15
Prepared by Visit Suffolk Tourism Business Confidence Monitor Results Quarter to 30 September 2013
Prepared by
Visit Suffolk Tourism Business Confidence Monitor ResultsQuarter to 30 September 2013
Visit Suffolk Business Confidence Survey October 2013
Contents Introduction
The Survey
10486961048696Weather
External Factors1048696
Business Activity and Trends
1048696Visitors
1048696Marketing amp Promotion
1048696Confidence
1048696Outlook
Topical
Backg round
References
03
04
05
06
07
09
10
11
12
13
14
15
3
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
One word weather The much needed good weather has seen visitors flock outside enjoying the great Suffolk outdoors benefitting the tourism industry at large and providing a welcome boost to the visitor economy
Consumer confidence remains cautious as does discretionary spend Although we are lsquouprsquo on the annual survey which suggests some sort of revival and which is reflected at a national level with disposable income at its highest since 2011 [Deloitte] Although UK households will continue to feel the pinch holidays are the last thing to be sacrificed so we can all feel confident with continued investment in quality Suffolk remains an attractive visitor destination
With more than 20m people in the UK using a tablet according to eMarketer continued investment in good online material is imperative It is encouraging to see businesses putting online and social media marketing at the core of their promotional activity With greater competition technology and reduced budgets getting to lsquoknowrsquo our audiences is playing a far more important role in hitting the bottom line Suffolk businesses are certainly heading in the right direction
Amanda BondBrand Manager
Visit Suffolk
Introduction
Keith BrownChief Executive Officer
Visit East Anglia
Tourism in East Anglia was buoyed by recent reports issued by Visit Britain and Visit England that growth of our visitor economy was amongst the highest in England in 2012 beating the South West and Yorkshire in the most important category of total cash receipts Whilst this of course is an excellent result closer examination reveals that the average spend per individual visitor trip is still one of the lowest which means that we still have considerable room to improve providing we continue to improve the quality of our products and services The challenge for all of us is to grasp this opportunity fully and reap the benefits that are available to us all
4
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Map of Suffolk
FPONewmarket
Mildenhall
Stowmarket
Needham MktWoodbridge
Felixstowe
Orford
Aldeburgh
Southwold
BecclesBungay
LOWESTOFT
Walberswick
Haverhill Clare
BURY ST EDMUNDS
Long Melford
Lavenham
EyeHalesworth
Hadleigh
Debenham
A14
0A14
A14
A14
A12
A12
A12
Framlingham
Saxmundham
IPSWICH
Sudbury
BrandonThetfordForest
THEBRECKS
Guest Houses
Boat HireDay Boat Hire
Self Catering CottagesApartments
CampingCaravan Sites Holiday Parks (Inc ChaletsLodges)
Leisure ResortsSports and Leisure
MuseumHistoric BuildingArts TheatreCinema
Attractions
RestaurantsPubs
Retail
Hotel
Other
24
1
15
6
0
15
7
4
3
12
13
Type of business
This business confidence monitor aims to provide the Suffolk tourism sector with an indication of recent business performance and the level of confidence amongst businesses Larking Gowen Chartered Accountants and Business Advisors is commissioned by Visit Suffolk to conduct the survey collate the results and publish this report
The survey for this quarter was conducted between 1 October 2013 and 27 October 2013 in which a variety of businesses from the sector participated
The survey
5
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Weather Visitors enjoy warmer weather
July rainfall in East Anglia was significantly lower compared to July 2012 which was actually the second wettest July since records began In fact 2013 has seen the driest July since 1990
July also saw a considerable amount of sunshine one of the highest on record while August experienced the most hours of sunshine since 2003 This allowed visitors to make the most of their holidays and was undoubtedly a huge welcome by businesses struggling to catch up from a cold start to the year
July 2013 was the second warmest July in 18 years while August was certainly a warmer month compared to recent years
Overall the weather during the quarter made for perfect trading conditions for most tourism businesses
East Anglia continues to offer visitors one of the warmest and driest climates in the country and we need to ensure we emphasise this at every opportunity
East Anglia sunshine (hours)
Jul
100
300
Aug Sept
201120122013
200
1658 1724153
1893
2201
1747 1789
1473
2683
East Anglia Max Temp (ordmC)
Jul
10
Aug Sept
201120122013
20
30
0
204 207
243
211227 232
20919 188
East Anglia rainfall (mm)
Jul
20
40
60
80
Aug Sept
201120122013
100
120
295
514
1074
583
478 47
26
415405
0
Source Met Office
0
6
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Consumer Confidence
Consumer confidence appears to be gathering momentum as it increased by an impressive 11 points over the quarter The index has now risen for five consecutive months and is now at its highest level since November 2007 when it was at -8
It should be noted that the index is still in a negative position However the performance of recent months indicates a shift in consumer optimism which will provide much needed support for an economic recovery
External Factors Confidence up and economy growing
UK Consumer Confidence Apr May Jun Jul Aug Sept
Source GfK NOP UK
-30
-20
-10
0
-27
-22 -21
-16-13
-10
Consumer Price Index
Towards the end of the quarter ending 30 September 2013 the Consumer Price Index stabilised at 27
Out of the detailed categories that the CPI is calculated from there were relatively small contributions in change[4] however air fares contributed the largest upward movement This follows a downward movement seen in air transport last quarter The fluctuations could have had some effect on tourism in our region
The upward movement this quarter was countered by a downward contribution in petrol and diesel prices
Source UK Office for National Statistics
Consumer Price Index - Inflation
Apr May Jun Jul Aug Sept
05
15
25
35
20
30
10
00
Gross Domestic Product Growth
UK GDP growth increased to 08 by the end of Q3 2013 its fastest rate in more than three years All four main industrial groupings continued to experience growth during Q3 2013 with the Services industry which includes tourism and accounts for more than 75 of total GDP[2] contributed the most to the growth at 057
GDP was 15 higher compared to Q3 2012[1] It should also be remembered that GDP in Q3 2012 had been boosted by the Olympics and Paralympics so for Q3 2013 to be higher illustrates the big strides the economy is currently making
UK GDP Growth Rate
Source UK Office for National Statistics
-05
June 12
06
00
05
10
-05
-10 Sept 12
Sept 13
0708
-03
-04
Dec 12
Mar 12
Jun 12
2427
29 28 27 27
7
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Average room rate Entrance fees Foodbeverage sale prices
4349
36
55
39
46
30
Visitor Discretionary Spending - Quarter ended 30 September 2013
Up
Donrsquot know
About the sameDown
20
39
11
