Wye– Hay on Wye– Ludlow
7%
8%
33%
31%
46%
46%
36%
7%
14%
19%
27%
5%
3%
8%
15%
18%
14%
41%
43%
4%
6%
4%
5%
4%
5%
6%
4%
7%
5%
8%
5%
23%
4%
3%
7%
6%
4%
7%
4%
34%
37%
35%
38%
32%
33%
37%
54%
49%
39%
43%
37%
45%
36%
33%
47%
46%
31%
40%
39%
54%
49%
28%
26%
17%
16%
21%
34%
30%
54%
30%
31%
28%
57%
56%
31%
30%
50%
13%
14%
0% 20% 40% 60% 80% 100%
Shropshire Hills
Ludlow
Bishop's Castle
Church Stretton
Cleobury Mortimer
Clun
Craven Arms
North Shropshire
Oswestry
Shrewsbury
Bridgnorth
Much Wenlock
Telford
Hereford
Ross on Wye
Leominster
Ledbury
Hay on Wye
Bromyard
Kington
Destinations consideration
Never heard of it Not my type of place for a visit
No opinion either way My type of place for a visit
© 2012 Arkenford Ltd
Attractions consideration• Ironbridge, Hampton Court
Castle and Grounds and Severn Valley Railway are the top 3 place that are considered to be “My type of place”
• Some attractions have very low levels of awareness, yet could fit the bill in term of history and heritage offer, e.g. Eastnor & Goodrich Castle
6%
17%
6%
11%
4%
26%
6%
27%
32%
5%
5%
9%
22%
11%
4%
6%
4%
7%
24%
30%
30%
27%
29%
25%
23%
25%
27%
65%
48%
55%
41%
56%
44%
65%
44%
34%
0% 20% 40% 60% 80% 100%
Ironbridge
Offa's Dyke
Hereford Cathedral
RAF Museum Cosford
Severn Valley Railway
Goodrich Castle
Hampton Court Castle & Gardens
Eastnor Castle
Dore Abbey
Attractions consideration
Never heard of it Not my type of place for a visit
No opinion either way My type of place for a visit
© 2012 Arkenford Ltd
Accommodation – Most likely to choose• Most are likely to
choose an independent hotel (3-5 stars) or B&B / guest house if staying in the area
• Self catering option is as popular than budget chains
• 1 in 5 will look for a camping option
© 2012 Arkenford Ltd
Accommodation preferences
• Functionals are more likely to look for cheaper accommodation options• Style Hounds and Cosmopolitans will look for the most expensive / luxury• Self catering sought by families / Discoverers• Camping popular for younger people, families and the Discoverer segment
40
60
80
100
120
140
160
180
200
Accommodation Preference
Independent Hotel – 1-2 star Independent Hotel – 3 to 5 star Budget Chain Hotel Mainstream Chain Hotel Luxury Chain Hotel
B&B/ Guest house Self-catering accommodation (rural) Self Catering Accommodation (urban) Caravanning & camping
© 2012 Arkenford Ltd
Accommodation – Factors influence choice
• The factors with the strongest influence on the choice of accommodation are:– Word of mouth / previous
experience– Accommodation website
or brochure– Late rooms / special
offers
© 2012 Arkenford Ltd
Accommodation Influences
• TripAdvisor and Late Rooms / offers is the domain of the younger audiences, families and leading-edge segments, especially those in the mass market
• Older families, Cosmopolitans, Style Hounds and Traditionals will be influenced by a Tourist Board Website
40
60
80
100
120
140
160
180
200
Strong accommodation influences
TripAdvisor Quality Ratings Late Rooms / special offers Word of mouth / previous experience Tourist Board Destination Website or brochure Accommodation website or brochure
© 2012 Arkenford Ltd
INFORMATION GATHERING
© 2012 Arkenford Ltd
Information Gathering – Before Trip• Before a trip, most
respondents gather information from an internet search
• Recommendations/ Word of mouth are also important for gathering information about a specific area
• Consumers are more likely to get information from an accommodation website than they are a destination brochure
• Increasingly people search for information on mobile devices
© 2012 Arkenford Ltd
