UK market: attitudes and behaviours

December 2015

What we know about our existing UK visitors?

One-in-four visitors are 65+Whereas for all GB ‘domestic’ trips it is one-in-six

Existing visitors journey purpose mix

Activities done by our existing visitors

Sightseeing on foot 49% Visiting an interpretation/visitor/heritage centre 5%Sightseeing by car 47% Taking part in outdoor sports 5%Just relaxing 46% Going to the cinema 4%Visiting a beach 36% Running, jogging, orienteering 4%Short walk / stroll 35% Visiting an art gallery 4%Long walk, hike or ramble 23% Watching other live sport (not on TV) 4%Visits a castle/other historic site 21% Arts/cultural festival (eg a book festival) 4%Visiting a garden 21% Attending an outdoor fair/ exhibition/show 3%Visiting a museum 20% A music festival 3%Sunbathing 20% A live music concert 3%Visiting a zoo/safari park 18% Visiting another type of attraction 3%Swimming (indoors or outdoors) 18% Other watersports – motorised 3%Visiting a country park 13% Visiting a scenic/historic railway 3%Had a picnic or BBQ 13% Going on a guided tour 2%Centre based walking 11% Other arts/cultural event/show 2%Shopping for items you do not regularly buy 11% Watching wildlife, bird watching 1%Visiting a historic house, stately home, palace 11% Going to the theatre 1%Visiting a wildlife attraction/ nature reserve 9% Fishing - sea angling 1%Visiting a religious building 8% Watching a live football match (not on TV) 1%Viewing architecture and buildings 8% Canal/boating trips 1%Other sightseeing (eg on a coach, boat trip) 8% Taking part in indoor sports 1%Visiting a theme/amusement park 7% Informal sport 1%Attending a food/local produce event 6% Organised adventure sports 1%Attending a special event of a personal nature 5% Genealogy/tracing ancestors 1%

Cycling - on a road/surfaced path 1%

Existing visitors ‘trip type’

Analysis of potential visitors who…

• have taken at least one holiday or short-break during the past year that has included 3+ nights away from home

• have been resident in UK for past year• aged between 18 and 75• the main or joint decision maker when choosing holiday

destinations• live within sixty miles of selected airport/port

Airport and ports for catchment

• Gatwick, London City, London Southend, Bristol, Exeter, Southampton, Birmingham, East Midlands, Liverpool, Manchester, Leeds Bradford, Newcastle, Edinburgh, Glasgow International, Aberdeen, Belfast International

• Portsmouth, Poole

Fieldwork

• Took place over two weeks in late August/early September• 2,775 ‘qualified’ interviews• When weighted represents 31.8 million people

Sample characteristics: Types of hol last 3 yrs

Trip types by age over the past three years

18-24 25-34 35-44 45-54 55-64 65+A weekend short-break with between 2 and 4 nights away from home 59% 58% 55% 60% 58% 56%A midweek short-break with between 2 and 4 nights away from home 37% 42% 41% 41% 49% 54%A 7-night holiday starting and ending on a weekend 46% 45% 48% 47% 43% 36%A 7-night holiday starting and ending midweek 30% 27% 31% 33% 36% 38%

Sample characteristics: Hol activities last 3 yrs

Accommodation preferences

Accommodation preferences

Sources of influence on destination choice

18-24 25-34 35-44 45-54 55-64 65+Internet websites 66% 63% 67% 68% 68% 59%Personal experience 40% 34% 40% 45% 46% 53%Recommendations of friends, colleagues or relatives 41% 36% 34% 34% 28% 26%Travel Agency / Tour Operator 19% 21% 15% 16% 19% 20%Free brochure 19% 20% 13% 18% 19% 21%Travel articles/adverts in newspapers/magazines 15% 15% 10% 11% 13% 15%Social media sites 26% 15% 12% 9% 4% 2%Paid for guidebooks or magazines 9% 12% 9% 6% 7% 7%Travel articles/adverts on TV/radio 11% 10% 8% 6% 5% 6%

Sample characteristics: Device ownership

18-24 25-34 35-44 45-54 55-64 65+Desktop computer 40% 45% 53% 54% 52% 60%Laptop computer 91% 86% 83% 86% 80% 72%Tablet 41% 57% 61% 56% 49% 53%Smartphone 84% 82% 82% 79% 62% 48%