What changes were seen or implemented during the quarter ended 30 September 2013 compared to the same period last year
There appears to be sensitivity from some businesses to raising their prices with many keeping them fixed compared to the same period last year This may be as a result of businesses being conscious of customerrsquos tight budgets
Of the businesses who increased their average room rates compared to the same period in 2012 77 said they had only increased it by up to 5 Of the minority of businesses who decreased their room rates they had all done so by more than 5
Nearly 40 of businesses offering food and beverages had increased their prices compared to last summer However half of businesses who decreased their prices had done so by more than 6
How does discretionary spend by visitors (for the quarter ended 30 September 2013) compare to expectations
Discretionary spending appears to remain fragile in the economy Customers are more likely to consider the value of products and services against the free cost of alternatives such as going outside
The the movements in discretionary spend reported by businesses are broadly similar to the June 2013 results There was a small increase in the proportion of businesses reporting that discretionary spend was up along with a small reduction in businesses reporting it was down
Nevertheless the results are still more optimistic than the results of the 201213 Annual Survey In which 47 of businesses reported a decrease in the secondary spend of visitors As consumer confidence and economic growth in the UK continue to improve along with stabilising inflation tourism businesses in the region will start to see visitors spending extra money
IncreaseRemain the same
Changes seen or implemented - Quarter ended 30 September 2013
Business Activity and TrendsBusinesses cautious of increasing prices
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
Visit Suffolk Business Confidence Survey October 2013
Contents Introduction
The Survey
10486961048696Weather
External Factors1048696
Business Activity and Trends
1048696Visitors
1048696Marketing amp Promotion
1048696Confidence
1048696Outlook
Topical
Backg round
References
03
04
05
06
07
09
10
11
12
13
14
15
3
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
One word weather The much needed good weather has seen visitors flock outside enjoying the great Suffolk outdoors benefitting the tourism industry at large and providing a welcome boost to the visitor economy
Consumer confidence remains cautious as does discretionary spend Although we are lsquouprsquo on the annual survey which suggests some sort of revival and which is reflected at a national level with disposable income at its highest since 2011 [Deloitte] Although UK households will continue to feel the pinch holidays are the last thing to be sacrificed so we can all feel confident with continued investment in quality Suffolk remains an attractive visitor destination
With more than 20m people in the UK using a tablet according to eMarketer continued investment in good online material is imperative It is encouraging to see businesses putting online and social media marketing at the core of their promotional activity With greater competition technology and reduced budgets getting to lsquoknowrsquo our audiences is playing a far more important role in hitting the bottom line Suffolk businesses are certainly heading in the right direction
Amanda BondBrand Manager
Visit Suffolk
Introduction
Keith BrownChief Executive Officer
Visit East Anglia
Tourism in East Anglia was buoyed by recent reports issued by Visit Britain and Visit England that growth of our visitor economy was amongst the highest in England in 2012 beating the South West and Yorkshire in the most important category of total cash receipts Whilst this of course is an excellent result closer examination reveals that the average spend per individual visitor trip is still one of the lowest which means that we still have considerable room to improve providing we continue to improve the quality of our products and services The challenge for all of us is to grasp this opportunity fully and reap the benefits that are available to us all
4
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Map of Suffolk
FPONewmarket
Mildenhall
Stowmarket
Needham MktWoodbridge
Felixstowe
Orford
Aldeburgh
Southwold
BecclesBungay
LOWESTOFT
Walberswick
Haverhill Clare
BURY ST EDMUNDS
Long Melford
Lavenham
EyeHalesworth
Hadleigh
Debenham
A14
0A14
A14
A14
A12
A12
A12
Framlingham
Saxmundham
IPSWICH
Sudbury
BrandonThetfordForest
THEBRECKS
Guest Houses
Boat HireDay Boat Hire
Self Catering CottagesApartments
CampingCaravan Sites Holiday Parks (Inc ChaletsLodges)
Leisure ResortsSports and Leisure
MuseumHistoric BuildingArts TheatreCinema
Attractions
RestaurantsPubs
Retail
Hotel
Other
24
1
15
6
0
15
7
4
3
12
13
Type of business
This business confidence monitor aims to provide the Suffolk tourism sector with an indication of recent business performance and the level of confidence amongst businesses Larking Gowen Chartered Accountants and Business Advisors is commissioned by Visit Suffolk to conduct the survey collate the results and publish this report
The survey for this quarter was conducted between 1 October 2013 and 27 October 2013 in which a variety of businesses from the sector participated
The survey
5
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Weather Visitors enjoy warmer weather
July rainfall in East Anglia was significantly lower compared to July 2012 which was actually the second wettest July since records began In fact 2013 has seen the driest July since 1990
July also saw a considerable amount of sunshine one of the highest on record while August experienced the most hours of sunshine since 2003 This allowed visitors to make the most of their holidays and was undoubtedly a huge welcome by businesses struggling to catch up from a cold start to the year
July 2013 was the second warmest July in 18 years while August was certainly a warmer month compared to recent years
Overall the weather during the quarter made for perfect trading conditions for most tourism businesses
East Anglia continues to offer visitors one of the warmest and driest climates in the country and we need to ensure we emphasise this at every opportunity
East Anglia sunshine (hours)
Jul
100
300
Aug Sept
201120122013
200
1658 1724153
1893
2201
1747 1789
1473
2683
East Anglia Max Temp (ordmC)
Jul
10
Aug Sept
201120122013
20
30
0
204 207
243
211227 232
20919 188
East Anglia rainfall (mm)
Jul
20
40
60
80
Aug Sept
201120122013
100
120
295
514
1074
583
478 47
26
415405
0
Source Met Office
0
6
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Consumer Confidence
Consumer confidence appears to be gathering momentum as it increased by an impressive 11 points over the quarter The index has now risen for five consecutive months and is now at its highest level since November 2007 when it was at -8
It should be noted that the index is still in a negative position However the performance of recent months indicates a shift in consumer optimism which will provide much needed support for an economic recovery
External Factors Confidence up and economy growing
UK Consumer Confidence Apr May Jun Jul Aug Sept
Source GfK NOP UK