Information Gathering – During Trip• During a trip, leaflets from
Tourist information centres and hotels/service stations are the most popular ways of gathering information
• Around a quarter of respondents search for information from their mobile phone during a trip
• Respondents are as likely to get information from the Tourist information centre as they are from the Tourist board website during the trip
© 2012 Arkenford Ltd
PROFILE OF HEREFORDSHIRE VISITORS/ POTENTIAL VISITORS
© 2012 Arkenford Ltd
Current visitors (Past 5 years)
5%
21%
15%
18%
24%
17%
0%
5%
10%
15%
20%
25%
15-24 25-34 35-44 45-54 55-64 65+
Age profile
2%
40%
15%11%
7% 6%
15%
4%
0%5%
10%15%20%25%30%35%40%45%
ArkLeisure Segmentation
13% 12%
7%
2%
12%
6%
20%
5%2% 2%
17%
0% 0%0%
5%
10%
15%
20%
25%
Origin
60 80 100 120 140
15-24
25-34
35-44
45-54
55-64
65+
Index against total
0 50 100 150
Style Hounds
Cosmopolitans
High Street
Discoverers
Followers
Traditionals
Functionals
Habituals
Index against total
0 50 100 150
South East
London
South West
North East
North West
Yorkshire
West Midlands
East Midlands
East
Scotland
Wales
N Ireland
IoM
Index against total
© 2012 Arkenford Ltd
Potential Visitors
6%
17% 16%
22%25%
14%
0%
5%
10%
15%
20%
25%
30%
15-24 25-34 35-44 45-54 55-64 65+
Age profile
5%
30%
19%
11%7% 6%
18%
5%
0%5%
10%15%20%25%30%35%
ArkLeisure Segmentation
13%11%
9%
3%
12%
8%
14%
6%
3%5%
14%
1% 0%0%2%4%6%8%
10%12%14%16%
Origin
85 90 95 100 105 110
15-24
25-34
35-44
45-54
55-64
65+
Index against total
0 50 100 150
Style Hounds
Cosmopolitans
High Street
Discoverers
Followers
Traditionals
Functionals
Habituals
Index against total
0 50 100 150
South East
London
South West
North East
North West
Yorkshire
West Midlands
East Midlands
East
Scotland
Wales
N Ireland
IoM
Index against total
© 2012 Arkenford Ltd
Conclusions• Individually, consumers are more aware of and
interested in visiting Herefordshire, Shropshire and Ironbridge Gorge than they are The Marches
• Segments that show greatest consideration are all independently minded;– Cosmopolitans, Traditionals, Functionals and Discoverers
• % of visitors is up since 2008/9• Are destinations attracting the right sort of visitor?• Seemingly, only Herefordshire attracts more than
fair share of Traditionals, only Ironbridge Gorge attracts more Discoverers
• Visitors tend to remain older age groups travelling as couples
© 2012 Arkenford Ltd
Conclusions• Perception of all the area is that it is a destination for couples
on a short break for both locals and non locals• Encouragingly, seen as a year round offer, with plenty to do,
and one that is not too touristy or expensive• However, spontaneous top of mind thoughts in relation to
individual areas are not tourism or leisure related … i.e. do not necessarily give a reason for people to visit
• When prompted destinations are generally seen to offer the type of product people enjoy … but destination are not top of mind / best in class so consumers do not necessarily visit to undertake these activities
• Data will help destinations to steer and develop their product offer, targeting it at the right sort of visitor
• Must target day visitors as well as staying visitors as there is real potential to grow this market
© 2012 Arkenford Ltd
Conclusions• Internet is key• Over 90% seek information over the internet, using
Tourist Board and non tourist board sites• Need to work with partners to ensure information
you want to show is on as many sites as possible• Ensure that all online information is accessible via
mobile • Printed information is more valuable when people
are visiting