Date post: | 11-Jan-2015 |
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Travel |
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Results from LBTB Campaign Research
Nick LynchQA
Research
May 2009
The Research
• 4 main campaigns researched
• 2,712 surveys completed
• From 36,000 database
• Online & tel questionnaire
• Undertaken Jan/Feb 09
• Asked about 2008 overnight & day visits to Lancashire & Blackpool
The LBTB database of enquirers
• LBTB database of enquirers has been built over many years & is added to every year
• Important aspect of all campaigns is to nurture & convert these potential visitors
• All the campaigns ‘pull’ from this database
• Much of the communication is now online
• The results from this research give us a important information on ...
– WHO they are, – WHAT they do and like– HOW we can keep converting them into visitors
Who they are?
• They are older: 71% over 45 yrs old, 44% over 55 yrs old
• Have visited before: 74% – but is topped up every year with new enquirers generated from marketing activities
• Good number of first timers in 2008 (1 in 10)
• Live 99 miles away – visitors on average
• 29% came with children
They like to visit Lancashire & Blackpool!
42% visited in 2008 on an overnight
trip
57%52%
46% 44%
They also ...
Come on day visits from home:
• 4 out of 10 visited for the day in 2008
• Took nearly 5 day visits in 2008
• Just over half of all overnight visitors also came on a day visit
Planning on visiting again:
• 29% had decided to overnight visit Lancashire & Blackpool in the future
What do they do?
• Visit throughout the year; but Sept (24%) & Oct (23%) popular
• Stay in all types of accommodation:
– Large hotel - 26%– Small hotel – 23%– B&B – 20%– Caravan/camping – 12%
• Over 1/3 source their accommodation from campaign material & website
• They spend: £535 on trip with £253 on
accommodation & £160 on food & drink
They like ...
• Staying in (55%) & visiting (63%) Blackpool - but every area in Lancashire featured
• Eating out (42%) and shopping (34%)
• Using vouchers & special offers (17%)
• Promotion of Lancashire food & drink (77%)
• Visiting the LBTB website (77%)
A few impact numbers ...
• 29,000 breaks taken in Lancashire & Blackpool in 2008
• Over 9,000 due to the campaigns
• £1.3m generated for accommodation listed
• The campaigns generated:
– 200,000 bednights – £2.4m spent on accommodation– £1.5m on food & drink– £5m on overnight breaks
• Return on investment (ROI): £1 campaign spend generated £38 on overnight visitor spend
Lancashire Taste 08
• Major campaign in 2008
• Nearly 13,000 enquirers or receivers of info
• 44% visited on overnight & 49% on day visit
• High frequency of day visits – 15 in 2008
• 2/3 felt the campaign did influence them to visit & generated:
– 75,000 bednights – £428,000 spent on accommodation– £531,000 on food & drink– £1.7m on overnight breaks– £316,000 on day visits
• ROI: £1 campaign spend generated £29 on visitor spend
• 68% felt promotion of Lancashire food & drink would encourage them to visit in the future
So, we need to ...
• Have a strong online presence (despite the older profile)
• Feature a wide range of accommodation options
• Not ignore the family market (nearly a third came with children)
• Continue the food & drink promotion
• Strengthen offers & vouchers
• Continue effective targeted promotion of the unique Blackpool coastal offer e.g. Night Time Buzz
• No forget the day visit market – even with overnight visitors!
• Deepen the relationship with these core visitors thru CRM
Questions
?