-30
-20
-10
0
-27
-22 -21
-16-13
-10
Consumer Price Index
Towards the end of the quarter ending 30 September 2013 the Consumer Price Index stabilised at 27
Out of the detailed categories that the CPI is calculated from there were relatively small contributions in change[4] however air fares contributed the largest upward movement This follows a downward movement seen in air transport last quarter The fluctuations could have had some effect on tourism in our region
The upward movement this quarter was countered by a downward contribution in petrol and diesel prices
Source UK Office for National Statistics
Consumer Price Index - Inflation
Apr May Jun Jul Aug Sept
05
15
25
35
20
30
10
00
Gross Domestic Product Growth
UK GDP growth increased to 08 by the end of Q3 2013 its fastest rate in more than three years All four main industrial groupings continued to experience growth during Q3 2013 with the Services industry which includes tourism and accounts for more than 75 of total GDP[2] contributed the most to the growth at 057
GDP was 15 higher compared to Q3 2012[1] It should also be remembered that GDP in Q3 2012 had been boosted by the Olympics and Paralympics so for Q3 2013 to be higher illustrates the big strides the economy is currently making
UK GDP Growth Rate
Source UK Office for National Statistics
-05
June 12
06
00
05
10
-05
-10 Sept 12
Sept 13
0708
-03
-04
Dec 12
Mar 12
Jun 12
2427
29 28 27 27
7
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Average room rate Entrance fees Foodbeverage sale prices
4349
36
55
39
46
30
Visitor Discretionary Spending - Quarter ended 30 September 2013
Up
Donrsquot know
About the sameDown
20
39
11
What changes were seen or implemented during the quarter ended 30 September 2013 compared to the same period last year
There appears to be sensitivity from some businesses to raising their prices with many keeping them fixed compared to the same period last year This may be as a result of businesses being conscious of customerrsquos tight budgets
Of the businesses who increased their average room rates compared to the same period in 2012 77 said they had only increased it by up to 5 Of the minority of businesses who decreased their room rates they had all done so by more than 5
Nearly 40 of businesses offering food and beverages had increased their prices compared to last summer However half of businesses who decreased their prices had done so by more than 6
How does discretionary spend by visitors (for the quarter ended 30 September 2013) compare to expectations
Discretionary spending appears to remain fragile in the economy Customers are more likely to consider the value of products and services against the free cost of alternatives such as going outside
The the movements in discretionary spend reported by businesses are broadly similar to the June 2013 results There was a small increase in the proportion of businesses reporting that discretionary spend was up along with a small reduction in businesses reporting it was down
Nevertheless the results are still more optimistic than the results of the 201213 Annual Survey In which 47 of businesses reported a decrease in the secondary spend of visitors As consumer confidence and economic growth in the UK continue to improve along with stabilising inflation tourism businesses in the region will start to see visitors spending extra money
IncreaseRemain the same
Changes seen or implemented - Quarter ended 30 September 2013
Business Activity and TrendsBusinesses cautious of increasing prices
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
3
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
One word weather The much needed good weather has seen visitors flock outside enjoying the great Suffolk outdoors benefitting the tourism industry at large and providing a welcome boost to the visitor economy
Consumer confidence remains cautious as does discretionary spend Although we are lsquouprsquo on the annual survey which suggests some sort of revival and which is reflected at a national level with disposable income at its highest since 2011 [Deloitte] Although UK households will continue to feel the pinch holidays are the last thing to be sacrificed so we can all feel confident with continued investment in quality Suffolk remains an attractive visitor destination
With more than 20m people in the UK using a tablet according to eMarketer continued investment in good online material is imperative It is encouraging to see businesses putting online and social media marketing at the core of their promotional activity With greater competition technology and reduced budgets getting to lsquoknowrsquo our audiences is playing a far more important role in hitting the bottom line Suffolk businesses are certainly heading in the right direction
Amanda BondBrand Manager
Visit Suffolk
Introduction
Keith BrownChief Executive Officer
Visit East Anglia
Tourism in East Anglia was buoyed by recent reports issued by Visit Britain and Visit England that growth of our visitor economy was amongst the highest in England in 2012 beating the South West and Yorkshire in the most important category of total cash receipts Whilst this of course is an excellent result closer examination reveals that the average spend per individual visitor trip is still one of the lowest which means that we still have considerable room to improve providing we continue to improve the quality of our products and services The challenge for all of us is to grasp this opportunity fully and reap the benefits that are available to us all
4
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Map of Suffolk
FPONewmarket
Mildenhall
Stowmarket
Needham MktWoodbridge
Felixstowe
Orford
Aldeburgh
Southwold
BecclesBungay
LOWESTOFT
Walberswick
Haverhill Clare
BURY ST EDMUNDS
Long Melford
Lavenham
EyeHalesworth
Hadleigh
Debenham
A14
0A14
A14
A14
A12
A12
A12
Framlingham
Saxmundham
IPSWICH
Sudbury
BrandonThetfordForest
THEBRECKS
Guest Houses
Boat HireDay Boat Hire
Self Catering CottagesApartments
CampingCaravan Sites Holiday Parks (Inc ChaletsLodges)
Leisure ResortsSports and Leisure
MuseumHistoric BuildingArts TheatreCinema
Attractions
RestaurantsPubs
Retail
Hotel
Other
24
1
15
6
0
15
7
4
3
12
13
Type of business
This business confidence monitor aims to provide the Suffolk tourism sector with an indication of recent business performance and the level of confidence amongst businesses Larking Gowen Chartered Accountants and Business Advisors is commissioned by Visit Suffolk to conduct the survey collate the results and publish this report
The survey for this quarter was conducted between 1 October 2013 and 27 October 2013 in which a variety of businesses from the sector participated
The survey
5
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Weather Visitors enjoy warmer weather
July rainfall in East Anglia was significantly lower compared to July 2012 which was actually the second wettest July since records began In fact 2013 has seen the driest July since 1990
July also saw a considerable amount of sunshine one of the highest on record while August experienced the most hours of sunshine since 2003 This allowed visitors to make the most of their holidays and was undoubtedly a huge welcome by businesses struggling to catch up from a cold start to the year