Sample characteristics: Use of social channels

Competitor set: where been

Competitor set: when visited

Competitor set: intention to visit

Intention to visit Jersey by geography

Holiday motivators

• Part of the research was designed to test what really matters when choosing a destination

• Respondents presented with sets of four attributes and asked to select the most important and least important to them personally when considering a holiday destination

• Forty attributes in total, grouped at random into sets of four• Process repeated three times during survey

Destination associations

• For up to 10 attributes each respondent was asked to rate Jersey, Isle of Wight, Isle of Man, West Wales, West Coast of Ireland and Brittany in terms of whether they felt it was…

• ‘not good for…’, ‘possibly, but know for…’, ‘OK, but nothing special’, ‘Very good’ or ‘Best for…’

Attributes and Jersey

Attributes and Jersey

Perception strengths1 The opportunity to go for countryside or coastal walks2 Being close to the sea and beaches3 The attractiveness of the scenery and landscape4 A chance to escape from my usual daily routine5 Being somewhere I have never been before

Attributes and Jersey

Perception weaknesses36 Plenty of museums and galleries to visit37 The amount of time it will take to get there38 The destination offers good value for money39 The cost of getting there40 Being able to get in the car and drive straight there

But which attributes are most influential?

Rank Rank1 Having the time to relax 21 Lots of heritage sites to visit2 The destination offers good value for money 22 Having a romantic break with my partner3 Spending quality time with my family and friends 23 Visiting a place that not many other tourists go to4 The attractiveness of the scenery and landscape 24 The amount of time it will take to get there5 Having lots of choice of things to see and do 25 The variety of shops and markets6 A chance to escape from my usual daily routine 26 The variety cuisines on offer7 Enjoying some peace and quiet 27 Being able to buy local products / produce8 Having lots of fun and laughter 28 Meeting local people9 Being somewhere with a relaxed atmosphere in the evening 29 Learning about the stories associated with the destination

10 The ease of travelling around at the destination 30 Plenty of museums and galleries to visit11 The cost of getting there 31 Being able to get in the car and drive straight there12 Guaranteed fine weather 32 Being able to choose my destination at the last minute13 Being close to the sea and beaches 33 Learning new skills and trying new things14 The friendliness of the welcome 34 The chance to be pampered15 Being able to try local food and drink 35 Attending festivals and special events16 Being somewhere I have never been before 36 Plenty of venues with live music in the evening17 Experiencing a way of life different to my own 37 The opportunity to particpate in adventure activities18 The opportunity to go for countryside or coastal walks 38 Activities that will keep the kids happy19 The variety of accommodation on offer 39 Being somewhere with a vibrant nightlife20 Going back to places I know I like 40 Being able to play amateur sport (for example golf, tennis)

Importance of attributes by age

Destination comparison: % VG or Best for…

% saying ‘Not good for’ or ‘not known for’

Variables to differentiate target audiences

Life-stage: Age and whether children in household

Knowledge of Jersey: Whether been and if so, when

Intention to visit Jersey: ‘Persuadables’, ‘Regulars’ but not ‘Rejecters’

Ease of access: Whether within 60 miles of port or airport serving Jersey

Economic situation: Socio-economic group and employment status

Holiday frequency: 2 or more holidays or short-breaks per annum

Markets to GROW and Markets to NURTURE

• Persuadable potential visitors • Persuadable potential visitors• Aged 25-54 • Aged 25-54• Take two or more holidays each year • Take two or more holidays each year• ABC1 • ABC1• In employment • In employment• No children in household • Children in household

1.3m 1.3m

• Persuadable AND current regular visitors • Current regular visitors• Aged 55+ • Aged 25-54• Take two or more holidays each year • At least one holiday each year• ABC1C2 • ABC1C2• Retired or in employment • In employment• No children present • No children present

3.3m 1.8m

Markets we aim to GROW

Markets we will continue to NURTURE

What motivates destination choice?

Consumer research coming soon…

Other research activities

• What does ‘best in class’ look like for a destination website?• Economic contribution of tourism• Business confidence• Moving towards an exit survey• Broadening our understanding of how well the

accommodation sector is performing• Further analysis and dissemination of UK consumer

research • Measuring the effectiveness of Visit Jersey’s interventions

David EdwardsHead of Research and Insights Visit Jersey

www.jersey.com/business