July 2013 was the second warmest July in 18 years while August was certainly a warmer month compared to recent years
Overall the weather during the quarter made for perfect trading conditions for most tourism businesses
East Anglia continues to offer visitors one of the warmest and driest climates in the country and we need to ensure we emphasise this at every opportunity
East Anglia sunshine (hours)
Jul
100
300
Aug Sept
201120122013
200
1658 1724153
1893
2201
1747 1789
1473
2683
East Anglia Max Temp (ordmC)
Jul
10
Aug Sept
201120122013
20
30
0
204 207
243
211227 232
20919 188
East Anglia rainfall (mm)
Jul
20
40
60
80
Aug Sept
201120122013
100
120
295
514
1074
583
478 47
26
415405
0
Source Met Office
0
6
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Consumer Confidence
Consumer confidence appears to be gathering momentum as it increased by an impressive 11 points over the quarter The index has now risen for five consecutive months and is now at its highest level since November 2007 when it was at -8
It should be noted that the index is still in a negative position However the performance of recent months indicates a shift in consumer optimism which will provide much needed support for an economic recovery
External Factors Confidence up and economy growing
UK Consumer Confidence Apr May Jun Jul Aug Sept
Source GfK NOP UK
-30
-20
-10
0
-27
-22 -21
-16-13
-10
Consumer Price Index
Towards the end of the quarter ending 30 September 2013 the Consumer Price Index stabilised at 27
Out of the detailed categories that the CPI is calculated from there were relatively small contributions in change[4] however air fares contributed the largest upward movement This follows a downward movement seen in air transport last quarter The fluctuations could have had some effect on tourism in our region
The upward movement this quarter was countered by a downward contribution in petrol and diesel prices
Source UK Office for National Statistics
Consumer Price Index - Inflation
Apr May Jun Jul Aug Sept
05
15
25
35
20
30
10
00
Gross Domestic Product Growth
UK GDP growth increased to 08 by the end of Q3 2013 its fastest rate in more than three years All four main industrial groupings continued to experience growth during Q3 2013 with the Services industry which includes tourism and accounts for more than 75 of total GDP[2] contributed the most to the growth at 057
GDP was 15 higher compared to Q3 2012[1] It should also be remembered that GDP in Q3 2012 had been boosted by the Olympics and Paralympics so for Q3 2013 to be higher illustrates the big strides the economy is currently making
UK GDP Growth Rate
Source UK Office for National Statistics
-05
June 12
06
00
05
10
-05
-10 Sept 12
Sept 13
0708
-03
-04
Dec 12
Mar 12
Jun 12
2427
29 28 27 27
7
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Average room rate Entrance fees Foodbeverage sale prices
4349
36
55
39
46
30
Visitor Discretionary Spending - Quarter ended 30 September 2013
Up
Donrsquot know
About the sameDown
20
39
11
What changes were seen or implemented during the quarter ended 30 September 2013 compared to the same period last year
There appears to be sensitivity from some businesses to raising their prices with many keeping them fixed compared to the same period last year This may be as a result of businesses being conscious of customerrsquos tight budgets
Of the businesses who increased their average room rates compared to the same period in 2012 77 said they had only increased it by up to 5 Of the minority of businesses who decreased their room rates they had all done so by more than 5
Nearly 40 of businesses offering food and beverages had increased their prices compared to last summer However half of businesses who decreased their prices had done so by more than 6
How does discretionary spend by visitors (for the quarter ended 30 September 2013) compare to expectations
Discretionary spending appears to remain fragile in the economy Customers are more likely to consider the value of products and services against the free cost of alternatives such as going outside
The the movements in discretionary spend reported by businesses are broadly similar to the June 2013 results There was a small increase in the proportion of businesses reporting that discretionary spend was up along with a small reduction in businesses reporting it was down
Nevertheless the results are still more optimistic than the results of the 201213 Annual Survey In which 47 of businesses reported a decrease in the secondary spend of visitors As consumer confidence and economic growth in the UK continue to improve along with stabilising inflation tourism businesses in the region will start to see visitors spending extra money
IncreaseRemain the same
Changes seen or implemented - Quarter ended 30 September 2013
Business Activity and TrendsBusinesses cautious of increasing prices
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
4
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Map of Suffolk
FPONewmarket
Mildenhall
Stowmarket
Needham MktWoodbridge
Felixstowe
Orford
Aldeburgh
Southwold
BecclesBungay
LOWESTOFT
Walberswick
Haverhill Clare
BURY ST EDMUNDS
Long Melford
Lavenham
EyeHalesworth
Hadleigh
Debenham
A14
0A14
A14
A14
A12
A12
A12
Framlingham
Saxmundham
IPSWICH
Sudbury
BrandonThetfordForest
THEBRECKS
Guest Houses
Boat HireDay Boat Hire
Self Catering CottagesApartments
CampingCaravan Sites Holiday Parks (Inc ChaletsLodges)
Leisure ResortsSports and Leisure
MuseumHistoric BuildingArts TheatreCinema
Attractions
RestaurantsPubs
Retail
Hotel
Other
24
1
15
6
0
15
7
4
3
12
13
Type of business
This business confidence monitor aims to provide the Suffolk tourism sector with an indication of recent business performance and the level of confidence amongst businesses Larking Gowen Chartered Accountants and Business Advisors is commissioned by Visit Suffolk to conduct the survey collate the results and publish this report
The survey for this quarter was conducted between 1 October 2013 and 27 October 2013 in which a variety of businesses from the sector participated
The survey
5
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Weather Visitors enjoy warmer weather
July rainfall in East Anglia was significantly lower compared to July 2012 which was actually the second wettest July since records began In fact 2013 has seen the driest July since 1990
July also saw a considerable amount of sunshine one of the highest on record while August experienced the most hours of sunshine since 2003 This allowed visitors to make the most of their holidays and was undoubtedly a huge welcome by businesses struggling to catch up from a cold start to the year
July 2013 was the second warmest July in 18 years while August was certainly a warmer month compared to recent years
Overall the weather during the quarter made for perfect trading conditions for most tourism businesses
East Anglia continues to offer visitors one of the warmest and driest climates in the country and we need to ensure we emphasise this at every opportunity
East Anglia sunshine (hours)
Jul
100
300
Aug Sept
201120122013
200
1658 1724153
1893
2201
1747 1789
1473
2683
East Anglia Max Temp (ordmC)
Jul
10
Aug Sept
201120122013
20
30
0
204 207
243
211227 232
20919 188
East Anglia rainfall (mm)
Jul
20
40
60
80
Aug Sept
201120122013
100
120
295
514
1074
583
478 47
26
415405
0
Source Met Office
0
6
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Consumer Confidence
Consumer confidence appears to be gathering momentum as it increased by an impressive 11 points over the quarter The index has now risen for five consecutive months and is now at its highest level since November 2007 when it was at -8
It should be noted that the index is still in a negative position However the performance of recent months indicates a shift in consumer optimism which will provide much needed support for an economic recovery
External Factors Confidence up and economy growing
UK Consumer Confidence Apr May Jun Jul Aug Sept
Source GfK NOP UK
-30
-20
-10
0
-27
-22 -21
-16-13
-10
Consumer Price Index
Towards the end of the quarter ending 30 September 2013 the Consumer Price Index stabilised at 27
Out of the detailed categories that the CPI is calculated from there were relatively small contributions in change[4] however air fares contributed the largest upward movement This follows a downward movement seen in air transport last quarter The fluctuations could have had some effect on tourism in our region
The upward movement this quarter was countered by a downward contribution in petrol and diesel prices
Source UK Office for National Statistics
Consumer Price Index - Inflation
Apr May Jun Jul Aug Sept
05
15
25
35
20
30
10
00
Gross Domestic Product Growth
UK GDP growth increased to 08 by the end of Q3 2013 its fastest rate in more than three years All four main industrial groupings continued to experience growth during Q3 2013 with the Services industry which includes tourism and accounts for more than 75 of total GDP[2] contributed the most to the growth at 057
GDP was 15 higher compared to Q3 2012[1] It should also be remembered that GDP in Q3 2012 had been boosted by the Olympics and Paralympics so for Q3 2013 to be higher illustrates the big strides the economy is currently making
UK GDP Growth Rate
Source UK Office for National Statistics
-05
June 12
06
00
05
10
-05
-10 Sept 12
Sept 13
0708
-03
-04
Dec 12
Mar 12
Jun 12
2427
29 28 27 27
7
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Average room rate Entrance fees Foodbeverage sale prices
4349
36
55
39
46
30
Visitor Discretionary Spending - Quarter ended 30 September 2013
Up
Donrsquot know
About the sameDown
20
39
11
What changes were seen or implemented during the quarter ended 30 September 2013 compared to the same period last year
There appears to be sensitivity from some businesses to raising their prices with many keeping them fixed compared to the same period last year This may be as a result of businesses being conscious of customerrsquos tight budgets
Of the businesses who increased their average room rates compared to the same period in 2012 77 said they had only increased it by up to 5 Of the minority of businesses who decreased their room rates they had all done so by more than 5
Nearly 40 of businesses offering food and beverages had increased their prices compared to last summer However half of businesses who decreased their prices had done so by more than 6
How does discretionary spend by visitors (for the quarter ended 30 September 2013) compare to expectations
Discretionary spending appears to remain fragile in the economy Customers are more likely to consider the value of products and services against the free cost of alternatives such as going outside
The the movements in discretionary spend reported by businesses are broadly similar to the June 2013 results There was a small increase in the proportion of businesses reporting that discretionary spend was up along with a small reduction in businesses reporting it was down
Nevertheless the results are still more optimistic than the results of the 201213 Annual Survey In which 47 of businesses reported a decrease in the secondary spend of visitors As consumer confidence and economic growth in the UK continue to improve along with stabilising inflation tourism businesses in the region will start to see visitors spending extra money
IncreaseRemain the same
Changes seen or implemented - Quarter ended 30 September 2013
Business Activity and TrendsBusinesses cautious of increasing prices
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
5
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Weather Visitors enjoy warmer weather
July rainfall in East Anglia was significantly lower compared to July 2012 which was actually the second wettest July since records began In fact 2013 has seen the driest July since 1990
July also saw a considerable amount of sunshine one of the highest on record while August experienced the most hours of sunshine since 2003 This allowed visitors to make the most of their holidays and was undoubtedly a huge welcome by businesses struggling to catch up from a cold start to the year
July 2013 was the second warmest July in 18 years while August was certainly a warmer month compared to recent years
Overall the weather during the quarter made for perfect trading conditions for most tourism businesses
East Anglia continues to offer visitors one of the warmest and driest climates in the country and we need to ensure we emphasise this at every opportunity
East Anglia sunshine (hours)
Jul
100
300
Aug Sept
201120122013
200
1658 1724153
1893
2201
1747 1789
1473
2683
East Anglia Max Temp (ordmC)
Jul
10
Aug Sept
201120122013
20
30
0
204 207
243
211227 232
20919 188
East Anglia rainfall (mm)
Jul
20
40
60
80
Aug Sept
201120122013
100
120
295
514
1074
583
478 47
26
415405
0
Source Met Office
0
6
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Consumer Confidence
Consumer confidence appears to be gathering momentum as it increased by an impressive 11 points over the quarter The index has now risen for five consecutive months and is now at its highest level since November 2007 when it was at -8
It should be noted that the index is still in a negative position However the performance of recent months indicates a shift in consumer optimism which will provide much needed support for an economic recovery
External Factors Confidence up and economy growing
UK Consumer Confidence Apr May Jun Jul Aug Sept
Source GfK NOP UK
-30
-20
-10
0
-27
-22 -21
-16-13
-10
Consumer Price Index
Towards the end of the quarter ending 30 September 2013 the Consumer Price Index stabilised at 27
Out of the detailed categories that the CPI is calculated from there were relatively small contributions in change[4] however air fares contributed the largest upward movement This follows a downward movement seen in air transport last quarter The fluctuations could have had some effect on tourism in our region
The upward movement this quarter was countered by a downward contribution in petrol and diesel prices
Source UK Office for National Statistics
Consumer Price Index - Inflation
Apr May Jun Jul Aug Sept
05
15
25
35
20
30
10
00
Gross Domestic Product Growth
UK GDP growth increased to 08 by the end of Q3 2013 its fastest rate in more than three years All four main industrial groupings continued to experience growth during Q3 2013 with the Services industry which includes tourism and accounts for more than 75 of total GDP[2] contributed the most to the growth at 057
GDP was 15 higher compared to Q3 2012[1] It should also be remembered that GDP in Q3 2012 had been boosted by the Olympics and Paralympics so for Q3 2013 to be higher illustrates the big strides the economy is currently making
UK GDP Growth Rate
Source UK Office for National Statistics
-05
June 12
06
00
05
10
-05
-10 Sept 12
Sept 13
0708
-03
-04
Dec 12
Mar 12
Jun 12
2427
29 28 27 27
7
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Average room rate Entrance fees Foodbeverage sale prices
4349
36
55
39
46
30
Visitor Discretionary Spending - Quarter ended 30 September 2013
Up
Donrsquot know
About the sameDown
20
39
11
What changes were seen or implemented during the quarter ended 30 September 2013 compared to the same period last year
There appears to be sensitivity from some businesses to raising their prices with many keeping them fixed compared to the same period last year This may be as a result of businesses being conscious of customerrsquos tight budgets
Of the businesses who increased their average room rates compared to the same period in 2012 77 said they had only increased it by up to 5 Of the minority of businesses who decreased their room rates they had all done so by more than 5
Nearly 40 of businesses offering food and beverages had increased their prices compared to last summer However half of businesses who decreased their prices had done so by more than 6
How does discretionary spend by visitors (for the quarter ended 30 September 2013) compare to expectations
Discretionary spending appears to remain fragile in the economy Customers are more likely to consider the value of products and services against the free cost of alternatives such as going outside
The the movements in discretionary spend reported by businesses are broadly similar to the June 2013 results There was a small increase in the proportion of businesses reporting that discretionary spend was up along with a small reduction in businesses reporting it was down
Nevertheless the results are still more optimistic than the results of the 201213 Annual Survey In which 47 of businesses reported a decrease in the secondary spend of visitors As consumer confidence and economic growth in the UK continue to improve along with stabilising inflation tourism businesses in the region will start to see visitors spending extra money
IncreaseRemain the same
Changes seen or implemented - Quarter ended 30 September 2013
Business Activity and TrendsBusinesses cautious of increasing prices
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
6
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Consumer Confidence
Consumer confidence appears to be gathering momentum as it increased by an impressive 11 points over the quarter The index has now risen for five consecutive months and is now at its highest level since November 2007 when it was at -8
It should be noted that the index is still in a negative position However the performance of recent months indicates a shift in consumer optimism which will provide much needed support for an economic recovery
External Factors Confidence up and economy growing
UK Consumer Confidence Apr May Jun Jul Aug Sept
Source GfK NOP UK
-30
-20
-10
0
-27
-22 -21
-16-13
-10
Consumer Price Index
Towards the end of the quarter ending 30 September 2013 the Consumer Price Index stabilised at 27
Out of the detailed categories that the CPI is calculated from there were relatively small contributions in change[4] however air fares contributed the largest upward movement This follows a downward movement seen in air transport last quarter The fluctuations could have had some effect on tourism in our region
The upward movement this quarter was countered by a downward contribution in petrol and diesel prices
Source UK Office for National Statistics
Consumer Price Index - Inflation
Apr May Jun Jul Aug Sept
05
15
25
35
20
30
10
00
Gross Domestic Product Growth
UK GDP growth increased to 08 by the end of Q3 2013 its fastest rate in more than three years All four main industrial groupings continued to experience growth during Q3 2013 with the Services industry which includes tourism and accounts for more than 75 of total GDP[2] contributed the most to the growth at 057
GDP was 15 higher compared to Q3 2012[1] It should also be remembered that GDP in Q3 2012 had been boosted by the Olympics and Paralympics so for Q3 2013 to be higher illustrates the big strides the economy is currently making
UK GDP Growth Rate
Source UK Office for National Statistics
-05
June 12
06
00
05
10
-05
-10 Sept 12
Sept 13
0708
-03
-04
Dec 12
Mar 12
Jun 12
2427
29 28 27 27
7
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Average room rate Entrance fees Foodbeverage sale prices
4349
36
55
39
46
30
Visitor Discretionary Spending - Quarter ended 30 September 2013
Up
Donrsquot know
About the sameDown
20
39
11
What changes were seen or implemented during the quarter ended 30 September 2013 compared to the same period last year
There appears to be sensitivity from some businesses to raising their prices with many keeping them fixed compared to the same period last year This may be as a result of businesses being conscious of customerrsquos tight budgets
Of the businesses who increased their average room rates compared to the same period in 2012 77 said they had only increased it by up to 5 Of the minority of businesses who decreased their room rates they had all done so by more than 5
Nearly 40 of businesses offering food and beverages had increased their prices compared to last summer However half of businesses who decreased their prices had done so by more than 6
How does discretionary spend by visitors (for the quarter ended 30 September 2013) compare to expectations
Discretionary spending appears to remain fragile in the economy Customers are more likely to consider the value of products and services against the free cost of alternatives such as going outside
The the movements in discretionary spend reported by businesses are broadly similar to the June 2013 results There was a small increase in the proportion of businesses reporting that discretionary spend was up along with a small reduction in businesses reporting it was down
Nevertheless the results are still more optimistic than the results of the 201213 Annual Survey In which 47 of businesses reported a decrease in the secondary spend of visitors As consumer confidence and economic growth in the UK continue to improve along with stabilising inflation tourism businesses in the region will start to see visitors spending extra money
IncreaseRemain the same
Changes seen or implemented - Quarter ended 30 September 2013
Business Activity and TrendsBusinesses cautious of increasing prices
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
7
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Average room rate Entrance fees Foodbeverage sale prices
4349
36
55
39
46
30
Visitor Discretionary Spending - Quarter ended 30 September 2013
Up
Donrsquot know
About the sameDown
20
39
11
What changes were seen or implemented during the quarter ended 30 September 2013 compared to the same period last year
There appears to be sensitivity from some businesses to raising their prices with many keeping them fixed compared to the same period last year This may be as a result of businesses being conscious of customerrsquos tight budgets
Of the businesses who increased their average room rates compared to the same period in 2012 77 said they had only increased it by up to 5 Of the minority of businesses who decreased their room rates they had all done so by more than 5
Nearly 40 of businesses offering food and beverages had increased their prices compared to last summer However half of businesses who decreased their prices had done so by more than 6
How does discretionary spend by visitors (for the quarter ended 30 September 2013) compare to expectations
Discretionary spending appears to remain fragile in the economy Customers are more likely to consider the value of products and services against the free cost of alternatives such as going outside
The the movements in discretionary spend reported by businesses are broadly similar to the June 2013 results There was a small increase in the proportion of businesses reporting that discretionary spend was up along with a small reduction in businesses reporting it was down
Nevertheless the results are still more optimistic than the results of the 201213 Annual Survey In which 47 of businesses reported a decrease in the secondary spend of visitors As consumer confidence and economic growth in the UK continue to improve along with stabilising inflation tourism businesses in the region will start to see visitors spending extra money
IncreaseRemain the same
Changes seen or implemented - Quarter ended 30 September 2013
Business Activity and TrendsBusinesses cautious of increasing prices
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
8
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Business Activity and Trends cont
What impact did the following factors have on your business
Many businesses highlighted the importance in investment through renovations and refurbishment to premises as well as investment in the product such as new service offerings
Businesses also revealed the positive impact of special offers and promotions In addition to the sensitivity of some businesses to raising prices it appears many businesses feel offering discounts and promotions are a requirement in the current economic climate to drive business Interestingly price competition appears to be held at bay by many
Unsurprisingly the weather during the quarter had a significantly positive impact on businesses No doubt the sunshine increased the number of last minute bookings taken by tourism businesses[6]
However in a report by the Centre for Economics and Business Research based on data from the Asda Income Tracker[5] the next five years will be tough for households as rises in the cost of living will put a squeeze on disposable incomes
Repea
t custo
mers
Price co
mpetitio
n
IncreasePositive impactDecreaseNegative impact
915
26
55
5
59
16
59
0
56
2
56
33
Renova
tionre
furbis
hmen
t
Weathe
r
New se
rvice o
fferin
g
Specia
l offer
sprom
otions
Other
Factors Impacting Business
67
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
9
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Expected volume of visitorsguests - Quarter Ending 31 December 2013
Remain the same
Decrease
Increase44
22
34
How do the number of visitorsguests compare to the same periods last year
Over half of businesses surveyed reported an increase in visitor numbers compared to the same period last year The contrasting better weather between 2013 and 2012 clearly played a factor in this
Interestingly the increase in visitor numbers outperformed the forecasts made by businesses during last quarterrsquos survey of businesses surveyed last quarter 52 were expecting an increase in visitor numbers over the summer compared to the same period last year The 8 increase above expectation was therefore pleasing However 21 of businesses surveyed this quarter reported a decrease in visitor numbers A similar rate to that forecast in the June 2013 survey
What volume of visitorsguests are expected during the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to remain fairly cautious in their predictions Of the businesses expecting visitor numbers to increase 67 do not expect them to increase by more than 10 while of businesses preparing for a fall in visitor numbers nearly half are expecting them to reduce by more than 10
Nearly a quarter of businesses are expecting a decrease in visitor numbers compared to the same period last year
Ultimately forecasting visitor numbers is not an easy task and the results present a fairly mixed outcome Furthermore the increasing trend for late bookings makes it hard for some accommodation businesses to assess their occupancy that far ahead
Number of visitorsguests
60
21
19
Remain the same
Decrease
Increase
VisitorsGood news for the majority
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
10
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Loca
l new
spap
erNati
onal
newsp
aper
Leafl
et ac
tivity
Daily d
eals
websit
es
Outdoo
r med
iaTV
radio
Events
Trans
port m
edia
Destin
ation
broc
hures
PR activ
ityPaid
adve
rtising
- onli
ne
Other
No ChangeIncreaseDecrease
59 47 58 74 74 50 36 80 69 41 48 100
13
18
27
13 33
58
2026
5749
325615 13
Consider the impact on your business of increased marketing activity in the quarter
In the 2013 Annual Tourism survey[7] Internet Marketing was reported as the most used marketing method with 82 of businesses surveyed saying they employed it to promote their business The results highlight that this medium is now a highly effective key marketing tool
Social media continues to yield positive results with two thirds of businesses saying they have experienced an increase in business activity as a result of using social media The Guardian[8] recently reported on how larger businesses can learn from smaller ones in how to put a human face on their business Indeed successful social media is often about individuals connecting with individuals In the 2013 Annual Tourism survey 85 of businesses said social media had provided at least some benefit to their business Local broadband speed remains a hot topic and clearly businesses with an unreliable internet service are potentially losing out on attracting new customers
Although other marketing methods trail behind online marketing there are some interesting points to take note from this quarterrsquos survey Events continue to reap rewards for those using them with many saying they have had a positive impact on their business
62 38
59 37
72 26
69 29
4
2
0
No ChangeIncreaseDecrease
Internet and Social Media Marketing
Other Marketing Methods
Marketing and PromotionSocial media becoming a core marketing activity
2
32
32
35
0 01713
Email Activity
Social Media Activity
Website Activity
Internet Marketing
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
11
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
About the same
More optimisticLess optimistic
Your Own Business
Tourism in Suffolk
Tourism industry in the UK
National Economy
48
41
11
57
33
10
66
22
12
44 26
30
How optimistic are sector business prospects for the quarter ending 31 December 2013 compared to the same period last year
Businesses continue to be more optimistic about their own business rather than their view of tourism in Norfolk and the rest of the UK
In general most businesses appear to be just as optimistic about the December quarter end as they were for the same period last year
The results revealed that there were relatively mixed feelings regarding optimism in the national economy over the next quarter compared to the same period last year This would appear to challenge the increase in the consumer confidence index This caution will likely ease as the economy improves In the 2013 Annual Tourism Survey 94 of businesses said they saw the end of the recession as an opportunity With three consecutive quarters of economic growth lets hope the UK is on the right path to full recovery
It is not surprising to see optimism stabilising as many businesses appear to already feel quite positive about the future Over the past few years the Larking Gowen Annual Tourism surveys have reported around 75 of businesses in the region that have remained consistently positive about the future
ConfidenceFeel good factor continues
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
12
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
How do future bookings for the quarter ending 31 December 2013 compare to the same period last year
Businesses continue to see the number of future bookings faring well with 71 of businesses reporting the volume of bookings for the quarter ended 31 December 2013 have either increased or remained the same as the same time last year
Visit England reported in September[9] that 56 of businesses said their advanced bookings were either good or very good This was slightly up on the September 2012 survey when the figure was 51
Most businesses have not seen a significant change in booking behaviour for the next quarter compared to the same period last year however nearly a fifth of businesses reported a decrease in the length of stay In the 2013 Annual Survey 57 of businesses said visitors on shorter stays had increased while 71 said visitors booking late had also increased
What investment would help improve the Norfolk tourism offering
As with the results in the previous quarter businesses continued to report that investment in better road signage brown signs and more marketing spend would most improve the tourism offering in Norfolk The 2013 Annual Tourism Survey revealed that 58 of businesses saw a loss in government funding to local tourism areas as a threat to their business
Interestingly there was also an increase in businesses suggesting that investment in digital media training would help improve Norfolk tourism
Outlook Visitors booking later
Volume of bookings Value of bookings Length of stay
38
3331
13
21
What investment would help improve the Suffolk tourism offering
Better road signagebrown signs
52
Skills training
11
More marketing spend
53
Digital media training for businesses
29
Marketing training for businesses
19
Other
21
IncreaseDecrease
Future bookings for the Quarter ended 31 December 2013
29
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
13
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
What impact would improved broadband speed have on your business
Tourism businesses across Suffolk have clearly identified that using online marketing and social media distribution channels will be the most cost effective routes to market in the future Most are now investing the majority of their marketing budgets in creating the lsquocontentrsquo about their respective businesses and destinations along with the fixed and mobile portals that will carry and display the many reasons to visit The lack of a high speed countywide broadband network can only inhibit the effectiveness of our promotional activity and result in a lack of competitiveness with other areas of the UK It is vital therefore that we continue to collectively lobby for the network coverage that we need
Tolling - Plans have been announced recently regarding the introduction of tolls for vehicles using the A14 west of Cambridge Which statement reflects your opinion
The survey shows that tourism businesses are very unsure about the impact of the introduction of tolling on the A14 in neighbouring Cambridgeshire as it is a key access route for visitors to Suffolk However apart from those that have yet to form an opinion the most businesses believe that it will have a negative impact Clearly any further transport legislation that makes getting to Suffolk more expensive will potentially have an increasing detrimental effect on our sector
Topical Investment will benefit Tourism
It would have a positive impact on my businessIt would have no impact on my businessDonrsquot know
Impact of improved broadband speed on business
71
19
10
Impact on the introduction of tolls on A14
42
Have yet to decide or form an opinion
A positive development providing the funds that it generates are used to improve overall transport in the area
No impact on my business
12
28
18
Could have a detrimental effect on my business
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
14
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
Larking Gowen has prepared this survey on behalf of Visit Suffolk
Larking Gowen Chartered Accountants and Business Advisors recognises the importance of tourism to East Anglia and believes dedicated surveys provide a useful benchmark for businesses
This survey was carried out over a three week period commencing on 1 October 2013 Larking Gowen has been undertaking surveys of the tourism sector for over 7 years and therefore targeted their relevant data base for participants Over the years a number of strong working relationships have developed with local destination marketing and management organisations and regional tourism bodies These organisations kindly informed their membership of the survey In addition Visit Suffolk targeted their database
The survey was run concurrently with a survey for Visit Norfolk and in total the results were drawn from a range of tourism businesses - 185 businesses in total We would like to thank those businesses for their time and support of this survey
More information on this survey and previous surveys may be found at wwwtourismsurveyscouk
If you have any questions regarding the survey wish to ensure that you are included in future surveys or would like to discuss how the results compare to your own trading patterns please do not hesitate to contact Larking Gowenrsquos tourism team
Background
Larking Gowen Chartered Accountants and Business Advisorschrisscargilllarkingndashgowencouk surveyslarking-gowencouk0845 4081732
Chris ScargillTourism and
Leisure PartnerLarking Gowen
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
15
Visit Suffolk Business Confidence Survey October 2013
wwwtourismsurveyscouk
References
1 wwwonsgovukonsdcp171778_331535pdf
2 wwwbbccouknewsbusiness-19757394
3 wwwbbccouknewsbusiness-24444134
4 wwwonsgovukonsdcp171778_329287pdf
5 httpyourasdacomincome-tracker
6 wwwbbccouknewsbusiness-23575173
7 wwwtourismsurveyscouksurvey-archive2013-results
8 wwwtheguardiancomtechnology2013oct28social-media-marketing-is-about-individuals-so-how-does-it-scale
9 wwwvisitenglandorgbounceaspxPG=ImagesSummary20Report20Sept20201320v2_tcm30-38755pdf
